First in Show Pet Foods, Inc

In: Business and Management

Submitted By leydfuit
Words 678
Pages 3
First in Show Pet Foods, Inc. Case Analysis

Case Recap
To begin we must under the nature of the corporation and the market it is looking to advantage from. First in Show Pet Foods, Inc. has a known premium dog food that has been proven through the use of blue ribbon dogs. The brand is known as Show Circuit, which by today’s dog food standards it stands as an organic protein filled dog food. Currently, market research shows consumers regard to organic, non-GMO or additives dog foods. The type of food will be a first full frozen food which requires refrigeration.
Problem Identification The problem faced by First in Show Pet Foods, Inc. is marketing a new type of dog food. A dog food that will require refrigeration and freezing will require consumers to break out of their known comfort zone of what a dog food is. Also, a consumer must now share freezer space with their own human food; thus, sharing freezer space will result in consideration of available freezer space and if the consumer wants to share their already limited freezer space.
Case Analysis Ambitious, First in Show Pet Foods, Inc. is looking to expand its brand beyond show dogs and into the general market of dog owners. Market research shows a 54% demand increase for a no additives/no preservatives dog food and a 29% demand increase for an All-natural and organic dog food (Kerin and Peterson, 2007). This sharp increase in demand makes First in Show Pet Foods, Inc. poised to take the opportunity to further its brand into an already established market of dry foods. Dry foods currently consume 65% of market share, thus entering the largest market will be make the brand Show Circuit that much more promising. First in Show Pet Foods, Inc. currently has no distribution channels that are open to the public market. This lack of distribution channels will require the obvious decision to distribute the…...

Similar Documents

First in Show Pet Foods

...Case Recap First in Show Pet Foods is a major producer of dog food for show-dogs. It is developing a marketing strategy for a new frozen dog food, Show Circuit, to enter into Boston’s supermarket arena. Breaking into the established dog food industry will not be an easy task. Show Circuit is a high quality, balanced frozen dog food that contains fresh meats and cereal with no additives or preservatives. A mink rancher looking to improve his mink’s coat formulated the product. The fresh ingredients have also proven to make the coats of dogs beautiful while along with making them healthy. Show Circuit has been used by professional show dog owners for years and is considered to be the world’s finest dog food. It is packaged frozen in order to prevent the raw meat from rotting. Considering the awareness and the importance of the health of furry family members this product will be attractive to dog owners. If the dog food is sold, it will be the first and only balanced, all natural frozen dog food in Boston supermarkets. Problem Identification In order for Show Circuit to successfully sell dog food in the retail market for all dogs the marketing and advertising strategies need to be analyzed and problems solved. Show Circuit has to be properly introduced and sold in the market. To do so effectively the strategies has to generate public attention to the brand name using different types of advertising but without going over the allotted budget. The packaging......

Words: 1316 - Pages: 6

First in Show Pet Foods Inc

...First in 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......

Words: 4752 - Pages: 20

First in Show Pet Foods

...First In Show Pet Foods currently produces and distributes dog food for show dog kennels in the United States. The company’s product, Show Circuit, is a unique food that gives dogs a healthy, shiny coat. The product is 85% fresh federally inspected beef and chicken and 15% high quality fortified cereal and contains no additives or preservatives. The product is frozen to keep the uncooked meat fresh. Problem: It has been brought to the company’s attention that a similar frozen dog food product is being marketed and sold in the freezer section of supermarkets in the southwestern United States. The major problem the company faces is whether or not to proceed ahead with a plan to market and sell their product in Boston area supermarkets. This opportunity prevents several challenges for the company. The first challenge is the fact their product would be placed in the frozen food section where most customers don’t think to look for dog food. The next challenge they face is that Show Circuit, while well-known to show dog kennels, is a new product that is unknown to the general public. The final challenge the company faces is that First In Show Pets Foods is also a brand that is unknown to the general public. Alternatives: First in Show Pets Foods has the following alternatives to consider: 1. Implement the advertising campaign with a budget of $500,000. This budget would include money for television, newspaper/magazine, collateral, agency fees and miscellaneous......

Words: 446 - Pages: 2

Pet Foods

...First in 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......

Words: 4752 - Pages: 20

Breeder's Own Pet Food Inc.

