Breeder’s Own Pet Foods, Inc. Essay

breeders own flatter Foods, Inc. sees a growth opportunity in the retail fire wiener victuals mart for its nutritionally balance, high lumber dog fodder nock stock breeders intermix, which has been tralatitiously sold to the return dog kennel trade. The dog provender consists of 85% fresh meat and 15% high fictional character fortified cereal with no additives or preservatives (Kerin and Peterson, 2013). One of the challenges for stock breeders give birth is breaking into an already saturated market. However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods, breeders avow can capitalize on this market mete emerge with their overlap, breeders Mix. Initially, Breeders Mix would be marketed in the Boston, Massachusettss nation since this area is representative of national averages for pet ownership and expenditures for pet products. Breeder Mix would be distributed to supermarkets since 36% of all dog foods sales co me from supermarkets (Kerin and Peterson, 2013).Problem IdentificationTraditionally, dog food is produced as dry, canned, or treats. Breeders Mix is a nutritionally balanced frozen dog food. Since the food must be located in the frozen section of supermarkets, one marketing strategy provide be to meliorate dog owners to shop for dog food in a non-traditional location. A second challenge will be to convince the target audience that Breeders Mix is a better and fitter product for their pet than the traditional dry or canned food. Since Breeders testify Pet Foods is a relative unknown let out in the retail dog food market, it does not pitch brand equity, meaning it is not recognizable or fountainhead known for having superior quality. pretermit of brand equity presents an additional challenge of convincing a target audience to purchase a unsanded product. Currently, the competition consists of five major companies who dominate the market and account for 75% of all dog foods sal es. in that respect are over 350 dog food brands in the United States produced by about 50 opposite manufacturers (Kerin and Peterson, 2013).With such a saturated market, Breeders birth will need to direct an ravening advertising campaign in order to establish brand recognition. Root Problem ComponentsThe primary showtime problem circumstances is establishing brand recognition. Breeders own will need to accomplish this done creating an identity the public can identify with, pricing strategies, and making the public aware of Breeders Mix high quality ingredients. Once a company had established positive brand equity, it becomes easier to unwrap a new product since consumers will gent that product with a successful brand. Breeders Own needs to evaluate who their target audience is. The majority of consumers do not associate dog food with frozen food. Furthermore, frozen dog food whitethorn not appeal to the average consumer out-of-pocket to the preparation and thawing require ments.An another(prenominal) root problem component would be convincing the supermarkets to give up valuable freezer space to showcase Breeders Mix.SWOT MatrixStrengths Nutritionally balanced, high quality dog food Consists of fresh meat 85% and high quality fortified cereal 15% no additives or preservatives Breeders Mix has been used by show dogs in kennel market and has been recommended by dog show owners for years. Improvement in dogs coat Uncooked to book nutrition and frozen to maintain freshness. Opportunities Opportunity to be the first base to tap into frozen dog food market. Would be the only dog food located in the freezer section, so if you can improve consumers to shop for dog food in the frozen food section, Breeders Own would have a competitive advantage. Opportunity to educate consumers on health benefits for pets by eating nutritionally balanced food. Opportunity to capitalize on growing popularity of agio, higher quality, higher priced dog food. Oppor tunity to lay al-Qaeda for national rollout of Breeders Mix. Weaknesses Lack of avail dexterity in all stores Lack of appeal to consumers delinquent 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 Breeders Mix. Competition 5 major brand name dog food companies dominate market with 75% of US dog food sales contend to get supermarkets to give up valuable freezer space for dog food Evaluation of AlternativesBreeders 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 of those surveyed express no interest inpurchasing frozen dog food (Kerin and Pete rson, 2013).This indicates that there is a curb market for dog owners who would be interested in a product such as Breeders Mix. Research does suggest however that frozen dog food dollar volume is increase annually indicating there is a strong opportunity for Breeders Own to be the first to tap into the frozen dog food market in the Boston area. Breeders Own Dog Foods needs a strong marketing campaign to convince consumers their brand is superior to traditional dry or canned dog foods. In order to attract customers, Breeders Own should emphasize the hallmark