Nature’s Best – What it is
- Premium, innovative pet food product;
- Made in the USA;
- Dry food, canned food, and treats;
- Natural ingredients;
- No artificial additives or taste intensifiers;
- For cats, dogs, mice, rabbits, spiders, lizards, and fish;
- Reasonable prices, special offers, and discounts;
- Available online and in specialized pet shops.
Let me introduce Nature’s Best.
Nature’s Best is a premium, innovative pet food product made in the USA. We supply dry food, canned food, and a wide range of treats. When our chefs prepare Nature’s Best, they use only natural ingredients, without any artificial additives or taste intensifiers. Nature’s Best is made and packed with love.
We provide products for different kinds of pets: cats, dogs, mice, rabbits, spiders, lizards, and fish. Plus, we are currently working on a parrot food product. We offer reasonable prices and discounts for our loyal four-pawed, eight-legged, and finned clients. You can buy our products online and in specialized pet shops.
Nature’s Best – Proposed Marketing Strategies
Street promotion:
- Distributing leaflets to potential clients;
- Offering presents to new clients with leaflets.
Online shop promotion:
- Special programs for loyal clients;
- “Take a friend to our online shop” event.
Social networking promotion:
- Advertising in pet lovers’ groups;
- Contests involving visiting Nature’s Best online shops.
While preparing the advertising course for Nature’s Best, we are going to concentrate on the following marketing strategies: street promotion, online shop promotion, and social networking promotion.
The first strategy is the street promotion. We are going to employ boys and girls with pets to distribute leaflets on the streets near the shops where Nature’s Best is sold. Every customer who buys Nature’s Best with a leaflet will get a special small treat for his or her pet for free.
The second strategy is an online shop promotion. We will offer special programs to our loyal clients online. Moreover, we will undertake a “take a friend to our online shop” event. For this event, if both clients buy Nature’s Best products online, they will get special treats for their pets as a bonus.
The third one is social networking promotion. We will advertise our products on social media so that pet owners see them, and we’ll organize contests that will require participants to visit our online shop.
Nature’s Best – Social Responsibility Policy
Nature’s Best is a company with a strong belief in social responsibility.
Nature’s Best is willing to contribute to the local community by:
- Using natural ingredients;
- Causing no pollution;
- Organizing charity events;
- Implementing special programs for homeless pets.
Being a socially responsible company is essential.
Nature’s Best is a company that believes in the importance of social responsibility; we all live in the same society and should give each other a helping hand. Our pets tend to depend on us to a overwhelming extent, so we cannot let them down. We feel strongly that we should assist our furry friends.
When it comes to our contribution to society, we can dwell upon two directions. The first one is environmental. In our production, we use natural ingredients and avoid causing pollution.
The second one is charitable. We organize two special events to raise money for homeless pets. First, we host an annual indoor fair where we sell our products and invite other suppliers to participate, as well as people from the community to sell their arts and crafts devoted to pets—for example, handmade T-shirts, bracelets, cookies, and more. All the funds raised through this event go toward helping different shelters for homeless pets. In addition, we host an annual outdoor costumed party where people from the community come with their dressed-up pets for a carnival ball. All visitors are expected to make a donation with the purpose of helping homeless pets. Apart from that, we have a special program for homeless pets, and anyone who adopts a pet participating in the program will get a special gift from Nature’s Best.
Being socially responsible is essential, and we urge our customers to take an active part in our events. Together, we can make the world better.
Nature’s Best – Internal Market Factors
Strengths:
- High-quality, natural ingredients.
- Competitive pricing.
- Knowledgeable/experienced employees.
- Made in the USA.
Weaknesses:
- New company, lack of reputation.
- Prices are competitive, but still higher than some.
- Only sold online and small local stores.
The major internal factors are high quality, natural ingredients, and US-based production.
These factors determine the marketing strategies: this is what might differentiate Nature’s Best from other pet food products.
The weaknesses might be turned into strengths (Babin & Zikmund, 2015).
Effective and efficient use of strengths in marketing will help minimize any possible weaknesses (Armstrong, Adam, Denize, & Kotler, 2014).
This slide considers the important internal factors that influence the marketing of Nature’s Best. The data is based on a SWOT analysis, which has been implemented to evaluate the strengths and weaknesses of the product. In the course of carrying out marketing strategies, it is crucial to highlight the strengths of the product and attempt to make the best of any weaknesses (Armstrong et al., 2014).
Nature’s Best – External Market Factors
Opportunities:
- The healthy eating trend is extending to pets.
- Nearly all-inclusive demographic.
- Online buying trends.
Threats
- Well-established competitors.
- High competition.
- Lower prices.
A healthy eating trend will help demonstrate the advantage of using natural ingredients without artificial supplements.
The online buying trend will help minimize the weakness of being sold online.
The threat of high competition might be avoided if the focus is on premium-class products made in the USA.
This slide is designed to consider the external factors that influence the marketing of Nature’s Best. Like the previous slide, this data is based on the SWOT analysis that was implemented to evaluate the opportunities that lie in store for the product, as well as the threats that might challenge it.
While accomplishing marketing strategies, it is important to use opportunities to the full extent possible to enforce the product’s strengths. Besides, it is important to prevent threats from having serious negative effects (Armstrong et al., 2014).
First, a healthy eating trend will help demonstrate the advantage of using natural ingredients without artificial supplements.
Second, the online buying trend will help minimize the weakness of Nature’s Best being sold mostly online.
Third, the threat of high competition might be avoided if the focus is placed on the product’s premium nature and US-based production.
Effective and efficient use of our opportunities in marketing will help us to highlight our strengths, as well as minimize any possible weaknesses (Armstrong et al., 2014).
Nature’s Best – Translating Wants and Needs Into Messaging
This slide identifies two needs and two wants. Based on the needs and wants, the following strategies have been worked out:
- To meet the need of a quality product, it is necessary to use fresh, natural ingredients.
- To meet the need of availability, it is necessary to sell the products online, as well as in pet shops that are easy for consumers to reach. Besides, in terms of availability, pricing should be reasonable.
- To meet the want of a cheaper product, it is necessary to establish a loyalty program, as well as make special offers.
- To meet the want of more choice, it is necessary to offer a wide range of products.
Nature’s Best – Target Market Expansion
- Our initial target market is people who love their pets and care about them.
- We are going to attract people who are willing to spend a little more money to provide a better diet for their pets.
- The premium status of the product will be alluring to wealthy clients.
Our target market is people who love their pets and care about them. These people are careful about what their pets eat. They prefer quality pet food products, which is why they choose Nature’s Best.
Moreover, it is essential that pets have a healthy diet. Therefore, it is important to prevent people from buying pet food products that are made of harmful, unnatural ingredients. People should be responsible for their pets’ health. Thus, our product is aimed to attract those people who are willing to spend a little more money to provide better care for their pets.
Apart from that, the premium status of the product will attract wealthy clients who are able to spend money on their pets without hesitation.
References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Melbourn, Australia: Pearson Australia.
Babin, Barry, & Zikmund, W. (2015). Exploring marketing research. Boston, Ma: Cengage learning.