PROBLEM STATEMENT Tyler Pet Foods‚ Inc. met with representatives of Marketing Ventures Unlimited to discuss possible entry into the household dog food market in the Boston Massachusetts metropolitan area. The meeting raised the question: "Is there a place for Show Circuit in the dog food market?" COURSES OF ACTION After the meeting‚ Tyler Pet Foods had several unanswered questions: 1. Was the market itself adequately defined and segmented? 2. What position would Show Circuit seek in the market? Should
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Tyler Pet Foods‚ Inc. # 1. How would you describe the household dog food market? Sales of dog food are approximated at $5.6 billion for this year of which $3.1 billion will come from supermarkets. As the previous figures show‚ 55% of all dog food sold in the United States will be distributed through supermarkets. Since there exists such a reliable correlation between human population and dog population‚ we can say that the greater Boston area represents approximately 1.5 percent of the US dog population
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PROBLEM DEFINATION: First in Show Pet Foods‚ Inc. is a major producer of dog food for show-dog kennels in the U.S‚ and is now a supplier of a high quality dog food for show dogs called Show Circuit. The situation facing First in Show Pet Foods currently is one of expansion. First in Show wants to break into the world of retail branded pet food. The company has to choose the best suitable Advertisement and Trade Strategy. INDUSTRY AND MARKET ANALYSIS: The dog foods are distributed through two major
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Zenith Pet Foods‚ Inc. In reviewing the Zenith Pet Foods case‚ there are several facts that need to be assessed before offering a definitive answer on whether their potential program for marketing Show Circuit dog food will be successful. Zenith Pet Foods‚ Inc. is a major distributor of dog food for show kennels throughout the United States. The product that Zenith is offering is called Show Circuit‚ which is a highly nutritious and quality ingredient dog food. The product of Show Circuit‚
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Define The Problem In this case about Zenith Pet Foods‚ Inc.‚ a major distributor of dog food for show-dog kennels in the United States‚ we learn that the company is looking to expand its market into the Boston Area. In the beginning of the case we learned that Marketing Momentum Unlimited‚ a marketing and advertising consulting firm‚ is trying to help Zenith with entering in the Boston market. The sale of dog food in the U.S. is $7 billion total sales between the four dog food products offered‚ dry‚
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Case Study “Pet owners and their pets or ... consumers and their owners?” Written by Tjark Hartmann‚ Student ID: 20528 19.10.2010 Words: 1649 2 Content Introduction......................................................................................................................................... 3 Insight .................................................................................................................................................. 3 Reasons for owners spending
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1. What is the total and category dog food supermarket sales potential in Boston at manufacturing prices? | (1) | (2) | (3)=(1) x (2) | (4) | (5)=(3) x (4) | Dog Food Category | Share of Total Dog Food | % of Dogs in Boston Area | Estimated Dog Food Category Sales | Super Market % | Estimated Dog Food Super Market Sales | Dry | 65% x $10 billion= $6.5 billion | 1.2% | $78 million | 36% | $28‚080‚000 | Canned | 15% x $10 billion= $1.5 billion | 1.2% | $18 million | 36% | $6‚480‚000 |
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high for the average consumer who buys dog food at the grocery store. Distribution − The one advantage to distributing Breeder’s Mix to grocery stores would be lack of competition for a frozen dog food product. The downside would be the lack of convenience and appeal to the average dog food consumer. The food takes time to prepare due to thawing time and it takes up valuable household freezer space. With the majority of dog owners preferring dry dog food price and convenience may trump superior
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First in Show Pet Foods Case Analysis Central Strategic Issue First in Show Pet Foods‚ Inc is in the process of launching a new dog food product to supermarkets called Show Circuit. Show Circuit is currently the number one dog food for show dog kennels. First in Show Pet Foods is trying to get the product as mainstream as possible. They want people to recognize the product immediately by seeing its logo and they want to make sure that consumers are aware that the pet food is sold in the freezer
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Over the course of the last few weeks‚ pet owners have heard all kinds of reasons why their pet’s food might be tainted. The problem is‚ none of the specialists in the area seem to agree on the cause. Now it appears that the original pet food recall‚ which included some 60 million cans and foil packs of food from Menu Foods‚ may not have been extensive enough. Evidence indicates that the same contaminate found in poisoned wet food may also be found in the dry food products of an as yet unknown vendor
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