...Purrfect Pets: Marketing Plan Rosalyn Ancrum Dr. Emily M. Crawford Marketing Management May 2, 2014 Purrfect Pets: Marketing Plan Executive Summary Purrfect Pets is a small independently owned company established in March, 2004. There are twenty five full time employees. The store sells distinctive pet supplies and unique apparel for pampered pets. The store brand ranks high in the southeastern region of the United States. Purrfect Pets plans to launch a new organic gourmet pet food. Four employees will be working on this marketing plan. During the economic recession pet parents reduced their personal discretionary spending before spending less on their pets. The emerging trends of pet parents has commanded high demand for premium pet food and services (Brennan, 2014). Purrect Pets is a leading specialty store that caters to the consumers who considers their pet to be a family member. The new pet food is made for the consumer who believes their family member deserves the best. The apparel and spa line is already well established. Purrfect Pets’ products are unique and high end. Catering mainly to dogs and cats; Purrfect Pets offers products such as designer day and party wear, jewelry and accessories, furniture, bowls, toys, and drinks. Prices range from nearly eighty dollars for plush dog beds in a range of colors and fabrics, to fifteen dollars for cat wipes. Popular products include sparkling mineral water bottled in handmade crystal containers and porcelain feeding...
Words: 2091 - Pages: 9
...[pic] E-Commerce Business Plan Owners/Authors: Joseph MacQuarrie & Jamie Ramsey Table of Contents I. Executive Summary 1. Business Owner(s) & Product/Service 2. Mission Statement II. Company Description / Structure III. Market Analysis 1. Competitive Analysis 2. Demographics & Target Market 3. Entry Barriers IV. Marketing Strategy V. Management & Operations Plan VI. Financial Plan 1. Assumptions 2. Funds I. Executive Summary The following business plan outlines the details and implementation of a business plan for an e-commerce website and online retail company called “Made to Order Pet Food” that will offer customers custom and made to order pet food options for their pets. This company will bring a new aspect to the canine and feline food market where the owner is in complete control of what they feed their pet. We have partnered with multiple pet food suppliers, veterinarians, and chefs to offer a wide array of both dry and wet food options that are both delicious and healthy for your pet. All of our freshly prepared products are priced well below that of premium over the counter or in-store purchased national brands. Our customers will not only have a happier and healthier pet but also save money. 1. Business Owner(s) & Product/Service This partnership...
Words: 2473 - Pages: 10
...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...
Words: 7189 - Pages: 29
...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...
Words: 4242 - Pages: 17
...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...
Words: 2648 - Pages: 11
...Reed’s VP Marketing Meredith Collins needs to develop a plan to increase the market share (MS) of this company from 14% to 16% in the Columbus Market. The Reeds actual expansion plan does not consider any new store opening. The competition in the retailers market is intense and the profit margins are low, therefore Collins has a minimal margin of error. Reed is the actual leader of the retailer Columbus Market but the Executives of the company are worried that Reed lost 1% of MS in the last five years. They just have implemented the dollar Weekend Campaign with no considerable important results. Reed Business is in the High end segment and it has differentiated by offering high quality products and excellent customer service. In this market price is the most important factor, but location, quality, diversity of products and customer service are also points of differentiation. In the latest years in Supermarket Industry the private labels have not been perceived anymore as low quality and their presence in the market has increased in 3% since 2005. Customers have become friendlier towards healthy and organic food. The customers are not as loyal as 20 years ago; nowadays is a trend of savvy customers. Reed’s customers are affluent, old and owned small medium houses, also more likely to have a pet. Based on the facts above my recommendation is maintaining focus in its actual customer segment, improving the product mix offered by developing private labels, focusing in organic and healthy...
Words: 2929 - Pages: 12
...Company Introduction, Market Segmentation, and Product Positioning Professor: Gary Smith Sonya R. Byrd April 28, 2013 We are a family owned and operated, full service lawn care and grounds keeping company based out of Raleigh, North Carolina. We pride ourselves in professionalism, quality and affordability. With over 20 years of experience serving the Triangle, we eagerly seek to perform above and beyond other turf care providers. “We started mowing lawns with one philosophy and mission in mind: provide consistent, superior service while building lasting relationships within our community.” The services we offer are as follows: Mowing, Edging, Blowing, 6-Step Fertilizing Program, Aeration, and Over-Seeding, Sod Installation, Liming and Soil Conditioning, Lawn Weed Control and Disease Control, Tree an Shrub Trimming and Pruning, Mulch and Pine Straw, Landscape Design & Installation, Tree and Shrub Care, Insect and pest Control and Fall Leaf Removal, Drainage Installation, Commercial Services, Landscape Edging, Athletic Field Care, Artificial Turf Installation, Custom Stone Work, Patio Pavers, Landscape Lighting, Backyard Water Features, Debris Haul Away, Pressure Washing, Holliday Lighting, Retaining Wall, Sprinkler System, Snow and Ice Management and more. As a student at North Carolina State University studying Turf Grass Science, and graduating 1998 Magna Cum Laude, I’ve grown even more passionate about lawn care and enjoy learning about the constantly growing...
