Pet’s Food 1

MKT 113: Final Project Part I Final Submission

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Introduction

The market for pet food is broad since many households have got either cat or a dog.

When a company decides to introduce a new product in the market, it should consider the

products that are already in the market. To manage the competition in the market, the company

has decided to introduce a product that shall contain all the necessary natural ingredients. The

food shall be of both cats and dogs so the market shall be vast hence huge sales. The company

shall require to establish new strategies that will help in marketing their products and avoid some

strategies that might lead to unsuccessful marketing.

SWOT Analysis

As the marketing director, the launching of the new product that the company has

introduced, there are strategies and different tactics that will help in launching and marketing.

The company will have to ensure that it has applied SWOT analysis, which will help in

recommending the product. SWOT will be used so that the company will be able to identify the

strengths, weakness, opportunities and threats that the company and the product has.
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SWOT analysis shall benefit the organization in establishing the power it has and where it should

put more effort. The company will be able to point out the weaknesses and they will amend them

or even find a way to overcome the possible shortcomings. The company should concentrate on

the opportunity in the market and ensure that potential threats have been put into consideration

so that the company can have a transparent market. The SWAT analysis of the pet food company

is as discussed below.

The organization needs to observe SWOT analysis and find out the advantages that it can

gain. In summary, the organization should ensure that it has followed online selling to increase

its strength. Despite its having website, it should venture into a social media platform where it

shall be able to reach many people. The company has been in the market for some time and it has

grown. Therefore, it has an essential strength of its name and it shall be marketing for the

product and not both title and the product. The company's strength also lies in the fact that it is

introducing a product that constitutes all-natural products and the product is for both dogs and

cats. The effect will ensure that in many households, the product will be required and therefore,

the company shall have a good return on its side.

There are possible weaknesses that the company is facing while marketing the new

product. Pet food that contains all-natural ingredients is not fresh in the market. Therefore, the

organization will have to rely on its earlier consumers who might be of help in drawing new

consumers. Also, the product has been unique in the company, and the shipping will be an asset

that will await for product to make sales. The cost, in the beginning, is a problem to set. The

pricing challenge comes as a result of the nature of the product that makes it different from the

ones already in the market.

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The new product has an opportunity in the market. There are consumers whose taste is

having pet food that contains the natural ingredient to boost the health of their pets. The

company has been practicing its online marketing through its website, and it has a platform that

it can use to promote the new product internationally. It should introduce social media in its

marketing to reach out to global consumers. Social media and media advertisements will help in

online sales expansion. However, the company is facing some threats that should be observed to

avoid losses. The competition is a significant threat since other companies might introduce the

same product in the market. The new product must contain original natural ingredients and not

genetically modified so that it can dominate the market with ease. The price of the product might

be higher having it in mind that the food is for both cats and dogs. Therefore, for the already

existing product, the price might be low so it will affect product sales.

The company has the market target that it has wished to reach out to with the new

product. The market is the first consideration when it comes to creating a big marketing space

and winning the trust of many consumers. According to Aldrich & Koppel (2015), the targeted

market is of the people who have an interest in rearing pets. The consumers aged 45 to 64 are the

majority of the consumers in the industry of pets’ food. The food has been made of natural

ingredients and therefore, it is has a lot of energy. The geographical area that the company

should be targeting is the areas where there is cold. The food shall enable the pets to withstand

the change in climate since the food will have boosted their health. The product will have eased

the stress in animals and also to the owner. Because there will be no threats to the health of

animals and the extra cash that could have been spent on medication is saved. The market

requires the product because it shall boost the health of the pet and there will be no cash that
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shall be used for the treatment. The product will satisfy the needs of the consumer because it will

have served a wide range of requirements.

Marketing Strategy

The company should observe a critical marketing strategy that will be effective in

marketing and selling of the product. The demographic approach should be a determinant of the

policy that will carry more weight for product marketing. French (2017) states that segmentation

is the key marketing strategy that elaborates on the segments or groups of potential or existing

consumers. Their needs and requirement determine the section or the groups. By applying the

critical marketing strategy, the company should primarily use direct mailing strategy to reach out

to the elderly. The approach is also known as digital marketing, which involves sending emails

to direct the consumers' email account (Chaffey, & Ellis-Chadwick, 2019). The strategy will

work since the targeted market is of the elderly who might forget the product's name and the

ingredients.

The television marketing strategy should be involved in selling the new product in the

market. In most cases, the people who are fun of the television are of the same age as of those

Aldrich, & Koppel, (2015) stated as the most consumers of pets’ products. The television will be

able to connect the company’s product and its consumer with ease (Sutter, (2014). However, the

advertisement must be felt by the audience so that they can concentrate and create the urge to try

the new product. For more effective ways of marketing the latest product, the company should

introduce a new way of online marketing despite their website. Social media marketing involves

Facebook, Twitter, Instagram and linked (Karimi & Naghibi, 2015). The second group that

Aldrich, & Koppel, (2015) recorded as best consumers of pets’ food ranged between 25 to 44
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years. Therefore, social media is utilized by the same age group will be more effective in

marketing the product.

The organization should avoid branding strategy for its products. Small businesses

commonly use branding. The main principle that would lead a company to brand, large

companies already have acquired. Richards (2015) states that branding ensures that the company

displays the partnership, the destination of the product which shows the access to origin markets

etc. For large companies, branding is not critical since the company has been in existence for a

long time.
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Reference List

Aldrich, G. C., & Koppel, K. (2015). Pet food palatability evaluation: a review of standard assay

techniques and interpretation of results with a primary focus on

limitations. Animals, 5(1), 43-55.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

French, J. (2017). The importance of segmentation in social marketing strategy. In Segmentation

in social marketing (pp. 25-40). Springer, Singapore.

Karimi, S., & Naghibi, H. S. (2015). Social media marketing (SMM) strategies for small to

medium enterprises (SMEs). International Journal of Information, Business and

Management, 7(4), 86.

Richards, G. (2015). Food experience as integrated destination marketing strategy. World Food

Tourism Summit in Estoril, Portugal, 10, 2015.

Sutter, K. (2014). Distribution revolution: Conversations about the digital future of film and

television. Univ of California Press.