Submitted by: Submitted by katemichelle
Views: 242
Words: 2738
Pages: 11
Category: Business and Industry
Date Submitted: 11/14/2013 08:03 AM
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,...