Breeder's Own Case Analysis

                                        Breeder’s Own Case Analysis

Case Overview

        Breeder’s Own Pet Foods Inc. is a major producer of dog food for show-dog kennels in the United States. One of their more unique dog foods, Breeder’s Mix, has been popular amongst the show-dog kennels, but Breeder’s Own is looking to expand to the larger public. Breeder’s Mix is unique compared to other dog foods because it is high price, fresh meat contents, and unconventional dog food packaging. Breeder’s Mix content’s are frozen which is intended to prevent spoilage of the uncooked meat products. As most dog foods fall into the categories of dry, canned, or treats, Breeder’s Mix will be the only dog food that will be located right next to “people food” in the frozen-food section of the supermarket. If Breeder’s Mix capitalizes on their advantage as the only dog food sold in the freezer section, they will be successful in obtaining their desired customer base.

        Marketing Momentum Unlimited has presented a proposal to Breeder’s Own. With a budget ranging from $500,000 to $700,000, exclusive of slotting fees, Marketing Momentum Unlimited will stretch Breeder’s Own’s budget and raise their market presence across the Boston area. Breeder’s Own must discuss its potential before accepting or rejecting the proposal.

Problem Statement

        Breeder’s Own Pet Food’s ideal situation is to have Breeder’s Mix gain a strong presence and share in the dog food market. In order to fulfill this objective, and choose a proposal, Breeder’s Own address the topics listed below.

A few questions must be addressed before taking action:

        -Product: What size should the package be and what should it look like?

        -Price: What should be Breeder’s Mix’s listing price?

        -Promotion: How should Breeder’s Mix be advertised? What type of customer should our         target market be? How will we direct consumer’s to the frozen food section?

        -Place: Where should Breeder’s Mix be sold? What channels are best to sell the product?                 Where should the product be stocked in the frozen foods section?

SWOT Analysis

Strengths

-Supreme quality

-Researched for years to develop best formula

-Dog-breeder recommended

-Unique in location in supermarket

Weaknesses

-Costly to produce

-Thawing time and freezer space

-Objections to frozen dog food

-Limited distribution resources

Opportunities

-Market of prepared-frozen dog food is new

-Increase in want for organic and healthy dog food

-Increase in treating dogs as humans

-Increase in dog ownership

-First to launch in Boston area

-Increase in presence and market share in premium dog food market