Natural Choice Pets Marketing Plan
Natural Choice has performed extensive research to develop and market natural pet products in the United States (U.S.) market. A review of the company strategy along with a SWOT analysis will discuss Natural Choices strengths, weaknesses, opportunities, and threats. Looking at variables of the marketing mix will help Natural Choice Pets determine the best strategy to satisfy customers and distributers in the targeted market.
Company Strategy
Natural Choice will develop organic pet food and treats for dogs and cats properly pH balanced for optimal pet health. An alkaline pH of 7.6 or higher improves kidney and liver function, improves oxygen flow, and can help cancer cells to become dormant (Cancer Cures,
…show more content…
Petco recently acquired Dr. Fosters and Smith, one of the largest online pet specialty retailers creating an alliance that will make it more difficult to compete in the pet market space (Niedziela, K., 2014). Competitors with strong brand recognition will make product penetration in the market difficult. Products labeled as natural may contain preservatives, chemicals, and dyes, sold at significantly lower prices creating confusion to the consumers.
Opportunities
There is an increased number of pet owners interested in healthier food options. Very few pet food entries in the market targeting optimal health while reducing risk of cancer. Offering natural pet food with limited ingredients reduces consumer confusion about the health benefits of Natural Choice products. Natural Choice is committed to extensive traing programs for all employees. This enables them to support and educate the distribution channel and consumers about the benefits of Natural Choice products creating strong relationships in the market.
…show more content…
Natural Choice dog food labeled as Natural Choice Longevity Formula Dog Food Dog will be available in six, 15, and 30-pound bags. Natural Choice Longevity Formula for Cats will be available in two, seven, and 15-pound bags. Pet food will be organic, premium quality contaminating no more than six to eight limited ingredient premium food. Product packaging will contain all ingredients, along with the health benefits contained in every bag, and offer customers a 30-day money back happy pet guarantee on every purchase. Pricing strategy for dog food will be $17.99 for six pounds, $29.99 for 15 pounds, and $52.99 for a 30-pound bag. Cat food pricing will be $11.99 for a two-pound bag, $18.99 for seven pounds, and $34.99 for a 15-pound bag. Discounts for monthly volumes will be 5% for 100 bags, 7.5% for 250, and 10% for over 400 bags per month in any size or variety. Natural Choice strategy will rely on sales to veterinarian offices, smaller specialty pet food markets and on-line direct to consumer purchases for the first year. Once Natural Choice builds brand awareness, large retailers such as Petco will become targeted retail partners. Consumers who purchase on-line can set up a monthly drop-ship, receiving 5% off purchases, and receive every eleventh bag
The rationale behind this particular argument is that while Pets at Home have to pay distribution and transport costs for other products, since Wainwrights
Pets, Inc. may argue parody under 15 U.S.C §1125(c)(3)(A)(ii), to assert that they have not impaired the distinctiveness of Chapels mark, parody is not a complete defense under Trademark Dilution due to Pets, Inc.’s use of the mark as its designation of source i.e. as its trademark.
One objection Norcross states in his essay is that “perhaps most consumers are unaware of the treatment of animals, before they appear in neatly wrapped packages on supermarket s...
The biggest weakness for Only Natural Pet Food is the limited shelf-life. To tackle this, we offer smaller bags in the existing stores first. Offering smaller bags the company does not have to stock as much on the shelfs, and allow the company to gauge the sales. Furthermore, with the smaller bags it gives the illusion to the customers of smaller price off setting the higher cost of the
certain groups of people who are trying to bring light to matters in which they see
The Greek word for gymno is “naked” or “bare”, and the word for gyps means “vulture”. The California condor is a bare-headed vulture.
One year later, in 1997, in an attempt to source its strategic investments, Natureview organized an equity infusion from a venture capital firm; however, the venture capital now needs to cash out of its investment in Natureview and management will therefore need to find another investor or position itself for acquisition. In order to attain the maximum potential valuation, the company must make strategic marketing choices in an attempt to increase revenues to $20 million before the end of 2001. And to meet this lofty goal, Natureview can potentially enter a new market and transition from the natural food channel into the supermarket channel, a move that would signify a dramatic departure from the company’s present channel strategy and affect all facets of Natureview’s current business model. B.
