first in show pet food
TRANSCRIPT
FIRST IN SHOW PET FOODS, INC.
MARKETING PLAN
MKTG 494 Section 05
Timmy Duong
Meghan Gabrielson
Michelle Hudson
Suhartini Mohamed
Tiffany Tran
December 4, 2014
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Table of Content
Target Market
Market Profile
SWOT Analysis
Competitive Analysis
Porter’s 5 Forces
Market Definition
Segmentation
Market Share Analysis
Product Strategies
Product Classification
Differentiation
Positioning
Packaging & Labeling
Logos & Slogans
Product Lines & Mixes
Brand Strategies
Product & Market Strategies
Product Life Cycle Strategies
Price Strategies
Price Objectives
Price Range/Price Point
Factors Affecting Price
Breakeven/Elasticity
Price Strategies
Channel Discounts
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Distribution Strategies
Channel Definition
Criteria for Channel Choice
Channel Members
Degree of Distribution
Supply Chain Management
Channel Integration
Promotional Strategies
Promotional Mix
Promotional Objectives
Channel Promotion
Creative Appeal
Media Schedule
Advertising
Sales Promotions
Personal Selling
Public Relations
Direct Marketing
Support Promotions
Budget
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TARGET MARKET
MARKET PROFILE
There are three types of dog food: dry, canned, and treats
Dry makes up 65 percent of the market
Produced in flakes, small pellets, or large chunks containing about
15 percent moisture and 85 percent solid
Canned makes up 15 percent of the market
Within canned food 75 percent of it is moisture and 25 percent of it
is solid
Treats make up 20 percent of the market
Wide variety of ingredients and, very tasty, are not recommended
as a complete food
Only half of the dogs in the U.S. are fed prepared dog food, and dog sales are
expected to rise as humans are treating their animal as they would a family
member; which means them spending money on quality products.
Supermarkets represents 36 percent of total dog food sales in the U.S.
The other 64 percent is sold by mass merchandisers such as WalMart (25%),
Petco and Petsmart (20%), farm/feed stores (7%), veterinarians (6%), and internet
retailers (6%)
In 2009, dog food sales will total about $10 billion at manufacturers’ prices
Dog owners spend more than $20 million annually for veterinarian fees, clothing,
accessories, and furniture
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75 percent of dog owners consider themselves “Mom and Dad”
Total spending for advertising in the dog food industry is about 2 percent
The top 5 companies running the industry accounted for 75 percent of the U.S.
dog food sales in 2008
SWOT ANALYSIS
Strengths (Internal)
Show Circuit dog food is made with only the finest ingredients
Freshest dog food in market; 85 percent federally inspected beef
byproducts, beef, liver, and chicken, 15 percent highestquality fortified
cereal
It is recommended by professional show dog owners and has been for years
Located next to people food in supermarket
Blue Ribbon approved
Weaknesses (Internal)
There is a lack of consumer appeal for frozen dog food
The product is costly to produce and not the cheapest dog food in the market
The product requires thawing time before serving
Since it is stored in freezers it takes up extra space in consumers freezers
Low margin for retailers
The company has very restricted distribution resources
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Opportunities (External)
Over the years pets have been increasingly viewed as a member of the family
There has been an increase in dog ownership in the U.S.
Health risks for dogs have become more aware and owners are switching to
organic and all natural dog food
A growth in premium and super premium dog food sales
There is an opportunity to be first in the Boston market and if they have a
successful Boston market launch it lays groundwork for national launch
Threats (External)
The 5 largest dog food producers own about 75 percent of market share
The market has 50 dog food manufacturers and 350 dog food brands in the U.S.
There competitors heavily advertise their products and make them wellknown
with consumers
Dog owners are generally going to be more price sensitive
There is a difficulty in getting retailers to contribute freezer space for the dog
food
COMPETITIVE ANALYSIS
In the dog food industry there are 350 dog food brands in the United States;
however, there are only five companies dominate in sales. The dog food brands that lead
in sales include: Nestle Purina PetCare, Iams, Hill's Pet Nutrition, Masterfoods USA,
and Del Monte Foods, Inc.
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50 dog food manufacturers and 350 dog food brands in the U.S.
The top 5 brands hold 75 percent of the U.S. dog foods sales in 2008
Nestle Purina PetCare
Founded in 1894 as Purina Mills in St. Louis, Missouri
Was acquired in January 2001 by the Nestle PetCare company and became the
Nestle Purina PetCare division
Represents approximately 59 percent of global pet care sales and 70 percent of
global petcare profitability
Offers a portfolio of over 40 different brands
Iams
Iams was founded in 1946 by Paul Iams in Dayton, Ohio
Was sold to Procter & Gamble (P&G) in 1999
In July 2006, P&G reorganized the Pet Health & Nutrition division into P&G Pet
Care (consisting of the Iams and Eukanuba brands)
Was called the #1 seller of pet food for many years
PORTER’S 5 FORCES
Threat of intense segment rivalry
Switching costs are high because of the number of competitors offering
similar products at same or low prices
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There are five brands controlling the majority of sales which makes
infiltration into the market difficult
The dog food industry is a very particular market with very segmented
consumers from the rest
Threat of new entrants
It is difficult for new entrants to succeed in such a market because of the
numerous wellknown brands dominating the market share
Threats into the dog food market are medium to low
The industry is mature and very large which makes it unattractive for new
companies to enter
A company thinking of entering would need a large amount of resources to
enter at the same level as the majority holding companies
Threat of substitute products
This is a very high possibility
There are many options and brands in the dog food industry
This creates many substitutes for products which leads to more
competition
It is a highly competitive market and the threats of substitutes reinforce it
Dog food comes in many different textures, flavors, and tastes
This creates a large amount of substitutes
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Threat of buyers’ growing bargaining power
Bargaining power for consumers is high in the dog food market and pet
industry
Switching costs are high for consumers buying dog food as there are many
options
The majority of people make their brand decision for pet food instore,
which gives some power to the retailer
Threat of suppliers’ growing bargaining power
Bargaining power for the suppliers is medium to high in the dog food
industry
Big box stores, like WalMart, serve many different industries like food,
drinks, and appliances, so their supplier power is increased
MARKET DEFINITION FOR FIRST IN SHOW PET FOODS, INC.
Demographics/Behavior
“Because they are more than just pets”
A major producer of dog food for showdog kennels in the U.S.
