Case 2 Breeder s Own Essay

1231 Words Nov 19th, 2014 5 Pages
Marketing Strategy
Team 2/Case Study 2
September 15, 2015

Breeder’s Own Pet Foods, Inc

Breeder’s Own Pet Foods, Inc is a major producer of dog food for show-dog kennels in the United States. Their executives viewed the retail dog food market as a growth opportunity and would like to begin by introducing their product; Breeder’s Mix dog food into the Boston area in 2011. Breeder’s Mix dog food is a nutritionally balanced, frozen dog food that is among the costliest to produce. Their product has no additives or preservatives and is made up of 85% fresh meat and 15% of the highest quality fortified cereal. It is the finest quality and has been used and recommended by professional show-dog owners for years. Breeder’s Mix has a long
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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 recommend that Breeder’s Own Pet Food, Inc use the marketing mix otherwise known as the 4-P’s as their strategy to enter into this market. Their product contains 85% federally inspected beef by-products, beef, liver, and chicken as well as 15% of the highest-quality fortified cereal. There are no additives or preservatives in their ingredients. Their high-quality, premium ingredients set them apart from their competition. The food is frozen to prevent spoilage of the fresh uncooked meat. The fact that it is frozen makes it lasts longer than other competition food such as dry dog food. Packaging will be in a one-pound stand-up pouch with 12 pounds per case. We believe their price should be

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