show circuit
TRANSCRIPT
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Show Circuit
Dog Food
MKTG 494 MW Shield
Bryan Culbertson
Sara Jacobson
Melody Jefferson
Desiree Juarez
Blake Richards
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Target Market ......................................................................................................................3
Competitive Analysis .............................................................................................................3
Show Circuit SWOT ..............................................................................................................6
Porter's 5 Forces .....................................................................................................................8
Market Definition...................................................................................................................10
Segmentation..........................................................................................................................11
Strategy ..................................................................................................................................14
VALS .....................................................................................................................................15
Market Potential .....................................................................................................................16
Market Share ..........................................................................................................................16
Product Strategies ................................................................................................................19
Product Classification ............................................................................................................19
Differentiation ........................................................................................................................20
Positioning .............................................................................................................................22
Packaging ...............................................................................................................................23
Logos, Trademarks, and Slogans ...........................................................................................24
Line Strategies .......................................................................................................................25
Brand Strategies .....................................................................................................................25
Product Strategy .....................................................................................................................28
Product Life Cycle .................................................................................................................28
Price Strategies .....................................................................................................................31
Price Objective .......................................................................................................................31
Price Strategy .........................................................................................................................31
Price Range ............................................................................................................................31
Break Even .............................................................................................................................31
Factors Affecting Price ..........................................................................................................33
Elasticity of Demand..............................................................................................................34
Discounts................................................................................................................................34
Distribution Strategies .........................................................................................................37
Define Channel ......................................................................................................................37
Criteria For Channel Choice ..................................................................................................38
Channel Members ..................................................................................................................40
Degree of Distribution ...........................................................................................................41
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Supply Chain Management ....................................................................................................42
Channel Integration ................................................................................................................45
Promotional Strategies ........................................................................................................47
Promotional Mix ....................................................................................................................47
Promotion Objectives.............................................................................................................48
Creative Strategy ....................................................................................................................49
Channel Promotion ................................................................................................................49
Creative Appeal .....................................................................................................................50
Advertising .............................................................................................................................51
Sales Promotion .....................................................................................................................54
Personal Selling .....................................................................................................................57
Public Relations .....................................................................................................................58
Direct Marketing ....................................................................................................................59
Support Promotions ...............................................................................................................61
Schedule .................................................................................................................................63
Budget ....................................................................................................................................65
3
Competitive Analysis
Iams
Strengths
High Quality dog food products, which contain vitamins and minerals
No additives or preservatives
Wide variety of dog food in many different variations
Innovation in pet nutrition and a commitment to premium quality pet food
Established, well-known brand that distributes nationwide
Weaknesses
General public image is that their products are unhealthy
Quality of ingredients don‟t measure up as good when compared to more expensive, all-
natural products from boutique producers
The inclusion of corn and corn by-products in Iams dog food, which has been associated
with hypersensitive reactions
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Beneful (Nestle)
Strengths
Well-known, national brand which produces a dog food with a balance of wholesome
ingredients, quality nutrition and superb taste
Product contains protein-rich nutrition with real chicken to help build strong muscles
Includes vitamin-rich vegetables and essential vitamins, minerals and nutrients
Weaknesses
Product includes some controversial ingredients such as corn and chicken by-product
meal
Dog food is associated with bad reviews for its product being primarily a grain-based
kibble using a modest amount of chicken by-product meal as its main source of animal
protein
Beneful dog food has often been criticized as a low-grade product because of the low-
quality ingredients which are incorporated in their dog food formulas
Kibbles ‘N Bits
Strengths
Well-known, established brand
Dog food consists of healthy ingredients, such as protein and vitamins
Public image is fairly good: “My dog prefers Kibbles „N Bits over every other brand”
Combined favors of chicken and beef provide dogs with a unique, delicious taste
Inexpensive when compared to competitors
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Weaknesses
Some ingredients in Kibbles „N Bits are questionable including corn, soybean meal, corn
syrup, and wheat
Low quality dog food in comparison to competitors
Dog food isn‟t as healthy as they make it seem
Relatively small assortment of dog food varieties
Pedigree
Strengths
Well-known, established national brand
High-quality product that bases its benefits on The Four Basic Needs for Dogs: Skin and
coat, oral care, digestion, and immunity
Many healthy ingredients in dry, wet, and dog treats that help dogs maintain a long,
healthy life
Weaknesses
Some ingredients in their products are questionable such as corn and chicken by-products
Meat and bone meal are included in Pedigree dog food, which don‟t specify exactly
which animal source they came from. Also this comes from the waste meat at
slaughterhouses after all the quality meat is gone
Pedigree dog food is lower quality than is portrayed
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Show Circuit has many competitors in the dog food industry, but I‟ve chosen a few big
names to compare and analyze their standing in the market. The advantage we have is that none
of these big brands have frozen dog food products
SHOW CIRCUIT (SWOT)
Strengths
One of the finest quality dog food products, which contains fresh meats and cereals with
no additives or preservatives
Have won several “Blue Ribbon” awards
Ingredients inside Show Circuit improve quality of dogs‟ coats significantly
Located in the frozen food section near regular “human” food
Used and recommended by professional show dog owners for years
Freshest dog food in the market; 85% federally inspected beef by-products, beef, liver,
and chicken, 15% highest quality fortified cereal
Weaknesses
Price is high when compared to competitors‟ dog food products
New product in market, so potential customers will be cautious
Frozen package form will create difficulties in distribution and placement
Competitors‟ dog food products are more readily available
Show Circuit is a new product name in the retail market with no previous identity
Show Circuit dog food is not nationally distributed or marketed
Dog food only located in frozen food section of supermarkets
Higher cost to produce Show Circuit in comparison to competitors
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Small advertising budget (700,000) compared to some competitors (7,000,000)
Opportunities
Supermarkets account for 36% of dog food distribution with 3.61 billion in sales
No other dog foods will be in the frozen section
Increasing trend in dog ownership; U.S dog-owned population is 65 million
Growth of premium and higher-quality dog food industry
Growing popularity of organic dog foods with sales up 64% last year
Supermarkets are the largest channel for dog food, accounting for 36% of distribution and
$3.61 billion in sales
Already a frozen dog food treat in Boston area supermarkets so consumers are willing to
buy
Increasing investments in dogs from their owners because they view them as part of the
family
Threats
Increasing competition from popular national brands
There are 50 manufacturers of dog food in the U.S who produce over 350 brands
Popular brands such as Nestle Purina Petcare, Iams, Hill‟s Pet Nutrition, Masterfoods
USA, and Del Monte Foods, Inc. accounted for 75% of U.S dog food sales in 2008
Lack of appeal of frozen dog food due to thawing time and freezer space
Competitors have large advertising budgets where Show Circuit won‟t
Switching costs are low, so consumers may switch to a different brand when they see
Show Circuit‟s higher price
Dog food market is mature and saturated so introducing a new product in it will be risky
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Supermarkets may not want to carry Show Circuit due to stocking placement and sales
potential
Porter’s 5 Forces
Rivalry Among Existing Firms
The level of rivalry among existing firms in the dog food industry is high due to low
switching costs and economies of scale
Switching costs are low due to the number of alternatives, especially those with lower
prices
Local competitors in each region, including the Boston area, and the increase in
alternative outlets raises competition further
Five popular brands control 75% of sales nationwide
There are over 350 dog food brands in the U.S
Threat of New Entrants
The threat of new entrants in the dog food industry is medium to high
With the increasing trend in organic dog foods and healthier choices, new brands are
emerging in different outlets
With the semi-oligopoly in the market, it is hard to succeed and compete for shelf space
and market share
The dog food industry is fairly mature, but still growing
Barriers of entry/exit are low, explaining the numerous brands on the shelves today
Threat of Substitutes
The threat of substitutes in the dog food industry is medium
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Brand loyalty, consumer buying habits, channel availability, and oligopoly decrease
threat of substitutes, but threat is high for consumers who aren‟t brand loyal
Nestle Purina Petcare, Iams, Hill‟s Pet Nutrition, Masterfoods, and Del Monte foods, Inc.
