Pet Foods Case Summary

Social – Ecological trends: With a focus on sustainability, Burt’s Bees’ natural cosmetics goods are a very good advantage to stay in the market due to the fact that people are paying more attention on environmental friendly goods.

Animal testing is a really good thing when come to testing cure cosmetic and stuff because before the cure company or cosmetic company put their product to the

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

Smackey’s Dog Food Inc is a privately owned company and does not adhere to the practices of the SEC regulations. The financial statements and accounting standards have to comply with the Generally Accepted Accounting Principle (GAAP).

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 and types of puppy food available, and they might be one of the best for your ever loved puppy... You stop for awhile, and think of ways on how to choose which of those options to use.

Everyday cosmetic products that many people use, such as lipsticks, shampoo, face wash, etcetera, are verified to be safe using animal testing. Chemical burns and other short term ailments are very serious concerns that plague Americans and the knowledge that the products they use will not harm them and their families is possible because of animal testing. Also long term effects, such as cancer, have been discovered through animal product testing and promptly stopped saving countless lives. “NOT TESTED ON ANIMALS YOU’RE THE GUINEA PIG” (Source C). Living day to day with the risk that the products trusted to use on your children and yourself is enough to validate

They also believe that an anti-consumerist lifestyle encourages individual wellbeing. However a contradiction exists, as Dr. O’Reilly argues that a large community of natural mothers devote great amounts of financial resources to purchase baby carriers and other organic products such as nursing pads (). The natural mothers believe these merchandises will facilitate spiritual and emotional bonding between a mother and a child. I decided to test this observation and browsed the World Wide Web to find internet websites that cater towards natural mothers. There, I found Well.ca which has devoted an entire section of their website for “Natural Mother’s Care.” Some products such as organic milkmaid tea that helps produce breastmilk is priced at ten dollars while other products such as baby carriers are priced at 250 dollars. Since this website has been operating as early as 2012 (), it is evident that there is a large consumer market for natural mothers. Therefore, natural mothering does not completely resist capitalism since they contribute to the profits of private enterprises when they buy natural mothering

In the essay “What's Natural about Our Natural Products?”, Sarah Federman claims that although many people believe that the word natural on a food label means that a product is healthier than others, natural doesn't actually mean anything, because is an unregulated word. The author describes how marketers use the word “natural” to bait people in to buying a certain product thinking that is better than another “unnatural” product. She says that the word is most prevalent at the grocery store, and gives examples of different products with the word “natural” on their label. Federman explains the difference between the products that don't have “natural” on the label and the ones that do. She states that, often, the “natural” food products are more

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

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

They have a widespread selection of fresh, organic and natural products, prepared foods and hard-to-find specialty and gourmet offerings, with a full assortment of conventional groceries. Their prices are much cheaper than other natural grocery specialty stores and competitive with conventional supermarkets. They have broad product selection, in-store experience and value pricing, and they strongly believe that the combination of these creates a premier food shopping experience.

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

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.