Supplier of unique dog food for show dogs called Show Circuit
Started as a means of improving the coats of minks and later was
introduced to dogs and had the same effect
Fresh meat constitutes 85 percent of the volume, the highestquality
fortified cereal accounts for the remaining 15 percent
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There are no additives or preservatives, packaged frozen to prevent
spoilage of the fresh uncooked meat
Packaged in a 15ounce plastic tub, with 12 tubs per case
Total variable cost of production, freight, and packaging the meal is
$7.87 per case
Show Circuit is capitalizing on the untapped market of frozen dog food
Making their dog food organic and targeting that segment of the market,
since organic dog food grew 64 percent in the last year
SEGMENTATION
Demographics
Age and Lifecycle
Targeting adults from the ages of 21 to 54 years old of different life stages
They will be married and/or unmarried and with or without children who
regard their pets as part of the family and want them to be happy and
healthy
79 percent of parents with schoolage children buy pet food, compared
with 71% of parents with younger/older children, and 73% of young,
childless couples.
Gender
We will be focusing on both male and female customers and all pet owners
but specifically who have dogs
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Income
Since it is a highquality pet food we will concentrate on middle class,
uppermiddle class, and upper class incomes
Income greater than $25,000 dollars shows that 63 percent of households
invest in pet food
Incomes with less than $12,000 show only 48 percent of
households spend money to keep a pet
Generation
We will be focusing on all generations, but particularly ages 21 through 54
years old
Generation X and Y
Race/Ethnicity
No segmentation based on racial or ethnic backgrounds
Behavior
The consumers shopping for their pets are going to buy the best thing for their
animals which means that they are traditionalists and buy brands that they have
heard of and that they like
They will try new brands if something happens to their goto brand but
otherwise once they find a healthy brand that their dog eats they will be
very brand loyal
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Geographic
Show Circuit will be focusing specifically inside the Boston, Massachusetts,
metropolitan market area
This is where First in Show Pet Foods, Inc. will be launching their first
frozen dog food line Show Circuit
Frequency
Products are purchased by consumers on a regular basis
An item that is needed everyday and will be purchased immediately after
running out
Strategy
Undifferentiated Marketing
Since we are using the same product and targeting the same group, which
is dog owners both male and female, that are married or single, with or
without children between the ages of 21 and 54 it would be the
undifferentiated marketing strategy
However the largest market share is 79 percent of parents with
schoolage children buy pet food
Focusing the frozen dog food in all stores and not differentiating it at all to
a specific group but focusing on all consumers in our target market
One product, one price, one placement and a single promotional effort
to reach the maximum number of consumers in that target market
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VALS:
Parents with schoolage children
Achievers
It is all about mom and dad who are the gatekeepers of the family
Achievers tend to be goaloriented people who focus on family and goals
for the family since the children are still in school
They pick a product that is good for their family, which in this case is the
pet (dog) and they like premium products
Willing to spend a bit extra for the finest ingredients and the best
value
They want to be healthy and fit which is why they are going to choose the
organic dog food so that their family is always healthy
MARKET SHARE ANALYSIS
Breakeven sales = 28,271 cases per year
Our budget is $700,000
Show Circuit will have to sell 2.356 cases of dog food per month
Selling Price per Case of Show Circuit Frozen Dog Food___________ Cost to manufacture case of frozen dog food: $7.87 Profit made on each case 60% ______________________ Markup of each case $4.72 Selling price per case of Show Circuit Frozen Dog Food ($7.87 + $4.72) $12.59 Percentage of sales received by Food Broker .07%
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Profit earned from each case sold ($12.59*.07%) $0.88 Percentage of sales received by Supermarket 22% Profit earned from each case sold ($7.87*.22%) $2.77 Food Broker + Supermarket profit earned ($.88 + $2.77) $3.65 Show Circuit profit made on each case sold, after Paying commissions ($4.72 $3.65) $1.07
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PRODUCT STRATEGIES
PRODUCT CLASSIFICATION
First in Show Pet Foods, Inc.’s dog food product, Show Circuit, is a consumer
shopping good.
When it comes to household pets, many consumers are concerned with the
quality of the food they feed their pets to ensure a long and healthy life.
Consumers will shop and perform brand comparisons based on product
quality and price.
As some consumers are concerned with their dogs’ wellbeing, quality and
health benefits will have a bigger influence on the decisionmaking process
than price would.
DIFFERENTIATION
Product Differentiation
Show Circuit dog food will be presented in the form of meat patties but frozen,
differing from the typical canned dog food placed on retail shelves.
The product is packaged in a plastic tub that will feature an easytoreseal lid,
enabling continuous refrigeration of unused portions.
High food quality is the main focus of the product and will be highly emphasized
as the top benefit of consuming Show Circuit.
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Differentiation Strategy
First in Show Pet Foods, Inc. has the advantage over competing dog food brands
on the shelves in the aspect that it has served professional showdog owners.
The company is a major producer of dog food for showdog kennels, now
trying to break entry into the retail branded dog food market.
They have the experience and knowledge in producing highquality dog
food with evidential results of improved dog coats.
Image differentiation
Show Circuit is frozen, uncooked dog food. The implication of frozen food
means that there is a need for food preparation, meaning fresh quality
without preservatives such as those used in canned dog foods to ensure
longer shelf life.
Show Circuit projects an image of treating dogs as more than just pets,
putting emphasis on the growing idea that pets are a part of the family.
They place an image and message in the consumers’ mind that pets should
be treated fairly as deserved, more personably, and with higher quality.
The brand portrays an image of luxury and superior quality over
typical dog foods.
POSITIONING
“...the finest dog food available at any price and the only thing you will want to
feed a dog that is truly a member of the family.”
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The brand is targeted towards singles and married couples between the ages of 21
and 54, with stable income, who regard their dogs as part of the family.
The brand uses several concepts to appeal to its target consumers:
Concepts of a healthier, luxurious fur coat; fine dog food class; guilt
that pets are not treated with nearly as good of food as humans; its
recommendations from serving awardwinning dogs and their
owners.
Show Circuit brand places itself as high premium dog food, emphasizing on its
allnatural, no preservatives or additives meats (with varieties of beef, liver, and
chicken).
As an organic dog food, it has the ability to command a premium price for
what benefits consumers will reap from its formulas.
PointofParities
Though Show Circuit is dog food and would initially be thought to be placed with
other likedog foods, Show Circuit is also a frozen food item and would be placed
near the frozen section of the stores.
Consumers will more easily become aware that Show Circuit, though in the
frozen section with human food, is a pet food. The brand may be easier to
recall in the consumers’ mind as other dog foods are nonfrozen.
Show Circuit Dog Treats will be placed on shelves with other dog treats, where
shoppers can easily find and bring attention to the product.
Consumers will be able to compare brands of dog treats.
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PointofDifferences
First in Show Pet Foods, Inc. prides itself in its organic ingredients and the
results that its product achieves.
Show Circuit pet foods will distinguish itself from competitors as a highend,
highquality fresh dog food that is frozen to preserve minerals and vitamins for
optimal benefits.
Being placed in the frozen food section paired against human food will
help the product stand out.
