Competitive Positioning In Chin Pet Food

Tough times call for tough measures. Wal-Mart has started moving from higher priced national branded goods to cheaper alternatives. Wal-Mart has even went to the extent of producing its own in-house brands such as Great Value, Ol' Roy, Sam's Choice, No Boundaries, Equate, EverStart, Mainstays, and many others. Ol' Roy, a hard dog food, has become the United States' most popular brand of dog food since its creation in 1983. Ol' Roy sales are about 20% higher than any other brand of dog food. Great Value food products where launched in 1993 and have become just as good if not better than the national branded food stuffs. Great Value products are typically sold at a much lower price due to not having any marketing expenses. "Combined, the improved product quality and the price advantage over the national brands bode well for current economic times" (Canning 20-26).

The product will be sold at the store in Little Rock, Arkansas, focusing on the zip code 72212. Considering the small size of my city, the geographic segment will focus on those individuals that live in the suburban neighborhoods in the area. Most of the people in this area are millionaires in their mid-50s without children so they treat their pets like they would their children because they consider them an extension of their family. Since these individuals love their pets much like they would their family members they will spend a great deal of money on them to ensure they have the proper care and treatment. This will hold especially true when it comes to their pet food. From my personal experiences, wealthy individuals have a tendency to purchase the most expensive items on the shelves for the simple fact they think it is better than all the rest. Needless to say, they will not have an issue paying expensive prices for an all-natural pet

* Retail Company is growing- its direct-to-consumer business grew from 8%-11%, went from 155 stores before 2012 to over 200 today.

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.

Operating in 1197 stores in North America, PetSmart "is the largest specialty retailer of services and solutions for the lifetime needs of pets" (PetSmart.com.PetSmart Corporate: Investor Relations. 2012). The business of pets and pet care continues to be a thriving and growing industry; "the American Pet Products Association, or "APPA, estimated the calendar year 2010 market at approximately $47.7 billion, an increase of more than 180% since calendar year 1994" (PetSmart.com. Investor Relations. Annual Report. 2010). The industry's size and scope provides opportunities for a range of business to compete for the pet owner's discretionary spending; as such PetSmart must constantly innovate and offer consumers value across their business model. The ongoing streamlining of the company's value chain offers insight into two "big ideas" of economics: markets and voluntary exchange, and choices and incentives.

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

These four retailers average private-label dollar share of 22%, well above the industry average of 16%. They have also seen higher levels of overall sales growth versus non-leaders – 5.3% versus 3.4% over the past 3 years. (Future of Food Retailing 2008, 136)

Based on Show Circuit’s positioning strategy, provide a recommendation for a price point for a case of the produce and calculate the company’s contribution per case.

Caninantics’s mission is to be the leader in introducing innovative, dog food dispensing product to the market. Through close customer contact and excellent relationships, Caninantics, will meet the needs of the customers. Caninantics, LLC, is a privately-held corporation and maintains an office and a small warehouse in a mixed-use area of North Beach. Three of the four investors in the company have full operational responsibility, the co-founders, have both entrepreneurial and industry experience to brings operational management, marketing, and financial skills

Breeder’s Own Pet Foods, Inc. Case AnalysisEtienne MepriseBellevue UniversityMBA652: Marketing StrategyDr. Doug Brown12/3/2013Breeder’s Own Pet Foods, Inc. Case AnalysisCase RecapBreeder’s Own Pet Foods, Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced, high quality dog food brand Breeder’s Mix, which has been traditionally sold to the show dog kennel market.   The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson, 2013).   One of the challenges for Breeder’s Own is breaking into an already saturated market.   However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods,

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

Transition your existing pet food product lines to capture market share and dominant market presence in the growing organic and natural pet food market. The primary business objective is to develop new markets in a stalling and business with decreasing profit margins by appealing to the products that appeal to the health and safety of pets and their owners.  Our objective is to use your business’ existing strengths to emerge as the premier organic pet food brand and build a foundation for continued growth.

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.