Words: 1056 - Pages: 5
...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 Pet Foods...
Words: 4752 - Pages: 20
...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 Pet Foods...
Words: 4752 - Pages: 20
...Organisational Overview Pet World is a medium sized pet store in a busy suburban retail area. Located in an upper-middle class suburb of Paddington, Brisbane; the store location has excellent exposure to pedestrian traffic and the area has plenty of parking available for customers. The business has been operating for 5 years in the same location and has established a good reputation with the local and surrounding suburbs. There are no other retail pet stores in the retail strip; however, there are 3 other pet stores within a 10 km radius, two of which have been operating for longer than 5 years. Market Overview Pet World specialises in providing popular breeds of dogs and cats, from purebred to designer breeds. The target market is currently pet owners that live in a 10km radius of the store. There is a large selection of pet food, healthcare products, and a good range of boutique accessories. The largest market segment for Pet World is in pet food sales; with 55% of revenue per year generated from pet food products. Pet World have been able to develop as a market leader in the segment due to a wide range of pet food products available for many stages of a dog’s life, and a variety of cost effective to organic style products. There are no direct competitors in the local area that can compare to the variety they supply; this benefit combined with a loyalty card program, has assisted and continues to maintain a loyal customer base. Sales revenue from healthcare and accessories...
Words: 831 - Pages: 4
...IBS XX 820 INTERNATIONAL BUSINESS PLAN The product: Dehydrated Dog Food The company: Amore Pet Food The target country: Japan Professor: Colin Raghunanan Students: Awa Oyetayo Galina Kokhan Ankit Chaubey Student numbers: 056-610-124 049-092-133 052-692-134 Due Date: 11th, April TABLE OF CONTENT: 1. Executive Summary………………………………………………………………………3 2. Corporate Profile 3.1 Background information on the Company………………………………………..6 3.2 Vision. Mission……………………………………………………………………6 3.3 Competitive Advantage…………………………………………………………..6 3.4 Objectives…………………………………………………………………………7 3.5 Copyrights and Trademark………………………………………………………..9 3.6 Business Structure…………………………………………………………………9 3.7 The strengths of the company…………………………………………………...10 3.8 Insurance………………………………………………………………………...11 3. Management and Human Resources 4.9 Key Positions at Amore Pet Food Company…………………………………….13 4.10 Requirement for Addition Qualifications………………………………………..14 4.11 Future Needs for adding employees………………………………………..……15 4.12 External Sources……………………………………………………………..…..16 4. Market Entry Strategy 4.1 Microenvironment Analysis……………………………………………………..17 4.2 SWOT Analysis……………………………………………………………………..19 4.3 Marketing Strategy………………………………………………………………….20 4.4 Marketing Financial Analysis……………………………………………………….23 5. Financial Overview 5...
Words: 10436 - Pages: 42
...Reed Supermarkets Growth Action Plan Prepared By: Vishal This document explores the Industry of Supermarkets, Industry players and Competition and outlines the Growth Action Plan for 2011 to be driven by Meredith Collins, VP of Marketing, Reed. Reed Supermarkets Growth Action Plan 2011 Action Plan for Reed’s Growth 2011 Background: Meredith Collins, VP of Marketing, Reed, needs a plan for 2011 to execute to grow its current market share from 14% to 16%. Margins for error are negligible as competition has intensified in every segment and current economic conditions aren’t looking good. Recommendations for Growth: Stop the dollar special for each week: 1st step is to stop the dollar special promotion immediately. This is not consistent with the brand equity and positioning built over the years. It’s resulting in net operating loss of 76% on each discounted item and overall decreased the net operating profit for 2010 to 0.4% only (details in justification). Moreover, this promotional activity is polluting the message for regular consumers, considering that some of the dollar stores are located nearby. Increase Sales Target: To increase the current market share to 16%, sales target is set to 775Mn for 2011. It’s an increase of 95Mn. from 2010, on the assumption that total market size (4.74Bn) remains same. Focus and Maintain current Target Segment and Increase the Wallet Share: Continue focusing on the current target segment of affluent and older customers with smaller...
Words: 3275 - Pages: 14
...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...
Words: 1131 - Pages: 5
...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...
Words: 1693 - Pages: 7
...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...
Words: 1730 - Pages: 7