...the steamboats passing by"(6)  Even Schurz, who despised the slaveholding class, was moved by the suffering of its members. Their cause had been morally indefensible, he believed, but their "heroic self-sacrifice" had been very real indeed. Schurz returned to the North "troubled with great anxiety." He worried most about the rising tide of white anger he saw in places like Natchez and Vicksburg--an anger directed mainly against blacks, the traditional victims of violence and exploitation in the South.  There were reasons for concern. With slavery abolished, Mississippi was moving toward a formal--and violent--separation of the races. Deeply rooted customs were now being written into law. The state legislature had just passed the South's first Jim Crow ordinance, prohibiting Negroes from riding in railroad coaches set aside for whites. Following suit, the city of Natchez had segregated its river walkways in order to keep black men and white women apart--the right bluff for use "of the whites, for ladies and children and nurses; the central bluff for bachelors and the colored population; and the lower promenade for whites."(7)  Blacks who challenged these rules faced arrest, humiliation, and sometimes worse. On a steamboat ride down the Mississippi River, Trowbridge noticed "a fashionably dressed couple" come on board near Vicksburg.  Terrible was the captain's wrath. "God damn your soul," he said, "get off this boat." The gentleman and lady were colored, and they had been......

Words: 15462 - Pages: 62

Pet Food

...The research analyzes the case "Cat Fight in the Pet Food Industry" Parts A and B (Harvard Business School, 1991, pp. 113; Harvard Business School, 1992, p. 1). The results of this analysis are presented in (1) an industry analysis, (2) an assessment of company positioning, and (3) a consideration of the implications of the acquisition of the AndersonClayton firm. Porter (1980, pp. 717) considers the conditions of entry in to an industry as one of the keys to both the structure of the industry and the character of competition within the industry. Economy of scale is one of the major barriers to industry entry identified by Porter (1980, p. 7). Economy of scale was a major barrier to new entrants to the pet food industry at the time of this casethe mid1980s. Thus, competition within the industry could be expected to be directed toward product differentiation and participation in multiple lines within the industry, as opposed to the countering of potential threats from new competitors. Porter (1980, p. 17) pointed out that rivalry among existing competitors can become intense, as each competitor attempts to improve industry position through the use of price competition, advertising, product introductions, and increased customer service. In the pet food industry in the mid1980s, price competition, advertising, and product introductions were widely used by most of the industry competitors in attempts to improve industry position. The conduct of strategic planning by......

Words: 826 - Pages: 4

Breeder's Own Pet Food Inc.

...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......

Words: 1730 - Pages: 7

Pet Food

...sure people were happy. How did I feel? My stomach was in knots, not sure why this time I was more nervous than others, just thought this could be our day. I was anxious to be done yet worried about starting. The ring area was crowded with lots of spectators, other exhibitors and dogs. Talk about traveling to the show? Where was the show? How was the ring set up? • MOOD • SOUND • WHEN • TASTE • PERSPECTIVE • SMELL • NUMBER • COLOUR • TEXTURE • WHO • BACKGROUND • MOVEMENT • WHERE • SHAPE • SIZE • WHAT Where and what In MN to earn an obedience title I was looking to earn an obedience title with him and I felt we were ready. I had taught him all the exercise he needed to perform in the ring and he was to the point where he could perform them all with ease. I really wanted that title on him to show everyone how smart he was and what a great dog I had. In the end it was he who taught me a lesson on appreciating what you have and not looking for titles to tell us who we are. It was an August morning and the air was cool and crisp. The show was at the fairgrounds in a pole building. It was cool and damp in the building. Uconn and I found a spot in the back of the building to set Uconn was not afraid of the wheelchair which to many dogs which have frightened or at least startled then. He saw an adorable little boy that laughed and giggled and......