controlled 75% of dog food sales in 2008
Chicken, beef, and other types of meat can be used as substitutes for dog food, but are not
recommended
The 4 main types of dog food consumers have to choose from are dry food, canned food,
treats, and frozen food
Bargaining Power of Buyers
The bargaining power of buyers in the dog food industry is high
Buyers will switch brands with ease due to the low switching costs and number of
alternatives, except in cases of brand loyal customers. Those consumers who seek out the
high-quality, premium benefits in dog food will not be price sensitive
Retailers who have agreements with suppliers exhibit lower buying power
The high number of suppliers raises buying power
In the case of bulk-purchasing, which big retailers often partake in, bargaining power is
raised
Bargaining Power of Suppliers
The bargaining power of suppliers in the dog food industry is medium to low due to the
number of suppliers and moderate switching costs
Companies can find substitutes for their raw materials elsewhere, so the power of the
supplier in this industry is lower. A company is unlikely to be dependent on one or few
suppliers, unless formal agreements are made
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The increasing demand for higher-quality product increases supplier power
Specialty pet stores and retailers that carry private label brands have more bargaining
power
Market Definition
Dog Food Industry (Overall)
Demographics/Behavior
Market is mature so sales are high and growth is present, but minimal
Five popular national brands accounted for 75% of sales in 2008
Private label dog food accounted for about 9% of total supermarket dog food sales
U.S. dog-owned population is around 65 million and continuing to grow
75% of dog owners consider themselves “Mom and Dad” to their animal companions and
95% pet and hug their dog every day
Dog owners who view their pet as part of the family search for higher-quality products
and will pay more for them. On the other hand, dog food could be viewed as a
commodity to regular consumers so they will make purchase decisions based off price
36% of dog food distribution is from supermarkets. The other 64% is sold by mass
merchandisers such as Wal-Mart (25%), pet stores such as Petco and Petsmart (20%),
farm/feed stores (7%), veterinarians (6%), and Internet retailers and independent pet
stores (6%)
79% of parents with school age children purchase pet food and supplies for their dog
71% of parents with younger or older children purchase pet food and supplies for their
dog, compared with 72% of roommate households and 73% of young, childless couples
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Over 63% of households with incomes greater than $25,000 invest in pet food, supplies,
and care according to research by the American Veterinary Medical Association
HOUSEHOLD Parents with
school age kids
Parents with
younger/older
kids
Roommates Childless
couples
% of segment
that spends
money on pet
79 71 72 73
Boston market area
Boston holds 1.2% of the entire U.S. population, or 3,548,809 current or potential dog
owners.
One in five households are dog owners, so in Boston that would mean only 645,238
people in its population are owners, leaving a large market open for opportunity
The average income for a citizen of Boston is about $38,000
The average age of a citizen of Boston is 42
Segmentation
Criteria
Demographics
Gender and Age
o Males and females ages 21-54. Boston‟s citizen‟s average age of 42 falls
right in this target age range
Life cycle stage
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o Consumers in different stages of their life cycle will be targeted: married
couples with no kids, married couples with kids, single consumers living
alone, and roommate households
o Older consumers will not be targeted as only 30% of older singles and
41% of retired couples spend money on pets
Income level
o Our target market should have a yearly income level of at least $25,000.
Boston‟s citizen‟s average income of about $38,000 is well over this
minimum target income level
Education
o High school diploma minimum, some college
Ethnicity/Racial Group
o There will be no segmentation based on ethnic or racial background
Generation
o Generation X and Generation Y consumers fall into our target market age
range and life cycle stages so they will be targeted
Social Class
o Connected to income level, consumers in our target market are medium
class. To say they are upper class would be an overstatement based on our
minimum income level. We want the middle class consumers to feel
higher class by buying a high-quality food for a “member of the family”
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We chose to segment the market based on these criteria because of various
reasons: Single adults and married couples, with and without children, and roommate
households regard their dogs as a “member of the family.” Consumers with lower income
levels can‟t support themselves and a pet so our minimum income level is $25,000
yearly. With a relatively low yearly income level, Show Circuit‟s target market social
class will be middle class, but feel upper class due to such a high quality expenditure
Behavior/Brand Perception
Consumers in our target market will lead active lifestyles, are social, value quality in
products, and care highly for family
Our consumers are not very brand loyal as switching costs are low due to the number of
alternatives. Brand choice is often made in-store so promotional efforts will be made to
direct traffic to the frozen food section
Consumers place emphasis on their dogs health and well-being and treat them as
“members of the family.” They feed their pets just as they would feed themselves
Dog owners who regularly prepare food for their pet will be targeted as well because
Show Circuit will take more time to prepare than dry food
Consumers value organic products with no additives or preservatives. They care about
the internal health of their dog as well as external condition such as their coat
Geographic Region
In the first stage of our distribution/promotion strategy we will make introduce Show
Circuit in the Boston market area
In the second stage we will expand nationally to cover all regions of the U.S.
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The Boston market area accounts for 1.2% of the U.S. population and dog population.
