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advertisements will be produced and consistently posted on Facebook and YouTube, among other channels, to appeal to the target audience as well as current consumers. Our brand has built a reputation with consumers as an honest company that cares about their petsby providing quality products for a fair cost. This reputation will encourage current consumers with even a small interest in raw pet foods to try the new product despite the slightly higher pricetag. Informative videos, info-graphs, and increased presence online will draw in potential new consumers as well. This digital approach will be more effective than a traditional commercial advertisement because it will allow us to build trust and relationships with the public. Consumersseeing key roles speaking candidly and passionately about products will allow them to see us as more than a pet-food brand. This trust and strong relationship allows us to influence them, educate them, and provide for their needs. The growing trend of total body health is impacting the way people eat and what they choose to feed their pets. Now more than ever, pet owners are wanting the absolute best for their animals. It’s been reported that pet especially “spoil” their animals when it comes to food (appendix c) (Diamond, 2017). With this in mind, the product positioning statement is, “For dog owners that want to feed their pets the absolute best, MSH Brand’s pre-packaged and portioned raw dog foodis the easiest way to get Charlie the protein and nutrients he needs. Unlike competitors, MSH Brand’s pre-packaged and portioned raw dog food contains bones good for teeth, raw animal
9Assessment 1: Marketing Planproteins that are easy to absorb, real fruit and vegetables you can identify, and vitamins for a soft coat, strong nails, and healthy heart.” (appendix d).Marketing MixA key part of the featured product is the distribution strategy used. The new product will be provided via a subscription-based model rather than on store shelves. The popularity of subscription models has increased in recent years so much so that many companies use only this to get their products to the hands of consumers. Netflix, one of the most widely known subscription-based services, generated $20.9 billion in 2019 using this distribution method (Team Trefis, 2020). This strategy provides revenue on a more consistent basis which further allows the company to more easily identify future forecasts. The most popular promotional strategy in subscription marketing is through free trials. For our featured product, this will look like an advertisement of “one week worth of meals for free” that more practically will be a dollar amount deducted from their first month’s subscription. Creating content on our social media accounts that focuses on the differentiation in our product, pet related videos, tips, tutorials, hacks, updates, DIY, etc. will also be a part of the promotional strategy. These two approaches encourage some new, but mostly current consumers to follow along and try the new product (Campbell, 2020). While the corporate objective is to build the