Words: 656 - Pages: 3

Pet Food

...Premium Dog Products Case Study One Sandy VanBoxel Lakeland College Bus. 350 Marketing Principles June 16, 2011 The pet products industry is rapidly growing. According to the 2011-2012 American Pet Products Association National Pet Owners Survey, 62% of U.S. households own a pet, which equates to 72.9 million homes. (Association) Those pet parents love their pets and want high quality products and services for them. Many times owners equate the money spent on their pets to how much they love them. Even though the economy has faltered in the last few years the pet products industry had continued to grow. Andrew Martin had this to say in an article in The New York Times “The industry has continued to grow through the recession, albeit at a slower pace, and last year, Americans spent a record $55 billion on their pets, according to the market research firm Packaged Facts, more than the gross domestic product of Belarus.” (Martin) There looks to be no end to the expansion of the pet products market in the near future. How do marketers decide who to target and how best to appeal to targeted buyers?   Who is the target market for the premium dog product brand? Marketers use demographics to define their target market. They look at things like age, gender, income level, educational level, geographic location, and nationality to determine their target market. The marketers focus on buyers needs and position their products for...

Words: 731 - Pages: 3

Breeders's Own Pet Food

...Breeder's Own Pet Foods, Inc. Case overview/situation anaylsis: The Breeder's Mix is a high quality dog food that is made from only the highest quality beef, liver, chicken and fortified cereal. This mix of food is proven to improve the dogs coat as well as its health and well being. Due to its affect on dogs the Breeder's Mix is used on various show dogs and dogs in kennels. The dog market is an already large market and it is only growing. In 2011, sales from manufacturers totaled $14 billion. In terms of the market dog foods are divided into three different groups. Dog food is sold as treats, dry food, and canned food. In addition, the market distribution is divided into many retail sectors. A large amount of dog foods are sold in supermarkets, at Wal-Mart, in pet stores, or in feed stores. There is also a smaller percentage sold through veterinarians and online. Narrowing down the customers, comes down to a very wide range of people. The main target is single and married people between the ages of 21 and 54 with an income of more than $25,000. The campaign of food is targeted in the Boston area due to the high market potential. Dog owners are also seen to have increasing investments in their dogs and this number is only supposed to continue to rise. Along with change in humans, dog owners are also highly valuing the all natural dog food, versus processed. There is a lot of competition in the dog food industry and they heavily compete on price and quality. ......

Words: 896 - Pages: 4

Breeder's Own Pet Foods, Inc. Case Analysis

...Adam Tarbell MKTG 489 Breeder’s Own Pet Foods, Inc. Case Analysis Background/Problem Definition: Representatives have approached breeder’s Own Pet Foods, Inc. from Marketing Momentum Unlimited, a marketing and advertising consulting firm. The reason for the meeting was to discuss the company’s possible entry into the retail branded dog food market in the Boston market. After hearing Marketing Momentum Unimited’s proposal, Breeder’s Own Pet Foods was presented with the problem of: Should Breeder’s Own Pet Foods go with the advertisings firm’s proposal, if so, which one? Market/Industry Analysis: The U.S. owned-dog population is 78.2 million and it is growing steadily. With a population so large it is no surprise that the pet food sales were around $14 billion in 2011. The market for dog food is divided into three categories, Dry, Canned, and Treats. In the pet food industry, 36% of all dog food sold in the U.S. is sold in supermarkets, which represents about $5 billion in sales; while the other 64% is sold by mass merchandisers. All of these numbers translate to the Boston market, so the idea of selling Breeder’s Own Pet Foods in supermarkets could be very beneficial for the company. Target Market: The target market for Breeder’s Own Pet Foods is the adult population, age 21-54, single or married, with an income larger than $25,000. The reason for this is because dogs are regarded as parts of the family to this market. So, with that mindset and the......

Words: 674 - Pages: 3

Zenith Pet Foods Case

...I. Business Metric and Key Marketing Problem Statement Zenith Pet Foods has tremendous potential to enter the household dog food market and to essentially introduce a new product, unknown to the general public. Until Show Circuit, Zenith Pet Foods frozen dog food brand, dog food cell into four categories, dry, canned, semimost, and dog treats (82). Along with this huge market potential come obstacles and problems to overcome. The key marketing problem is to prove to the frozen-food buyer of supermarkets that Show Circuit can generate sales by implementing the most effective advertising and promotional activities to reach the most profitable target market. By identifying promotional activities that will have a high reach to their target market, Show Circuit will enter the market creating brand identity. Show Circuit is creating a new product category of frozen dog food, therefore the need to generate brand awareness to the general public is essential in generating sales is the most critical aspect for Zenith Pet Foods to start making a profit. II. Alternatives Sales is initially the most important business metric for Zenith Pet Foods to focus on because by generating sales this will in turn increase the gross margin and finally after time increase EBITA. However, since Show Circuit is a new product, they can’t expect to increase EBITA without first focusing on increasing sales. As Zenith Pet Food’s marketing wizard, if I don’t increase sales then our gross margin won’t...

