First in Show Pet Foods, Inc. is one of the fastest growing producers of high-priced dog food products. Dog food market has not been fully exploited in the US. The company is keen in establishing better ways of promoting its products in Boston, allocating funds for the initiative and enhancing sales.
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It is estimated that several dog owners in the USA and particularly Boston do not rely on prepared dog food. Over 50% of owners usually opt for other alternative foodstuffs that are not specifically prepared for dogs. Hence, the dog food market is still untapped.
Issues and problems in the market
Since its inception, First in Show Pet Foods, Inc. has grown steadfastly to dominate the kennel market. Retailing into the new dog food market presents several challenges. The decision to sell the Show Circuit brand frozen dog food product will be critical. Therefore, thorough understanding of the market is crucial.
In regards to the products being sold by the company, factors such as quantity of production and packaging should be considered. These will enable the product to gain competitive advantage over others. Pricing strategy is yet another factor that should be put into consideration when marketing the products.
Promotion of the Show Circuit brand frozen dog food is vital in promoting sales. Other factors include the target market, type of advertisement and media to use as well as accessibility of the products.
First in Show Pet Foods’ strength is evident in the quality of its products. They are of premium quality and recommended for dogs. It is the only pet food freezer in supermarkets. This strength differentiates it from other brands.
Cost is a major issue of concern in selling show Circuit dog food owing to the production process that requires the inclusion of cereal grains and fresh meat. Besides, the process of freezing, space requirement and thawing demand enough time and resources.
Most consumers are also poorly informed on the benefits of frozen dog food products. Besides, low margin sale for retailers of Show Circuit dog food is a weakness that affects sales since the products attract lower margins. Poor distribution is equally a weakness since the company has limited resources.
First in Show Pet Foods, Inc has massive opportunities emanating from the untapped frozen dog food market and the increasing population of dogs. Since a few people use prepared dog food, there is a market niche to be explored.
Several dog owners prefer natural dog food and are willing to pay premium prices for the products. Moreover, Boston market is untapped and therefore, it is possible to boost the volume of sales.
The greatest threat of First in Show Pet Foods, Inc. is competition. The most notable market rivals include Hill’s Pet Nutrition, Del Monte Foods Purina PetCare and MasterFoods USA that own about 75% of the entire market share.
This company has not yet grown and established its marketing campaigns even though these competitors aggressively advertise their products. Besides, most buyers mainly purchase from supermarkets.
Conclusion and recommendations
In order for First in Show Pet Food, Inc to succeed in promoting and selling its products, it should start gradually by building a base and then opening and expanding to other retail outlets. A gradual start involves operating within the level of a store and working with the limited distribution channels.
The selling point for the products can be within the aisle of the stores. Advertisement via coupon mailer will be beneficial at the start. It can later be advanced to television advertisement. Due to the number of competitors, it is clear that First in Show Pet Food, Inc. understands it has a low market share.
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Interaction with customers and developing a strategy on how to enhance distribution channels will ensure proper launching and expansion into Boston market.