Pet Show
First in Show Pet Foods, Inc. is a major producer of dog food for show dog kennels in the United States. The company has prospered as a supplier for unique dog food called Show Circuit. The dog food was originally developed by a mink rancher as a means to improve the coat of his mink. Show Circuit is a balanced frozen dog food that can improve dogs coat with the ingredients that are free of additives and preservatives. The ingredient is packaged in frozen pack in order to prevent spoilage of the fresh uncooked meat.
The management viewed the retail dog market a growth opportunity for the show circuit. Therefore, it is considering entering into this market in Boston. . In order to make the transition from the kennel market to the retail food dog market, the executives realize that modifications in packaging of show circuit are required and necessary. They decided that Show Circuit should be packaged in 15 ounce plastic tub with 12 tubs per case. The cost of production, freight and packaging of the meal would be $7.87 per case which represents total variable cost. They also discussed that the distribution must be through supermarket because of the need of frozen section.
In order to introduce and promote effectively the sale of Show Circuit Dog Food in Boston market area. The company has hired a consulting firm Marketing Momentum Unlimited in order to come out with promotion program for the Show Circuit dog food. The marketing proposal emphasize on the following criteria and purposes.
1. To introduce and promote effectively the sale of Show Circuit Dog Food in Boston market area.
2. To create public awareness on the brand name of Show Circuit as a high quality dog food with the brand new packaging.
3. To attract dog owners to shop for dog food in the frozen food section of the supermarket.
In order for the company to implement successfully the promotional program, it must take into consideration all factors that could influence its accomplishment.
The management viewed the retail dog market a growth opportunity for the show circuit. Therefore, it is considering entering into this market in Boston. . In order to make the transition from the kennel market to the retail food dog market, the executives realize that modifications in packaging of show circuit are required and necessary. They decided that Show Circuit should be packaged in 15 ounce plastic tub with 12 tubs per case. The cost of production, freight and packaging of the meal would be $7.87 per case which represents total variable cost. They also discussed that the distribution must be through supermarket because of the need of frozen section.
In order to introduce and promote effectively the sale of Show Circuit Dog Food in Boston market area. The company has hired a consulting firm Marketing Momentum Unlimited in order to come out with promotion program for the Show Circuit dog food. The marketing proposal emphasize on the following criteria and purposes.
1. To introduce and promote effectively the sale of Show Circuit Dog Food in Boston market area.
2. To create public awareness on the brand name of Show Circuit as a high quality dog food with the brand new packaging.
3. To attract dog owners to shop for dog food in the frozen food section of the supermarket.
In order for the company to implement successfully the promotional program, it must take into consideration all factors that could influence its accomplishment.