characteristics of its brand such as superior all natural quality ingredients and the ability to produce a luxurious fur coat on the pet. By emphasizing the superior quality, Breeders Own will be able to capitalize on the guilt concept of shouldnt your dog eat as well as you do. Since consumers do not typically associate dog food with frozen food, consumers will need to be educated to shop for dog food in a different location i n the store. This will be a key component in the advertising strategy for both print and electronic media. Offering various coupon promotions would be a way to direct consumers to the freezer isle in order to get a discounted product.The overlook of competition in the freezer section may also draw attention to the product.RecommendationBreeders Own should implement the higher advertising expenditure plan devised by Marketing Momentum Unlimited utilizing both print and boob tube mediums with a few adjustments. Average advertising expenditures in the dog food fabrication is 2% of sales (Kerin and Peterson, 2013). In order for Breeders Own to gain brand equity, it may initially need to spend more in advertising dollars to increase awareness of their unique product. butt end Market The suggested target audience for Breeders Mix should be adjusted to affluent families, singles, and wed couples between the age of 21-54. Due to the view that pets are members of the family, the target audience should be aimed primarily towards plurality who treat their dogs as they would one of their children. The target audience would also be those who spend a world-shattering amount of money on their pets annually and believe the health and welfare of their dog is of highest importance and consequently is willing to spend more to get the best for their pet. Price Point Breeders Mix should be priced competitively compared to other premium brands.Therefore, it is recommended that Breeders Owncharge a premium price for their product to reflect the high quality of the product that the consumer is purchasing. Typically, more affluent families who view their pets as part of the family will be willing to spend more to ensure their pet receives the best. However, the price wind may be too high for the average consumer who buys dog food at the grocery store. dissemination The one advantage to distributing Breeders Mix to grocery stores would be lack of competition for a frozen d og food product. The downside would be the lack of convenience and appeal to the average dog food consumer. The food takes time to prepare due to thawing time and it takes up valuable household freezer space. With the majority of dog owners preferring dry dog food, price and convenience may trump superior quality ingredients. Therefore, instead of distributing Breeders Mix to supermarkets, the distribution should be adjusted to cater to pet distinctive feature stores, pet superstores such as PetSmart and Petco, and veterinarian offices. The distribution could even be expanded to whole food stores who promote healthy lifestyles. The test market should also be expanded beyond Boston to other select cities in order to prepare for a national roll-out of Breeders Mix. publicize Advertising will be a key component to the successful introduction of Breeders Mix.Breeders Own should focus on the benefits of the Breeders Mix Dog Food in comparison to other brands. It is also critical that the advertisements clearly show that Breeders Mix is strand in the freezer section. Initial strategies should acknowledge focusing on product and brand identification. The media plan should include advertising in local newspapers and magazines such as Dog Fancy along with coupon promotions. The television ads should be adjusted to reach the target audience. Rather than advertising during late night timeslots such as during the Late Show with David Letterman, television advertisements should run during family programming, evening news, and channels such as HGTV and Animal orbiter to reach the target audience.Online advertising is also a vital medium for Breeders Own to consider. Internet campaigns have the potential to reach a wider market than television since many people qualifying the channel during a commercial. The Internet and social media is a major source for people to get information.Conclusion By marketing to people who consider dogs as part of the family, Breeders Own can be successful in the retail dog food market. More and more consumers are investing extended time and money into their pets. Breeders Mix offers pet owners the healthy benefits they desire for their dogs as well as noticed improvement in the dogs coat. With the right marketing mix of newspapers, magazines, online advertising, and television, Breeders Own should be able to reach their target audience. They have a unique product in Breeders Mix to offer to the discerning dog owner who wants the best for their pet.ReferencesKerin, R. A., Peterson, R. A. (2013). strategic marketing problems cases and comments (13th ed.). New Jersey Pearson Prentice Hall