Organic Pet Food Marketing Plan
Organic Pet Food Marketing Plan
September 14, 2007
NAICS Industry Code: Dog and Cat Manufacturing 311111
Abstract:
This marketing plan provides a plan for entering the organic pet food product as an existing producer of non-organic pet foods based current market conditions and trends following several high profile food safety recalls and alerts, particularly the Melamine-related deaths from pet food imported from China. The pet food industry has experienced enormous growth as part of the overall $41 billion annual pet products and services industry, and promises to move in the directions of increased natural, organic, and health oriented products as consumers increase organic consumption and become aware of safety issues in traditional food supplies. Our analysis will look at the desired strategic positioning for traditional pet foods, organic pet foods, and the target demographic based on our research. The market analysis and competitor research reveals a market segment currently occupying less than 1% of pet food sales, but with tremendous growth potential. The traditional pet food market is mature with 6 major competitors with 86% of market share, but a much more competitive organic market.
Table of Contents
1.0 Executive Summary 3
2. Marketing Plan 4 2.1 Business Mission 2.1.1 Financial Objectives 4
2.1.2 Marketing Objectives 4
2.2 Market Conditions 2.2.1 Customer Demands/Needs 4
2.2.2 Industry Forecast 6
2.2.3 Competitor Analysis 7
2.2.4 Competitive Advantage 8
2.3 Marketing Strategy 9 2.3.1 Positioning 9
2.3.2 Target Market 9
2.3.3 Environmental Variables 9
2.4 Marketing Mix 2.4.1 Product Strategy 10
2.4.2 Pricing Strategy 12
2.4.3
September 14, 2007
NAICS Industry Code: Dog and Cat Manufacturing 311111
Abstract:
This marketing plan provides a plan for entering the organic pet food product as an existing producer of non-organic pet foods based current market conditions and trends following several high profile food safety recalls and alerts, particularly the Melamine-related deaths from pet food imported from China. The pet food industry has experienced enormous growth as part of the overall $41 billion annual pet products and services industry, and promises to move in the directions of increased natural, organic, and health oriented products as consumers increase organic consumption and become aware of safety issues in traditional food supplies. Our analysis will look at the desired strategic positioning for traditional pet foods, organic pet foods, and the target demographic based on our research. The market analysis and competitor research reveals a market segment currently occupying less than 1% of pet food sales, but with tremendous growth potential. The traditional pet food market is mature with 6 major competitors with 86% of market share, but a much more competitive organic market.
Table of Contents
1.0 Executive Summary 3
2. Marketing Plan 4 2.1 Business Mission 2.1.1 Financial Objectives 4
2.1.2 Marketing Objectives 4
2.2 Market Conditions 2.2.1 Customer Demands/Needs 4
2.2.2 Industry Forecast 6
2.2.3 Competitor Analysis 7
2.2.4 Competitive Advantage 8
2.3 Marketing Strategy 9 2.3.1 Positioning 9
2.3.2 Target Market 9
2.3.3 Environmental Variables 9
2.4 Marketing Mix 2.4.1 Product Strategy 10
2.4.2 Pricing Strategy 12
2.4.3
Cited: and Appendices Barnes, Nora. “A Market Analysis of the US Pet Food Industry to determine new possibilities for the Cranberry Industry” Center for Business Research. University of Massachusetts. 2006.pp. 4-10 and pp. 167-172. Brady, Diane and Christopher Palmeri. “The Pet Economy” Business Week. August 6, 2007. pp 45- 54. "Pet Food and Pet Care Products in the US." Euromonitor International 2006/11 12 008 2007 . Horowitz, Bruce. "Organic pet food gets paws up." USA Today 7 13 2004 12 008 2007