Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros

Strengths. Opportunities. Weaknesses. Threat. Product. Price. Promotion. Plane. Advantages. Disadvantages # DAFO (Debilidades, Amenazas, Fortalezas, Oportunidades). Mercadotecnia. Mercadeo

  • Enviado por: Andres
  • Idioma: inglés
  • País: Estados Unidos Estados Unidos
  • 15 páginas
publicidad
publicidad

Strayer University

DEPARTAMENT OF MARKETING

“Marketing Strategy on Dogs Food in EEUU”

Presented by:

Researcher Adviser:

Marketing 100

'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

Arlington, Virginia

2004

Table of Contents

Introduction

I would like to initiate my own business by selling dog food My goal is to become one of best providers for dog food and eventually capture the market of food for others pets. The brand name for my product is ““Happy and Healthy”” and the slogan is “Food for Champions.” My market focus is every family in America who owns a dog. Any dog owner would like to find the perfect formula to give their dog a long, healthy life. For that reason, my product offers the nutrients and flavor needed to keep a dog “Happy and Healthy”.

'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

Chapter 1

The SWOT Analysis for dog food

  • Strengths:

  • Dog food is a relief for the consumer because it saves time and money when feeding a dog. In our days, buying dog food is very easy since we can order food through the Internet and also telephone orders. Definitely, dog food is a growing industry. According to AltaVista.com there are around 500 pets stores in the US such as Petco, Pet store, Pet Smart, etc. George Fahey, an animal scientist with the University of Illinois states that the industry of pet food is growing from 4 % to 7 % a year, and the market for other animals is dropping or inactive. Mr. Fahey said, "It's a growth industry.” Each day, all over the US we have more people that are willing to spend more money on their pets.  "People all over the world want the prepared foods, and the U.S. and Canada supply most of it."

    A report from The American Pet Products Manufacturers Association (APPMA) indicates that in 2002 Americans spent more than $29.5 billion on food, supplies, veterinary and other services for their pets.

    The APPMA also estimates that the industry of pet supplies and pet food will continue to grow 19% through 2007 with an annual increase of over 3%.

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

  • Opportunities:

  • My focus is to provide “healthy dog food with good flavor.” Currently, in the US 70% of dogs die of heart attack due to over weight. Based on this fact, I strongly believe that offering healthy food with good flavor such as dietetic wet food, organic dry food, vegetarian food, and snacks made of tofu, etc. I will capture the attention of the consumer.

    When we talk about consumers, we are talking about the convenience of buying dog food that cannot be substituted with another food. It is a lot easier to buy canned food that can be stored for long time instead of preparing homemade food after a long day of work. The consumers will be pleased to know that ““Happy and Healthy”” meets the standards of nutrition needed to keep their dogs in good shape.

    Due to the diversity of dogs, ““Happy and Healthy”” offers a variety of products to satisfy the demand.

    Dog breeders are potential consumers and probably the most loyal ones to a brand product when they find the right one. Therefore, ““Happy and Healthy”” is ready to introduce a premium line of product for dog breeders.

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'
    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

  • Weaknesses:

  • The costumer of dog food is usually not loyal to any special brand because at the first rejection of the dog the consumer will switch to another brand. Also, if the customer does not find the brand that they usually buy, they will select another one. My solution to this tendency is to offer a new variety of products such as dietetic food, treats made of tofu and a new diversity of vegetarian food as well as organic with good flavor, and also that will satisfy the nutritional standards needed for a balanced diet.

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'
    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'
    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'
    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

    In order to produce high-quality dog food, I will have to use premium ingredients without artificial colors and preservatives. This will implicate a high cost in production; therefore, my final product will not be cheap. This is a significant weakness that could prevent the growth of my business. However, one way to deal with this problem is to emphasize the high quality of ingredients used in ““Happy and Healthy”” when my product is promoted.

  • Threat:

  • To start in this business I have to identify my direct competition such as Pedigree, IAMS, Purina, Alpo, Puppy Chow and Premium Dog Food. These brands have the control in the market of pet food. This kind of competition makes every day more difficult to be successful in this business. To get in the business I have to develop the same kind of marketing strategy that my competitors do such as price, advertising on media, telemarketing, web page, yellow pages, banner ads. By doing this, my business will be at the same level of publicity and popularity.

