Natural Choice Pets Marketing Plan
Natural Choice has performed extensive research to develop and market natural pet products in the United States (U.S.) market. A review of the company strategy along with a SWOT analysis will discuss Natural Choices strengths, weaknesses, opportunities, and threats. Looking at variables of the marketing mix will help Natural Choice Pets determine the best strategy to satisfy customers and distributers in the targeted market.
Company Strategy
Natural Choice will develop organic pet food and treats for dogs and cats properly pH balanced for optimal pet health. An alkaline pH of 7.6 or higher improves kidney and liver function, improves oxygen flow, and can help cancer cells to become dormant (Cancer Cures,
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Petco recently acquired Dr. Fosters and Smith, one of the largest online pet specialty retailers creating an alliance that will make it more difficult to compete in the pet market space (Niedziela, K., 2014). Competitors with strong brand recognition will make product penetration in the market difficult. Products labeled as natural may contain preservatives, chemicals, and dyes, sold at significantly lower prices creating confusion to the consumers.
Opportunities
There is an increased number of pet owners interested in healthier food options. Very few pet food entries in the market targeting optimal health while reducing risk of cancer. Offering natural pet food with limited ingredients reduces consumer confusion about the health benefits of Natural Choice products. Natural Choice is committed to extensive traing programs for all employees. This enables them to support and educate the distribution channel and consumers about the benefits of Natural Choice products creating strong relationships in the market.
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Natural Choice dog food labeled as Natural Choice Longevity Formula Dog Food Dog will be available in six, 15, and 30-pound bags. Natural Choice Longevity Formula for Cats will be available in two, seven, and 15-pound bags. Pet food will be organic, premium quality contaminating no more than six to eight limited ingredient premium food. Product packaging will contain all ingredients, along with the health benefits contained in every bag, and offer customers a 30-day money back happy pet guarantee on every purchase. Pricing strategy for dog food will be $17.99 for six pounds, $29.99 for 15 pounds, and $52.99 for a 30-pound bag. Cat food pricing will be $11.99 for a two-pound bag, $18.99 for seven pounds, and $34.99 for a 15-pound bag. Discounts for monthly volumes will be 5% for 100 bags, 7.5% for 250, and 10% for over 400 bags per month in any size or variety. Natural Choice strategy will rely on sales to veterinarian offices, smaller specialty pet food markets and on-line direct to consumer purchases for the first year. Once Natural Choice builds brand awareness, large retailers such as Petco will become targeted retail partners. Consumers who purchase on-line can set up a monthly drop-ship, receiving 5% off purchases, and receive every eleventh bag
Now that the main negative is out the way, let us look at the pros related to Wainwrights Dog Food.
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)
First marketing strategies promotions social media. Focusing mainly on Facebook and Instagram, this channel allows SNHU pet food
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.
The fourth segment is dog treats and claims 18% of the market share for total dog food. While they have a wide variety of ingredient...
This paper will focus on Yum Yum Doggy Treats, an all-natural human grade dog treat that is based off of well-known human desserts; Peanut Butter & Carrot Cake, Carrot Cake, Sweet Potato, and what everyone needs after eating, Breathmint. I will refer to the business as Yum Yum Doggy Treats or YYDT. YYDT was established October 2014, by a mother and daughter and later expanding to a family of four women. Their ultimate goal is to educate dog owners of the importance of feeding their dog’s fresh produce or natural dog treats. They also wanted to be different and give the dog lover community a healthy, creative, and delicious treat their pups would enjoy.
Researching Blue Buffalo, a quote from William Bishop described the ease he had in entering into the pet food market due to high margins and low entry barriers. Essentially, Bishop stated someone interested in entering the market would only have to outsource the production to a contract manufacturer, put on a label, and determine a slogan. Bishop stated, “There were already a lot of smoke and mirrors in how pet food was advertised, and that was the sort of stuff we were good at.” (Barrett,
This growing sentiment of “humanization” is creating opportunities for the industry to sell pet food differently. With a “majority of pet owners now customize their pet 's meals in some way” pet
The best dog foods are not only available at your neighborhood grocery store, you can avail them at vet offices & feed stores and natural food stores too. However, it is imperative that you conduct a preliminary research so as to gauge the efficacy of the brand of your choice. Manufacturers that offer the best dog foods are always willing to heed to the customer’s concern and inquiries. They would keep dog owners updated on their latest products and would be glad to offer advice on canine
4. Draw a perceptual map for the pet food market as a whole to be
Although the ranchers appreciate the visits and the personal attention from the sales representatives they trust their veterinarians opinion over everyone else. Pfizer has traditionally used two distribution channels for its Animal Health products: Veterinarian Offices and Feed Stores. It has also tended to view the rancher as the end user of its product, but due to the size segmentation it may or may not understand each individual customers need, nor does it grasp its role in the larger supply chain (Ranchers-Feed Lots-Meat Packers-Retail-Consumers).
Fields, L. (2013, October 24). 6 Ways Pets Can Improve Your Health. Retrieved from http://www.webmd.com/hypertension-high-blood-pressure/features/5-ways-pets-improve-your-health
Owners sometimes overlook the importance of fresh, clean water in dog’s diet. However, good hydration is a cornerstone ...
"The National Institutes of Health (NIH) Consensus Development Program: The Health Benefits of Pets." NIH Consensus Development Program. Web. 30 Oct. 2011.
The SNHU Pet Supply Store has successfully met consumer needs for pet food, toys, and other pet related items for the past ten years using online and traditional brick and mortar channels. Recognizing that their customer need and wants are changing, the SNHU Pet Store will expand into the all-natural pet food market for dogs and cats with an exciting new product, named Farm to Bowl. This product is made from organic, locally sourced meat and vegetable ingredients, and is intended to meet the changing wants, needs, and desires of today’s consumers for socially responsible and healthy food options for their pets. The initial target market will be upper-middle class, childless dog owners who consider their pets part of their active family. Therefore,