Show Circuit Dog Treats placed next to other dog treats will stand out against
other treats packaged in plastic bags. Whereas, other products may project
images of fun playtime, Show Circuit Dog Treats will project fun and trained
obedience with its blue ribbon history with show dogs.
Show Circuit Dog Treats’ packaging will bring forward attention on its
topquality ingredients and its image of blue ribbon winners.
Tagline
“Because they’re more than just pets.”
This new tagline tells pet owners that their pets are “more than just pets,”
implying that they are a part of the family; thus, treatment and bonding with
their pets extend to a deeper level.
It is encouraged that owners feed their dogs higherquality food. As family
members, their dogs deserves the best food and to be treated like a true member.
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PACKAGING & LABELING
Show Circuit Dog Food
Food product will be packaged in 15 oz. plastic tub
containers, with two (2) servings per tub.
Each tub will consist of two 7.5oz fresh meat patties
separated by a thin sheet of paper to provide for easy
food portion separation as well as suggested
consumption amount.
This container features an easy resealable lid to maintain fresh quality in
the freezer.
Package image will inform consumers of the fresh meat quality that is
allnatural with no additives or
preservatives, claims of a healthier coat
development on dogs.
Food meat choices include varieties of
beef, liver, and chicken.
Labeling:
Labels will include the brand’s
name, logo, expiration date, and refrigeration statement.
Health information (including the number of servings: 2 per patty)
and ingredients used will be on the packaging in readable, clear,
and understandable terms.
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Instructions for preparation will be printed on the packaging.
Included are thawing times for the frozen meat along with
suggestions for quick thawing, and optional microwave
instructions.
Show Circuit Dog Treats
Packaging for dog treats will feature a sleek design
for efficient storage and an image that shows
professionalism in the brand but also a funbonding
experience for dogs.
The plastic container features a popup lid for easy
treat retrieval and pour action, as well as quick and
easy reseal. None of the hassles of having to pinch
together those zip lock lines.
Labeling:
Labels will include the brand’s name and
logo, along with different flavor names for
easy identification.
Health information and ingredients used will be included in
readable and understandable terms.
Warnings will include that dog treats do not suffice as meals and
recommend a healthy amount to be fed as means to serve as a
reward treat.
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LOGOS & SLOGANS
Logo
Show Circuit (frozen meat and treats) logo will portray the image of
awardwinning elegance, to showcase its history of serving blueribbon
winning dogs.
The logo will communicate with consumers its emphasis on premium
quality, performance, and its relation to the showdog kennel market.
Slogan: “Because they’re more than just pets.”
Trends indicate that many pet owners have form an association with being
the “parent” of their pets rather than “owners.” They describe their pets
with human characteristics, and essentially, regard to them as family.
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Show Circuit’s brand identifies its product as something that owners
should feed dogs that are truly a member of the family.
To state to consumers that their dogs are more than just pets reinforces
the idea and remind them that their pets deserve more out of their
everyday meals.
PRODUCT LINES & MIXES
Being a brand that provides supplemental meals for dogs, Show Circuit’s product
line will consist of a different meat choices, including beef, liver, and chicken.
The formulas developed by the brand are proven to improve fur coats.
First in Show Pet Foods, Inc. product mix will expand to include a dog treat line:
Show Circuit Dog Treats.
This line will include different flavors to give
consumers a variety of delicious options for
their dogs.
Dog treats will also be made with real meat
ingredients to promote a healthy way of
rewarding pets with treats, but not as a
complete meal.
Product is healthy and bring the image of the type of treats showdogs are
trained with; it is a winning treat that will provide a funbonding
relationship for the owner and pet.
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BRAND STRATEGIES
First in Show Pet Foods, Inc. will operate under its Show Circuit brand name for
product line and category extensions to keep a consistent image.
With professional showdog owners recommending the products to
consumers, a consistent brand name and image is desirable to increase
brand recall amongst consumers. Other professional showdog owners will
ride along as well once the brand is identifiable and recognized as
showdog supporting products.
Operating under one name increases the association level with the brand.
Show Circuit will take advantage of its experience in the showdog kennel market
to command a premium price compared the typical dog food brand.
A premium price indicates higher quality and also, possibly, high brand
equity as it provides several benefits to consumers and their families.
PRODUCT & MARKET STRATEGIES
As a brand trying to break into a new market, First in Show Pet Foods, Inc. can
approach four different market strategies as a way for growth:
Marketpenetration
Marketdevelopment
Productdevelopment
Diversification
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MarketPenetration
As an introductory product, Show Circuit should continue to try to penetrate its
current market with its current products.
Show Circuit should have a goal of expanding market share, to make itself
available and appeal to more dog owners. Awareness should be made to owners
who feed their dogs dry food, to try to convert these owners to shop the frozen
food category for their pets.
Currently, Show Circuit and Show Circuit Dog Treats are available only in stores.
There is an opportunity to penetrate a larger portion of the current market if the
brand extends its availability to online purchasing/distribution.
MarketDevelopment
Show Circuit can develop new markets for its current products make its frozen
dog food appealing to consumers other than canned dog food consumers.
Show Circuit can focus more narrowly on converting dry dog food buyers,
encourage them and inform them about the benefits of feeding their dogs
frozen, organic food.
ProductDevelopment
Show Circuit can develop new products for its current market.
The dog food product line can someday expand to develop different meat
flavors to appeal to those dog owners who prefer to change up what kind of
food flavors they feed their pets daytoday.
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Since Show Circuit separated the dog food category into three groups (dry,
canned, and treats), Show Circuit can develop a dry dog food formula for
those who do not prefer to feed their pets frozen food that requires cooking
preparations.
Diversification
First in Show Pet Foods, Inc. can also one day enter a new market with new
products.
Having already produced dog food and entering the market for dog
owners, First in Show Pet Foods, Inc. can expand to reach a different
audience such as cat owners.
The company may develop new products such as cat food.
This will expand the market reach and increase brand awareness as they
are not limiting themselves to just dog food (example: Purina is known to
both dog and cat owners.
PRODUCT LIFE CYCLE STRATEGIES
First in Show Pet Foods, Inc.’s move into the retail branded dog food market is in
its introductory stage, trying to penetrate into the Boston Market area.
Beginning sales growth are expected to be slow, with heavy expenditure on
promotions.
With the opportunity to be the first brand to tap into the complete frozen
dog food market in the Boston area, early users will more easily recall the
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brand name and help spread awareness of the brand. This is a gained
advantage.
Actions that First in Show Pet Foods, Inc. should take to push through its
introductory stage is to:
Inform potential customers
Induce product trial
Secure distribution in retail outlets
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PRICE STRATEGIES
PRICE OBJECTIVES
First in Show Pet Foods, Inc.’s ultimate goal to maximize profits. Strong product
pricing will be implemented to reach a 15% profit goal. As a newcomer into the
dog foods industry, First in Show Pet Foods will respectfully position its brand as
“the best” for dog owners.
