Академический Документы
Профессиональный Документы
Культура Документы
E.GOWTHAM(9UTA11)
S.PARVADAVARDINI(9UTA19)
J.SANGEETHA(9UTA29)
M.UDAYA KUMAR(9UTA37)
R.M. DHANANJAYAN(9UTA45)
ABOUT THE CASE
Zenith pet foods is a major distributor of dog foods for show
dog kennel in US
Its purpose was to review zenith entry in to household dog
brands sold in the US, which captures 83% of dog food sales.
According to the
2009-2010 APPA National Pet Owners Survey, basic
annual expenses for dog owners in dollars include:
IAM (P&G)
US.
Show circuit was originally formulated by mink rancher for improving the
Kennel owners noticed that the dog’s coats were improved dramatically, and
GOALS:
To introduce & promote effectively the show circuit dog food in Boston
area.
Make public aware of the brand name through packaging
CASE ISSUE
Frozen foods
Premium price
FROZEN FOODS
Show circuit has two varieties Wet food and Semi moist dog food. Both the food
varieties should be frozen. Additional cost of $30000 for super markets is included in
the budget for freezer space.
Even though Wet foods market is untapped by other competitors, there is a threat in
There is always a tendency that the dog owners will not look in to the frozen section.
ADVERTISING STRATEGY
Niche market
TARGET MARKET:
Here positioning becomes an issue because we assume the same percentage also
applies for the Boston market, therefore the opportunity of show circuit is reduced.
Zenith has to maintain a high standard and high quality and premium price to
and storage.
Dog owners who are unsatisfied with other dog foods.
Zenith Pet foods = $6.37 /12 tubs Bill Jac = $ 2.29 for 2
pounds
1 tub(15 ounce) = $ 0.53
ACTION PLAN
Zenith pet foods- wet foods cost of production, freight and packaging of
the meal $6.37 per case which represents total variable cost.
Therefore one tub costs $0.53, we suggest zenith to recommend to sell a
amount spend.
SHOW CIRCUIT
CONTRIBUTION:
PREMIUM PRICED PREMIUM PRICED
Wet Dog Food Semi- Moist Dog Food
CASE TUB CASE TUB
Price to Consumer $ 9.60 $ 0.80 $ 10.80 $ 0.90
therefore it would seem that show circuit is under spending at $400,000 level for the
introduction which further places the market entry in danger.
The $600,000 spending level seems more appropriate. However, the analysis of the
Most pet owners want what is good for their pets, and
Niche marketing.
WEAKNESS
Dog owners shopping for dog food in the supermarket
Pricing
OPPORTUNITIES
The household dog food industry is growing and will
continue to grow
Potential to be the first to tap into frozen dog food product
64%
OPPORTUNITIES
Distributing in grocery stores is ideal since it is the largest channel