MBA-FPX5012_BartkusPayton_Assessment1-2.docx - 1 Assessment 1 Marketing Plan Assessment 1 Marketing Plan Payton R Bartkus Capella University MBA-FPX

MBA-FPX5012_BartkusPayton_Assessment1-2.docx - 1 Assessment...

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1 Assessment 1: Marketing Plan Assessment 1: Marketing Plan Payton R. Bartkus Capella University MBA-FPX 5012 Marketing Management Professor Shayne Narjes August 6, 2020
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2 Assessment 1: Marketing Plan Executive Summary The featured product presented is frozen, pre-portioned raw dog food packages provided to consumers via monthly subscription. Packages will include raw meat, easy-to-chew bone fragments, fruits, vegetables, and supplements. Raw dog food is a growing trend as pet owners are nutritionally moving “back to basics” with their own diets and find value in the same approach for their animals. Pet owners describe spoiling their pets when regarding the purchase of their food. The corporate objectives for the featured product include a .5% overall revenue increase, or $120 million, and expansion of the current customer base. The target audience or consumer are all dog owners as studies suggest increase health risks in felines on a raw-food diet but minimal risks to dog breeds. This product will compete in the current pet food market while breaking MSH brands into the more elite nutritional pet food market as well. The marketing strategy identified utilizes free social media accounts to create useful content, videos, education, tips and tricks, etc. in a way that will increase traffic to the brand. Marketing dollars will be put towards partnerships with current influencers to promote the featured product will continue to aide these attempts. A key difference in the featured product is the distribution strategy chosen. Consumers will sign up for a monthly subscription to be paid every 3 months or annually for a deeper discount. Discounted package tiers will be provided for consumers to choose from. Consumers will find value in the savings options, convenience, and quality. Business Context The featured product is a new dog food containing frozen, all-natural, raw foods and supplements, that are customizable for all types of dogs, provided via subscription-based shipments. Dog owners choose the monthly box designated for their breed size during sign up. Each month the consumer receives a delivery of pre-packaged, pre-portioned, frozen meals to be given one or two times daily over the course of the month. The vacuum-sealed packages contain chunked, easy to chew and digest raw meats, vegetables, fruits, and vitamin supplements. Packages contain instructions for thawing to ensure minimal risk of bacteria, but consumers are encouraged to give directly to pets from the freezer. Raw dog food diets have been on an upward trend through recent years. While somewhat controversial, many pet parents are intrigued by the benefits but hesitate because of the potential risks, that include bacteria in meat and choking or puncture hazards from bones (AKC, 2020).
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