MBA_FPX5012_Assessment3_Digital Marketing Plan.docx - Running Head DIGITAL MARKETING PLAN Digital Marketing Plan MSH Brands Capella University January 1

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Running Head: DIGITAL MARKETING PLAN 1 Digital Marketing Plan - MSH Brands Capella University January 1, 2021
DIGITAL MARKETING PLAN 2 Digital Marketing Digital marketing includes all marketing efforts that utilize electronic devices or the internet. Businesses use digital conduits such as social media, email, search engines, and other types of websites to connect with present and potential customers. Based on marketing strategy goals, there are a few options to use paid and/or free channels for digital marketing. Most businesses traditionally use company websites, or social media outlets such as Facebook and Instagram to reach customers. (Chaffey & Ellis-Chadwick, 2019). To properly utilize such conduits, MSH Brands will use the SOSTAC model to review and enhance the company’s digital marketing plan. The SOSTAC model has six steps and stands for Situation, Objectives and Strategy, Tactics, Action and Control. It is useful because it provides a clear, easy to remember structure that explains all the stages needed to create and implement any type of business marketing plan (Chaffey, 2020). Business Context U.S. retail sales in the pet food industry approached $29 billion in 2019, up 6% over 2018 (Packaged Facts, 2019). MSH Brands is one of the top five companies competing in this market. The company motto “Nutrition without Compromise - The Flavor of Love” promotes the standard that individuals consider their pets a part of their family and treat them as such. Consumers have become aware of what is going into their pet food as much as they are aware what they are putting into their own bodies. This is forcing manufacturers to shift their focus on using less synthetic and more natural products. In addition, there is a rising trend of dog adoption as a family companion which is projected to result in an increase in the number of people feeding them with premium food. There have been studies conducted regarding diets that have uncovered cats have a higher risk to certain foods than dogs. In one case cats that were fed raw food diet ended up showing hypervitaminosis A and feline pansteatitis which was only resolved after they were fed canned food (Schlesinger & Joffe, 2011). Because of this information, MSH Brands has decided to focus their new product on dogs. This will minimize risk as well as target the largest share of pet owners in the nation. This is evident by Figure 1 in the Appendix which shows that dogs consume the most pet food in the industry. As such MSH Brands has begun to develop a new product line for canines called TRUDOG. TRUDOG will initially roll out to consumers as a dry food option, and then after a few months on the market a canned food option will be released. While canned food is more palatable and digestible for pets, dry food demand is rapidly growing due to its convenience in terms of storage and feeding without creating a mess. Dry food is also beneficial by ensuring good oral care in dogs with minimal tartar buildup and plaque reduction. TRUDOG will offer the

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