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

    Chapter 2

    Marketing Strategy for Dog Food

    2.1 Product Strategy:

    ““Happy and Healthy”” is a product designed to offer different choices of foods for puppies, adult dogs, older dogs, obese dogs, and work dogs, you should reject claims that food may be appropriate for any dog. Puppies need a different balance of ingredients, and cutting back quantities for obese dogs can seriously deprive them of nutrients they need. ““Happy and Healthy” “ present a diversity of products for every nutritional needs of dogs. With the slogan “Food for Champions” “Happy and Healthy” hope to attract the attention of potential costumer who cares about the health and good shape of their dogs. Once I have established the market for dog food and earned the trust of the consumers

    'Marketing Strategy on Dog Food in EEUU # Marketing estratégico para comida de perros'

    2.2 Price Strategy:

    The price of the product will be at the level of well-known brand such as Pedigree, IAMS, PURINA, etc. “Happy and Healthy” have noticed that the consumers prefer to pay a higher price for products that are well known, than to save PENNIES in products that are new in the market.

    &Average of prices for dog food

    Puppy

    3kg             $26.95

    7.5kg           $54.95

    15kg          $95.50

    Large Breed Puppy

    3kg             $26.95

    7.5kg           $54.95

    15kg          $95.50

    Adult Maint Small Breed

    3kg             $23.50

    7.5kg           $47.50

    15kg       %00.00

    Adult Maint Medium Breed

    3kg             $23.50

    7.5kg           $47.50

    15kg          $79.00

    Adult Maint Large Breed

    3kg             $23.50

    7.5kg           $47.50

    15kg          $79.00

    Premium & Large Premium

    3kg             $26.95

    7.5kg           $54.95

    15kg          $90.00

    Lamb & Rice

    3kg             $26.95

    7.5kg           $54.95

    15kg          $93.00

    Light & Large Breed Light

    2.5kg          $24.95

    6kg              $47.95

    12kg          $84.95

    Senior

    3kg             $26.95

    7.5kg           $54.95

    15kg          $95.50

    “Happy and Healthy” will adapt this chart of prices to start the business

    2.3 Promotion:

    In addition to advertise “Happy and Healthy” through the media, i.e. TV commercials, local newspapers, yellow pages, Internet banners, I would like to use billboard announcements in the metro rail system.

    I will also to implement a new system that would allow metro-rail raiders to listen to commercials while they wait for the train. To achieve the metro-rail advertisement initiative, I will have to request authorization from the Metropolitan Transit Authority. Subsequently, I will proceed with all indications and requirements from the authorities of the Metropolitan Transit Authority. Another strategy is to offer promotion like “Buy one and get the second free.” I will also offer give coupons with 10,20 and 30% of discount in the next buy.

    I believe a tool that I can use to make sure that the consumer will come back would be the use of promotional deals, such as “with the purchase of 10 or more cans, you will get a 30% discount on GROOMING APPOINTMENT. By doing this, I will ensure that the customers get the feeling that they and their pets are important to my business.


    2.4 Place:

    To distribute “Happy and Healthy” nation wide, we will sign an agreement with the largest pet stores such as Petco, PetSMart, etc. to show this product to the mayor number of consumers. Also “Happy and Healthy” will be available in small stores in different cities to sell the product by myself. The service of delivery will be in person, through telephone, and Internet. “Happy and Healthy” believes the importance to have a web presence, so we will create our web page to show our variety of products and services. Please see the design of “Happy and Healthy” web page on the next two pages.

    *Advantages to go Online

    • To provide customers a more effective way of shopping where they can view and order merchandise.

    • To be able to expand business to other states without major capital investment.

    • My website will become a Virtual Store that will be accessible to customers 24 hours, 7 days per week.

    *Disadvantages to go online

    • Some customers prefer to see merchandise in person, so they can evaluate the quality of fabrics/materials.

    • Customers do not like to pay shipping and handling fees.

    • There may be some registration fees when customers visit the website.

    Conclusion

    The dog food is a growing market in the US, but is too competitive, and the consumer is not loyal to any special brand. At the end the dogs are who make the decision in the market. The dog food is a wide market because it offers a variety of products. The market is saturated by products made in the US, leaving a little opportunity to foreigner brands.

    The premium products are the most popular in the market being an important target to explore.

    I would to point out that consumers who are animal lovers are willing to spend more money, day by day, in order to keep their dogs strong and vigorous. For this reason, ““Happy and Healthy”” is the food for champions.

    Bibliography

    & Taken from dogfoodprices.com

    * Contemporary Marketing