Arnell M. Carmichael
MBA 652: Marketing Strategy
Professor Dr. Doug Brown
There are three main categories of dog food: dry, canned and treats. In 2011 the sales of dog food totaled somewhere in the arena of 14 billion dollars. Endeavoring to bring new dog food to an already established market can be a “daunting” task, especially when that particular dog food is frozen. Breeder’s Own Pet Foods as a whole has realized how diverse the dog food market is; however, brokers within this conglomerate believe that the true organic potential of this marketplace has yet to be “tapped” into effectively. With an ever-changing push toward becoming green (environmentally conscientious) and eating more organic foods than we have in the past; we must not exclude our furry friends when selecting health-conscientious nourishment for our household (s). While attempting to break into an all ready dominate commerce, Breeder’s Own Pet foods will have to unequivocally convince their target audience that its product is more organic and better for your pet (s) than the dog foods that have dictated this commerce for years. The mix marketing-strategy that Breeder’s Own Pet Foods must use should be cleaver enough to augment the appeal of frozen dog food to new pet owners and lure faithful patrons away from the three traditional deliveries; nevertheless, priced efficiently enough to target any tier of our social class structure (Kerin & Peterson, 2013). Problem Identification
There are some obvious problems when determining how to market Breeder’s Own Pet Foods. (1) its food is more organic than others (purportedly) which would seem to be a more expensive product due to the freshness and lack of chemicals for storage purposes, and (2) it will also be very difficult to break into an already established dog food market, especially because their dog food needs to be stored in the frozen section. Since this is a new product in this market, Breeder’s Own Pet Food does not have any “brand equity,” meaning they do not possess the characteristic (s) that inevitably distinguish them from competition, which would also make their brand more easily recognizable and superior in quality and reliability. Effectively, Breeder’s Own Pet Foods will have to find an effectual manner in which it will overcome objections to frozen dog food, price of their food in contrast to their competition (350 various brands) , targeted geographic location and methodology they will utilize to successfully market their product to the world (Kerin & Peterson, 2013). Identifying the Root Problem Components
The over-arching problem that Breeder’s Own Pet Foods has is which marketing-strategy would best serve as a vehicle for entry into the dog food retail business. Additionally, it has to select the most prominent geographic location (s) for distribution of its product. Another root problem component is how to get the supermarkets to stock and distribute this dog food since it is in the frozen category and may not appeal to traditional dog food buyers because they don’t readily associate dog food with frozen goods. Since Breeder’s Own Pet Foods does not have any Brand Equity, they must win the “hearts and minds” of its consumers by performance, availability and pricing. To accomplish this feat, it must train the minds of its patrons to begin to shop in the frozen department for organic dog food. Without the latter two suggestions, Breeder’s Own Pet Foods may have unsuccessful attempts at penetrating this marketplace and it may be difficult to rebound back after a failed endeavor.
Strengths:ØOpportunity to capitalize on growing popularity of organic dog foodsØCan create “groundwork for Breeder’s National roll-out strategyØBalanced nutritional comparison in contrast to competitionØConsiderable latitude in pricing selection, which may appeal to all social...