Breeder's Own Case

Marketing Strategy

Team 2/Case Study 2

September 15, 2015

Breeder’s Own Pet Foods, Inc

Breeder’s Own Pet Foods, Inc is a major producer of dog food for show-dog kennels in the United States. Their executives viewed the retail dog food market as a growth opportunity and would like to begin by introducing their product; Breeder’s Mix dog food into the Boston area in 2011. Breeder’s Mix dog food is a nutritionally balanced, frozen dog food that is among the costliest to produce. Their product has no additives or preservatives and is made up of 85% fresh meat and 15% of the highest quality fortified cereal. It is the finest quality and has been used and recommended by professional show-dog owners for years. Breeder’s Mix has a long history but it is essentially a new product to the general public as it has previously only been sold in the kennel market.

Breeder’s Own Pet Food, Inc. is currently missing out on potential revenues from retail sales because they have not entered that market. Sales of dog food will total about $14 billion in 2011 at manufactures’ prices. There is a huge market and growth opportunity that they are missing out on. They need to make the public aware of the Breeder’s Mix brand name, what the packaging looks like, and the fact that Breeder’s Mix is a high-quality dog food. As well as direct dog owners to shop for dog food in the frozen-food section of supermarkets. They will have to overcome some key challenges such as overcoming potential objections to frozen dog food, lack of appeal of frozen food, pricing, and introducing a new food to a new market for their company.

The SWOT below helps to define the company’s strengths and weaknesses as well as the opportunities for growth and possible external threats.

Breeder’s Own Pet Food, Inc. has a large amount of competition in the dog food market. There are about 50 dog food manufacturers and 350 dog food brands in the United States. Out of these companies 5 of them...