Pet First Case

Pet First Case

After finding success in the dog food market for show dogs, Pet First wanted to transition into a new market. Pet First saw an opportunity in the house hold dog food market and decided to pursue it. The only problem is they needed someone to help them transition into a new market. Pet First is confident that their well-known brand in the show-dog kennels will carry over the households. Pet First decided to target the supermarkets in the Boston area and focus on the frozen food section.

After deciding how to package the product and consulting with the marketing firm, Pet First had a few worries. Some questions arose such as the competition, product placement, price, and the advertising. Despite the confidence in the product Pet First needs to find a way to bring in revenue in the new market. I feel the way they present and advertise their product will determine their success and believe they will have great success.

The facts show that Pet First’s product, Show Circuit, can be very successful in the household dog food business. There are 65 million dog owners, owners want healthier food for their dogs, and owners are willing to pay premium because they feel their dog is part of the family. This is a great time for Pet First to pursue this market and with a well-established background they have a chance to have success.

Pet First knows that there is potential for their product to be successful but the way they present it could make or break the product. The first thing Pet First needs to do is study their competitors by using secondary data. They will learn that there are 50 dog food manufacturers and 350 dog foods, but Show Circuit stands out. Pet First is bringing a new market segment to the table because their dog food is not dry, wet, semi-moist, or a dog treat. Show Circuit is a premium frozen dog food.

In the Boston Supermarkets all the dog foods are located in the dry food section, but Show Circuit is located in the frozen section....