Improving the visibility of a pet crematorium in Colombia

Paraíso de Mascotas is a Colombian holding of the La Ofrenda S.A. Business Group, that provides pet cremation services and accompaniment of families in the end-of-life process of their pets. The company operates out of Pereira, Cali and Medellín.

Marketing

The company sees growth opportunities in the Colombian market, reaching clients across the country and the Marketing and commercial strategy plays an important role to support their goals. They reached out to PUM for an expert on location in Pereira and Cali, who would be available to work with the General Manager to analyse the current situation and activities and recommend improvements. And so, I traveled to Pereira and Cali in November 2025. 

As with other projects, my advice focused on long-term growth by discussing and studying what makes this company unique and how to best communicate with their key target audiences. No project is the same and by understanding how each company differentiates from the competition and what their goals and specific challenges are, we discussed possible winning scenarios and improvements.

Innovations

A key part of the strategy was discussing ideas how to expand and offer their products and services in a more premium way, the importance of innovations and how to improve their communication via social media. For inspiration, I showed product offerings from similar companies abroad and we visited sister organisation La Ofrenda in Pereira, that offers funeral services for humans. It’s interesting to notice that small and medium sized companies don’t work much with LinkedIn and I spent some time explaining the benefits, especially if they the goal is reach more corporate clients.

Branding

Paraíso de Mascotas has already professional branding guidelines and after I gave my feedback for improvements, I guided them how to best apply these guidelines and offered a few ideas for positioning the brand as high quality. Colombia is rich of colours and messages. The downside of this is that people receive too much input. Brands benefit from more focus and consistency. I offered ways for a more unified style of photography, colours and the introduction of a brand personality. 

What’s next?

It is super nice to hear the feedback from the General Manager who is implementing (some) of my advice. I very much enjoyed working with her and her team. The market potential of this business is obvious, the management is professional and the execution is very good, so no doubt this business will flourish. The company understands that it is important to integrate marketing and communication alongside their other supporting functions and in line with their growth path. I am very grateful that I was given the opportunity to share my knowledge. Together we grow! 

Paraíso de Mascotas

Bga Santa Ana, Av el Pollo, Cra. 2 Nte. #18-308, Pereira, Dosquebradas, Risaralda, Colombia