Recommendation for Frozen Food

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Essay #4 a.) Provide a recommended brand name for the frozen dog food. b.) Provide a recommended marketing communications plan Purina should not use the name “Show Circuit Frozen Dog Dinner”. The disadvantages of using this name is they are not using the already well-known Purina name and that name also has a high and mighty feel that I feel may scare away some possible customers. The advantage of using this name is it will probably be popular among those people in the dog show circuit, but again, this is a select few. I believe establishing this product as a line extension will help sell this product and since we want to market this to the general public and I believe the name “Purina Premium Frozen Dog Food” will be a better choice. One of the disadvantages of a line extension is the possibility of losing the core customers. I do not think that will be an issue in this case since the brand name Purina has many products already and since this product will be placed away from their existing products, it will benefit from having a well-known name. My recommended Communications plan will start with the six M’s. First we will identify the target market. The target market will be pet owners who want to treat their companions to a better meal. Next, we will identify the objectives. The objectives of this communication plan will be to bring awareness to all pet owners that a new option is available for meals. This is very important for any new product, but especially for this product that will not be placed with the typical dog food choices, so it has the chance of being bypassed completely. The next step is to determine the objective points. The objective points will be to ensure pet owners know where to get this new product. Since it is not kept with the other dog food products, we will need to ensure they know where to get it. The next step is to develop a

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