Marketing Channel Analysis Presentation - Pet Food Product
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Transcript of Marketing Channel Analysis Presentation - Pet Food Product
Pawsitively FRESH!Kristi CunninghamMKT 113Final Project Part II
proudly introduces Pawsitively FRESH!• Luxury pet food product line
• Locally-sourced, organic, all natural ingredients
• 100% guarantees for pet likeability and freshness
• Environmentally-conscious and sustainable packaging
• Partnering support of disadvantaged animals
SNHU PET SUPPLY STORE
WHO WE AREPawsitively FRESH!
PROPOSED MARKETING STRATEGIESPawsitively FRESH!
SOCIAL MEDIA EVENTS IN-STORE PROMOTION
SOCIAL RESPONSIBILITY POLICYPawsitively FRESH!
• Contract with reputable suppliers who provide fresh, organic, locally-grown ingredients
• Utilize biodegradable packaging & shipping vehicles with clean emissions systems
• Identify and assess opportunities for meaningful contributions to local social causes that improve the quality of life for disadvantaged animals
• Provide an avenue by which consumers can participate in local actions that support global environmental initiatives
INTERNAL MARKET FACTORSPawsitively FRESH!
INTERNAL STRENGTHSfor focus of marketing
INTERNAL WEAKNESSESaddressed by marketing focus
Locally-sourced, all natural, organic ingredients
High price
Freshness guarantee Limited shelf life
Money back guarantee if pet does not like product
Only sold online for limited areas, and in flagship store
Social & environmental responsibility of product and profits
New product
EXTERNAL MARKET FACTORSPawsitively FRESH!
EXTERNAL OPPORTUNITIESto support marketing focus
EXTERNAL THREATSto successful launch of new product
Healthy eating trend influences customer decisions on pet food
Powerful suppliers
Trend towards buying products made in the USA
High competition
SNHU Pet Supply Store’s reputation for offering high quality products and food
Cheaper food options
Partnering with local celebrities in fundraising for local animal causes
Changes in neighborhood make-up surrounding stores
WANTSupport social causes
related animals
MESSAGING STRATEGIES BASED ON NEEDS & WANTSPawsitively FRESH!
Highlight human-grade, local, organic, all-natural ingredients
in messaging
Promote social and environmental responsibility
Partner with local animal causes to donate product
overstock
Showcase biodegradable
packaging that based on serving size for
breed of pet
Work with local celebrities to raise
money for local animal causes
Encourage customers to
nominate or vote for local animal charities
in need of support
WANTConvenient packaging that keeps multi-use purchases
fresh between servings
NEEDHealthy pet food
alternatives
WANTProvide pets same quality of local, healthy food afforded to own family
WANTSupport social and
environmental causes and companies
WANTCelebrate status
TARGET MARKET EXPANSIONPawsitively FRESH!
• Primary Market:Affluent pet owners in the Brentwood, TN area• Consumers live close to the flagship store• Incomes between $75,000 - $150,000+ annually• Aged 35-65
• Secondary Market:Millennial pet owners residing in the Brentwood, TN area• Consumers live close to the flagship store• Incomes between $30.000 to 74.999 annually• Aged 21-39• Millennials support companies with social and sustainable
values• Millennials engage in social media, and in their
communities