...First in Show Pet Foods, Inc. BUAD 6300 Strategic Marketing and Analysis Dr. Michael L. Mallin Spring 2011 Meagan Frances Ayers • Anthony Fischer • Christopher Bomer Issue First in Show Pet Foods, Inc. has been a major producer of dog food for show dogs within the dog show circuit for several years. They create high-quality and high-priced products for show dogs and now see an opportunity to enter into new retail channels with their product due to changing attitudes and perceptions within the dog food industry, regarding dog food consumers. Their greatest concerns are how they should go about breaking into the retail channel, who to target, how to promote their product, how much to allot to this initiative, and where to start selling their product. First in Show Pet Food, Inc. executives are carefully considering how to launch their Show Circuit brand dog food into the greater Boston market. Background Industry In 2009, dog food sales will total about $10 billion at manufacturers’ prices. However, fewer than half of US dogs are regularly fed prepared dog food. This indicates there may be untapped potential within the dog food industry with regards to the prepared dog foods segment. As of 2008, the dog food industry share was broken down by category: Dry (65%), Canned (15%), and Treats (20%). Interestingly, frozen/prepared dog foods were not on the list, leaving a huge potential market for First in Show...
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...First in Show Pet Foods, Inc. BUAD 6300 Strategic Marketing and Analysis Dr. Michael L. Mallin Spring 2011 Meagan Frances Ayers • Anthony Fischer • Christopher Bomer Issue First in Show Pet Foods, Inc. has been a major producer of dog food for show dogs within the dog show circuit for several years. They create high-quality and high-priced products for show dogs and now see an opportunity to enter into new retail channels with their product due to changing attitudes and perceptions within the dog food industry, regarding dog food consumers. Their greatest concerns are how they should go about breaking into the retail channel, who to target, how to promote their product, how much to allot to this initiative, and where to start selling their product. First in Show Pet Food, Inc. executives are carefully considering how to launch their Show Circuit brand dog food into the greater Boston market. Background Industry In 2009, dog food sales will total about $10 billion at manufacturers’ prices. However, fewer than half of US dogs are regularly fed prepared dog food. This indicates there may be untapped potential within the dog food industry with regards to the prepared dog foods segment. As of 2008, the dog food industry share was broken down by category: Dry (65%), Canned (15%), and Treats (20%). Interestingly, frozen/prepared dog foods were not on the list, leaving a huge potential market for First in Show...
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...First in Show Pet Foods, Inc. Case Summary Key Issues/Background: First in Show Pet Foods, Inc. faces the daunting task of introducing a new brand of dog food to the Boston area, and then the rest of the nation. This is a difficult challenge, not only because the brand, Show Circuit is unknown, but also because this dog food is frozen, unlike nearly all other dog food, which is either bagged as dry or canned. This packaging difference affects First in Show because their food will be stocked in the freezer section, away from the rest of the dog food. Show Circuit dog food was originally developed to improve the coats of minks on farms, and then after success, it began to be fed to show-dogs. The product is made of 85% fresh meat, and 15% highest-quality fortified cereal. There is great potential in the dog food market. Across the country, dog ownership is increasing, and often, dog owners consider their pets as part of the family. Because of this, the owners spend great amounts of money on their dogs, which can be seen in the growth trend of super-premium and organic dog foods. A marketing firm - Marketing Momentum Unlimited has offered two different advertising strategies for Show Circuit, ranging from $500,000 to $700,000. First in Show Pet Foods, Inc. must determine a plan to enter the Boston-area, and then national dog food market. Situation Analysis: Strengths | Weaknesses | * Premium high quality dog food. * Unique frozen dog food. * Exclusive...
