First in Show Pet Foods

First in Show Pet Foods, Inc.

Table of Contents

Executive Summary 3

Problem statement 3

Situation Analysis 3

SWOT Analysis 3

Strengths 4

Weaknesses 5

Opportunities 5

Threats 5

Creative Strategy 6

Marketing Mix 6

Product 6

Price 7

Place 7

Promotion 7

Alternative 1: Budget $500,000 9

Alternative 2: Budget $700,000 9

Implementation 9

Media Plan: Advertising Objectives are as follows: 10

Create awareness of the new brand 10

Obtain distribution through supermarkets outlets 10

Motivate trial through coupon redemption 10

Motivate trial through emotional impact of television 10

Recommendation 11

Evaluation 11

Executive Summary

First in Show Pet Foods Inc. is one of the major producers of dog food for show-dog kennels in the United States. The company has a unique dog food for show dogs called Show Circuit. Show Circuit was originally created by a mink rancher for improving the coats of his minks. After quite a few years of preparing the product, the product went from being used on minks to his other stock on a regular basis. The product eventually was used on dogs and the dogs coats improved dramatically and a new business was founded. Show Circuit is now a top seller.

Problem statement

First in Show Pet Foods sees an opportunity to enter into the retail dog food market with their natural frozen dog food product called Show Circuit. The company is examining whether or not to

Situation Analysis

In January 2009, First in Show Pet Foods executives meet with representatives of Marketing Momentum Unlimited, a marketing and advertising consulting firm. The purpose was to review the introductory program for First in Show’s entry into the retail branded dog food market in the Boston, Massachusetts, metropolitan market area.

SWOT Analysis

The SWOT analysis below illustrates First in Show Pet Foods strengths,...