First in Show Pet Foods, Inc. products have the absolute “healthiest, nutritious,
and fresh” ingredients (no additives or preservatives). Thus, we will set prices
relatively high in order to breakeven and make profits, as well as construct a
highquality brand image.
Though some dog owners might be skeptical and reluctant to brand switch to
First in Show Pet Foods due to pricing, we will heavily promote health awareness
for our products’ benefits to reduce price sensitivity.
We will use a $700,000 budget to produce wellexecuted marketing plans and for
slotting fees.
PRICE RANGE/PRICE POINT
The dog food industry has many brands that are wellknown to consumers. The
products range from dry foods, canned foods, and dog treats. The major
competitors are within each segment are:
Dry Foods
Dog Chow (Nestle) $8.49/8 lbs.
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Mealtime (Masterfoods) $8.99/8 lbs.
Iams $11.59/8 lbs.
Canned Foods
Alpo Prime Cuts (Nestle) $1.25/22 oz.
Mighty Dog (Nestle) $0.69/5.5 oz.
Cesar Select (Masterfoods) $0.89/3.5 oz.
Dog Treats
Milk Bone (Del Monte) $3.69/24 oz.
Beggin’ Strips (Nestle) $5.49/10 pieced
PupPeroni $3.79/5.6 oz.
These brands are secured within consumers’ minds. Consumers quickly associate
these brands whenever they are purchasing dog foods.
Though these brands are popular, they have major flaws.
Alpo Prime Cuts is known for causing health issues.
Mighty Dog and Cesar Select contain artificial flavoring to entice dogs.
First in Show Pet Foods will force its presence in grocery markets with a unique
fresh frozen foods POP display that will generate consumer curiosity and
attractiveness.
First in Show Pet Foods products will be priced:
15 oz. of frozen dog food (assorted meat variety) $4.98
12pack case $59.76
24 oz. cannister of dog treats $5.98
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Reasons for price setting:
The package features a unique, resealable, and easytosplit design for
troublefree user accessibility.
It is a BlueRibbon winner. This guarantees that the products are made
with quality ingredients.
Professional showdogs are constantly fed First in Show Pet Foods
products to keep their dogs healthy, fit, and attractive. The ingredients
contain fresh meats and are all natural. Also, the foods
pertain to all types of dogs.
The food improves all dogs’ coats which symbolizes its
beauty.
FACTORS AFFECTING PRICE
Competition
The canned dog food industry is heavily impacted with top named national
brands such as Nestle and Masterfoods whom are prominent within
supermarkets and control 88 percent of the canned food market. Hill’s Pet
Nutrition is prominent in pet superstores, which is a segment that First in
Show Pet Foods seeks to enter with allnatural treats.
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Economy
Dog owners are reluctant to buy highpriced dog foods with minimal
income. Only 48 percent of households with annual incomes less than
$12,000 spend money to keep a pet.
Dog owners who do not see their pets as family members rather care for
human necessities before caring for their pets.
Manufacturing Costs
Relative costs to produce the food must stay within the $700,000 budget.
Pricing of products must be priced in order to breakeven as well as reach a
15 percent profit.
Labor Costs
After manufacturer production, the goods are given to the brokers, who
incur a 7 percent margin. The brokers are responsible for directly selling
and delivering to retailers for merchandising.
Suppliers
Retailers require a $30,000 slotting fee for freezer space. The lemonade
stand freezer will be securely placed in the frozen food aisle where
consumers can easily see the POP display. This will increase foot traffic
within the aisle which is an incentive for retailers to stock the product.
Furthermore, cash and quantity discounts will be given to retailers’ frozen
food buyers to stock our products.
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BREAKEVEN/ELASTICITY
Breakeven
Retailertoconsumer price $5 (or $4.98)/15 oz.
x 12/case
$60
Retailer’s margin (20%) $12
$48
Broker’s margin (7%) $3.37
Broker cost $44.63
Variable cost $7.87
$36.76
Coupon ($1 per case) $12
$24.76/case
$700,000/$24.76 = 28,271 cases to breakeven
28,271 x $44.63 = $1,261,734 to breakeven
Market share
Sales of dog food (2009) $10,000,000,000
Percentage of dog population in Boston 1.2%
Percentage of dog food sold in U.S. supermarkets 36%
Percentage of canned dog food category share 15%
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$10,000,000,000/.012 = 120,000,000
120,000,000 x 0.36 = 43,200,000 supermarkets in Boston
43,200,000 x .15 = $6,480,000
$1,261,734/$6,480,000 = 19% of canned dog dog business to
breakeven
We realize that the canned dog food only makes up 15 percent of the dog food
category in supermarkets. It would be impossible to completely outbusiness these
competitors to fully gain the entire 15 percent of canned foods. Thus, we propose to
provide supplementary dog food in the dog treats category. The dog treats category
have an additional 20 percentage category share to gain.
Elasticity
Demand for First in Show Pet Foods is elastic. Consumers are price
sensitive. There are many other substitutes with a wide range of variety.
Consumers will be quick to brand switch. Especially, since the brand is
still in its introductory stage and carries nonrecognition characteristics.
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PRICE STRATEGIES
Competition Pricing
First in Show Pet Foods products will be competitively priced amongst
other brands. Prices will reflect economic trends. We will try to keep our
products relatively priced to promote a superior image.
Psychological Pricing
Highprice image avoids ending in odd numbers.
Consumers see $4.98 as $4 rather than $5.
Premium Pricing
Products will continue to retain highprice in order to maintain a
highergrade products.
Prices should never fall below Alpo Prime Cuts, Mighty Dog, or Cesar
Select prices. These brands add artificial flavoring in their ingredients.
Markup Pricing
The company will evaluate the cost of production and distribution. After
the finalizing costs, First in Show Pet Foods will decide on a markup in
order to maintain profit maximization.
CHANNEL DISCOUNTS
Cash Discounts
First in Show Pet Food will offer retailers a discount of 3/10, net 30.
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Quantity Discounts
Retailers will be given a discount for buying our products in bulk.
For every 10,000 units (cases) purchased, retailers will receive a 3 percent
discount. Discounts will be cumulative. The discounts will be totaled after
4th quarter of sales.
30,000 cases x $59.76 = $597,600
$597,600 x 0.03 = $17,928 discount (minimum)
Functional Discounts
The company seeks to use its brokers (or representatives) and instore
retail ambassadors to sell their products. Thus, retailers will earn
additional bonuses based on annually sales.
Seasonal Discounts
After the first year in the market, we will carefully analyze each quarter to
see if there are any seasons where there is a major decrease is sales. If
there any offseasons then we will give retailers discounts pertaining to
these seasons.
Allowances
Promotional allowances will increase as retailers meet quota sales.
