The marketing mix for the Step-Up 4 Paws has been well defined and the 4 P’s Model is clearly stated throughout this paper and recapped in the following narrative. The product line has a special niche of offering high quality, all-natural, fresh, dinner pet food for dogs and cats. It comes with eco-friendly packaging and the SNHU Pet Food Store plan to provide a portion of the sales to support local animal shelters and sponsor community pet related projects/events. Step-Up 4 Paws cost to consumers will be slightly higher than existing products on the market; however, this product-line should be marketed as a healthier and tastier alternative to available pet food. The key to marketing the Step-Up 4 Paws brands is to promote it as a product …show more content…
The targeted population for the launch of this product line is tech-savvy professionals with disposable/discretionary incomes. I recommend that the best marketing strategy is to target these consumers by online and social media. This could be accomplished through hiring a digital marketing firm to create and manage a three-channel social media campaign on Facebook, Twitter, and Google. This should include Search Engine Optimization (SEO). The SNHU Pet Supply Store has an extensive budget for advertising; however, for this initial launch to a specific targeted market should be somewhat limited to determine the Return on Investment (ROI). Per The Content Factory (n.d.), the monthly cost to provide the aforementioned services is approximately $4,000.00 to $6,000.00 per month and includes management reports and analyses to determine ROI. My second recommendation is the utilization of websites already established to sell the Step-Up 4 Paws brands, such as; chewy.com, petfood.com, and petsmart.com. These websites offer a variety of pick-up services or special shipping at reasonable rates and some offer free shipment. Orders from these websites are drop shipped from the manufacturers and this recommendation should be used parallel to the online and social media channel to increase profits and expand their customer
The biggest weakness for Only Natural Pet Food is the limited shelf-life. To tackle this, we offer smaller bags in the existing stores first. Offering smaller bags the company does not have to stock as much on the shelfs, and allow the company to gauge the sales. Furthermore, with the smaller bags it gives the illusion to the customers of smaller price off setting the higher cost of the
My SNHU Pet Store is growing because of its success in providing quality products to their pet-owning customers. The company would like to introduce a new line of pet foods with no artificial ingredients or additives. It will be a high quality pet food that would mirror the company’s dedication to providing quality pet products and will be named “My Healthy Best Friend.” This paper will show you how we will be doing this with this new product.
PetSmart and Petco are very similar with their retail pet product stores. Petco was founded first in 1965 in San Diego, California and PetSmart came along twenty years later in 1986 in Arizona. More than one-half of the Pet Stores industry’s revenue comes from these two specialty supply retailers: PetSmart and Petco. The other portion of the industry consists of family-owned stores, small franchises, and small chains of pet stores. The pet store industry continues to grow due to the discretionary income family’s produce and owners’ tendencies to treat their pets like family. PetSmart aims to provide a one-stop shopping experience.
Whole Food Market was an early entrant in the “Extreme Value” format grocery industry segment offering premium organic all natural brands of food for health, and environment conscious customers. The market niche they serve is the upscale clientele, whose disposable income has increased in recent years, and is expected to continue growing. These customers are interested in creating value thru their purchasing decisions with companies who have in place Environmental policies even that the benefit of this is indirect to the customer it is significant to change consumer
Have you ever wondered what you’re feeding your dog? The formulas in each bag of dog food vary anywhere from natural, organic, preserved, and holistic ingredients. The world of dog food is actually very confusing and if you’re anything like me what you feed your fur baby is very critical. In this paper I will discuss the differences from dry to canned, natural to preserved, dog food marketing and how cost sometimes really isn’t the biggest issue.
However, because of its demographic it was losing a high customer base because of its prices. The text book Chapter 10 emphasized the importance of pricing and creating profit. The investor Marcus Lemonis showed the owners how to evaluate demand and the price sensitivity of their products. He introduce product that could be brought in with lower price points that would compete with their competitor and still crate the high-end prestige the company wish to create. Taking advantage of the income statues of the company’s customer with in their demographic. One major problem the company had was the price point of a bag of dog food was around $100 per bag that was a high price for the consumers within the area. By bring in a brand that had high quality and prestige at a price point of $20 allowed for a greater customer
Continue to basically distribute to Zamzows as an exclusive distributor and communicate IAMS goal to increase sales. In order to do so it is distributing to areas that Zamzows is not competing in. Although it will be with their competition Pet Co and Pet Smart, IAMS would love to only exclusively distribute through them. If they chose to start competing in these new markets they will be the exclusive distributor in that market. (Implementation of solution
The European Vice President of United Cereal (UC), Lora Brill, is confronted by a dilemma: to launch a new product called Healthy Berry Crunch as the first ‘Eurobrand’ or not. A wrong decision may destroy her career, especially since Healthy Berry Crunch is not only a new concept of healthy cereal, but also a pioneer of United Cereal’s Eurobrand, which is different from the company’s usual standards. On the other hand, if she makes the right decision, she may be able to grow the company to a whole new level.
“Food buyers in the U.S. spend some $64 billion a year on snacking alone, according to economic research from the U.S. Department of Agriculture.” (NatureBox Raises $30 Million to Sell Snack Subscriptions Internationally, Lora Kolodny, 2015) Healthy snacks are becoming more awareness in many families. There are increasing market ( competition) in food market and healthy snack because today people are more conscious of what they eat. American consumers today are snacking more frequently than pass years. It is a great opportunity for Naturebox to grow in this market. However, today not many people use to shop food online, so it is a challenge for Naturebox to develop brand recognition. As well as it is difficult for Naturebox to compete with those well-known firms/ previous existed companies. Naturebox’s biggest competitors are those firm who also provide healthy snacks. Many customers can easy recognize and aware new brand on the shelves and compare their prices instead of shopping online. Such as local market WholeFood. WholeFood also sells healthy food which compete with Naturebox. Amazon is Naturebox’ biggest threat for online market and as well as many other firms and companies’ concern. Even the vending machine is a big threat for the Naturebox. Naturebox has put a lot efforts on building its reputation, brand awareness, and build strong relationship with its customers and try different way to approach its customers by
There are hundreds of pet product distributors around the world. Superstores and discount stores constitute over half of the U.S. pet supply sales. Other types of retailers include internet vendors and veterinarians. This makes the pet product industry highly fragmented. (Entertainment Close-up, 2011)
By following the strategy that I have given, we can monitor the sale of our product. Once we see an increase in revenue, we can increase our advertising campaign to directly penetrate household markets through TV and/or radio. All of these numbers and strategies seem to line up for a successful product.
You are the target. Your cat doesn't go to the grocery store, and marketers know it. When creating commercials and other marketing materials, cat food makers are appealing to your senses, not your pet's. Buzzwords like
The marketing mix helps a company define the marketing elements for successfully positioning a market offer. The four P’s model, one of the best-known models, helps a company define its product marketing options in terms, place, price and promotion (MindTools.com, 2010). To enhance their impact with their target market, companies often use this model when you are planning a new venture, or evaluating an existing offer. As companies start out in an industry, many marketers learn about putting the right product in the right place, at the right price, at the right t...
Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.