Show Dog

Show Circuit Case:

BACKGROUND

Tyler Pet Foods is a major distributor of dog food for show-dog kennels in the United States. TPF is meeting with a marketing consulting firm to overview their marketing strategy and the potential opportunity for frozen dog food in Boston area supermarkets.

MARKET ANALYSIS

The dog food market is doing very well and there are many signs that prove it. First, the dog food industry has grown due to increased dog purchase and ownership. Second, the trend towards using convenience foods only adds interest in selling prepared frozen dog dinners. The third important aspect is that pet owners see their animal companions as part of their extended family. Lastly, the growth trend is upward for premium and superpremium specialty dog foods. The competition is there, however, there is a huge opportunity to tap the vast market potential of complete frozen dog food in supermarkets. Most dog food competitors' provide either dry, canned, or semimoist foods. The differentiating factors for Show Circuit compared to other dog foods are the improvement to fur coats, convenience, and the quality nutrition the family dog deserves. Boston has been chosen for the geographic segment due to the large estimation of 1.2 dog population. The target segments are single and married households between the ages of 21 and 54 with an income greater than $25,000. With the help of Marketing Ventures Unlimited, a marketing and consulting firm, a proposal for product launch was put together including strategies, a sales packet for brokers, and a media plan. The budget for the entire program can be either $400,000 to $600,000 depending on package chosen. Before deciding which alternative to choose, we must first determine how much would need to be sold in order to fund those costs.