Organic Pet Food Marketing Plan

10 October 2016

Provide Samples inside food bags of low-grade or non-organic quality with information outlining importance of quality and safety Partner with veterinarian associations and locally to provide samples Provide on pack premium sample at pet food stores for purchases related to pet entertainment or comfort (toys, grooming, houses, automated feeders, etc. ) Have pet “professionals” at pet stores at peak times provide free seminars on pet nutrition and health emphasizing importance of food quality that is consistent with our own eating habits and will reduce medical costs. Convenience of purchasing at grocery chains Strategy 3 Target Demographic: Lower income families Immigrants Single-parents Young under-employed and Students Blue-collar Workers Product: Natural Dry Dog and Cat Food Natural Dog and Cat Treats

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Pricing:Consistent with other traditional dog and cat foods Customers are extremely price sensitive and not loyal to brand. Purpose of low-grade “natural” product is to offer some safety guarantees at similar cost to create brand awareness and loyalty that may improve chances of upgrade to premium product with increase in income. The advantage is it will provide opportunity for high volume sales, but the disadvantage of lowering the brand image as high quality. (Consider the Whole Foods model in contrast) Distribution Channel:Grocery Chains reaching target demographic Convenience Stores Wal-Mart Promotion:Local Billboards

Provide on-shelf coupons and newspaper coupons Provide scanner coupons Contest game piece in food bags Have pet “professionals” at pet stores at peak times provide free seminars on pet nutrition and health emphasizing importance of food quality that is consistent with our own eating habits and will reduce medical costs. Convenience of purchasing is critical Strategy 4 Target Demographic: Similar Demographic Groups in Europe, Australia, and Canade Product: Premium and Mid Grade Certified Organic Dry Dog and Cat Food Premium and Mid Grade Certified Organic Dog and Cat Treats Pricing:See Strategy A & B Distribution Channel:Grocery Chains

Promotion:Hire Country Consultant for promotions strategy Strategy 5 Target Demographic: Existing Organic Pet Food Consumers Product: Premium Certified Organic Dry and Wet Dog and Cat Food Premium Certified Organic Dog and Cat Treats Pricing:Consistent with other premium dog and cat foods (maintain high price). These are the educated and brand loyal consumers that will remain consistent consumers if convinced of quality and commitment to environment, animals, and social justice. Currently a small portion of market, and competing for these customers does not currently make strategic sense. Distribution Channel:Organic and Natural Markets

Promotion:Charitable giving and sponsorship of events/non-profits Provide Samples inside food bags of mid-grade or non-organic quality with information outlining importance of quality and safety Partner with veterinarian associations and locally to provide samples Provide on pack premium sample at pet food stores for purchases related to pet entertainment or comfort (toys, grooming, houses, automated feeders, etc. ) Works Cited and Appendices Barnes, Nora.

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