Breeder's Own Pet Foods, Inc. Case Analysis

In 2000, 68 million dogs were owned in the United States. In 2017, a total of around 89.7 million dogs in the United States alone, lived in a household. As the years past more and more people are adopting dogs. Some of those owners are new to having a pet and should learn how to take care of them.

There are between 45 to 55 million dogs per household in America (American Humane Association 2012). Furthermore, according to a national survey, the majority of dog owners chose to get a dog for the companionship as the major reason for having a dog (American Animal Hospital Association, 2004). After all, dogs are nonjudgmental, give unconditional love, can be trusted with our most intimate feelings and emotions, and are highly intelligent. These dog characteristics can significantly enhance the lives of thousands of youth and adults, especially those with disabilities and/or those who live in continuing care facilities. There are approximately 20,000 service dogs in the U.S., which includes 10,000 guide dogs (American Humane Association 2012)

Introduction: Today I will persuading my audience the benefits of getting a dog as a pet. Dogs can offer companionship, protection and even improve your health. Sixty eight percent of U.S households own a pet according to the 2017-2018 National Pet Owners Survey calculated by American Pet Products Association (APPA), and majority of the pets owned are dogs, weighing in at sixty percent. Dogs are domesticated animals that consist of various breeds such as Yorkie Terriers, German shepherds and more. There are over three hundred breeds according to the World Canine organization. This organization is the largest registry of certified dog breeds. This canine organization recognizes three hundred and thirty nine breeds of dogs which are classified into ten groups based on the dog’s function or size. There are various unique breeds that can fit into one’s specific lifestyle, giving no excuse not to have a dog to compliment ones personality.

5.Can turn the obstacle of lack of appeal of frozen dog food into an asset in advertising

The Smackey Dog Food, Inc. is a family owned business. It was started by three sisters, Sarah, Kim and Jillian, in the kitchen of their home. They lived in a suburban area of Chicago, Illinois. Their business is making all natural dog food. After using their own dogs and the neighbor’s dogs as test subjects, it was discovered by local vets, pet stores and grocery stores. These local places began to distribute the dog food. The demand for their food began to increase and they moved their business to a larger facility and hired additional workers. As compared to competitors, Smackey Dog Food, Inc., began to rise

Smackey’s Dog Food Inc is a privately owned company and does not adhere to the practices of the SEC regulations. The financial statements and accounting standards have to comply with the Generally Accepted Accounting Principle (GAAP).

SNHU Pet Supply has designed a SWOT analysis to aid them in the best direction of marketing strategies for Pet’s Choice. To take advantages of all the opportunites available, SNHU Pet Supply can refer to this analysis in order to use their strengths for the best of the company and find the best opportunities in the market. The company could use this information from the SWOT analysis on Pet’s Choice products to develop marketing strategies and activities. The company can play on its strengths in order to promote this product so that it is beneficial for the company and the consumers. We will design the product to show the strengths the company has to offer, such as making the packaging stick out and resemble what we stand for. These multi-flavored

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

There is a large problem of animal cruelty linked to the food industry in the United States. Countless slaughterhouses, chicken farms, and other meat producers have been found guilty of harming animals and killing them inhumanely. This is something that clearly needs to change.

Since Breeder’s Own Pet Foods does not have any Brand Equity, they must win the “hearts and minds” of its consumers by performance, availability and pricing. To accomplish this feat, it must train the minds of its patrons to begin to shop in the frozen department for organic dog food. Without the latter two suggestions, Breeder’s Own Pet Foods may have unsuccessful

Positioned to be perceived by buyer as the only dog food that they would want to purchase for a dog that is considered part of the family

|Weaknesses: •   Lack of availability in all stores •   Lack of appeal to consumers due to thawing time / freezer space (convenience) •   Lack of appeal to supermarkets due freezer location •   Lack of brand equity in retail market •   Premium price | Threats: •   Store Location - Consumer must be educated to find product in different area of store •   Saturated market – sales top 14 million in 2011.   Dog food is also heavily advertised, so the challenge is to entice the consumer to buy Breeder’s Mix. •   Competition - 5 major brand name dog food companies dominate market with 75% of US dog food sales •   Challenge to get supermarkets to give up valuable freezer space for dog food |Evaluation of AlternativesBreeder’s Own Pet Foods product development strategy should be evaluated.   Currently only 1 out of 10 dog owners regularly buy frozen or refrigerated dog food and ¾ of those surveyed expressed no interest in purchasing frozen dog food (Kerin and Peterson, 2013).   This indicates that there is a limited market for dog owners who would be interested in a product such as Breeder’s Mix. Research does suggest however that frozen dog food dollar volume is increasing annually indicating there is a strong opportunity for Breeder’s Own to be the first to tap into the frozen dog food market in the Boston area.   Breeder’s Own Dog Foods needs a strong marketing campaign to convince consumers their brand is superior to

After careful review of each of the elements in launching this product, the following analysis can be determined. Zenith has to answer a specific series of questions in order to decide if their product of Show Circuit dog food will be a viable product. The market was in fact correctly segmented, although Zenith needs to see the shopping behavior of those willing to spend more on pet food. Marketing in a supermarket could inhibit the potential growth of the product. Because the market is already segmented and offered such a variety of dog foods, Zenith will have to market the product correctly and focus in on the benefits to be successful. Show Circuit needs to seek a position of a higher quality product in a different, more convenient location. It is important to play up how the location is a benefit rather than a detriment. This goes along with the sales program being successful. Show

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.

As a start-up company, Caninantics will largely benefit from conducting marketing research that will support its marketing strategy. The pet food industry has experienced tremendous growth and profitability in the recent past because of Americans constant love for animals and dogs. It is a competitive market that is characterized by numerous attempts by brands to differentiate themselves from other competitors. For individuals who own cats and dogs, the industry or market generates a staple product. Dog owners tend to prefer cheaper dry pet food because wet pet food is relatively expensive.