Beneful: Premium Dog Food

The Smackey Dog Food, Inc. is a family owned business. It was started by three sisters, Sarah, Kim and Jillian, in the kitchen of their home. They lived in a suburban area of Chicago, Illinois. Their business is making all natural dog food. After using their own dogs and the neighbor’s dogs as test subjects, it was discovered by local vets, pet stores and grocery stores. These local places began to distribute the dog food. The demand for their food began to increase and they moved their business to a larger facility and hired additional workers. As compared to competitors, Smackey Dog Food, Inc., began to rise

As this was Keller’s first audit on a dog Foods company, additional research was conducted to gain insight on some the most common risks that occur in the dog Foods industry. The audit team also went to visit the client prior to the audit to gain a clear understanding on how their business works. The audit team consisted of the audit manager Pete, and two audit staffers Maureen and Ben.

3.Top five companies – Nestlé Purina PetCare, Iams, Hill’s Pet Nutrition, MasterFoods USA, and Del Monte – accounted for ≈ 75% of dog food sales in 2008.

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

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

Positioned to be perceived by buyer as the only dog food that they would want to purchase for a dog that is considered part of the family

|Weaknesses: •   Lack of availability in all stores •   Lack of appeal to consumers due to thawing time / freezer space (convenience) •   Lack of appeal to supermarkets due freezer location •   Lack of brand equity in retail market •   Premium price | Threats: •   Store Location - Consumer must be educated to find product in different area of store •   Saturated market – sales top 14 million in 2011.   Dog food is also heavily advertised, so the challenge is to entice the consumer to buy Breeder’s Mix. •   Competition - 5 major brand name dog food companies dominate market with 75% of US dog food sales •   Challenge to get supermarkets to give up valuable freezer space for dog food |Evaluation of AlternativesBreeder’s Own Pet Foods product development strategy should be evaluated.   Currently only 1 out of 10 dog owners regularly buy frozen or refrigerated dog food and ¾ of those surveyed expressed no interest in purchasing frozen dog food (Kerin and Peterson, 2013).   This indicates that there is a limited market for dog owners who would be interested in a product such as Breeder’s Mix. Research does suggest however that frozen dog food dollar volume is increasing annually indicating there is a strong opportunity for Breeder’s Own to be the first to tap into the frozen dog food market in the Boston area.   Breeder’s Own Dog Foods needs a strong marketing campaign to convince consumers their brand is superior to

After careful review of each of the elements in launching this product, the following analysis can be determined. Zenith has to answer a specific series of questions in order to decide if their product of Show Circuit dog food will be a viable product. The market was in fact correctly segmented, although Zenith needs to see the shopping behavior of those willing to spend more on pet food. Marketing in a supermarket could inhibit the potential growth of the product. Because the market is already segmented and offered such a variety of dog foods, Zenith will have to market the product correctly and focus in on the benefits to be successful. Show Circuit needs to seek a position of a higher quality product in a different, more convenient location. It is important to play up how the location is a benefit rather than a detriment. This goes along with the sales program being successful. Show

The customers' want to feed their dogs a superior food conflicts with a need to save money.

Dog food ingredients are very important because the substances that dogs ingest are what control their normal routine. If a dog is eating food that is healthy and full of nutrients, then they are most likely going to be very active and happy. In contrast, if a dog is receiving ingredients that are harmful or contain toxins, then they are probably going to be lethargic and ill-tempered. Everything a dog is eating is going to impact their longevity in

The role of hemagglutinin (HA) , which is one of the abundant & immunodominant glycoprotein on the surface of the influenza virus ,is very important as an immunogen in anti-influenza vaccines (Gamblin & Skehel.,2010). HA is a major glycoprotein in the viral lipid envelope membrane with a distal globular head that mediates host-cell receptor binding followed by a membrane-proximal stalk domain which directs fusion of viral envelope with the host cell(Kaminski &Lee ,2011). The current split-virus vaccines predominantly induce antibodies to the surface glycoprotein like HA ,NA . Due to antigenic drift ,the surface glycoproteins undergo mutations, therefore the three influenza strains are included in seasonal IIV (influenza A(H1N1) and A(H3N2) and influenza B) which are evaluated for their ability to generate neutralizing antibodies against the circulating influenza strains (Waffarn E. & Baumgarth N.,2011). . After vaccination with inactivated Influenza vaccine , it results in both local and systemic responses generation. .Within 2 weeks of vaccination, 90% of vaccines found to have protective antibody titres (Cox RJ.1994) .In humans, hemagglutinin specific effector T-cells are found to be major proliferating subsets of T-cells which are seen after stimulation by HA molecule (Novak et al 1999).

Rape of Dinah- Genesis 34:1-34 The rape of Dinah occurs when Dinah went out to the town of Shechem to go meet another young woman. When she arrives, she is raped by a man named Shechem, who is son of the town’s chief, Hamor. Shechem then decides that he wants to marry Dinah. Dinah’s brothers tell Shechem that in order to marry Dinah, all of the men in the city must be circumcised. Dinah’s brothers, Simeon and Levi, then go into the city and murder Shechem and Hamor, and rescue Dinah.

The reason dogs have become domesticated was the synergy between humans and the wolves who were the ancestors of modern dogs. Dogs were attracted to humans by scavenging their left over food and the humans liked the dogs protecting the human settlements with their warning barks and fending off other predators with their constant presence. This meant the dogs natural diet of raw food was changed over the years and adapted to include cooked food left over from human consumption. This means that dogs who were essentially carnivores were eating the same food as humans, who were essentially omnivores. It is only since the late 1800′s that commercial dog food has been available, and not until the 1950′s did it become popular. It is also in the same

As a start-up company, Caninantics will largely benefit from conducting marketing research that will support its marketing strategy. The pet food industry has experienced tremendous growth and profitability in the recent past because of Americans constant love for animals and dogs. It is a competitive market that is characterized by numerous attempts by brands to differentiate themselves from other competitors. For individuals who own cats and dogs, the industry or market generates a staple product. Dog owners tend to prefer cheaper dry pet food because wet pet food is relatively expensive.

Have you ever met anyone that knew you belonged in your life, no matter what? That’s who Tyler Davis is to me. He is the love of my life, my other (he would say better) half, and my absolute best friend. The way we met, to some, was unconventional, but to me, it was fate.