Sales of dog food in this area amount to about $120 million annually making it a prime
region
Frequency
79% of parents with school age children purchase pet food and supplies for their dog,
compared with 71% of parents with younger or older children, 72% of roommate
households, and 73% of young, childless couples
Over 63% of households with incomes greater than $25,000 invest in pet food, supplies,
and care according to research by the American Veterinary Medical Association
Those consumers who spend time with their dogs and who feed them regularly will be
targeted heavily
Strategy
Niche Marketing Strategy
With Show Circuit we will use a niche marketing strategy to cover our target
market. The market is narrow so this concentrated strategy is appropriate
A niche strategy is used because potential consumers seek specific product
features and benefits including organic, no additives or preservatives, and more.
They will be willing to pay the higher price for these benefits as they value their
dog‟s health and well-being
This strategy is particularly effective for Show Circuit since it has limited
resources and a small advertising budget
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VALS
Innovators
This lifestyle group will be targeted most, as consumers are more receptive to new
ideas and technologies. They are active and their purchases show their tastes for
premium, niche products and services. Since Show Circuit will be a new product
in the market and consumers know little about it, the Innovator lifestyle fits
perfectly
Thinkers
The Thinker lifestyle group will also be targeted, as they are well-educated
consumers who value functionality and sound products. They seek out
information and shop around for purchases. Thinkers are open to new ideas,
which make them ideal candidates for Show Circuit. Their income gives them
many choices when purchasing, but they remain conservative and search for
product benefits. The added benefits in Show Circuit will be attractive to them
Achievers
In addition to the Innovators and Thinkers, we will target the Achiever lifestyle.
They are goal-oriented and have a deep commitment to family. Image is
important to them and their purchases are those in which they hope to
demonstrate success to their peers. They are targeted least because they lead busy
lives, which means Show Circuit‟s extra preparation time will not be attractive.
However, the high-quality, higher priced product will be attractive since they like
to demonstrate success to peers
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Market Potential
Boston Market Area
Show Circuit will be first to tap the vast market potential of a complete frozen
dog food in Boston supermarkets
The growing popularity of organic dog foods (64% growth last year) gives Show
Circuit an opportunity
1.2% of the U.S. human and dog population is in the Boston metropolitan area
Dog food sales in the Boston market area amount to over $120 million
One in five households are dog owners, so in Boston that would mean only about
18% of people in its population are owners, leaving a large market open for
opportunity
Consumers are willing to pay premium prices for organic dog foods, as exhibited
by Newman‟s Own Organics dog food
Over 780,000 owned dogs are in the Boston Metropolitan area
Market Share
Dog food Categories (Dry, Canned, and Treats) in Supermarkets
Dry
Dry food accounts for 65% market share in the industry and will be Show
Circuit‟s primary category to steal customers from
Six national brands (Beneful, Kibble „N Bits, Dog Chow, Pedigree Mealtime, and
Iams) account for 68% market share in the dry food category
The remaining 32% category share is from private label and regional/local brands
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Canned
Canned dog food accounts for only 15% market share, coming in at the lowest
share of the three categories
National brands such as Alpo, Cesar Select, Mighty Dog, and Iams control 88%
share in the canned food category
The remaining 12% share comes from private label and regional/local brands
Treats
Dog treats account for 20% market share in the total dog food category. Show
Circuit hopes to have success in this category with a new line of dog biscuits
Milk Bone, Beggin‟ Strips, and Busy Bone account for 73% category share with
their treats
Private label and regional/local brands account for the remaining 27% category
share
0
20
40
60
80
100
120
% Total Market Share % Category Share
Dry Food
Regional/Local Brands
Private Brands
National Brands
Dry food
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0
20
40
60
80
100
120
% Total Share % Category Share
Canned Food
Regional/Local Brands
Private Brands
National Brands
Canned Food
0
20
40
60
80
100
120
% Total Share % Category Share
Treats
Regional Brands
Private Brands
National Brands
Treats
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Product Classification
Durability and Tangibility
o Product is consumed in one use by dog in individually packaged servings
Product will be bought in bulk amounts
o Product is a staple good for family with a dog
o Product will be consumed daily
o Recurring users would classify into high involvement and concerned pet owners
o Strongest category consists of kennel owners and dog show participants
o Product will be available at all locations that include pet products such as Pet
Specialty Stores, Grocery Stores, Warehouse Stores, and Combination Stores.
Emphasis on small specialty stores where consumers are willing to pay
premiums for pet products
Large stores must have signs displaying frozen pet food to induce and
increase brand salience
o Premium price point will be utilized due to brand performance in dog community
allowing the product to be viewed as a premium product
Promotions, Discounts, and Advertising will be utilized extensively in all
locations when available.
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Consumer Good
o Dog food is a shopping good, however, Show Circuit is a specialty good because
of the unique characteristics that differentiate it from the competition
Consumers will need to make a special purchasing effort by traveling to
the frozen food section where it stands by itself
o Heterogeneous Product
Benefits to purchasing product must be made available and known in
order to differentiate the product from other high end competitors as well
as lower cost competitors
Differentiation
The differentiation of Show Circuit dog food should be based on the fact that it is frozen,
uses federally inspected beef, improves dogs‟ coats, and has helped dogs/owners win
shows
o Features are meant to emphasize a high quality product that produces winners
Packaging will be individual serving sizes stored in the freezer
Product will be available in three different sizes for the three dog breed
size classification
Box shape size allows for easy stacking and storing
Packaging also doubles as a dog bowl and is disposable after consumed
o The quality of the product is to remain the same
Show Circuit dog food must effectively establish name and product with
premium quality ingredients and quality
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Emphasis on quality will be through advertisements and usage
among pet show community
o The quality and benefits provided will set Show Circuit Dog Food apart from the
rest of the competitors in the dog food industry. Show Circuit must differentiate
itself from the rest of the industry by providing the finest ingredients for the food
and make consumers aware that those ingredients are being used
Differentiation of Quality
No other dog food manufacturer produces a frozen dog food.