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...First In Show Pet Foods, Inc. First In Show Pet Foods Swot Analysis The following SWOT Analysis ledger is for First in Show Pet Foods Inc., new frozen dog food product “Show Circuit”. It displays the Internal and External factors that will affect “Show Circuits” introduction to the pet food market. Although “Show Circuit” will need to reshape its prospective target markets views on conventional dog food, it has a researched and proven formula that will provide an improvement in dogs’ coat shine. With the current market trend projecting an increase in dog food sales, the high production cost of “Show Circuit” will not be a strong external threat. With a good media strategy, store positioning, a creative market introduction, “Show Circuit” will be able to successfully compete with larger well known dog food brands. The Internal Factors Strengths: · Specialty high quality dog food · Small solid following among “show dog” kennels in Boston, MA · Freshest dog food in Market; 85% federally inspected beef by-products, beef, liver, and chicken, 15% highest-quality fortified cereal · Completely balanced frozen dog food Used and recommended by professional “show dog” owners for years. · Located in frozen food section right next to “people” food. · Record of “Blue Ribbon” winners as current product users. Weakness: · Cheaper dog foods that are more readily available. · Less than one-half...
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...AND PROBLEM DEFINATION: First in Show Pet Foods, Inc. is a major producer of dog food for show-dog kennels in the U.S, and is now a supplier of a high quality dog food for show dogs called Show Circuit. The situation facing First in Show Pet Foods currently is one of expansion. First in Show wants to break into the world of retail branded pet food. The company has to choose the best suitable Advertisement and Trade Strategy. INDUSTRY AND MARKET ANALYSIS: The dog foods are distributed through two major channels, supermarket and mass merchandiser, in Boston area (See Exhibit A); each account for 36% and 64% of the total market share separately. The introductory program targets the supermarket as its distribution channel due to the need for refrigeration. Under the channel, the market is divided into three major categories. Dry dog foods account for 23.4% of the total market share. In this category, five major competitors hold 68% of the market. The second category, canned dog foods, account for 5.4% of the total market share with four major competitor; they capitalize on 88% of the market. For the treats category, there are three major competitors. They control 73% of the market, which account for 7.2% of the total market. There are five major competitors in the market through the major three forms of dog foods in 2008. They are Nestle, Iams, Hill`s Pet Nutrition, MasterFoods USA, and DelMonte Foods, Inc. They account for 75 percent of U.S. dog food sales in 2008. STRATEGY...
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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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...Strengths: • Zenith Pet Foods, Inc. delivers high quality dog food • Freshness is a unique selling point within the dog food market • Zenith has a history of blue ribbon winners Weakness: • The high proposed costs could stretch promotional budget • Not a familiar product • Consumers must go to the freezer section to purchase • Can only be sold in stores equipped to sell frozen products • Zenith has no experience selling to the household market • Kept frozen to maintain freshness Opportunities: • Increase in the number of dog owners • Increase popularity of high quality dog food • Only dog food in frozen people food section • Already an established group of pet owners buying frozen dog food in other markets • The Boston area is ideal for launch relating to the high population of dog owners Threats: • High competition from big name manufacturers • Increase in production costs and ingredients • Competition may imitate Show Circuit Key Issues and Opportunities Through analyzing Zenith pet foods case, the following key issues are noted: 1- Adequately defined and segmented, the market is divided into: dry food 63%, wet food 17%, semi-moist food 2%, and dog treats 18%. 2- The position Show Circuit seeks in the market: The position Show Circuit would seek is the premium segment. The main target is singles and married between the ages of 21 and 54 with a household income greater than $25,000 per year. 3- The ability of giving the food brokers distribution in supermarkets...
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...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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...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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...First In Show Pet Foods currently produces and distributes dog food for show dog kennels in the United States. The company’s product, Show Circuit, is a unique food that gives dogs a healthy, shiny coat. The product is 85% fresh federally inspected beef and chicken and 15% high quality fortified cereal and contains no additives or preservatives. The product is frozen to keep the uncooked meat fresh. Problem: It has been brought to the company’s attention that a similar frozen dog food product is being marketed and sold in the freezer section of supermarkets in the southwestern United States. The major problem the company faces is whether or not to proceed ahead with a plan to market and sell their product in Boston area supermarkets. This opportunity prevents several challenges for the company. The first challenge is the fact their product would be placed in the frozen food section where most customers don’t think to look for dog food. The next challenge they face is that Show Circuit, while well-known to show dog kennels, is a new product that is unknown to the general public. The final challenge the company faces is that First In Show Pets Foods is also a brand that is unknown to the general public. Alternatives: First in Show Pets Foods has the following alternatives to consider: 1. Implement the advertising campaign with a budget of $500,000. This budget would include money for television, newspaper/magazine, collateral, agency fees and miscellaneous costs. ...
