This website uses cookies to ensure you have the best experience. Learn more

Breeder's Own Pet Food Case Study

1037 words - 5 pages

The Problem(s):
Should Breeder's Own Pet Food accept the proposal as written by Marketing Momentum Unlimited?

Breeder's Own Pet Food should accept the proposal from MMU, and proceed with selling the Breeder's Mix dog food in supermarkets. The decision was made by these relevant decision factors.

Market Opportunity: This is a new market. Regardless if there could be a small loss in the first year, the dog food market is rapidly growing, as shown by the case. This is their opportunity to take a leadership position in said new market. The current market is divided into the three primary categories; dry food, canned food, and treats. The frozen food that Breeder’s ...view middle of the document...

This is also lower than treats, but treats are a different market to compete with, as treats aren’t purchased frequently.

Profit Potential: The total estimated canned dog food market in Boston is $33.6 million. I went with canned food, as it’s the most comparable option for sales potential. MMU’s plan for Breeder’s Own has two advertising options, at $500,000 and $700,000 respectively. The second option contains all of the first advertising plus more television commercials and magazine inserts for more aggressive marketing. We don’t know all of the costs for transport or everything else, solely the advertising. So a true break-even analysis can’t be achieved, but we can know a break-even for advertising alone. Table 4 details these amounts.

Effective Marketing Plan: MMU has a well-made and detailed plan for convincing buyers that their new product Breeder’s Mix is the best dog food for dogs that are “members of the family”. They’re focusing as a premium brand, so the price isn’t the focus, the quality of the food is. Doing so puts them in a leadership position as a premium dog food in this category, instead of a low-cost alternative. The media plan for television is aggressive and one of the key focuses, targeting the older audience from age 21-55, the target audience most likely to buy the product, at multiple points in the day and night. The rest of the plan is targeting key member who would buy, for example, the quality conscious buyers would see the ad they have planned in Dog Fancy. Based on the industry standard, both of the plans (at $500,000 and $700,000) are high for the Boston market. However, they considered this, and this a product launch for a new product in a new market. Breeder’s Own must cement their position for the initial market share. The Media plan’s most effective point, that overcomes one of the most difficult issues, it tells the consumer where to find...

Other Papers Like Breeder's Own Pet Food Case Study

Case Study On The Kind Of Food Medium That Affects The Rate Of Reproduction Of Fruit Flies

979 words - 4 pages I. ProblemWill the kind of food medium affect the rate of reproduction of fruit flies?II. HypothesisThe food medium will affect the rate of reproduction of fruit flies. I think that sweet potato will have a more positive affect on the rate of reproduction of the fruit flies. The sweet potato compared to the regular potato has a taste suited by the flies. Fermentation in the sweet potato will most likely give the flies the food medium they need

Marketing Plan Essay

4871 words - 20 pages and strategic goals will be met with the help or Pet Palace’s Brand Developer, Marketing Campaign Manager, SEO Specialist and Graphic Designer. Situation Analysis Market Summary In today’s world there is so much to do but just not enough time to do it. Adults are faced with the challenge of spending time with their children, helping kids do their homework, doing their own homework and going to work. Let’s not forget about also having to find

Breeder's Own

1279 words - 6 pages Breeder’s Own Case Study Executive Summary: Breeder’s Own Pet Foods (BOPF) is a major producer of dog food, primarily for show dog kennels in the United States. The three main categories of dog foods are dry, canned, and treats. Dry foods account for 60% of the market share for dog food, while canned and treats account for 20% each. BOPF is looking to claim their share of the Boston market by introducing a new segment in dog foods; Frozen dog

Store Bought Dog Food

1233 words - 5 pages manufacturing their food. However, to their surprise, in some cases at the demise of pets this has not been the case. In light of all the pet food recalls since 1995 and more recently in March 2007, where Menu Foods recalled more 100 brands including Iams, Eukanuba, Hill’s Science Diet, Purina Mighty Dog and many store brands including Wal-Mart. Owners have began to take a more proactive approach as to learn what ingredients are in the product, by