o Consumers must be taught what types of dog food are
comprised of and why Show Circuit is Superior
Show Circuit: 85% Federally Inspected Beef,
Chicken, and Liver and 15% high fortified cereal
Wet Dog Food: 75% moisture and 25% Solid food
Dry Dog Food: 15% moisture and 85% solids
Differentiation Strategy: Show Circuit Frozen Dog Food will strive to obtain a
competitive advantage in the market through premium quality ingredients, visual results,
and its professional clientele support
o Use of quality ingredients will set Show Circuit apart from competitors. If product
catches and takes off among the consumer dog foods, we can expect most
companies such as Purina and Alpo to follow immediately
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Positioning
First In Show Pet Foods will provide premium frozen dog food to dog owners at a
premium competitive price
To achieve appropriate market share consumers must be introduced to the product and
know where it is located
To achieve market share we will identify Points of Parity and Points of Difference
o Points of Parity: Dog food products vary significantly from price point as well as
what form the food takes whether it is a solid or canned. Consumers are aware
that the more expensive the product the more wholesome and nutritious it is. We
must position our product with easy-to-read labeling and make it available to
customers in all applicable settings
o Points of Difference: It is essential to clearly label and package due to the fact that
it will be the only available frozen dog food and will be placed amongst human
food. The package must convey that the product is of premium quality and will
provide benefits such as a healthier and fuller coat. Must state that it has been
used by kennel owners for dog show participants for years before being
introduced into consumer market place
Packaging will be cube shaped allowing easy storage and microwavability
Package will clearly show name and act as personal billboard for the
product
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Packaging
The package must be a marketing tool itself
o Package must be attractive and eye catching, yet distinguishable from human food
Must clearly state name
Differentiate from human food
o Convey that it is dog food
With clean and clear packaging it will attract attention through clear glass
doors
By labeling the product effectively the consumer will be able to locate the
product easily and effectively
The logo and brand name will stand out among other products in the
freezer
Must stop the passing consumer and make the unfamiliar consumer
ask, “What‟s that?” and read labeling to convey product
Must bridge gap with price and willingness to buy among consumers
Packaging must show:
o Premium-quality Ingredients
o Used by professionals
o What size dog product size is for
o Consumption Instructions
o Convenience of Use
Container is the bowl
o Will improve the dogs coat
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o Company and Brand Image: The First in Show Pet Foods company will be seen as
a company who provides premium quality products that are used by professionals
who are highly satisfied with the results obtained with the product
o Packaging Objectives
The package must immediately identify itself as a premium quality dog
food and why it is found in the freezer section
Side labeling will provide descriptive information of ingredients
used and handling instructions
Packaging will be individual servings in one time use containers
When shipped from warehouse, the product will be boxed and wrapped in
cellophane and shipped via temperature-controlled transport
o Labeling
Will identify the premium quality product
Identify the target quality: Premium frozen dog food
“A Better Coat, Guaranteed” slogan
The color green will be used to convey freshness and convey our use of
eco-friendly packaging
Logos, Trademarks, and Slogans
The First in Show Pet Foods logo will convey premium-quality along with a winning
theme
Packaging is as follows:
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Slogan
o “A Better Coat, Guaranteed!”
Slogans, Trademarks, and Logos will be registered with trademark and patent offices in
the U.S. in order to prevent imitators and companies from stealing the Show Circuit Dog
Food product name
Line Strategies
Line Filling Strategies: Efforts will be made to ensure portions and servings are
appropriate for dog size.
o Different sized packaging will be offered to consumer for different dog breeds
Brand Strategies
The Show Circuit Dog Food will have two target groups with emphasis on one
o The Dog Kennel Owners
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The dog kennel owners have a low willingness to switch and very loyal to
the brand they use currently
Current Loyal consumers will not have much emphasis placed on
them, however, quality must be maintained to ensure satisfaction
o By maintaining satisfaction and quality of product we see
very low percentage of current loyal customers switching
o Middle and Upper Class Pet Owners
Strong emphasis will be put on consumer
Emphasis will be placed on quality product that produces visible
results
o Ease of use
o Wide availability
The brand image of Show Circuit Dog Food will be a professionally used product made
available to consumer to better benefit dog health
o Show Circuit is aware of the benefits it provides to a dog and its coat and wants to
ensure availability to owners everywhere
Brand Objectives
o Dog kennel Owners
Provide a quality product that produces quality results to the high
standards of kennel owners
o Middle class pet owners
Provide a professionally used product that produces visual results to the
healthiness of the dogs coat
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Brand Barriers
o Consumer will be hesitant to try a new form of product especially ones that have
new steps to preparation
Provide insight on how easy product is to prepare
Pull next day's meal out of freezer and place in fridge when you
feed your dog nightly
Vision and Mission
o Vision: To be the number preferred dog food brand in the Dog Kennel and
consumer marketplace through guaranteed product results.
o Mission: To provide a quality product that performs on guarantees and is trusted
by all users.
Plan
o Successful introduction and acceptance in the consumer marketplace
o Distribution to as many retailers in grocery, pet specialty, and combination stores
o Effectively convey benefits through catchy packaging
o Product differentiation from everything else in freezer section due to only product
of its kind
o Maintain quality product and satisfaction of professional users
o Ensure only highest-quality ingredients are used in production
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Product Strategy
The product strategy is to introduce a new product to the consumer that is different from
conventional means and provides better quality ingredients, which provide visual results
o Benefits of Show Circuit Dog Food
Made with premium quality ingredients that provide better nutrition to the
dogs and its coat
Guaranteed improvement, visually, of the dogs coats
Used and endorsed by kennel owners who show dogs who are judged on
the quality of their coat
Product available in all the same places that other dog foods are sold
Product Life Cycle and Strategies
Currently the dog food market is in the maturity stage of the product life cycle
o As long as there are dogs there will be a need for dog food
With the introduction of the frozen dog food the product will in fact be in the
introductory stage of its life cycle stage
o Although product has been available for a while, it has not been available to the
widespread public so easily. Most people don‟t know about product
Brand awareness is key to success
o Introductory Stage
Introduce product via advertising and promotions
Ensure every store has product clearly labeled and the location is clear
Promotions and free samples at dog parks, beaches, and specialty stores
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Advertisements on the web, in magazines, newspapers as well as in-store
are crucial
Clear in-store labeling in frozen food section
“Frozen Dog Food” added to hanging signs above aisles
Collaboration with dog trainers, washers, as well as veterinarians to carry
product and talk to consumers about benefits
o Growth Stages
Heavy push with promotions to increase brand awareness
Consumer testimonials from newly switched users in commercials
Commercials on animal planet
Product sponsored dog show events in which dogs who use products are
competing in
Promotion teams on weekends set up at specialty pet stores to talk to
consumers about the benefits of the product
Product Market Expansion
o Market Penetration: Focus will be put in the middle class and some upper class
consumers in order to obtain the largest market share available with the largest
discretionary spending
By targeting families with higher amounts of discretionary spending, users
are able to justify spending the few extra dollars due to the foreseeable
advantages of using the product
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o Market Development: Focus will be put in establishing the product in the
consumer marketplace. This is the first time frozen dog food has been brought to
the mass market and user benefits and brand awareness must be capitalized on
o Product Development: Show Circuit Frozen Dog Food already has established its
reputation as a premium quality product in the kennel and show community.