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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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...Performance – PetSmart, Inc. PetSmart is the largest pet retail chain that caters to all type of pet needs for the lifetime of the pet. The company employs 52,000 and currently has 1,289 stores. It also has more than 196 in-house pet hotels that specializes in boarding cats and dogs. PetSmart carries more than 11,000 products that include food, bedding, leashes, toys, training products and many books on all type of pets. PetSmart is a solid company and would be a good investment for the conservative investor. This company has a great web presence and offers over 10,000 products from their website http://www.PetSmart.com . This website offers a very convenient way for consumers to order their products online and have them delivered to their home without having to go to the physical store. This is important because not only does PetSmart have to compete with the chain stores such as WalMart and Kmart and Target, they also have to compete with online stores as well. PetSmart also has to compete with the common grocery store chains as well. PetSmart falls in the category of Specialty Stores. When evaluating this company I also had to look at the market sector that it falls into. Market Grade stated that PetSmart was ranked fifth in the Specialty Store sector. In first place was Ulta Salon, Cosmetics & Fragrance, Inc. followed by Bed Bath and Beyond, Inc. and coming in third was Winmark Corporation and in fourth place was Lumber Liquidators Holdings, Inc. That is an extremely...
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...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 first impediments...
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...Zenith Pet Food Case Paper Zenith Pet Foods, Inc. is a large distributor of show-grade dog food. The company distributes only within the United States. Its plan is to introduce the product in the Boston area. Zenith dog food is a high-grade, frozen dog food made of quality, organic ingredients. The target market has been show-dog kennels in the past, but the entity has recently turned its attention to the dog as a household pet. The product promises to produce a shinier, healthier coat on the consuming animal. Zenith needs freezer space to sell its products, and the plan is to distribute through supermarkets, where the majority of the dog food is sold based on Zenith’s market studies. The company faces a very large amount of competition within the dog-food market. Some of those competitors include Dog Chow distributed by Nestle Purina Pet Care, which sells 23 percent of dry dog foods in the supermarkets, Kal Kan Pedigree distributed by MasterFoods USA, selling 18 percent of wet dog food, and Kibbles ‘N Bits distrusted by Del Monte Foods, which sells 69 percent of semi-moist dog foods in the supermarkets. Although competition exists in the market, there are no competitors that distribute dog food in a frozen, all-fresh form in the freezer aisle of the grocery store. There is a threat of new entrants into the market or product substitutions, but because Zenith will be a pioneer in the field of frozen dog foods, only time and succession would be able to determine what companies...
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...RAW MATERIALS 11 DISTRIBUTION AND SUPPLIERS 12 SPECTRUM BRANDS FINANCES 12 SALES 12 INCOME 13 PROFITABILITY RATIOS 13 LIQUIDITY RATIOS 14 LEVERAGE RATIOS 15 ACTIVITY RATIO 16 SHARE PRICE 17 RECOMMENDATIONS 18 REFERENCES 19 INTRODUCTION Spectrum Brands (SPC) is a global branded consumer products company with seven major product lines including Rayovac consumer batteries, Tetra pet supplies, Remington electric shaving, grooming and personal care products, VARTA portable lighting, Vigoro lawn care, Sta-Green lawn and garden, Repel, Hot Shot, and Spectracide household insect control. After acquiring United Industries from Thomas H. Lee (THL) the Boston based private equity firm in 2005, Rayovac (ROV) changed its name to Spectrum Brands and started trading on the New York Stock Exchange (NYSE) as “SPC”. World Market The worldwide market sector in which Spectrum competes is estimated to be US$300 billion1. The worldwide market for batteries alone is estimated at US$50 Billion2. Worldwide dog and cat food sales stood at US$45.12 billion, a 4.9% increase over the previous year3. The market for grooming consumer product is about 16 billion4. Spectrum also competes in the $8 billion 5 consumer lawn and garden market. Corporate History Rayovac Corporation is the third leading U.S. manufacturer of alkaline storage batteries and the market leader in other battery categories such as hearing aids, computer backup,...
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