Show Circuit

Dog Food

MKTG 494 MW Shield Bryan Culbertson Sara Jacobson Melody Jefferson Desiree Juarez Blake Richards

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

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 dont measure up as good when compared to more expensive, allnatural products from boutique producers The inclusion of corn and corn by-products in Iams dog food, which has been associated with hypersensitive reactions

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 lowquality 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

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 isnt 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 dont 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

Show Circuit has many competitors in the dog food industry, but Ive 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, Hills 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 wont Switching costs are low, so consumers may switch to a different brand when they see Show Circuits 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

Porters 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 arent brand loyal

Nestle Purina Petcare, Iams, Hills 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 79

% of segment that spends money on pet

Parents with younger/older kids 71

Roommates

Childless couples 73

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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. Bostons citizens 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. Bostons citizens 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 cant support themselves and a pet so our minimum income level is $25,000 yearly. With a relatively low yearly income level, Show Circuits 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 dogs 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 Circuits 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 Newmans 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 Circuits 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 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 The remaining 12% share comes from private label and regional/local brands

Dry Food
120 100 80 Regional/Local Brands 60 40 20 0 % Total Market Share % Category Share Private Brands National Brands Dry food

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Canned Food
120 100 80 Regional/Local Brands 60 40 20 0 % Total Share % Category Share Private Brands National Brands Canned Food

Treats
120 100 80 Regional Brands 60 40 20 0 % Total Share % Category Share 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, Whats 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 dont 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 Manufacturers 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 Manufacturers 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 Manufacturers 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 ecofriendly 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, Hills 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 consumers 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 wellbeing 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 Shaws Grocery Stores. The Stop and Shop has a couple locations including one in the South Boston area. The great thing about Shaws 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 consumers 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 Shaws 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

Print 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 lifesized 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 Facebook

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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 products 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 dogs 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 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 Increase points of contact with the customer by 50% Increase brand awareness among potential future customers by 35%

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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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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Trade Show Slotting Allowance Sales Pack POP TV Commercial AP TV Commercial HGTV Magazines Circulars Banner Ads Park Benches Grocery Store Installations Shelf Talkers Coupons Floor Decals Grocery Store Samples OOH Samples Doggy Day Sponsorship Press Release Website Email Newsletter Mail Coupons Facebook Twitter Twitter Contest Sweepstakes

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

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