The Audit of Smackey Dog Food, Inc. James Fleming Acct 555 Course Project AUDIT OF SMACKEY DOG FOODS, INC 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
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
B.First in Show Pet foods, Inc. 1.Major producer of save $200,000 in advertising expenditures 2.Cons a)Risk of failure: 85% failure rate of new products introduced to supermarkets annually b)No guarantee that the product will sell c)Increased Costs: Fixed Costs = $530,000; Variable Costs = $7.87/case d)May reach a smaller audience than a $700,000 advertising budget e)May have achieve lower revenues (and profits) III.Recommendation A.Enter the Show Circuit Market with $500,000 Ad Expenditure 1.Opportunity to be the first to tap into the potentially vast market of frozen dog food in the Boston area
Private label dog food brands account for about 9%. Breeder’s Own Pet Food, Inc has an opportunity to educate the consumer with their new product. Right now the consumer only has three choices of dog foods, dry, canned, and treats. 95% of dog owner’s feeder their dog’s dry food in the course of a year. Nestle’ Purina One is a brand leader in this category. About 1 in 3 dog owners feed their dogs canned food during the course of a year. Pedigree is a brand leader in this category. Almost 80% of dog owners feed their dogs treats. Milkbone is the brand leader in this category. 1 in 10 dog owners buy frozen or refrigerated dog food on a regular basis. 15% are interested, but do not currently buy it due to lack of availability and convenience.
We all love our dogs and want to give them the best life has to offer. But with so many variations of dog food in the market, it isn't always easy to identify the best food for our dog. Who can possibly feel confident when so many brands trumpet buzzwords that hit the human aisles not long ago, such as "rich in antioxidants," "highly digestible," "Omega-3 fatty acids" and "Ultra Premium Formula"?
You're a new puppy owner and you want to find the best large breed puppy food for your dear bunch of joy. But... Is a trip to local pet superstore would be of help or will lead you to a more complicating task? Knowing that there's a lot of brands
We want our pets lives full of good health and plenty of love. Several psychological authorities theorize our attraction to pets is our need to feel comfort, needed and unconditional love. Their dependence on us makes us nurture and care for them without hesitation. The loyalty pets give humans
Breeder’s Own Pet Food Inc. Case Analysis CJ Class:Marketing Strategy September 06, 2014 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap 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
Breeder’s Own Pet Foods Case Analysis Arnell M. Carmichael Bellevue University MBA 652: Marketing Strategy Professor Dr. Doug Brown 03/23/2013 Case Recap 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
Show Circuit’s position strategy is as follows: Positioned as a high quality dog food Positioned at a premium price 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
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 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
Author of "The Healthy Wholistic Dog," Elliot Harvey MH, founded Great Life Performance Pet Products in 1996 after observing a lack of nutritious and premium products available for domesticated animals. With an exceptional amount of years of experience in the animal field, Great Life founder has developed a line of
Marketing Research for Caninantics 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.