Efforts must be made to make that quality known to the primary dog food
consumer market
o Diversification Strategy: Currently Show Circuit is offered primarily to the show
and kennel community and efforts must be made to make the product available to
all consumers in the U.S. Efforts must be made to get the product on shelves of
retailers who sell pet products everywhere because the product is not only a
specialty good, but it is also a staple
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Price Objective
First in Show Pet Foods will seek a 15% return on sales in its introductory year, meaning
a profit oriented pricing objective will be used. With known costs First in Show Pet Food will be
able to develop a plan to obtain and exceed the 15% goal for return on sales
Pricing Strategy
Price Skimming
Show Circuit will be introduced with a premium price due to the fact that the
product is unique with no competitors in the same category yet. Demand for the product is
inelastic, allowing for the price to be above average. The quality and functionality of premium
dog food will be emphasized toward pet owners who have a high regard to how their animals are
fed. The target market will not be price sensitive because they seek a high end product, which
will be beneficial to the health as well as appearance of their pets. Those consumers who do not
seek out the high-quality benefits in dog food will be price sensitive
Price Range/Price Points - Premium pricing will be used to fit into the more luxury, high-end
dog food
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Suggested Retail Value
Small Dog/Puppy 3 LB Package - $9.00
Medium Dog 5 LB Package - $15.00
Large Adult Dog 10 LB Package - $30.00
Break Even - Based on 22% retailer margin, 7% broker margin, and variable cost of $.04 per
ounce
Small Dog Package 3LB package
$3.00 per pound x 3 lbs = $9.00 per package
Retailers Cost: $9.00 – $1.98 = $7.02
Manufacturer‟s Selling Price: $7.02 - $0.49 = $6.53
Contribution: $6.53 - $1.92 = $4.61
Medium Dog Package 5LB package
$3.00 per pound x 5 lbs = $15.00 per package
Retailers Cost: $15.00 - $3.30 = $11.70
Manufacturer‟s Selling Price: $11.70 - $0.82 = $10.88
Contribution: $10.88 - $3.20 = $7.68
Large Dog Package 10LB package
$3.00 per pound x 10 lbs = $30.00 per package
Retailers Cost: $30.00 - $6.60 = $23.40
Manufacturer‟s Selling Price: $23.40 - $1.64 = $21.76
Contribution: $21.76 - $6.40 = $15.36
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Factors Affecting Price
General Costs
Due to Show Circuit being a frozen product, all aspects of the production line
through to the selling process must be monitored to ensure quality of the product. This
includes storage within shipment as well as within retailers. Costs of storage and
packaging will incur higher general costs
Materials
Due to the use of premium raw materials and an all meat dog food, Show Circuit
will have higher production and material costs compared to other dog foods. This highly
affects the price of First in Show products. If the cost of materials fluctuates then the
price of Show Circuit will have to be adjusted
Competition
With so many competitors, First in Show must keep prices somewhat near other
competitor prices, but because of the variance with Show Circuit frozen dog food
compared to other dry and canned dog food there is reasonable allowance for a higher
price for a new product within a new market
Suppliers
With a currently strong supplier relationship First in Show is able to determine
costs but if such relationship were to decease, First in Show would have to determine new
suppliers with a higher cost to the company to find such suppliers
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Distribution
Show Circuit being a frozen dog food requires transportation in refrigerated
vehicles as well as storage within supermarket and other storage freezers. This
requirement incurs higher costs than other dry or canned dog foods have to tend to
Economy
Due to the still uncertain economy, the cost of certain raw materials or other
variable costs may increase, causing price increases of the finished product. This
increase, however, should not affect our target market too much, as they seek a valuable
product and expect the best for their pets
Weather
Transportation of Show Circuit can always be affected by poor weather as well as
the cost of the raw materials used in production which could eventually cause a rise in
price.
Labor Cost
As with other price factors, labor costs increasing could also cause an increase in
price in order to maintain a contribution margin
Elasticity of Demand
Inelastic – The target market for Show Circuit Frozen Dog Food contains groups of
people who seek high-end products for their animals, which will improve well-being,
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appearance, and overall health. These consumers are not price sensitive because they want the
best for their pet. With so few substitutes to Show Circuit, customers will not have the
opportunity to be price or brand switchers.
Discounts
Cash Discount - To maintain healthy accounts receivable First in Show will offer
traditional 2/10 net 30 cash discount terms for buyers.
Quantity Discount - Cumulative quantity discounts will be offered to retailers after they
have purchased 500 cases. A 5% discount will be given once this point is reached in
order to insure long-term relationships with retailers
Functional Discount - Functional discounts will be offered to retailers in exchange for
record-keeping and stocking specific locations
Seasonal Discount - Seasonal discount will be offered during slower months of the
promotional calendar. Although dog food is a necessary purchase throughout the entire
year we will push cumulative discounts throughout certain months to encourage mass
purchases
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Allowance - An allowance along with point of purchase displays will be issued to
retailers with other promotional materials in order to maintain presence in store
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Define Channel
One-level Channel
The main objective of the channel chosen is to distribute creative awareness for Show
Circuit dog food products to retailers in hopes of reaching new potential consumers, as well as
current customers. The indirect one-level channel will involve the retailer as the sole
intermediary between the manufacturer and the consumer
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Criteria for Channel Choice
The use of the indirect, one-level channel is influenced by four main factors, they include:
1. Manufacturer
First in Show Pet Foods, Inc. manufactures their Show Circuit frozen dog food at
their manufacturing facility in Boston, Massachusetts. The manufacturer should contain
many positive characteristics such as:
Suitable location with convenient distance to retailers
Reliability and efficiency, which will ensure cost effectiveness in
manufacturing quality dog food
The use of FDA approved ingredients in manufacturing Show Circuit frozen
dog food
2. Market
The target market for Show Circuit would be married and single men and
women between the ages of 21 and 54 who seek quality dog food for their
four legged companions
The specified target market would be enthusiastic and loyal enough to choose
Show Circuit products over competing brands
Boston contains dog food sales of $120 million annually; this allows a great
opportunity to launch a new dog food brand
Boston also contains 1.2 percent of the dog population, making the
expenditures for pet products far from scarce
Supermarkets dispense 36 percent of all dog food sold in the United States
and 64 percent sold by mass merchandisers
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3. Product
Fresh meat constitutes 85 percent of the products volume, the highest-quality
fortified cereal occupies the remaining 15 percent.
