The SNHU pet food store has been in business for over 15 years with 3 locations in Akron, OH. As a result of the tremendous growth of the company for the past five years, SNHU pet food decided to launch a new line of all natural, made-in-the-U.S.A. pet food. Responding to this demanding growth and increasing competition. The pet food will focus its marketing strategy for the small and medium size dogs, along with a line for felines. “Only Natural Pet Food” targets people with active lifestyle make it a great choice for the new line of pet food, this new line will appeal to individuals that have a healthier lifestyle and want to extend it to their pets.
Launching the marketing campaign for Only Natural Pet Food the company will use SWOT an acronym for strength, weaknesses, opportunities, and threats for the best marketing strategy. Thus, allow SNHU pet food store to use these statistics to identify how it can leverage its strengths to get the most out of the opportunities in the marketplace. Figure 1: Swot Analysis for Only Natural Pet Food
Only Natural Pet Food has several strengths to point out in its marketing strategies. The new line is made from high quality all natural ingredients made in the USA. Ingredients come from local farmers, with a freshness guaranteed. By using opportunities from SWOT this campaign is going to target the healthy food trends, have the family eat healthily and pass the benefits to the pets as well. Creating loyalty program by
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
A SWOT analysis looks at a company’s strengths, weaknesses, opportunities and threats. The following is a SWOT analysis of Petco, a well known company that provides the common products that pet owners would need. Taking a deeper look into how they got started, what their strengths, weaknesses, opportunities and threats are in the prosperous market place that has a high demand for pet products in today’s culture that are reliable and inexpensive.
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
SNHU Pet Supply has designed a SWOT analysis to aid them in the best direction of marketing strategies for Pet’s Choice. To take advantages of all the opportunites available, SNHU Pet Supply can refer to this analysis in order to use their strengths for the best of the company and find the best opportunities in the market. The company could use this information from the SWOT analysis on Pet’s Choice products to develop marketing strategies and activities. The company can play on its strengths in order to promote this product so that it is beneficial for the company and the consumers. We will design the product to show the strengths the company has to offer, such as making the packaging stick out and resemble what we stand for. These multi-flavored
After hearing Marketing Momentum Unimited’s proposal, Breeder’s Own Pet Foods was presented with the problem of: Should Breeder’s Own Pet Foods go with the advertisings firm’s proposal, if so, which one?
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
Since Breeder’s Own Pet Foods does not have any Brand Equity, they must win the “hearts and minds” of its consumers by performance, availability and pricing. To accomplish this feat, it must train the minds of its patrons to begin to shop in the frozen department for organic dog food. Without the latter two suggestions, Breeder’s Own Pet Foods may have unsuccessful
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
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
demographic of 20-30 years of age who show interest in pet food and have little
Conventional marketing has appealed to consumers based on the idea that the pet food is enjoyed by the animal. Our product marketing will instead appeal to the parental instinct in pet owners, emphasizing health characteristics such as omega-3, senior pet health supplements, and calcium enrichment. Our preliminary research leads us to believe that consumers feel lost in determining which foods are safe, and which are potentially dangerous for their pets. Our campaign will attempt to create a memorable campaign to classify the relative health and safety qualities of a particular product in a simple way.
7. Carry out a SWOT analysis for this market with all inclusions referenced to the information source. STRENGTH: The increasing consciousness of people regarding the health of their pets leads to a focus on nutritious food which helps increasing the life span of their beloved animals. This benefits the pet food industry greatly as it leads to increased demand and allows manufacturers to set their prices for selected products at a high level.
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.