SIMULATION TITLE: What is Marketing?
SIMULATION DESCRIPTION: Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and owners of purebred dogs willing to pay higher prices for superior nutritional and health benefits. During an economic downturn, the Grand Champion brand suffered a sharp and prolonged decline in sales. The Marketing Manager must re-evaluate the brand's marketing strategy and marketing management orientation to determine if they need revision.
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Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and …show more content…
She has bought Grand Champion for ten years to sell in her business and to feed dogs she boards. However, she has recently switched to a cheaper brand. She explained, "I felt that selling Grand Champion added prestige to my business, but demand decreased. My customers needed a less expensive, although still good quality, food."
Customer Report: Three
Andrew and Mandy are a wealthy couple who own five purebred dachshunds, which compete in shows. They have bought Grand Champion for several years, because the dogs like the food and because Andrew and Mandy like to give their dogs "the best food, leashes, beds, even clothing." After Mandy was laid off in the economic downturn, however, the couple has switched to a cheaper dog food.
Shifting Customer Needs and Wants
How are the needs and wants of Grand Champion customers changing?
YOU CHOSE OPTION 2
The customers' want to feed their dogs a superior food conflicts with a need to save money.
You indicated that the customersâ want to feed their dogs a superior food conflicts with a need to save money. This was the best choice.
The Vice President of Marketing continues: "We've become concerned that our brand is suffering from marketing myopia. We've focused in the past on making Grand Champion more and more elaborate. But in response to current trends, we've now eliminated some organic grade A beef and some
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The first disappointment she encounters is the quality of the dog foods. Hodgman expected to open packages filled with real meat, as advertisers relentlessly remind buyers of a dog’s love for real meat. The Gaines burger could neither be described as poor beef, rich beef or even beef at all. It couldn’t be fried and did not have that “real beef smell”. Ann describes it as being very malleable, “something you could make at home if you had a Play-DOH Fun Factory.” (107). The Kal Kan pedigree meals were also amiss. Ann’s words to describe these are lumpy, purple, stringy and veiny.
Tough times call for tough measures. Wal-Mart has started moving from higher priced national branded goods to cheaper alternatives. Wal-Mart has even went to the extent of producing its own in-house brands such as Great Value, Ol' Roy, Sam's Choice, No Boundaries, Equate, EverStart, Mainstays, and many others. Ol' Roy, a hard dog food, has become the United States' most popular brand of dog food since its creation in 1983. Ol' Roy sales are about 20% higher than any other brand of dog food. Great Value food products where launched in 1993 and have become just as good if not better than the national branded food stuffs. Great Value products are typically sold at a much lower price due to not having any marketing expenses. "Combined, the improved product quality and the price advantage over the national brands bode well for current economic times" (Canning 20-26).
ALTERNATIVE 1: _Eliminate poor performing hot dog brands and re-allocate the funds associated with them to existing brands that are doing well in order to increase their sales._
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.
Nevertheless, the majority of customers are very satisfied with the amount of serving along with the quality of their meal as well as the price paid. The strategy of being a low priced high value added has seen problems due to lack of customers which is affecting the bottom line drastically. This inevitable circumstance has put a hold on operations and started an investigation upon various neighboring competitors and their own strategies.
Representatives have approached breeder’s Own Pet Foods, Inc. from Marketing Momentum Unlimited, a marketing and advertising consulting firm. The reason for the meeting was to discuss the company’s possible entry into the retail branded dog food market in the Boston market.
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
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
Breeder’s Own Pet Foods, Inc. Case AnalysisEtienne MepriseBellevue UniversityMBA652: Marketing StrategyDr. Doug Brown12/3/2013Breeder’s Own Pet Foods, Inc. Case AnalysisCase RecapBreeder’s Own Pet Foods, Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced, high quality dog food brand Breeder’s Mix, which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson, 2013). One of the challenges for Breeder’s Own is breaking into an already saturated market. However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods,
In reviewing the Zenith Pet Foods case, there are several facts that need to be assessed before offering a definitive answer on whether their potential program for marketing Show Circuit dog food will be successful. Zenith Pet Foods, Inc. is a major distributor of dog food for show kennels throughout the United States. The product that Zenith is offering is called Show Circuit, which is a highly nutritious and quality ingredient dog food. The product of Show Circuit, frozen pet food designed to enhance the appearance of the dog 's coat as well as providing a balanced meal, is planned to be placed in the frozen foods section of a supermarket. This is what Zenith is counting on to build a competitive advantage.
The Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially “…faced with the challenge of developing a strategy that would lead to improved business performance on his category” (Johnson and Mauro, p.1, 2011). To clarify, Guillen’s category is refrigerated baked goods (RBG), which means, this category is his marketing responsibility. The issue here is that “RBG was GMCC’s fourth largest category, and its performance over the past two years had been less than stellar” (Johnson and Mauro, p.1, 2011). It is important to note that GMCC stands for General Mills Canada Corporation. Pillsbury has enjoyed majority market share in the RBG category in Canada, however, recently, the market was experiencing only moderate growth. Guillen was disappointed that their goal of 5%-7% market growth was not being achieved mainly in the refrigerated cookie dough segment. To be exact, their volume growth for two years was flat and they were having difficulty reaching new households. There was a shift among consumer’s purchases, which Guillen was challenged to figure out why.