Allowances include cash bonuses, gift cards, or paid vacation days.
Ultimately, instore retail ambassadors will strive to push First in Show
Pet Foods products in hopes of obtaining these allowances.
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DISTRIBUTION STRATEGIES
CHANNEL DEFINED
The main objective of choosing channels are to
distribute First in Show Pet Foods products to retailers
that will dedicate sufficient shelf space, instore product
promotions, and employee recommendations for their
products in the frozen foods and pet foods aisle. First
in Show Pet Foods currently has little public awareness.
However, they have extremely popular within the
professional dog show business for its health and fur
coat benefits. First in Show Pet Foods have partnered
with Marketing Momentum Unlimited brokers to
directly enter supermarket channels in the Boston area.
Brokers are expected to have sufficient product
knowledge. Also, the brokers will provide warehouse
space, trucks for delivery services, and representatives
(or ambassadors). This follows a threechannel
method.
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CRITERIA FOR CHANNEL CHOICE
The use of a direct, threelevel channel is influenced by 4 factors:
1. Product
First in Show Pet Foods will produce topquality frozen canned dog foods
as well as topquality dog treats. Meat varieties include beef, liver, and
chicken.
Easeofuse package, readable nutrition facts, and microwave instructions
will be designed to attract customers.
Manufacturers will control production quality efficiency to make sure all
products are consistent and follow health safety regulations.
2. Market
First in Show Pet Foods competes within the dog food industry.
First in Show Pet Foods is focusing on Boston supermarkets; however, we
seek to spread our distribution nationally into supermarkets and pet stores
throughout the United States.
Our main target market are:
Singles and marrieds between the ages of 2154 with households
with incomes greater than $25,000.
Individuals that treat their dogs like family members.
3. Manufacturer
Production efficiency will ensure cost effectiveness.
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Particularly in the Boston area, First in Show Pet Foods will partner with
Shaw’s supermarkets. There are 21 locations dispersed throughout the
Boston area.
4. Competition
There are 3 particular categories within the industry (dry foods, canned
foods, and dog treats).
Dry foods own 65 percent of the dog food market.
Canned foods own 15 percent of the dog food market.
Dog treats own 20 percent of the dog food market.
Brand leaders amongst these categories have relatively high brand
awareness. They also have more funds to spend on advertising.
These brands leaders have the capability of creating flanks to disrupt the
introduction of First in Show Pet Foods.
Retailers are likely to give favorable shelf space for these brands.
CHANNEL MEMBERS
There are 3 main channel members for First in Show Pet Foods:
1. Manufacturer
The manufacturer holds the responsibility of producing all dog food
products. The ingredients must be inspected to make sure there are
contamination. Ingredients must be topquality.
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2. Brokers
After manufacturing production is completed, the products are handed to
the brokers. Brokers will provide a warehouse for storage of all products.
Freezers will be provided for frozen canned foods. Trucks or vans will be
provided by brokers for delivery services to retailers. Brokers are
ultimately responsible for negotiating with supermarket frozen foods
buyers for shelf space and other finances.
3. Retailers
Retailers are responsible for providing quality refrigeration (paid for) and
maintenance of it. Shelf space for the dog treats will be provided in the
dog food aisle. Ontheground paw prints should leave a trail from the dog
treats to the POP display where the frozen canned foods is located.
It is expected that employees will recommend First in Show Pet Foods to
consumers in return for allowances. Furthermore, retailers must have
sufficient product knowledge in order to pitch our products to consumers.
During the first few months, sample size bags will be handed out to dog
owners to test.
DEGREE OF DISTRIBUTION
First in Show Pet Foods goals are to breakeven and make a 15 percent profit
within the first year of being introduced in the market. In order to meet these
goals, we must segment into two different categories of dog food, dog treats and
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canned food. Manufacturer and retailer promotional efforts must be
substantially updated to meet consumer needs and trends. This will assist in
brand awareness.
All channels within the distribution will create effective push strategies gain
public awareness.
Intensive distribution methods will be used to reach as many consumers as
possible.
SUPPLY CHAIN MANAGEMENT
Ordering systems
First in Show Pet Foods will offer two alternative methods for consumers
to buy their products.
Website
Pet stores
www.firstinshowpetfoods.com
First in Show Pet Foods will operate an interactive website where consumers are
able to search information regarded our products. Also, consumers are able to
purchase items via website and have it shipped to their home.
Pet stores
In the near future, First in Show Pet Foods will use dual distribution to get their
products inside pet stores. This channel will be easier to sell products as
consumers are already inside a pet store searching for products for their pets.
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Data systems
Computerized database management systems will allow First in Show Pet
Foods to tracks their sales and progress. Modifications of promotional
strategies can be updated based on quarterly sales.
Logistics
Products will be shipped to retailers via trucks and other transportation
that the brokers own or rent. It is their responsibility to make sure all
delivery services are properly transported. Frozen cans should remain in
cold temperatures to prevent spoilage or thawed products upon arrival to
retailers.
Any damaged items will be returned to manufacturer immediately.
Transportation
Timely and safe shipment of products is key for retailers.
Inventory Control
First in Show Pet Foods must produce and stock the correct amount of
inventory in its warehouses and retailers. Large quantities hurt the
company if the products are not being sold. Also, a short supply of
inventory will reduce profit if retailers do not have enough products in
areas with high demand. The data systems will allow manufacturers to
track the information regarding sales to maintain inventory efficiency.
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CHANNEL INTEGRATION
The First in Show Pet Foods distribution channel uses the vertical marketing system to
expand its profit growth. VMS allows all of its channels to function cohesively. Each
channel focuses on the same objectives, rather than following the conventional channel
where each channel independently acts as separate entities. Our channel is composed of
the manufacturer, brokers, and retailers acting as a unity.
First in Show Pet Foods will use contractual VMS. We will integrate all programs
on contractual basis with retailers. The supermarkets carrying our products will
uphold standards that meet company values. Furthermore, retail cooperation
will assist in promoting First in Show Pet Foods products.
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PROMOTIONAL STRATEGIES
PROMOTIONAL MIX
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PROMOTIONAL OBJECTIVES
Advertising:
To generate knowledge of the First in Show Pet Foods amongst 45 percent of the
working, middle to upper class segment the dog food market during the first 9
months of the initial promotion campaign
Gain recall of First in Show Pet Foods in 60 percent trial users
Sales Promotions:
Gain 15 percent of dry food competitors’ customers in the next 12 months
Initiate instore trial purchases amongst 38 percent of target consumers in the
first 12 months
Personal Selling:
Distribute First in Show Pet Food products in all 21 locations of Shaw’s
Supermarkets in the Boston area in the first six months of the campaign
We want 45 percent of retail accounts to participate in pointofpurchase displays
in the first 9 months
Public Relations:
Increase perceived sense of goodwill of First in Show Pet Foods
Sponsor various nonprofit organizations events throughout Boston
Direct Marketing:
Increase Brand Awareness:
Establish 5,000 Facebook “likes”
Increase Twitter followers by 3,000
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Establish Instagram account, and obtain followers by 1,000
Gain 750 Pinterest followers
Boost viewing of First in Show Pet Foods website by 20 percent in the next
year
Support Promotions:
Participate in two major product placement opportunities within the next 12
months
A sponsor of the Puppy Bowl
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CHANNEL PROMOTION
Collateral Advertising
Getting distribution in supermarkets is the main purpose of collateral
advertising. We will be coadvertising with Shaw’s Supermarket. This will benefit
both of us by letting consumers know that our product is sold at Shaw’s
Supermarket.
