Situation Analysis on Dr. Tim's Dog Food Essay

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

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

5.Can turn the obstacle of lack of appeal of frozen dog food into an asset in advertising

The messaging strategy for the two founders focused on the need to promote the desired pet nutrition as the core of the marketing tool, thus, the platform to position the firm as a dog nutrition expert. From this perspective, the institution focused on the establishment of the brand as the source for the learning through the integration of the library of information to the consumers through quick tips, articles, and videos (Rapier 3). The information sought to highlight the dog nutrition, serving sizes, diet transition, ingredient comparisons, allergies, life stages, and cost comparisons. Similarly, the strategy focused on the identification, as well as the establishment of the relationships with the relevant brand influencers concerning the local veterinarians.

The company needs to evaluate who comprises its target market. Is the market the entire dog food market? The 10 percent that is currently purchasing frozen food or the 15% that would purchase if it were more convenient to do so? Currently consumers do not associate dog food with frozen food; but even if they did, the product may still not appeal to the average consumer due to time requirements for its preparation and thawing.

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

|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

The customers' want to feed their dogs a superior food conflicts with a need to save money.

to buy them expensive dog kibble from the store. People who have a dog spend

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 establishing a true friend that is both profitable and loyal (Armstrong &

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.

“New York City market research Company Packaged Facts says total pet food sales are projected to reach $24.7 billion by 2017. Sales of premium pet food (anything priced 10 percent above pet food overall) was 42 percent of total sales in 2012. Its share is expanding, says Packaged Facts, because of robust growth in the "super-premium" category. Dogs in particular are getting pampered the most. Premium dog food including pricey organic offerings and never-frozen meals has grown by nearly 170 percent over the past 15 years, according to Euro monitor, topping the market for medium- and low-priced varieties combined. Back in 1999, the most expensive dog chow accounted for 36 percent of the market, and now it’s 57 percent, or more than $6.5 billion a year” (http://abcnews.go.com).

It is usually more expensive than dry food, yet it is one of the best foods available for dogs.