...Breeder’s Own Pet Foods, Inc. Case Analysis Etienne Meprise Bellevue University MBA652: Marketing Strategy Dr. Doug Brown 12/3/2013 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap Breeder’s Own Pet Foods, Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced, high quality dog food brand Breeder’s Mix, which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson, 2013). One of the challenges for Breeder’s Own is breaking into an already saturated market. However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods, Breeder’s Own can capitalize on this market share with their product, Breeder’s Mix. Initially, Breeder’s Mix would be marketed in the Boston, Massachusetts’s area since this area is representative of national averages for pet ownership and expenditures for pet products. Breeder Mix would be distributed to supermarkets since 36% of all dog foods sales come from supermarkets (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dry, canned, or treats. Breeder’s Mix is a nutritionally balanced frozen dog food. Since the food must be located in the frozen section of supermarkets, one marketing strategy will be to educate dog owners to shop for dog food in a non-traditional location...
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...Adam Tarbell MKTG 489 Breeder’s Own Pet Foods, Inc. Case Analysis Background/Problem Definition: 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. After hearing Marketing Momentum Unimited’s proposal, Breeder’s Own Pet Foods was presented with the problem of: Should Breeder’s Own Pet Foods go with the advertisings firm’s proposal, if so, which one? Market/Industry Analysis: The U.S. owned-dog population is 78.2 million and it is growing steadily. With a population so large it is no surprise that the pet food sales were around $14 billion in 2011. The market for dog food is divided into three categories, Dry, Canned, and Treats. In the pet food industry, 36% of all dog food sold in the U.S. is sold in supermarkets, which represents about $5 billion in sales; while the other 64% is sold by mass merchandisers. All of these numbers translate to the Boston market, so the idea of selling Breeder’s Own Pet Foods in supermarkets could be very beneficial for the company. Target Market: The target market for Breeder’s Own Pet Foods is the adult population, age 21-54, single or married, with an income larger than $25,000. The reason for this is because dogs are regarded as parts of the family to this market. So, with that mindset and the income...
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...Breeder’s Own Pet Foods, Inc. Case Analysis Traci Walther Bellevue University MBA652: Marketing Strategy Dr. Doug Brown 12/3/2013 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap Breeder’s Own Pet Foods, Inc. sees a growth opportunity in the retail dog food market for its nutritionally balanced, high quality dog food brand Breeder’s Mix, which has been traditionally sold to the show dog kennel market. The dog food consists of 85% fresh meat and 15% high quality fortified cereal with no additives or preservatives (Kerin and Peterson, 2013). One of the challenges for Breeder’s Own is breaking into an already saturated market. However, based on recent interest from dog food owners in organic, all natural, preservative free dog foods, Breeder’s Own can capitalize on this market share with their product, Breeder’s Mix. Initially, Breeder’s Mix would be marketed in the Boston, Massachusetts’s area since this area is representative of national averages for pet ownership and expenditures for pet products. Breeder Mix would be distributed to supermarkets since 36% of all dog foods sales come from supermarkets (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dry, canned, or treats. Breeder’s Mix is a nutritionally balanced frozen dog food. Since the food must be located in the frozen section of supermarkets, one marketing strategy will be to educate dog owners to shop for dog food in a non-traditional location. A...
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...Breeder’s Own Pet Food Inc. Case Analysis CJ Class:Marketing Strategy September 06, 2014 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap 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 animals: it consists of 85% fresh meat, 15% high quality fortified cereal with no additives or preservatives and will dramatically improve the coats of animals. (Kerin and Peterson, 2013). One of the major challenges for Breeder’s Own is convincing customers that frozen dog food is the wave of the future. Based on positive feedback from food brokers, the company believes it can carve out a substantial market share with this product. The initial plan involves test marketing in the Boston area and if successful quickly ramping up production to make it available nationally (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dried, canned, or treats; since this new product is intended to be frozen, one of the...
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...Breeder’s Own Pet Food Inc. Case Analysis CJ Class:Marketing Strategy September 06, 2014 Breeder’s Own Pet Foods, Inc. Case Analysis Case Recap 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 animals: it consists of 85% fresh meat, 15% high quality fortified cereal with no additives or preservatives and will dramatically improve the coats of animals. (Kerin and Peterson, 2013). One of the major challenges for Breeder’s Own is convincing customers that frozen dog food is the wave of the future. Based on positive feedback from food brokers, the company believes it can carve out a substantial market share with this product. The initial plan involves test marketing in the Boston area and if successful quickly ramping up production to make it available nationally (Kerin and Peterson, 2013). Problem Identification Traditionally, dog food is produced as dried, canned, or treats; since this new product is intended to be frozen...
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...Breeder's Own Pet Foods, Inc. Case overview/situation anaylsis: The Breeder's Mix is a high quality dog food that is made from only the highest quality beef, liver, chicken and fortified cereal. This mix of food is proven to improve the dogs coat as well as its health and well being. Due to its affect on dogs the Breeder's Mix is used on various show dogs and dogs in kennels. The dog market is an already large market and it is only growing. In 2011, sales from manufacturers totaled $14 billion. In terms of the market dog foods are divided into three different groups. Dog food is sold as treats, dry food, and canned food. In addition, the market distribution is divided into many retail sectors. A large amount of dog foods are sold in supermarkets, at Wal-Mart, in pet stores, or in feed stores. There is also a smaller percentage sold through veterinarians and online. Narrowing down the customers, comes down to a very wide range of people. The main target is single and married people between the ages of 21 and 54 with an income of more than $25,000. The campaign of food is targeted in the Boston area due to the high market potential. Dog owners are also seen to have increasing investments in their dogs and this number is only supposed to continue to rise. Along with change in humans, dog owners are also highly valuing the all natural dog food, versus processed. There is a lot of competition in the dog food industry and they heavily compete on price and quality. In...
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