Shaw’s Supermarket locations will be listed on our website under “Where to Buy”
as well as on our print ads.
We will have direct mail ads sent to registered shoppers of Shaw’s Supermarkets.
These ads will have lists such as “hot products” and have our product listed as
well as other products not in competition with our dog foods. This will encourage
customers to buy our product as well as other products that Shaw’s Supermarket
has to offer without buying from competitor foods.
Have champion/celebrity dogs do meetandgreets at Shaw’s Supermarket
locations where people can meet these dogs and their owners. The owners and
families can talk to customers about why they feed their dogs our products. This
will draw fans to the supermarkets and peek the interest of other customers.
Samples
Because our product is not a dry dog food, we will be giving our retailers samples
and instructions on how to prep the samples so that they are ready to eat samples
at our pointofpurchase displays in Shaw’s Supermarket locations that allow
dogs.
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We will also be giving out samples at special events such as any dog friendly
sponsored events and our meetandgreets where we will pass out ads with
information on which stores sell our products.
PointofPurchase Displays
Stores that sell our product will have our unique lemonade stand freezer
pointofpurchase displays. These easytospot, refreshing displays will easily
draw consumers’ attention while keeping the food frozen. Having these attractive
displays also acts as an incentive to stock our product.
Paw print stickers will lead customers from the dog food aisle to our frozen stand.
The stickers will also list benefits of our natural products and their benefits.
Together the stand and floor stickers will create buzz for both the stores and our
company.
Allowances
There will be advertising allowances paid for coadvertising.
There will be space allowances paid for sampling stations.
There will be space allowances for pointofpurchase displays.
Direct Mail to Retailers
Mail will inform retailers about current promotions, sweepstakes, and contests
and new advertisements for promotions, sweepstakes, contests, and products.
We will mail out facts and health benefits to inform the retailer and their
employees of the health benefits of our product compared to regular dog foods.
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CREATIVE APPEAL
Rational: to sell to retailers and distributors as
well as consumers
Quality
Comparative advertisements to show
product vs. competitors
Showcase benefits of product
Relay message of sweepstakes
Emotional: through advertisements and social
media
Reflect family sentiment, unity, “family
time”
Demonstrate importance of pets in the
lives of children and families
Exemplify status of “man’s best friend”
Humor: capture attention of audience
Demonstrate comical aspects to create a
liking toward the brand from target
audiences
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MEDIA SCHEDULE
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Best in Show Pet Foods will run a combination of media schedule strategies:
Pulsing variation of media presence in media
Heavier emphasis during time of contest and sweepstakes
Heavier emphasis early in the year because of launch of new product
Heavier emphasis at end of the year due to public relations presence
Flighting messages are scheduled to run during intervals of time that are
separated by periods in which there is no advertising messages
Mainly premiums and coupons will follow this scheduling
We want these incentives to be available when contest and
sweepstakes are not present
Radio and TV advertising will also follow this pattern, with heavier
emphasis on beginning (intro of product), middle (sales promotions), and
end of year times (sentimental)
Personal selling representatives during times we think stores will have
heavy foot traffic
Continuous advertising messages are scheduled to run continuously throughout
the media plan
Direct Marketing we want our consumers to be constantly engaged with
Best in Show Pet Foods through a variety of sources
Public Relations want to represent brand in a positive way all year
Channel promotions want to be constantly working with our channels to
get our products into customers hands, and setting them up to succeed
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ADVERTISING
Objectives:
To generate knowledge of the First in Show Pet Foods amongst 45 percent of the
working, middle to upper class segment the dog food market during the first 9 months
of the initial promotion campaign
Gain recall of First in Show Pet Foods in 60 percent trial users
Television
TV is the most powerful medium it has low cost exposure while demonstrating
the attributes of the product. To increase knowledge of the Best in Show Pet
Foods product, various types of commercials will be aired throughout the year to
inform and persuade consumers to purchase these products. These visual aids
will reach numerous people with influencing messages. They will also be a
constant reminder of the sentiment of love for dogs and how Best in Show Pet
Foods delivers that love constantly. Commercials will be aired throughout the
year to be a constant reminder of the product.
Sources:
ABC: ABC provides 89 regular weekly hours of network programming and
22 hours of primetime programming . ABC holds the broadcast rights to
the Academy Awards, American Music Awards, Disney Parks Christmas
Day Parade, Tournament of Roses Parade, Country Music Association
Awards and the CMA Music Festival. ABC’s total weekly regional reach is
about 4.5 million, with average national audience for weeknight 7pm News
at 1.2 million. The network features shows such as Grey’s Anatomy,
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Modern Family, Castle, The View, all attract the same target market as
Best in Show Pet Foods.
CBS: CBS can be seen in 96.98 percent of all American households,
reaching 103,421,270 homes in the United States. Features shows with
similar target audiences,such as How I Met Your Mother, Big Bang
Theory, CSI, The Mentalist, and Big Brother.
Animal Planet: Approximately 97,699,000 American households (84.26 percent
of households with television) receive Animal Planet. Features shows like Dirty
Jobs, Dogs 101, and Puppy Bowl, shoes our target audience would be
interested in.
Radio:
Radio provides a very affordable resource for promoting Best in Show Pet Foods.
Radio ads come at an affordable price and allows us to engage with local markets.
93 percent of the United States citizens over 12 years of age listen to the radio; we
are bound to get our message across to the target audience. We will be producing
radio skits to gain interest from consumers, which will be especially useful if the
delivery comes from a station or voice that the consumer trusts.
Each station will air informational ads in an effort to raise interest for the
products of Best in Show Pet Foods. We plan to heavily air these ads during
times when our target audiences will be in the car:
Traveling to work
Coming home from work
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Early morning, mid morning and afternoons on Saturday & Sundays
Friday & Saturday evenings (on way to social activities)
Sources:
Pandora 76.4 million active users
CBS Radio Classic Rock
Magic 106.7 Adult Contemporary
WEEI 93.7 → ESPN Boston Sports News
Print:
Print ads will feature the product in interesting displays to capture the attention of the
target market.
