Essay about Organic Pet Food Marketing Plan - 4702 Words

Organic Pet Food Marketing Plan September 14, 2007 NAICS Industry Code: Dog and Cat Manufacturing 311111 Abstract: This marketing plan provides a plan for entering the organic pet food product as an existing producer of non-organic pet foods based current market conditions and trends following several high profile food safety recalls and alerts, particularly the Melamine-related deaths from pet food imported from China. The pet food industry has experienced enormous growth as part of the overall $41 billion annual pet products and services industry, and promises to move in the directions of increased natural, organic, and health oriented products as consumers increase organic consumption and become†¦show more content†¦Conventional marketing has appealed to consumers based on the idea that the pet food is enjoyed by the animal. Our product marketing will instead appeal to the parental instinct in pet owners, emphasizing health characteristics such as omega-3, senior pet health supplements, and calcium enrichment. Our preliminary research leads us to believe that consumers feel lost in determining which foods are safe, and which are potentially dangerous for their pets. Our campaign will attempt to create a memorable campaign to classify the relative health and safety qualities of a particular product in a simple way. 0. Marketing Plan 1. Business Mission Transition your existing pet food product lines to capture market share and dominant market presence in the growing organic and natural pet food market. The primary business objective is to develop new markets in a stalling and business with decreasing profit margins by appealing to the products that appeal to the health and safety of pets and their owners. Our objective is to use your business’ existing strengths to emerge as the premier organic pet food brand and build a foundation for continued growth. 1. Financial Objectives 1. Increase sales of organic and natural pet food products by 20% in 2008. 2. Increase repeat sales of organic products by 40% in 2008. 3. RecoverShow MoreRelatedEssay about First in Show Pet Foods, Inc. Case Summary1214 Words   |  5 PagesFirst in Show Pet Foods, Inc. Case Summary Key Issues/Background: First in Show Pet Foods, Inc. faces the daunting task of introducing a new brand of dog food to the Boston area, and then the rest of the nation. This is a difficult challenge, not only because the brand, Show Circuit is unknown, but also because this dog food is frozen, unlike nearly all other dog food, which is either bagged as dry or canned. 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