Words: 900 - Pages: 4

First in Show Pets Foods

...First in Show Pet Foods, Inc. is a major producer of dog food for show-dog kennels in the U.S, and the company is now a supplier of a high quality dog food for show dogs called Show Circuit. First in Show executives are now seeking entry into the retail branded dog food market in Boston, Massachusetts with the help of Marketing Momentum Unlimited. First in Show recognized that due to the high quality of their product, which contains federally inspected beef by-products, the market development strategy would introduce Show Circuit in frozen packaging; which is a modification from its current form. Marketing Momentum Unlimited presented their recommended plan to the First in Show executives, which left many during the presentation to ask “Will this program establish a foothold in the market for Show Circuit”? The cost of the proposed plan will be around $500,000 to $700,000, not including slotting fees. All involved recognise that Show Circuit is among the highest quality, and costliest dog foods to prepare. Show Circuit is entering the market during a period where only half of the dogs in the U.S. are fed prepared dog food, and dog sales are expected to rise as humans seek companionship while treating the animal as they would a family member; that means spending money on quality products. The market development strategy for distribution purposes focuses on the single largest retailer channel for dog food, and that is supermarkets which represents 36% of total dog food......

Words: 275 - Pages: 2

First in Show Pet Foods

...First in Show Pet Foods is a major producer in the of dog food in the United States for show-dog kennels. The company is now a supplier of high quality dog food for show dogs called Show Circuit. Executives are now trying to find a way to enter into the retail branded dog food market in Boston with the help of Marketing Momentum Unlimited. Due to the high quality nature of their product, the market development strategy would introduce Show Circuit in frozen packaging. The fee for the modified 15-ounce plastic tub of frozen dog food in a case of 12 was priced at $7.87 per case. Marketing Momentum Unlimited showed their recommended plan to the executives, which left many during the presentation to ask “Will this program establish a foothold in the market for Show Circuit”? The cost of the plan will be some where around $500,000 to $700,000, not including slotting fees. Everyone recognizes that Show Circuit is among the highest of quality and costliest dog foods to prepare. The company plans to enter the market during a period where only half of the dogs in the U.S. are fed prepared dog food. Dog sales are expected to rise as people seek companionship, which means they will spend money on quality products. The market development strategy for distribution purposes focuses on supermarkets, which represent 36% of total dog food sales. The offering of the three major supermarket competitors focuses solely on dry, canned, and treats with all offered in one section. The......

Words: 1284 - Pages: 6

Marketing Strategy - First in Show Pet Food

...AND PROBLEM DEFINATION: First in Show Pet Foods, Inc. is a major producer of dog food for show-dog kennels in the U.S, and is now a supplier of a high quality dog food for show dogs called Show Circuit. The situation facing First in Show Pet Foods currently is one of expansion. First in Show wants to break into the world of retail branded pet food. The company has to choose the best suitable Advertisement and Trade Strategy. INDUSTRY AND MARKET ANALYSIS: The dog foods are distributed through two major channels, supermarket and mass merchandiser, in Boston area (See Exhibit A); each account for 36% and 64% of the total market share separately. The introductory program targets the supermarket as its distribution channel due to the need for refrigeration. Under the channel, the market is divided into three major categories. Dry dog foods account for 23.4% of the total market share. In this category, five major competitors hold 68% of the market. The second category, canned dog foods, account for 5.4% of the total market share with four major competitor; they capitalize on 88% of the market. For the treats category, there are three major competitors. They control 73% of the market, which account for 7.2% of the total market. There are five major competitors in the market through the major three forms of dog foods in 2008. They are Nestle, Iams, Hill`s Pet Nutrition, MasterFoods USA, and DelMonte Foods, Inc. They account for 75 percent of U.S. dog food sales in......

Words: 653 - Pages: 3

Películas UMD | Familiar Wife | Sea Breeze #6 - Misbehaving