Zenith Pet

The purpose of the Zenith Pet Foods case is for you to think about market structure, market segment potential, product positioning and pricing, and the promotion strategy for the market entry strategy. This case will be more effectively analyzed if the potential markets for the product are isolated, competition and potential in these markets is evaluated, and product benefits examined. Once this is accomplished, the match between the market niche and promotional strategy can be evaluated in addition to other elements of the marketing mix.

Specifically, you may wish to consider the following:

Ð'* How would you describe the household dog food market?

Ð'* How might one segment the dog food market and where does Zenith Pet Foods fit?

Ð'* How might Zenith Pet Foods be positioned in the dog food market?

Ð'* What is the market potential for Zenith Pet Foods?

Ð'* What are the marketing program economics of Zenith Pet Foods?

Ð'* What does an appraisal of the introductory promotion tell us?

Ð'* Should the promotion be accepted, rejected or modified?

Estimate the size (in dollars, at manufacturers prices) of the relevant portion of the Boston market for dog food sales. Then, for the Boston area, calculate the potential sales (at suggested manufacturers' prices) for each of the four major dog food categories (these can also be regarded as potential market segments). When the market is properly defined and quantified, this type of analysis serves as a powerful tool for assessing the likely profitability of a marketing program.

Be sure to identify the potential target markets for Zenith Pet Foods within each group: