Marketing and Full-service Pet Salon

The company was recently presented an opportunity by its largest retail customer to significantly increase its share in their private label manufacturing. The prospect of growth was risky, since it

Marketing is like a double-edged sword, if it is adopted properly, it will give profits to a company; however, if it is used inadequately, it will give harm. It is undeniable that today’s business operations have more intense competition level against each other due to the advancement of technology that allows people to receive more information. Marketing plays the key role in making products being recognized by consumers. To get people’s attention, some massages about the product need to be sent to the target market. With the high level of competition, the unethical marketing issues arise in order to make their own firms gain more

List forces that may threaten Company G’s success as it moves forward with marketing its product.

1) The Big Three firms, Kellogg, General Mills, and Philip Morris, formed practically an oligopoly in the RTE cereal market. Their price and cost levels moved in lockstep, following signals sent mostly by the biggest player, Kellogg, while their tactics could be used against outside competition, as suggested in the scenario below. Although RTE cereal is a basic food item and production technology stabilized for about half century, the industry had effective barriers to entry. The competition between incumbents was friendly while most of the inputs came from a perfectly competitive market, agriculture. Major customers, the food stores, were coopted in perpetuating barriers to entry in the form of shelf space “slotting”.

In this documentary, PBS uncovers the evolution of marketing. Marketing has moved from targeting large groups, to targeting individuals and smaller segments. With so many messages being transmitted through the media, the line between what is being absorbed and what is not has become blurred. Getting through the clutter is difficult. Every thing is done to break through the clutter. Therefore, marketers need to market to only those who really want to hear the message, and to get those people that hear that message, to have an emotional response to it.

To this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level.

3. The marketing strategy of company is not so convincing because they can extend their product range with good

35) Because of Coca-Cola’s size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________.

In order for an organization to speak on a global level one must first have a sound platform from which to send their message and for it to be heard. It is clear that the message they are sending is resonating with consumers because the company is profiting through their marketing efforts and measured by sales revenue and generated profits.

Consumer food demands has made a corner mom- and – pop grocer to a fast, mass, and globally producing supermarket and there is a price to pay.

Sales of private label cereal grew 50% from 1991-1994 in the Ready-to-Eat breakfast cereal industry. Some of the factors that contributed to the entry of private label cereal manufacturers and their subsequent growth include - lower costs related to manufacturing, packaging, marketing, R&D compared to the Big 3 cereal companies, product quality approaching that of branded products, higher margins for grocers, lower priced products. Some observers blamed higher prices and elaborate expenditure on coupon printing, distribution, redemption and reimbursement of grocer's handling fee for market share gains made by private label cereal products. The policy of "price up and spend back" seemed to hurt the Big 3 firms.

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

Marketing has evolved through a change in production and consumption due to the advent of new technology (Ranchhod, 2004). The development of technology has also driven the globalisation of communication. During this period, consumers are facing a variety of choices (Jackson and Shaw, 2009). Thus, companies need to actively embrace these changing factors to grow their business and succeed in the marketplace.

Marketing is an incredibly important part of any business plan and when you conduct marketing is just as crucial. (Lesonsky, 2013) While it is important to keep your marketing plan fresh and new it can be detrimental to use an “on the fly” type approach because it is hard to judge whether your plan is reaching your organizational goals. (Lesonsky, 2013) This is why the “when” of our marketing plan has to be properly thought out and well developed. Timing is very important to the success of a business so deciding when to market is essential to reaching the largest amount of people that would be interested in our product. With our product being exotic animals, it is best for us to market during periods of time when new pet ownership could be at its highest. The best time for us to market would be during festivals or fairs when many families are out enjoying the festivities, as previously stated with Port Orange Family Days and the Volusia County Fair. This would be a great opportunity for us to have a space at one of these festivals and to interact with the community by bringing a few of the exotic animals to the festival. This would allow the public to get to know some of the exotic animals that we have available for purchase at the store. Live animals will always draw attention from a great amount of people; some who are not particularly interested in buying a pet but want to look at a rare animal. However, to answer the question of when is the best time to market,

General Mills, as one of the Big Three companies that focused on diversification of consumer goods on cereal division, restaurant chains and packaged consumer foods. In 1994, the cereal industry was profitable and had been one of the most concentrated industries overall historically, and the big Three company had a dominant position in this industry. However, the problem was although the high profitability attracted fewer entry company due to the high entry barrier restrained by joint monopoly of the Big Three, they were facing the threat of private label companies which grew fast in market share by sales and volume. Therefore, what is General Mills strategy to increase revenue while dealing with the threat of private labels. This is a critical issue because General Mills need measure the trade-offs among strategies, and this determines whether General Mills would still be one of the top players in terms of market shares in the industry.