Newspaper:
Neighborhood papers will help reach local communities. Discount
coupons will be provided in local newspapers to initiate interest in product
and brand. Product benefits, along with product usage and packaging will
be displayed. This is so potential customers can become accustomed with
product before initial use.
Sources:
Boston Courant
Mission Hill Gazette
Beacon Hill Times
Back Bay Sun
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Magazine:
Boston Magazine
Boston is a world center of higher education, medicine, finance, and
biotechnology, with some of the nation’s leading cultural
institutions, best restaurants, trendiest shopping, top universities,
and smartest people. Boston Magazine will give Best in Show Pet
Foods an interesting, yet effective channel to meet consumers.
Featured in Health & “Best of”
Boston Live Magazine
Entertainment Magazine great medium for connecting to
consumers
Boston Common Magazine
All inclusive entertainment magazine, with multiple sections Best in
Show Pet Foods can utilize
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Coadvertising:
Advertise with retailers weekly. These trade promotions will help foot traffic for
the retailer, while boosting interest and sales for Best in Show Pet Foods products
concurrently. We want to do an exclusive promotion with Shaw’s Supermarkets,
so advertising focusing on many coadvertisements, both in print and on air, with
the company will be mutually beneficial.
OutofHome:
We chose to focus on mediums in which consumers on the street or in their cars
will notice. We hope to be advertised at the last bus stop located right next to the
grocery store shoppers are visiting. These creative advertisements will raise
awareness of the sweepstakes, along with increasing the exposure to likely
consumers of our products. When they go to the store, they will definitely see
Best in Show Pet Foods along the way.
Billboards: Impact mobile population. Month long exposure and tremendous
visibility. 14’ x 48’
8 Sheet Billboards: Located along primary and secondary roadways in urban
areas. Great way to attract people to local businesses and drive traffic to certain
stores. These advertisements can target neighborhoods, shops, and ethnic areas.
5’ x 11’
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SALES PROMOTION
Objectives:
Gain 15 percent of dry food competitors’ customers in the next 12 months
Initiate instore trial purchases amongst 38 percent of target consumers in the first 12
months
PointofPurchase Displays
Pointofpurchase (POP) displays will draw attention to the frozen pet foods products
placed within retail outlets in selected stores
Best in Show will demonstrate the quality through comparative displays against
competitors’ foods.
Paw prints leading from the front of store to frozen dog food placement
Paw prints leading from dog food aisle to frozen dog food placement
Refrigerators that look like “Frozen Lemonade Stands” but have Best in Show Pet
Foods products inside
Draw attention
Reiterate frozen concept
Feature screen which will allow customers to find out which ‘flavor’ is best
for their pet
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Coupons
“Like” us on Facebook, receive $1.00 off per case
purchase
Onpack coupons:
To increase trial purchases
Impulse purchasing
Instantly redeemable highest redemption rate
Partner with dog toy company to offer each other’s coupon in conjunction
with one another’s products
Manufacturer coupon:
Accepted at most retail stores selling product
Steer consumers away from competitors and toward Best in Show Pet
Foods products
Premium
Free premium: only requires purchase of product
With each tub of food purchased, consumers will receive free 5 oz. bag of a
dog treats
Loyalty Program
Implement frequent buyer program “Feed your Friend”
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With each purchase, of any Best in Show Pet Foods product, the consumer
will accumulate points. Each net dollar spent will equal one point. When
customer receives 125 points, they will receive voucher for one free tub
Receipt number will need to be entered on website to keep track of points
Contest
May National Pet Month
Throughout the entire month, participants can post their picture of their dog(s)
on our social media accounts, with the hashtag: BestInShow (#BestInShow)
At the end of the month, the picture with the most retweets, likes, and reposts
combined will receive free dog food for a year
Sweepstakes
July 11September 6
Code located on inside of new Best In Show Pet Food packages, exclusively in
Shaw Supermarket stores → the more codes entered, the better the chances of
winning
Enter the code on the Best In Show website page
Answer a few questions about him/herself and questions about shopping
tendencies, preferences, likes/dislikes, etc. when shopping for dog foods
By answering questions, participants will unlock the chance to create their own
puppy
Connect through Facebook with friends’ customized puppy characters
Complete missions and games to gain points and watch your puppy grow
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As your puppy reaches certain levels correlating to the growth their puppy,
they will eligible to win cool prizes
Grand prize winner will wins a vacation to Camp Unleashed in Asheville, NC
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PERSONAL SELLING
Objectives:
Distribute First in Show Pet Food products in all 21 locations of Shaw’s Supermarkets in
the Boston area in the first six months of the campaign
We want 45 percent of retail accounts to participate in pointofpurchase displays in the
first 9 months
Sales Representatives
Sales representatives want extra reward for aboveaverage performance. They
will be paid bonuses for high sales for our products. This will motivate them to
interact with customers and persuading them to purchase our product.
We will have trained sales reps at newer stores. They will be responsible for
stocking the freezers with our products and preparing and giving out samples if
possible. They will inform and train the retailer’s employees on our products and
inform them of rewards for performance. This will motivate the retailer’s
employees to sell our product.
Our sales reps will move to newer locations once the previous locations have
trained staff.
PreApproach
Teach sales reps about our product, its benefits, all natural ingredients, etc.
Keep the retailers and sales reps up to date on current promotions, sweepstakes,
etc.
Train the sales reps on certain selling strategies and approaches to certain types
of customers.
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Presentation and Demonstration
The sales representative connects with customers by telling them fun facts such
as the story of how certain famous dogs and champion dogs eat our dog food.
FABV approach: sales representatives talk about the features, advantages,
benefits, and value (such as the use of only real meat and natural ingredients,
sweepstakes, goodwill, etc.) of our company and products
Hand out the samples while talking about the products so that customers can see
for themselves how their dogs will devour the product because it is all natural and
real meat.
Closing
Sales representatives help customers load the products into their shopping carts
to help solidify the purchase decision and maybe hand out little pins/stickers
that say things like “I love my dog!” “Proud mommy of a healthy puppy!” and “I
keep it real!” (as a reference to our real meat and natural ingredients) with our
logo on them.
Incentives
Since personal selling is closely tied to the customer conviction and closing the
sale, incentives will be offered to the stores with the highest number of sales of
our product quarterly.
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PUBLIC RELATIONS
Objectives:
Increase perceived sense of goodwill of First in Show Pet Foods
Sponsor various nonprofit organizations events throughout Boston
Donations
In the second half of quarter 4, for every tub of Best in Show Pet Foods
purchased, the company will donate one tub to military dogs to show our
appreciation and support
Donations totalling $12,000 (in food) made to various dog shelters
Each month, Best in Show Pet Foods will donate $1.00 in food to dog shelters
throughout the state of Massachusetts to provide healthy meals to each of the
dogs housed in the shelter. Best in Show Pet Foods pet food is known for the
benefits internally and externally for its consumers. Our goal is make these
helpless dogs find a good home. If “prettying” them up is what it takes, Best in
Show Pet Foods will do its part to make that happen. This amount should allow
for people who adopt a pet from this shelter to take home Best in Show Pet Food
for their dogsgreat way to expose them to our product.
