First in Show Pet Food Case Study

The Smackey Dog Food, Inc. is a family owned business. It was started by three sisters, Sarah, Kim and Jillian, in the kitchen of their home. They lived in a suburban area of Chicago, Illinois. Their business is making all natural dog food. After using their own dogs and the neighbor’s dogs as test subjects, it was discovered by local vets, pet stores and grocery stores. These local places began to distribute the dog food. The demand for their food began to increase and they moved their business to a larger facility and hired additional workers. As compared to competitors, Smackey Dog Food, Inc., began to rise

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.

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

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.

The over-arching problem that Breeder’s Own Pet Foods has is which marketing-strategy would best serve as a vehicle for entry into the dog food retail business. Additionally, it has to select the most prominent geographic location (s) for distribution of its product. Another root problem component is how to get the supermarkets to stock and distribute this dog food since it is in the frozen category and may not appeal to traditional dog food buyers because they don’t readily associate dog food with frozen goods.

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

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

In this article, Michael Pollan expresses his views on what the Western diet is and how Americans need to escape from it. To the author, a type of American diet consists of an excessive amount of fast food and how it can lead to obesity and illnesses. Pollan expresses how he disagrees with the diet and states that both food and health industries are partially to blame for this. Pollan gives his opinion on the food industry, medical community and his own ideas on how to escape this diet.

Royal Canine has one of the best formulating food for pets in the world. Each dog food formulas are made up of over fifty nutrients that needs to be in a precise balance of supply so it could have the most effective nutrition on all different sizes and breed dogs. Royal Canin has a four goal health nutrient and the first one is the body development and maintenance. The nutrient for the body development and maintenance are Amino acid, minerals, vitamins and fatty acids. It gives the body a healthy physical development and maintenance. The second one is the Energy Provision is a mix of protein, carbohydrates and fat deliver energy for dogs. The third one is prevention it has the best antioxidants, prebiotics, fiber acids to helps the dog have healthier kidney and digestion, threw out it life. The fourth one is special care it a nutrient to is limited or added in certain formulation to help dogs recover bad health issues. Another internal strength that Royal Canin has is that they have a very good unique way of making their dog food. Many companies are creating new variety of dog food to the liking of the pet owner but Royal Canin unique way of making dog food is totally different. The way Royal Canin create its effective nutrient dog

Segregation from other dog food brands highlights Show Circuit’s high quality and super premium status. Being the only pet food in a freezer aisle full of “people food” will ensure consumers are able to separate Show Circuit from dog food brands of inferior quality.

You’re standing in the pet store, buying your four-legged friend some food. The front of the bag says it’s all natural, but you don’t read the ingredients. Little do you know, that food could be harming your dog. Did you realize dog food companies put harmful chemicals into their 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.

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.

I was introduced into the business of prescription diets for pets through shadowing at a veterinarian clinic. I saw owners with distressed pets come in and buy the food, and when they came back for a checkup the problem was greatly reduced. Being an owner of two dogs, I know the attachment that forms between owners and their pets. If a pet of mine has a medical problem, I would go to the veterinarian immediately and try to get the problem fixed. Producing medicated dog food is an easy, convenient, and effective way to treat a variety of medical problems. Producing prescription diets for pets is something I am