Show Circuit

Frozen dog Food Case

Pros and Cons for Objectives

The company objective seems adequate for a new company introducing the product. But directing dog owners to shop for dog food in the frozen food section of supermarkets is could be unlikely because of the lack of space in the freezer in home and thought of occupying dog food with human food. Also the time it takes for dog owners to prepare food each time might be a turnoff from frozen dog food. What I would do differently is instead of directing dog owners to frozen food section, I would focus on convincing dog owners why they need to use frozen dog food rather than what they are using now. The company should emphasize the high quality and natural benefits plus the fact that champion show dogs eat frozen dog food. Another point that could be emphasized is that once the dog tastes the frozen dog food, they will not have the taste to try other stale, muddy dog food.

Pros and Cons for Positioning

The current positioning as expensive, healthy and natural dog food is good because more and more people are concerned with the food that their dogs eat. Also since more people treat dogs and other pets as a part of their family, people are more inclined to give a healthier and more natural food like the frozen dog food to their dogs. Targeting ages of 21 to 54 who are single adults and married couples, with or without children seems like a good choice because these people are more inclined to treat dogs as part of family and have the financial ability to buy the product. In families, loyalty is present because if kids grew up having dogs, they will likely to have one in the future so getting young kids to know our product is important. But, these groups have is that most of them are busy with work and family. So convenience would influence their selection of dog food more than anything. So it is important not to be perceived as time consuming to prepare. The level of income is an influential factor because more income...