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Shelters:
Boston MSPCA
Animal Rescue League of Boston
Dog Orphans
Buddy Dog Humane Society
Sterling Shelter
Massachusetts Humane Society
Quincy Animal Shelter
Stray Pets in Need
Dakin Animal Shelter
Brockton Blue Dog Shelter
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Sponsorships
Sponsor nonprofit organizations and events that attract the attention of target audience
while creating a positive link between the community and Best in Show Pet Foods. All
these sponsored events will give the community an opportunity to gain interest and
experience with our product.
Beach Clean Up Best in Show Pet Foods will sponsor a beach clean up in the
summer months of the Castle Island Beach and Carson Beach. We want to make
the world our dogs live in a better and cleaner place. We will donate food to
those who bring their dogs to help clean!
Donation Drive Best in Show Pet Foods will sponsor a donation drive, where we
will match a percentage of sales and donations from quarter 3 and donate to the
service dog organization NEADS
Washing Wednesdays consumers can visit our pet washing stations, any
Wednesday in October at participating locations. Participants can wash their pet
and Best in Show Pet Foods representatives will clean up the mess. We will
provide all the necessary supplies: shampoos, remoisturizers, brushes, combs,
dryers and towels.
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DIRECT MARKETING
Objectives:
Increase Brand Awareness:
Establish 5,000 Facebook Likes
Increase Twitter followers by 3,000
Establish Instagram account, and obtain followers by 1,000
Gain 750 Pinterest followers
Boost viewing of First in Show Pet Foods website by 20 percent in the next year
Website
The homepage will show happy, healthy dogs of all different breeds with
luxurious coats.
We will include an “About Us” page where we talk about our allnatural products
and the health benefits that come with our products. It will reflect our philosophy
that the dog is part of the family and deserves the best.
We will list our products and the ingredients of each product so that users are
aware of what they are feeding their dogs. We will emphasize that there are only
natural ingredients. When users hover their mouse over a listed ingredient, they
will see health benefits of that ingredient.
There will be a “True Story” page where we post real testimonials of customers
who used our products and saw positive results.
The website will list where to find our products in locations selling our product.
The website will have icons that direct users to all of our social media profiles,
blog, sweepstakes, and sponsorships/charities/drives.
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Website will also track Loyalty Program points
Blog
Our blog will have inspirational and emotionally touching stories of dogs and
their owners/family, and our sponsorships, donations, sweepstakes, etc.
We will post short biographies and achievements of champion dogs as well as
celebrities’ dogs that use our products.
We will post about dogs of real employees of our company and why they choose
our products. They will talk about how important it is to them to provide their
dogs whole, nutritious meals by First in Show Pet Foods. This will let viewers
know that we are real people who give our pets real food.
Everyone loves puppies. We will blog about a puppy, its owner/family, and their
journey as the puppy grows in to healthy adulthood while eating only our
product. This will make viewers feel that we are with them and their pet all the
way. Our loyalty may inspire their loyalty.
All posts will come with hashtags so that the posts will pop up when users search
for key words. All ads will be posted up on our Facebook page.
We will post up featured dogs such as champions that consume First in Show Pet
Foods. Their brief biographies and achievements will be listed so readers can
associate our product with the best of the best.
Because many pet owners create social media profiles for their dogs, our page will
send friend requests to such pages in order to gain attention from pet owners.
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Our Facebook page will be connected to the rest of our social media accounts so
that whatever is posted on those accounts will show up on our Facebook as well.
YouTube
All video ads will be posted on YouTube in order for users to access our ads any
time.
We will post videos on featured pet owners and their dogs. These videos can
summarize their daily routines that involve First in Show Pet Foods and why they
choose our products over anything else.
Inspirational and emotionally touching pet/owner stories will be posted with our
products seen in the videos.
Video tutorials will be posted to show audiences’ tips on preparing our products.
We will do video collaborations with YouTube celebrities where they introduce
viewers to their dogs and why they love feeding them our products.
We will use Twitter to update short statuses on current happenings, such as
major dog shows/competitions, our sponsorships, charities, etc.
We will tweet pictures of beautiful dogs that eat our products.
We will retweet any special photos of dogs from our followers and celebrities that
use our products.
All graphic and print ads will be posted on Instagram.
Short video ads will be posted.
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Follow profiles of dogs, pet owners, and users who follow us so that they know we
are actually involved in our social media.
Post pictures of champion dogs, cartoon dogs, famous dogs, as well as celebrities
with their dogs and tag their Instagram profiles. We will encourage celebrities,
champion dogs, and famous dogs to tag us in their posts to gain followers.
We will post our #BestInShow competitions and winners.
We will post cute pictures of puppies because everybody loves puppies.
Pinterest is very popular among DIYers who are always on the lookout for new and
creative projects and ideas.
Post tips on how to use our product.
Post unique new ideas on how to use our product such as adding certain things
to our products to make a special holiday meal for your pet.
Post perfect gifts for dog owners and have our product in the list.
Example: “5 perfect gifts for your neighbor and his dog”
Post creative ways to wrap our product and gift them to friends for birthdays,
holidays, and housewarming parties.
Repin any unique and inspirational post from users that use our product in their
projects.
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SUPPORT PROMOTIONS
Objectives:
Participate in two major product placement opportunities within the next 12 months
A presenting sponsor of the Puppy Bowl
Product Placement
Strengthens awareness of products
Reiterates taste and benefits of product
Popular source delivering ‘message’
Two major opportunities:
Family Guy Brian’s interaction with Best in Show Pet Foods. Creative
way to show how even the most unique dog loves Best in Show. This will
allow the company to utilize a channel where target audiences for the show
and product will bring comedy into the mix.
Modern Family show the family feeding Stella Best in Show Dog Food.
This viewers of this show parallel the target market for this product.
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Puppy Bowl
Presenting Sponsor of the Puppy Bowl
2012 this airing was the second mostwatched social television program
in America, with more than 10 million viewers over five airings
2013 average of 12.4 million viewers watched all six airings
Advertisement located on the “Blimp”
Halftime will showcase the Best in Show Pet Food being fed to the “players” to
amp them up!
Special advertisements on Puppy Bowl website
Best in Show Pet Foods will provide stadium 19’ x 10’
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BUDGET
% of budget: Advertising: 21.4% Sales Promotion: 25% Personal Selling: 12.9% Public Relations: 14.30% Direct Marketing: 16.4% Support Promotions: 10%
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