Example Of Case Study On Breeder’s Own Pet Food

Introduction - Breeder’s Own Pet Food, Inc. is trying to improve its market penetration by introducing its new line of product. The executives of the company are looking into a new approach of selling this new product, which is a frozen dog food named Breeder’s Mix dog food. This product aims to be positioned in a supermarket’s frozen food section. As proposed by the food brokers, it will be put in a freezer, next to people’s food and separated to the other dog food products. Although the Breeder’s Mix is considered a premium dog food, the company sees a good opportunity for this product in terms of its profitability due to increasing number of families who are willing to spend more for their pet dogs.
Problem Statement - Breeder’s Mix is a fairly new product that holds various challenges upon its entry into the market. Primarily, its advantage of being located next to the people food will require a considerable amount of capital in order to increase its positioning. Therefore, the company must employ a strategic approach in order to teach dog food shoppers to shop in another place of the supermarket. In addition, the company would need to increase its advertising cost, as it main competitors are known to spend millions of dollars for advertising their products. Although 1 out of 10 frozen dog owners buy frozen dog foods, they still do not know Breeder’s Mix brand due to the existence of more than 350 dog food names, which is a mix of dry food, canned food, and frozen dog food products. Therefore, the problem encompasses the company’s ability to promote the product, allocating a considerably large amount of budget, and teaching the customers to buy frozen dog food next to the people’s food, which is a different part of the store.