Natural Choice Pets Case Study

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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, …show more content…

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. …show more content…

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

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