Step Up 4 Paws Marketing Strategy

510 Words2 Pages

The marketing mix for the Step-Up 4 Paws has been well defined and the 4 P’s Model is clearly stated throughout this paper and recapped in the following narrative. The product line has a special niche of offering high quality, all-natural, fresh, dinner pet food for dogs and cats. It comes with eco-friendly packaging and the SNHU Pet Food Store plan to provide a portion of the sales to support local animal shelters and sponsor community pet related projects/events. Step-Up 4 Paws cost to consumers will be slightly higher than existing products on the market; however, this product-line should be marketed as a healthier and tastier alternative to available pet food. The key to marketing the Step-Up 4 Paws brands is to promote it as a product …show more content…

The targeted population for the launch of this product line is tech-savvy professionals with disposable/discretionary incomes. I recommend that the best marketing strategy is to target these consumers by online and social media. This could be accomplished through hiring a digital marketing firm to create and manage a three-channel social media campaign on Facebook, Twitter, and Google. This should include Search Engine Optimization (SEO). The SNHU Pet Supply Store has an extensive budget for advertising; however, for this initial launch to a specific targeted market should be somewhat limited to determine the Return on Investment (ROI). Per The Content Factory (n.d.), the monthly cost to provide the aforementioned services is approximately $4,000.00 to $6,000.00 per month and includes management reports and analyses to determine ROI. My second recommendation is the utilization of websites already established to sell the Step-Up 4 Paws brands, such as; chewy.com, petfood.com, and petsmart.com. These websites offer a variety of pick-up services or special shipping at reasonable rates and some offer free shipment. Orders from these websites are drop shipped from the manufacturers and this recommendation should be used parallel to the online and social media channel to increase profits and expand their customer

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