Purina Foods Research Paper

Ann Hodgman, a freelance writer and former food critic, decides to write a review of various types of dog foods in her piece, “No Wonder They Call Me a Bitch.” The research aims to answer the questions that always puzzled her as a child. Questions about the ingredients in the dog foods and whether it taste like human food. The writer spends a week eating dog food to answer these questions. Her results, however, reveals a disappointing truth that dog food is not as glamorous as she once thought, instead it lacks the quality, health and taste it advertises.

Peyton Approved is a business that manufactures and distributes organic all-natural and hypo-allergenic baked treats for dogs. The company named after our dog (Peyton), was an idea that started at home after realizing the severity of his allergies from the products bought at the store; and what could be done to make all natural products that would not cause any more harm. What started as a home-based idea soon turned into a business after realizing that “Peyton” was not the

3.Top five companies – Nestlé Purina PetCare, Iams, Hill’s Pet Nutrition, MasterFoods USA, and Del Monte – accounted for ≈ 75% of dog food sales in 2008.

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

In the United States alone, there are 78.2 million dogs in homes countrywide. Once someone makes the decision to get a dog, their first thought might be what they are going to feed it. Dog food ingredients impact dogs in many ways, and responsible pet owners want to keep their animals healthy. Doctor Lorie Huston from petMD says "Pet food ingredients can also affect your pet's behavior in various ways. Take the fatty acid docosahexaenoic acid, DHA has been shown to increase mental acuity in puppies and kittens" (Huston). So, the first step is to be aware of what their dogs eat and read the labels more closely. Animals are completely dependent on their owners for their nutritional needs, so dog owners feel morally conscience of that responsibility. Failure to pay attention to what dogs eat could result in major health problems or even death due to the toxins and chemicals they ingest. Dogs' lifestyle depends on the nutritious ingredients in their everyday food to maintain good health, a high activity level, and a happy mood.

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

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

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

Made by by Nestle Purina Petcare, Beneful wet dog food has been around since 2001. It is one of the nation's most popular brands of wet dog food, which is not surprising as the ingredients are the same as what you would enjoy, including lamb, brown rice, salmon and sweet potatoes. Purina spent three years developing Beneful Prepared Meals, choosing the vegetables, grains and meats carefully, while the packing was also selected for convenience.

|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

Finding quality discount dog food can be easier than you ever thought! At first, it may seem that the two words (quality & discount) are diametrically opposed, but by the time you finish reading this article, I’m sure you will agree otherwise. Thus, discount and quality are still possible, especially when you consider the decrease in volume required to feed your dog due to the increase in nutrition. Truly, the way in which quality affects a decrease in dog food is positively correlated. Said more simply, as quality of the dog food increases, the volume needed to feed your dog decreases. Therefore, it is possible to find discount dog food without sacrificing quality or the health of your dog.

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

According to ASPCA data 70-80 millions dogs are owned in the United States, which means that between 37-47 percent of all American households have canine companions. Many of pet owners consider their dogs members of their families and treat them accordingly. Therefore, dog owners choose carefully from a large selection of pet foods avaliable on. However, it is not always easy to recognize harmful ingredients in the food packages. With that many pets in the U.S some well-known companies that manufacture food for our four-legged companions use cheap and harmful products. One such company is Royal Canin. The company has been under attack lately for the use of controversial ingredients in their food that make dogs sick.

If your cat or dog loves varieties of tastes and you want the best nutrition for your loved feline or pooch, Purina PetCare is best for both of you. Purina is a name which stands out in the pet food industry. This brand provides healthy nutrition, promoting healthy habits, fun and social outings for pets.

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.