Petco on the other hand is competing with PetSmart and other pet food stores and maintaining their percentage in the market. The company’s competitive strategy relating to its internal analysis is to expand its market to other animals: Horses, Cattle, and Hamsters to Tarantulas.
However, because of its demographic it was losing a high customer base because of its prices. The text book Chapter 10 emphasized the importance of pricing and creating profit. The investor Marcus Lemonis showed the owners how to evaluate demand and the price sensitivity of their products. He introduce product that could be brought in with lower price points that would compete with their competitor and still crate the high-end prestige the company wish to create. Taking advantage of the income statues of the company’s customer with in their demographic. One major problem the company had was the price point of a bag of dog food was around $100 per bag that was a high price for the consumers within the area. By bring in a brand that had high quality and prestige at a price point of $20 allowed for a greater customer
I have always thought it never mattered what kind of food animals got. Once I read Cat and Dog Food Differences Explained, I learned many things about the nutrients and foods that cats and dogs need. According to the article, cats will not eat food off the floor. A cat will paw and sniff at the food on the floor before rejecting it (Viegas). Dr. Allan Paul states, cats have higher protein needs than dogs do. He also states, cats use protein for an energy source. Cat food contains more than 30 percent of protein. They need extra protein to satisfy their requirements for energy. Vitamin A is a key ingredient for a cat to have in their food. Watson says, meat is the only source cats can get their acids. Cats like food that has a texture to it (Viegas). From what I gathered, dogs are very different when it comes to food. Dogs will eat off the floor and right out of your hand. Dr. Allan Paul says dog food contains 20 to 25 percent of protein. Dogs can get their acids two ways. They can get their source through meats and vegetable oil. Watson states, dogs can convert beta-carotene for their vitamin A
Fields, L. (2013, October 24). 6 Ways Pets Can Improve Your Health. Retrieved from http://www.webmd.com/hypertension-high-blood-pressure/features/5-ways-pets-improve-your-health
The SNHU Pet Supply Store has successfully met consumer needs for pet food, toys, and other pet related items for the past ten years using online and traditional brick and mortar channels. Recognizing that their customer need and wants are changing, the SNHU Pet Store will expand into the all-natural pet food market for dogs and cats with an exciting new product, named Farm to Bowl. This product is made from organic, locally sourced meat and vegetable ingredients, and is intended to meet the changing wants, needs, and desires of today’s consumers for socially responsible and healthy food options for their pets. The initial target market will be upper-middle class, childless dog owners who consider their pets part of their active family. Therefore,
Her work first bloomed when she had a debate of the word “natural” with one of her professors. Since then, her conclusion of the word natural is indefinable. Her essay was about the difficulty of defining the word “natural”. She mentions the widespread abuse of the word “natural”, and the word becoming more of a marketing strategy than an adjective that convey meaningful information. Federman shows the many brands that have the label natural, but some of them don’t even show the process of why the product is “natural”. She continues her claim by showing facts of “natural” water that have contaminants that are beyond safe federal limits, and bottles having high bacteria counts. Federman finishes the essay by questioning the elusiveness of the word natural and why the product would cost more. Finally, Greg Crister, the author of the essay “Let Them Eat Fat” is an authority in the subject of food politics. He regularly writes for USA Today, and Los Angeles Times food related issues like
Food has been a common source of necessity in our everyday lives as humans. It helps gives us nutrition and energy to live throughout our life. Over several decades, the development of making foods has evolved. They have changed from natural to processed foods in recent years. Nowadays natural ingredients are barely used in the making of foods like bread, cheese, or yogurt. The food industry today has replaced natural food making with inorganic ingredients. The cause of this switch is due to processed foods being easier, cheaper and faster to make. Artificial nutrition and processed foods have been proven to last longer in market shelves then natural foods. Also, due to artificial additives in processed foods they help satisfy consumers taste more than natural ingredients. The method of producing processed foods is common in today's food industry and helps make money faster and efficiently for companies. Examples of this can be found in all markets that distribute food. Even though processed foods may be easier and faster to make, they are nowhere near as healthy for consumers compared to natural foods. Natural foods are healthier, wholesome, and beneficial to the human body and planet then processed foods.
"The National Institutes of Health (NIH) Consensus Development Program: The Health Benefits of Pets." NIH Consensus Development Program. Web. 30 Oct. 2011.