Show circuit contains federally inspected beef by-products, beef, liver, and
chicken
The ingredients, with no additives or preservatives, are packaged frozen to
prevent spoilage of the fresh uncooked meat
In order to preserve quality of the Show Circuit product, it will be produced,
transported, and stored in a refrigerated environment. Show Circuit product
quality will remain held to the absolute highest consistency
Packaging issues will be addressed accordingly regarding stackable eco-
friendly containers, as well as overall packaging displays
4. Competitive Forces
There are about 50 dog food manufacturers and 350 dog food brands in the United
States. However national brands such as Iams, Nestle Purina Pet Care, Hill‟s Pet
Nutrition, MasterFoods USA, and Del Monte Foods, Inc. account for the majority
of dog food market share. These five competitive brands control 75 percent of the
entire dog food industry
The dog food industry as a whole is very mature, making all competition levels
high as well as increasing the level of rivalry among firms in the U.S.
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Channel Members
Manufacturers
National headquarters for First in Show Pet Foods, Inc. is located in Boston,
Massachusetts
First in Show Pet Foods, Inc. produces a variety of products including: dog-treats, dry,
canned, and frozen dog food
First in Show intends to market their brand as a premium frozen dog food
Retailers
Retailers meet the needs of the target market by selling the premium product to consumer
and potential customers. The two main sources of retail distribution will be through supermarkets
and the company website, both contributing key aspects
1. Supermarkets
-Convenience through store location and store hours
-Samples with attached coupons
-Helpful information regarding the products through sales associates
-Creative promotional products
-Responsible for directing the attention of consumers shopping for dog food to the freezer
section where they will conveniently find the Show Circuit brand
2. Company Website
-The company website will provide consumers with a venue to order Show Circuit dog
food as well as other First in Show Pet Food products
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-Utilizing online resources will enable users to browse through different products, make
direct purchases, as well as expedite and track all orders, all these qualities are tailored to
the consumer‟s wants and needs
-The main advantage of the company website is the convenience factor which will
broaden our reach for potential customers
Consumers
Our main consumers will be dog owners who consider their dogs as part of the family.
These consumers refer to themselves as “Mom and Dad,” in regards to their pets, putting
the pets‟ needs in high priority
The consumers targeted are usually compulsive, frequent users concerned with the well-
being of their companions
Degree of Distribution
Selective Distribution Strategy
First in Show Pet Foods, Inc. will distribute its Show Circuit dog food products though a
select few outlets in the Boston area. A couple outlets chosen are Stop and Shop and Shaw‟s
Grocery Stores. The Stop and Shop has a couple locations including one in the South Boston
area. The great thing about Shaw‟s is that out of the three locations in Boston two are open 24
hours a day 7 days a week, making shopping trips more convenient for consumer‟s busy
schedules.
Through selective distribution, First in Show Pet Foods, Inc. can attain more control of
their accounts in the Boston Massachusetts area while gaining adequate market coverage.
Selective distribution helps to keep price-cutting down and helps in the development of stronger
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relationships between channel members. Strong working relationships are important and
attainable through this narrow channel. The narrow channel means there is higher involvement
between channel members, with strong communication it will help to eliminate channel conflict.
Supply Chain Management
Customer Relationship Management (CRM)
First in Show Pet Foods, Inc. will employ many different value added activities to ensure
customer satisfaction including:
1. Value Proposition to customers
Keep constant users and/or customers by providing consistent product quality
for all First in Show Pet Foods Inc. products. This will help the company gain
positive brand equity by concentrating on quality and consistency
Customer and technical services will be strong in order to achieve value in
various ways such as, striving to answer customer questions and addressing
concerns quickly, providing immediate and sufficient feedback, and paying
attention to any small detail, which add satisfaction to end consumers
Keeping all channel members in the loop. Making certain that the flow of
information is consistent and accurate, meaning that the dog food
representatives keep in contact with the Show Circuit Representatives
2. Ordering System
Brick-in-Mortar Stores which are Supermarkets
Brick-and-click will be available for use of information about First in Show
Pet Foods products as well as e-commerce
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Show Circuit representatives will place weekly orders via Internet, telephone,
as well as face-to-face. The representatives will also be responsible for
monitoring current stock by doing physical inventory checks
Orders will be placed weekly in order to ensure premium dog food freshness
and prevent overstock and spoilage
On the company website, customers will be able to purchase First Show Pet
Foods, Inc. products, including Show Circuit dog food, with a restricted
maximum of twelve units per package size
3. Networking System
Establish on-time delivery standard by using the Internet and company
website to track orders made through the Internet and distributors/wholesalers
To ensure that price and demand stay inelastic, a demand forecast will be
instated and monitored
The networking system will provide assistance in gathering data and order
processing
4. Inventory Control
Inventory control of products will help to ensure that retailers are focusing
primarily on keeping the shelves in the frozen food section stocked at all
times. It is to maintain an efficient product flow to retailers in stores and
directly to customers who have placed online orders
UPCs and manufacturing codes on individual packages will track inventory
and sales for each specific location
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Manufacturing codes will be used to specify date of production in order to
maintain quality and freshness
5. Reorder Point System
By using a reorder point system, retailers are able to contact distributors once
they are low on inventory and the system can help the distributor reorder the
Show Circuit dog food, as well as any other First in Show Pet Foods, Inc.
products
6. Logistics
The frozen dog food products will be placed in eco-friendly, airtight
containers that will prevent oxidation. This will give the product quality,
freshness, and prevent spoilage
The containers will be stackable for easy freezer storage
Importance in establishing agreement among channel members regarding
pricing
On-time delivery, careful handling of products, recovering for emergency
needs and orders, and willingness to allow replacement of dog food spoilage
or defective containers
Since many purchases are made from eye-level reach, our medium size
containers will be on the middle shelf, with the smaller sizes on the top and
larger containers on the bottom
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7. Transportation
Company owned refrigerated trucks to keep freshness and prevent spoilage
during delivery will do transportation from the manufacturing plant in Boston
to the channel members
Upon delivery Show Circuit will also strive for delivery efficiency by
stocking the refrigerated shelves, this helps with proper front label product
display and freshness rotation. It allows the company to take charge of
reorders as well by simply doing on site inventory checks
During the transportation process First in Show owns the product and all
rights reserved. Until the product is delivered does it fall into the channel
members hands. The channel members will also pay First in Show shipping
and transportation costs
Channel Integration
Vertical Integration
First in Show Pet Foods, Inc. will use a vertical integration system; this means the
channel members will work together acting as a unified system. All resources, information,
expertise and major decisions regarding the product will be discussed and shared with all channel
members. This will control channel behavior and eliminate the conflict that results when
independent members pursue their own objectives. First in Show will achieve economies through
size, bargaining power, and elimination of duplicated services by using the vertical integration
system. First in Show Pet Foods, Inc. will act as the channel leader as it produces, distributes,
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and sells products to reach end consumers. Corporate integration will be used since First in Show
is under single ownership and it controls products as it goes through the channel
Pull Strategy- Since Show Circuit is trying to increase brand and product awareness, it is
important to use lots of promotions and buyer incentives in order to educate our target
market about the product. Most of the customers that check out the product will be high
involvement consumers who compare quality and differences in brands. Since they are
compulsive shoppers advertising and promotions will ultimately make the decision for
purchase
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Promotional Mix
We plan to use all six aspects of the promotional mix. Through heavy emphasis on
personal selling, to get the product in stores, and increased efforts for sales promotion and
advertising, we hope to become a product that those in the Boston area can turn to for quality
dog food.
