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After reading the suggestions for our campaign, a few concerns surfaced. We are spending a lot of money and advertising time telling the customers where they can find the food, and very little on why Show Circuit is different and how it can benefit their dogs. Are the customers going to even take the time to price check between the different dog foods with ours? And is it even possible to convince stores to put dog food next to the human food? We need to find a way to position Show Circuit next to the other dog food. Storage solution: We need to shift the focus of our campaign away from where you can find the food to why someone should buy our food over another brand. To do this, we need to research how to install an endcap freezer in the dog food section. By keeping our product on the end of the aisle, and near the other dog food, we can redirect our marketing campaign. This will keep our advertising budget down, make it simple for the customer, and make it easier to change product advertising within the store.When we have our own freezer within the store space, we can control our product better. We should purchase our own freezers for each store, and make sure everything, from the design of the freezer to the advertisements adorning it, draws customers to the product so they are more likely to buy. In order to get the best deal, we need to research the initial cost as well as the maintenance cost associated with having a freezer in each store.Overcoming obstacles about frozen food: We will place instructions for thawing time on the box and also instructions on how long to keep the thawed food in the fridge. We will also add quick thaw/microwave instructions. The packaging will make it easy for customers to stack in the freezer and fit in the refrigerator once it is thawed. Using packaging that reminds customers of their own food, it will reinforce the idea that dogs are family (See Appendix B). By removing obstacles for the customer within our packaging, we will be able to grow our customer base, without having to make costly changes later. Lack of appeal for frozen dog food: While highlighting the idea that dogs would choose our brand over others if they could, we need to continue to show the benefits of our product. This should be done in two ways. The first is to explain the benefit the product has to the dog’s coat. The second is to remind customers that this show dogs have eaten this product for years. The third is to show the customers how the food is good for the dog’s health (See Appendix C). The over 50% increase in products claiming no additive or preservatives, and the almost 30% increase in the use of all-natural in the last year shows that consumers want those benefits for their pets. Lastly, we will continue to emphasize that a pet is family member and should be fed like one. With 75 percent of dog owners referring to themselves as “mom” or “dad”, capitalizing on the guilt that they would feel for feeding their dog less than top quality food will help our bottom line.Packaging and Pricing: With the right packaging (as mentioned above), we will be able to not only provide customers with an easily stackable package, but also be able to offer our customers a size that fits their needs, and sizes that the current wet and dry food brands do not. We will take one size (15 oz) and prepackage as a single or a package of three. This will help us still keep the 12 packages per case, making the manufacturing streamlined. With our product at a MSRP of $2.29, we will price ourselves near the Newman’s Own organic food, while offering a better price per ounce. This shows the customer that we are close in quality to the organic food, without the cost to us for producing organic dog food. Price BreakdownMSRP $2.29Total cost to First In Show Inc.$.65 per 15 oz packageFood Brokers Commission (7%)$. 16Gross Margin for Stores (22%)$.50Total Cost: $1.31Total Profit:$. 98 per 15oz package (43% return)*Because these numbers were run with the old packaging and placing the product in an existing freezer, the new packaging and freezers needs to be researched and priced to make these numbers exact.Positioning: We will continue to show that Show Circuit is the finest dog food available. We will use some of the same strategies that we use to overcome the lack of appeal for frozen dog food. By explaining why it is the best dog food available, we will also explain why the freezer helps keep it the finest product. The first television spot previously created (See Appendix E) allows us to show the packaging, and emphasize the guilt complex. We need to add a shot of the woman taking the food out of the freezer or refrigerator so that the customer can see that it is easily stackable and easy to use.Instead of the second spot concentrating on where the food is placed within the store, it should highlight the ingredients of the food, and the fact that Show Circuit is all natural. By having the spot include a family with school aged children, we can capitalize on the large percentage (79) of that demographic who buy dog food and products.Target Market: We will the general population from 21 and 54 (both married and single) as our target market. Since we come from a highly segmented market initially, show dog owners and breeders, we need to keep a large market in order to grow the brand.A great way to emphasize that dogs are family, we will run a contest where family can submit a photo of their dog being a part of their family, and we will select 10 to appear on our packaging. This will help endear our customers to the product while encouraging them to invest in their dog’s livelihood. We will run this as a yearly promotion as we expand our product to other markets. This contest will also help us utilize social media, as that is not one of the advertising campaigns mentioned. The contest for the picture could take place on our Facebook page or even our website, where people could go and vote for their favorite picture. If we make it easy for entries to be easily shared, this would generate more traffic to the Facebook or website, and hopefully more interest in the product itself.The mockup of the back packaging label (See Appendix D) shows how we can use our positioning and creative strategies to promote the brand. The general wording and idea could also be used in print ads and trade promotions.Advertising: Because both of our television spots, our print ads and social media will be spent telling our customers about the product itself, we will budget for a $500,000 marketing campaign. We need to do more research on other networks and television shows we can advertise with once the product goes national.Sales Packets: We will continue as planned and add the new ads and promotional material.Evaluation: In order to be successful, we need to capture a share of the market. As a totally new product, evaluating success is tricky. Because it is most similar to canned food, and until we have another frozen or refrigerated competitor, we are aiming to control 2% of the canned food market shake, giving us a third of the market share in regional brands in Boston. Once we control half of the regional market (3%), we will start a new sales region. Show Circuit should also have at least a 15% return within the first year. The facebook/website campaign will be considered a success when we average 2500 views a day.Appendix A:140970021399500Appendix B:Appendix C:3251207747000Appendix D: 139128594615001036955168338500Appendix E: ................
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