Nick Canella Dog Food Communications Plan The communications mix for my specialized Husky dog food, Hedonistic Husky Organic Dog Food, would entail many different forms of advertisement, sales promotion and marketing to ensure that the public knows about my product and has a favorable opinion about it. Advertising on television, print ads and social media would be my bread and butter to gain some recognition amongst dog owners. I would use forms of direct marketing through email to entice potential customers with special internet-only offers. Sales promotion through lower pricing positioning strategies would be another way that I would try to get potential customers to want to get my food for their dogs. Trade shows would be another outlet where I would go to show pet store owners about my dog food and all the benefits it offers.
SUMMARY AND RECOMMENDATIONS The Zenith Dog Food Inc. is faced with an opportunity of pursuing a marketing strategy specifically designed for their Show Circuit frozen dinner dog food brand, and directed towards the Boston market. This opportunity has been recently derived from the positive observations by the food brokers of a similar product being distributed in the southwest region of the United States. Furthermore, it has been estimated that the dog food market which is divided into 4 segments, can be quite profitable to a new product introduction, but it will primarily depends on its pricing strategy as well as the marketing approach that the product will follow. After calculating the possible alternatives of competitors pricing strategies that have been specified within the case, it was observed that the Bil Jac brand selling price strategy would bring Zenith Dog Food Inc. most unit contribution per each 15 ounce tub sold. Furthermore, by evaluating the markets 4 possible segments that could be targeted by the Zenith company, it had been recommended that the wet dog food category be explored as the target market due to its most profitable potential area.
The problems that may face Show Circuit are going to be overcoming objections to frozen dog foods, lack of appeal of frozen dog food and pricing. The will have to try and get it into all the major franchises, they are also going to have to change their marketing plans from show dogs and kennel owners to the average consumer. Even though Show Circuit has a successful history, they are still a new brand of food to the average consumer. The market is limited to the types of dog food that currently exist today. The market consists of three segments, Dry Dog Food that has a 65% share of the market, canned dog Food has a 15% share of the market and then dog treats contain a 20% of the market share.
Pollan uses this narrative to make a personal connection with the reader by hinting to the reader that they too have a moral obligation to question whether eating meat is right. I think this narrative made his introduction powerful enough for the reader to be interested enough to read on. The narrative is also set a conversational tone to the article which also helps Pollan’s thesis since it fortifies the personal connection between the reader and the article by making the reader understand his point in the most coherent terms instead of terms a scientific expert would use. Pollan’s narratives show that the support for his thesis doesn’t only consist of secondary sources but also personal experience. In order to argue against Singer and the animal rights activists, Pollan has to research where their argument comes from.
First in Show Pet Foods, Inc.: Show Circuit August 5, 2012 Abstract First in Show Dog Foods, Inc is a well known dog food company to a more ritzy class of dogs, the show-kennel dogs. The food that is made for the show-kennel dogs gives them fine fur and texture since the meat and other ingredients are of top quality. First in Show decided to make it available to the public for customers to buy for their pet dogs. This paper will provide a case analysis beginning with what the company does along with their market structure, followed by their issues, problems with their marketing strategies (including competition), alternative solutions, and finally implementation of a good solution (matching between market position and promotional strategy). Case Background First in Show Pet Foods, Inc. is a major producer of dog food for show dog kennels in America.
In Gorging, Truth is a chapter out of a book written by Jason Fagone, a writer for Philadelphia Magazine. In Gorging, Truth is about Fagone’s experience covering competitive eating, which he originally considered disgusting, and how spending time with the people involved in this sport managed to show him how competitive eating is not necessarily a symbol of gluttony and greed in America. Fagone goes into detail about his time spent with supporters of the contests, actual contestants, and spectators. Through this, he learns how people in the world of competitive eating view these events and their thoughts on those who decry them. Fagone uses tone throughout In Gorging, Truth to convey how his personal opinions on competitive eating have changed throughout the time he had spent covering it for the newspaper he worked for.
The article is really her answers to two questions, one about surviving a dog-eat-dog advertising world, and the other about negative advertising and how to overcome the obstacles of “bad press” without retaliating. When I saw the article, I thought it would be an interesting read, and once I read it, I saw how much of it truly applies to the principles and concepts we discuss in class. She talks of cultivating a corporate culture of “being nice.” Naturally, a quick internet trip to the group’s website was in order. To no surprise, they have a fun website that starts off with a bang. Visit www.kaplanthaler.com for further information.
Saletan also believes in individual and personal responsibility. He quotes Bill Clinton on this topic by saying, “It’s not our dependence on foreign oil that’s Carroll 2 killing us. It’s our dependence on vegetable oil.” The author establishes his credibility in this article by writing in a knowledgeable tone and by being the author of Bearing Right: How Conservatives Won the Abortion War. In this article, the author’s tone is very sarcastic most of the time and mocking at some points. His tone is really kind of hard to catch on to until the very end of the article when he questioned how many people
The ad is appealing to a commonly held bias that homemade is always best. If you want the best for your dog, then you should purchase products made close to home from people who can be trusted. Trust is a large factor here. The ad is playing to that notion by pointing out that the company hand selects their ingredients solely from farmers and ranchers that they personally know and trust. By purchasing their dog food, you are purchasing the most nutritious food for your
It’s worth reading his entire post to understand the nuances of the shortcomings of the explanation, the theory of location competition, and where to place a hot dog stand on the beach. However, for those short on time, here’s my simplified explanation: If a gas station (or any retailer) was a monopoly, they could locate wherever they wanted and force consumers to come to them. However, the threat of competition forces stores to try to determine a location that captures maximum market share. In other words, they want to be in central location for their target audience, minimizing the distance consumers have to travel. Of course, all competing retailers are simultaneously making the same decision which means the resulting stores end up clustered together.