Promotional Mix
Advertising - 20%
Sales Promotion - 20%
Personal Selling - 30%
Public Relations - 5%
Direct Marketing - 15%
Support Promotions - 10%
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Promotion Objectives
Advertising
Increase brand knowledge within the target market by 75%
Increase recall and recognition
Sales Promotions
Convert 25% of canned dog food users to Show Circuit
Increase trial of Show Circuit by 50%
Personal Selling
Succeed in having our product placed in 75% of grocery stores
Increase retailer support by 50%
Public Relations
Increase perceived goodwill of the company by 50%
Increase knowledge of our products by 75%
Direct Marketing
Increase points of contact with the customer by 50%
Increase brand awareness among potential future customers by 35%
Support Promotions
Increase customer loyalty by 45%
Create a database of sweepstakes entrees
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Creative Strategy
Pioneering Stage - In the first stage we will introduce the product to the greater Boston area.
While doing this, we will direct the customer to the frozen foods aisle. In addition, we will focus
on trial and local events to create free publicity. By saturating the Boston area market with
unique promotions, we hope to make local news
Retention Stage - In this stage, we will focus on commercials showing results of shinier coats
and happy dogs. With sponsorships we will demonstrate that we care not only about people's
dogs, but also the un-adopted ones
Channel Promotion
Our position in supermarkets is crucial to our success. In addition, it is also important for
customers to know where we are located in the aisles. Our product needs to be refrigerated, so
we must work with the frozen foods buyer to gain entry onto the shelves
Trade Shows
o Global Pet Expo in Orlando Florida - February
By introducing our product at the Global Pet Expo, we expect to
increase knowledge of our product on the East Coast primarily, but
also make contact with future distributers in the West. This trade
show brings in over 5,000 buyers from pet product retailers,
supermarket chains, mass-market retailers, and professional
retailers
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Retailers
o Slotting Allowance - We plan to allot $30,000 for slotting fees to pay for
our freezer space
o Discounts - Typical discounts including cash, quantity, seasonal, and
functional discounts will be offered
o Sales Packs – sales packs will be distributed to the retailers with
information about our product and free samples
o Point of Purchase displays
For Stop and Shop, and Shaw‟s Grocery, both Boston retailers, we
will personally install an outdoor point of purchase display of a
life-size dog. The dog will bark upon sensing motion. Next to the
dog will be a coupon dispenser
For other retailers, a large cutout dog will be in the dog food aisle
with the words, “Find out what all the bark is about in the frozen
food aisle!”
Creative Appeal
Emotional - for the emotional appeal, we will focus on dog owners' want the best for
their dogs. We will emphasize that a healthy dog is a happy dog. Also, our installations
of life-sized dogs will provide a cute impression, as well as a great photo opportunity
with children and/or dogs. Slice of life advertisements will also be used to show how
dogs are “members of the family,” and thus they deserve the same love and affection as
humans
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Rational - for the rational appeal, we will focus on the makeup of the product. To
emphasize this, we will use a one-sided argument approach. Show Circuit dog food is
organic and made of fresh meat. In addition, the biodegradable eco-friendly packaging
will support the idea that what we do now affects the future. This will be important since
many of the dog owners are also parents of children
Advertising
Objectives
Increase brand knowledge within the target market by 75%
Increase recall and recognition
Television - we will start airing commercials on Animal Planet and HGTV, targeted to air only
in the Boston area
Animal Planet - these ads will focus more on the emotional appeal
HGTV - ads will use both the rational and emotional appeal. Since many viewers of
HGTV are eco friendly, we will emphasize the biodegradable packaging and the
organic nature of the product
Magazines: we plan for Show Circuit to have ads in popular dog magazines. To cut
down on waste, we will only be in the magazines going to the East Coast. After we
launch our national campaign, we will expand the ads to cover the whole US.
Magazines we plan to be in include:
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o Modern Dog Magazine
o The Bark Magazine
o Dog Fancy Magazine
o Fido Friendly Magazine
o Cesar's Way Magazine
Circulars - to gain retailer support, as well as consumer knowledge of our product,
we will co-advertise in circulars. Our product will be listed with other pet foods, but
will have a line denoting that it can be found in the frozen food aisle
Internet
Banner Ads - Banner and skyscraper ads will be placed on some of the most popular dog
lover websites. These websites include:
o TheBark.com
o Petfinder.com
o Moderndogmagazine.com
o Dogfriendly.com
o Cesarsway.com
o ARLBoston.com
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Sponsor Co-Advertising - for any advertising the American Rescue League of Boston does, we
will co-advertise. In addition, we will feature them in our ads for no cost
Out of Home Media
Park Benches - Next to park benches around the two main dog parks in Boston, Boston
Commons off Leash Dog Park and Joe Wex Dog Park at Peters Park, we will install large
life-sized dogs. These dogs will be motion activated to bark when people walk by. Next
to these installations will be a gumball type machine dispensing our new line of dog
biscuits, made from the cooked dog food
Installations at grocery stores - For select grocery stores, we will also install the life-
sized motion detector dogs outside. There will be a shelf talker next to the dog
dispensing coupons for the dog food
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Sales Promotion
Objectives
Convert 25% of canned dog food users to Show Circuit
Increase trial of Show Circuit by 50%
Coupons
Distributed through:
Point of Purchase display
Shelf Talkers - prominently displayed in the regular dog food aisle
to create awareness about the new product and where to find it.
When customers walk past the coupon dispenser, it will bark to
catch their attention
Direct Mail
Animal Rescue League of Boston - upon adoption of a dog
Website
On-package
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Floor Decals - Within the supermarket, we plan to have dog foot print floor decals leading from
the normal pet food aisle to the frozen foods, and then appear as if a dog is climbing on the
actual freezer display window to show the product‟s location. In addition, each floor decal will
include an interesting fact about dogs and Show Circuit.
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Samples
Grocery Store - we will be offering free samples to interested customers in stores.
