Pet Foods

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First in Show Pet Foods, Inc.

BUAD 6300 Strategic Marketing and Analysis

Dr. Michael L. Mallin
Spring 2011

Meagan Frances Ayers • Anthony Fischer • Christopher Bomer

Issue

First in Show Pet Foods, Inc. has been a major producer of dog food for show dogs within the dog show circuit for several years. They create high-quality and high-priced products for show dogs and now see an opportunity to enter into new retail channels with their product due to changing attitudes and perceptions within the dog food industry, regarding dog food consumers. Their greatest concerns are how they should go about breaking into the retail channel, who to target, how to promote their product, how much to allot to this initiative, and where to start selling their product. First in Show Pet Food, Inc. executives are carefully considering how to launch their Show Circuit brand dog food into the greater Boston market.

Background

Industry

In 2009, dog food sales will total about $10 billion at manufacturers’ prices. However, fewer than half of US dogs are regularly fed prepared dog food. This indicates there may be untapped potential within the dog food industry with regards to the prepared dog foods segment. As of 2008, the dog food industry share was broken down by category: Dry (65%), Canned (15%), and Treats (20%). Interestingly, frozen/prepared dog foods were not on the list, leaving a huge potential market for First in Show Pet Foods, Inc. to tap into. Entering the prepared dog food market at the retail level would almost certainly entail added risks and costs. 15% of new products introduced to supermarkets each year are destined for the freezer case but 80% of these products fail.

There are four major trends within the dog food industry:

1. Increasing Dog Ownership – There are currently 65 million…...

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