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 has been around for 11 years with locations in 3 cities: Pereira, Cali and Medellín.

The company employs 18 employees across three locations. Accounting and Finances are handled out of Pereira for all locations whilst the client facing activities are localised. Cremations for pets from Cali clients are managed out of Pereira. Both Pereira and Medellín offer pet cremations. 

Collaboration with PUM

The collaboration with PUM started because of their growth ambitions, the opportunities the company sees in the Colombian market, branching out from the three locations they currently operate, reaching clients across the country. Secondly, the company is active on several social media and owns a website, however does not have a strategic marketing plan. They reached out to PUM to request a Marketing 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 in November 2025 to support the General Manager of Paraíso de Mascotas with marketing, branding and communication advice. 

Upon arrival and after a few really tasty coffees (after all, Pereira is the centre of the coffee region), we focused on analysing the following:

1. Current market situation
2. Strengths, weaknesses, opportunities and weaknesses, compared to the competition
3. Define vision, mission and values
4. Analyse the 6 Ps
5. Define their unique market position
6. Define a brand personality
7. Review brand guidelines, communication
   

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 they differentiate from the competition and their goals and specific challenges, we discussed possible winning scenarios and improvements.

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 in The Netherlands and we visited sister organisation La Ofrenda in Pereira, that offers funeral services for humans. They have beautiful colourful facilities and gave us some ideas applicable to services for pets. It’s interesting to notice that also in this project, as well as in my other PUM projects, companies don’t know LinkedIn and I spent some time explaining the benefits, especially if they want to reach more corporate clients.

Future success depends on transitioning to a more professional marketing organisation by implementing first the low hanging (marketing) fruit. 

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. A brand like Paraíso de Mascotas misses impact because it lacks focus and consistency. I offered ways for a more unified style of photography and colours and the introduction of a brand personality. With a few other improvements, the brand has everything it takes to become more powerful and support their goal to increase visibility. 

What’s next?

It is super nice to hear the feedback from the General Manager (Diana) who is implementing my advice. I very much enjoyed working with her and her team, who have been very helpful in explaining their daily work. 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 knows that Marketing and communication will need to professionalise alongside their other supporting functions and in line with their growth path. For this reason, my advice was instrumental, thanks to PUM. I am very grateful that I was part of this project and today I am still in contact with the General Manager to monitor progress. Let's see when they are ready for the next phase of advice. Together we grow! 

Paraíso de Mascotas

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