These will be a sample of our actual frozen product. Also, we will hand out a coupon
which customers can use that day
Out of Home - the dog installations set up at Boston parks will also have a sample
dispenser, dispensing our dog biscuits, made from our frozen dog food
Point of Purchase Displays
In most retailers, a cutout of a dog will be placed in the dog food aisle near our
competitors to draw customers away. These cutouts will emphasize the floor
decals and let customers know where to find Show Circuit
In select retailers, we will have our noticeable life-sized dog installations, to
attract customers and draw local news attention. These will also disperse coupons
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Personal Selling
Objectives
Succeed in having our product placed in 75% of the grocery stores
Increase retailer support by 50%
Since pet food purchases are very routine, it will be hard to redirect customers to the frozen food
aisle. Because of this we need salespeople who, when asked where the pet food aisle is, promote
our product in the frozen food aisle.
Slotting Allowance - To gain access into the freezer section, we will offer a slotting allowance
of $30,000. Since this isn't the usual buyer for dog food, we must send our best salespeople to
pitch the product to the buyers.
Doggy Day
To get the buyers and grocery store workers excited about our product, we plan to
hold a "Doggy Day." On this day, grocery store employees may bring their dogs,
or just come alone, to learn about the dog food and our partnership with the
Animal Rescue League of Boston. The day will be full of free dog food samples,
as well as food for their owners, contests, and games. This whole day program
will be available to all retailers who could possibly carry our product
Though grocery stores are low involvement purchases, checkers and baggers will
be more apt to complement customers‟ choice of Show Circuit dog food because
they know more about the product. This will reinforce the good choice the
consumer made, as well as easing any doubts in purchasing a new product
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Public Relations
Objectives
Increase perceived goodwill of the company by 50%
Increase knowledge of our products by 75%
Sponsorship/Partnership
We plan to partner with the Animal Rescue League of Boston, at all three locations to
provide free dog food for a dog adopted for the first month. Along with this, we will
provide a packet of coupons. This will allow new dog owners to start feeding their pet
correctly from day one, so the purchase becomes a habit
Instead of distributing the dog food at the time of the dog‟s adoption, we will give new
owners a sample pouch and then a “Gold Medal Member Card.” This not only will tie in
with our product being used by award winning dogs, but will allow members to scan their
card upon purchase of Show Circuit dog food. For one month, cardholders will receive
free dog food (*up to a predetermined limit). With this card, not only will we be
promoting our product, we will also be building a customer database, as well as seeing if
once the trial runs out, we retain customers
Press Release - we will send out a press release to all major news outlets in the Boston area in an
attempt to have them cover our unusual dog installations around dog parks. This will provide a
great way for many people to learn about our product
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Direct Marketing
Objectives
Increase points of contact with the customer by 50%
Increase brand awareness among potential future customers by 35%
Website
The website will be for all dog lovers and to promote our brand. It will have
numerous tabs to find out information on the brand, our values, and the
sweepstakes
o About us - about the product, what it's made of, and our history in the dog
show world
o Blog - our blog will focus on any new products we come out with, where
we are expanding to next, any new dog
o Where to find us - Users can put in their zip code and it will let them
know where the nearest retailer is that sells our product. This will also be
a way for us to track where are customers are, and if we need to have our
products in retailers closer to these customers
o Rescue a Dog! - Here we will make our sponsorship of the American
Rescue League of Boston know. It will tell users of our involvement with
supporting dog rescues. In addition, users can put in their zip code and we
will list local animal shelters near their location.
o The Dog Walk - Titled the Dog Walk because of the conversations people
have while walking their dogs, this will be a forum on the website for
users to post questions and upload pictures of their dogs. Owners can
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discuss which flavor of Show Circuit their dog prefers, as well as common
pet owner questions.
o Coupons - periodically, we will update the site with coupons to maintain
brand loyalty, as well as provide incentive for nonusers to buy
o Sweepstakes - here users can enter their code from the sweepstakes to see
if they have won a prize
Direct Mail
Email Newsletters - this newsletter will be sent once a month to users who opt to receive
the newsletter. It will note if there are new coupons on the site, let people know if there
is an upcoming dog show on TV, and answering frequent questions, among other things
Coupons - coupons will be sent via mail and the internet
Social Media
Facebook - we will create a Facebook page so fans can share knowledge of the product
with their friends. We will post Facebook exclusive coupons for fans, as well as any
information about the dog food
Twitter - we will utilize Twitter in the Boston area with a Twitter name of Show Circuit
Boston. On this account, we will post an adoptable dog of the week, as well as
information of where we will be handing out samples, setting up displays, and having any
events. We will also post a question of the week about dogs that followers can tweet the
answer to. The first person to tweet the correct answer will win a coupon for a free
package of dog food
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Support Promotions
Objectives
Increase customer loyalty by 45%
Create a database of sweepstakes entrees
Twitter Contest - on Twitter we will post a question of the week having to do
with dogs. The first person to retweet us with the answer will win a coupon for a
free package of Show Circuit Dog Food
Sweepstakes - Under the lid of Show Circuit Dog food will be a code that can be
entered onto the website. Once entered, along with user information, users will be
informed if their code was a winner. Prizes will include a stuffed dog with a
Show Circuit collar, a leash, and a ball to play fetch with. All the prizes will have
the Show Circuit logo prominently displayed.
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o Customers will learn of the sweepstakes via a message on the package,
postings on our Twitter, Facebook, and the website
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Schedule
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Pulsing - due to various holidays in the year, and competitors' media schedules, we used
a pulsing strategy for most of our media schedule. We intend to start out the year, a few weeks
after New Years. This will allow time for any relatives to leave, children to go back to school,
and routines to be re-established. After a heavy six weeks of promotional work, we will scale
back efforts until Earth Day.
Since no dog food companies celebrate Earth Day, we feel the holiday, on April 22nd
, will
be a perfect time to promote. Since our packaging is 100% biodegradable, Earth day presents a
great opportunity to tie our product in with helping the world.
Our e-mail newsletters will be sent out at the beginning of every month. Floor decals add
an abnormal aspect to grocery stores that catches both adult's and children's attention in an effort
to lead them to the frozen food aisle.
Continuous
Facebook, Twitter, and a website must be updated at least every 3 days. On Twitter, we
will need to tweet a new dog trivia question each week for followers to win prizes. In addition,
our sponsorship of the American Rescue League of Boston will continue on the entire year.
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Flighting
Due to the expensive nature of our installations of life-sized dogs, we will only have
these once in our campaign. The first time they are revealed will also be the most effective
because of the unusual placement of them.
There is also only one trade show on the East coast to attend. Since it is the largest, we
feel that once we go national, we will expand to smaller trade shows.
Budget
Budget
Channel Promotions
Advertising
Sales Promotion
Personal Selling
Public Relations
Direct Marketing
Support Promotions