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pet food marketing

Extracts from this document...

Introduction

1. Describe the nature of the 'exchange process' which marketing facilitates in up to 100 words. The 'exchange process' is seen as the basic principle of marketing and involves the simple concept of needs and demands. In the world of marketing this can be any organization offering a product, service or even an idea. The customer then agrees to pay an amount of money for these goods. The whole exchange process works under the important condition that both parties value the goods offered by the other party to that extent that they are willing to fulfil the demands of the other party in return. The satisfaction gained from a transaction can lead to further purchases. 2. Explain how the pet food market is structured. Describe how a number of local outlets support this structure. The pet food market is structured into three main sectors, which consists of Dog food, Cat food and other pet food. The market share of Dog food (50%) and Cat food (47%) is nearly the same, whereas other pet foods only contributes to 3 % of the total market of � 1,684 million (Key Note Ltd 2003). Furthermore Pet food can be categorized generally according to their functions, which are: - Complete food: Provides all vitamins and minerals needed - Complementary food: To be combined with other foods, for example meat or biscuits - Snack, treat or training aid Within the Dog and Cat Food sectors a further segmentation can be found: The moist and semi-moist sector includes canned products, single serve trays and vacuum-sealed pouches. ...read more.

Middle

According to the statistics pets make their owners feel happier and reduce health problems like reducing stress and lowering blood pressure. Technology has enabled firms to improve their products through NPD. Plastic packaging allows the dry food to keep its freshness and pouches and foil trays supported the development of single-serve trays. Bibliography: GREAT BRITAIN. STATUTORY INSTRUMENTS, (2001) Animal Health: The Animal By-Products. London : HMSO (S.I. No. 1704) GREAT BRITAIN. STATUTORY INSTRUMENTS, (2000) Agriculture: The Feeding Stuffs. London : HMSO (S.I. No. 2481) PFMA (No date) Legislation [Online], Pet Food Manufacturer's Association. Available: http://www.pfma.com/legislation.htm [Accessed: 6th March 2004] Petcare Trust (2003) Pets are good for you.... [Online] Available: http://www.petcare.org.uk/news/pdf/goodforyou.pdf [Accessed: 6th March 2004] 6. Choose one of the identified pet food types and write a brief description giving outlet(s), and marketing activities. Approx. 150 words We conducted research on treats and snacks for pets. Among the dog treats there are brands like Asda, Bonio, HiLife, Nestl�, PAL, Pedigree, Winalot, Webbox. Felix, Thomas and Whiskas are offering treatments for cats as well. (Asda)(Sainsbury) It is noticeable that there's a wider supply for dogs, which can be explained by dogs being trained more often and owners might have the need for such training aids, not as a luxury but rather a necessity. Treats are often available in supermarkets and especially in pet shops, where the shop owner is able to give valuable advice to customers seeking to purchase training aids for their dogs. ...read more.

Conclusion

Additionally different age types should be targeted separately, as young kittens have different needs and desires than older cats. Kittens may need less food, resulting in smaller portions, whereas old cats need special nutrition to stay healthy and live longer. This should be a further element of our specialisation process. (Mars, 2003) Great emphasis has been placed on the convenience of the product package and design, for example single serve trays have proven to be widely accepted amongst pet owners, as they are easy to store and can provide the right amount for one meal. Re-sealable package, such as foil sachets, are also very popular, as they provide the owner with control and keeps the freshness of the food. In order to underline the natural and organic ingredients of the product, recyclable packaging should be used and made obvious to the consumer. Distribution should mainly occur through leading supermarkets, as 79% of cat food is distributed through grocery stores, but attention should be paid on pet superstores and vets as well, as their share should be growing dramatically in a few years with pet superstores having experienced a 200% growth in sales from 1997-2001 (Mintel, 2002). Conclusion Innovation is the key to this industry, as it's the only way to compete with long established brands such as Masterfoods and Nestl�. Advertising shouldn't be neglected though, if a life-long brand has to be created and be remembered in people's minds. The cat food market looks promising so far, and with the right approach and recognition and implementation of upcoming trends, a survival in the competitive market should be guaranteed. ...read more.

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