Advertising Strategy 3

Advertising Strategy 3 - In analyzing the organic dog food...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
In analyzing the organic dog food, Healthy Gourmet , we will begin by exploring the environment surrounding the startup of this brand. By examining current problems and opportunities associated with Healthy Gourmet, we can establish a proper list of critical factors and from there construct alternatives to solve the problems faced, and emphasize the opportunities available. After apt evaluation of the two alternatives choosing an effective solution will conclude our case analysis. Healthy Gourmet is a quality organic dog food that was started in Austin, TX by two high school friends. One, John was a veterinary school graduate, and the other, Paul, had a master’s degree in biology. The two friends decided to start in the organic dog food business to, in turn, sell to the clients of John’s veterinarian clinic. Austin, TX has a great potential market with a wealthy, diverse population including many young families and singles. The city was also found to be very animal friendly and of the 300,000 households, 43% owned at least one dog. With more pets on a per capita basis of the population than most cities its size, the market for veterinary services was growing in Austin, as was the organic pet food industry. In recent years, mostly due to pet food recalls and chemicals and additives found in regular pet food, adoption of organic pet food was increasing 15% a year. As the U.S. household pet ownership demographics closely resembles those demographics in Austin, TX, the target market should be wealthier, animal-loving individuals or families in the Austin area with a concern for the health of their animals who are willing to spend a little more on their dogs to improve their health and longevity. These families or individuals may be already purchasing organic foods for themselves, and want to make organic purchases for their pets as well. The target market also may regularly elicit advice from their veterinarian on products suitable and healthy for their pets rather than just picking a dog food based on price or brand. One huge potential problem faced by Healthy Gourmet is the absence of knowledge about the brand, and a lack of consumer base to start off of. Although the organic dog food industry is rapidly growing, by 2010 over 50 brands were already being produced by 22 different companies and sold to customers in the U.S. There is already a dog eat dog competition between these brands, and brands like Newman’s Own Organic are already well-established with products in the human food market as well. Organic dog food is also considerably more expensive than regular dog food, limiting the potential customers who make their choice solely based on price. The knowledge about the brand
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern