Target Market For The New Dog Food Essay

Eating dog food may not be seen as the easiest thing to stomach because the smell, texture and by-products found within the mixture are thought of as awful and revolting. In Ann Hodgman’s “No Wonder They Call Me a Bitch”, although the title may suggest otherwise, different types of dog food are discussed. In this essay, Hodgman aims to inform her readers about the inequality in different types of dog food, as well as to entertain and amuse. Hodgman is writing to a broad audience, one of dog lovers and owners, as well as those that may be curious as to what is really in dog food, or more generally the packaging and processing of mass-produced food of any kind. Language, description and humor are

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

As this was Keller’s first audit on a dog Foods company, additional research was conducted to gain insight on some the most common risks that occur in the dog Foods industry. The audit team also went to visit the client prior to the audit to gain a clear understanding on how their business works. The audit team consisted of the audit manager Pete, and two audit staffers Maureen and Ben.

Dog food ingredients are very important because the substances that dogs ingest are what control their normal routine. If a dog is eating food that is healthy and full of nutrients, then they are most likely going to be very active and happy. In contrast, if a dog is receiving ingredients that are harmful or contain toxins, then they are probably going to be lethargic and ill-tempered. Everything a dog is eating is going to impact their longevity in

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.

Effectively, Breeder’s Own Pet Foods will have to find an effectual manner in which it will overcome objections to frozen dog food, price of their food in contrast to their competition (350 various brands) , targeted geographic location and methodology they will utilize to successfully market their product to the world (Kerin & Peterson, 2013).

industry has been facing challenges. The industry is in a decline. This is because people may be

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

Dog food allergies can affect any dog. One major type of allergy that is sometimes widespread in certain breeds is a problem with consuming grains. A lot of the lower quality dog foods are packed with meaningless carbohydrates that do not give your dog ample nutrients to lead an ultra healthy life. These foods are not harmful to him, but the more you feed your dog higher quality foods with meat, fish or chicken, the better off he should be. Protein is generally a positive for dogs to intake, since it gives them increased energy and helps them metabolize faster as well.

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

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.

One of the most important in coming up in the marketing plan is identifying your potential customers or your target market. With this, the researchers can implement and come up with the strategies suited with the identified target market. Target market or customers are those who are likely to buy your product.

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.

1. TARGET MARKET: As discussed, target market is a group of potential customers in which a company directs its marketing efforts. A company should always anticipate consumers’ needs and work towards fulfilling these needs. It is one thing to identify your “target market” and another to satisfy them. Walmart’s credo is, “save money, live better” this summaries their target market, the lower-middle class and the poorer. (Low income consumers). Walmart is the only retail