Pet Clothing

976 words - 4 pages favourite activity is to parade around the house wearing a football jersey. The same way some dogs beg for food at the dinner table, others beg for clothing. Kim Haynes, an internet blogger and pet lover mentions that she has seen dogs sitting near their wardrobes and begging to be clad in their favourite outfits. In fact, many animals crave the attention they receive while wearing costumes or cute outfits. As long as a pet likes wearing clothes

Pet Adoption

2293 words - 10 pages shelter. The National Council on Pet Population Study and Policy (NCPPSP). Home Page. 2009. Web. 11 March 2010. The website helped me to research and provides percentages related to pet population. The Pet Adoption League of Yukon (PAL) Abstract The Pet Adoption League is a no-kill non-profit animal shelter founded in 1991 to aid unwanted, neglected, and/or abandoned pets in Westmoreland and Fayette counties. Until new homes can be found

Market Analysis

847 words - 4 pages 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

Purina Poster

2585 words - 11 pages NESTLE PURINA PETCARE | Purian was founded in 1894 as Purina Mills, merged with Nestle in 2001, named Nestle Purina Petcare. It produces pet foods, treats and litter includes more than 40 brands sold in 100 countries. Nestle Purina is the leader comapany in pet food sales, volume and market share in the The United States as of 2012 worth 12 Billion USD

Pet Imaging and Alzheimer's Disease

1971 words - 8 pages differentiating between Alzheimer’s and a type of dementia that is often mistaken for Alzheimer’s. A study led by Normal L. Foster, M.D., professor of neurology and director of the Center for Alzheimer’s Care, Imaging, and Research at the University of Utah School of Medicine proved that FDG-PET imaging helped six doctors from three national Alzheimer’s disease centers correctly diagnose frontotemporal dementia and Alzheimer’s in almost 90 percent of the

How Sweet It Isn't

1574 words - 7 pages , alcohol, tobacco, pet supplies, medicine, vitamins or paper products. Recipients are allowed to purchase: fruits vegetables, dairy, cereals and breads, plants and seed to grow their own food, deli meat, poultry and seafood. Additional items include: candy, soda, energy drinks, chips, snack foods, ice cream, bakery items and prepackaged cookies and snack cakes, (3) here in is where the problem lies. It is not a secret; America is the fattest

Ppet Therapy

602 words - 3 pages Priyanka Thapa AIN1327734 Pet therapy has been explained as a guided interaction between an individual and a trained pet. This process also involves the animal’s handler in the therapy. The main purpose of pet therapy is to help a patient recover from or cope with a health problem or a mental disorder. Pet therapy is also called animal-assisted therapy (AAT). Dogs and cats are the animals most commonly used in pet therapy. However, fish

Related Essays

Breeder's Own Case Study

1263 words - 6 pages tire based on price and some just follow the recommendation of their local dealer. Consumers are becoming more price sensitive/conscious while abandoning brand loyalty. It is reasonable to conclude from the case text that replacement tire buyers are highly price conscious, and prefer choices (some “price-quality” ranges). It is also reasonable to believe that prompt and proper installation, a “pleasant” tire store environment, and credible

Case Study For Whole Food

2498 words - 10 pages Case Study for Whole Foods 2014 Whole Foods is an organic food supermarket, looking to change the way that the world eats food. Their CEO and Founder, John Mackey is leading the company to achieve higher sales and market share while face stiff competition from other companies such as Trader Joes, Sprouts Farmers Market and the Fresh Market just to name a few. While organic food seems to be the new fade in the grocery stores, other non-direct

Macmickeys Fast Food Case Study

866 words - 4 pages asking for things and in turn slowed down the older boys. At times, they did not bother to answer and the new assistants went ahead and did things on their own. There were a few customers who were not happy with the food last week - this had never happened before at MacMickeys. Stocks & Supplies Kiran had indicated in the beginning of the month that there was a huge order from the French Embassy and they had given out their requirements. They

The Vega Food Co. Case Study

557 words - 3 pages The Vega Food Company Case five gives us a prime example of a family business that was nearly broken due to poor communication between family members. The Valle family and their business, The Vega Food Company, recovered from the down times with strength and unity; however, it was not without the careful leadership of a few key family members. It is clear that without the intervention of Francisco Valle Jr., the company and family may have