MBA-FPX5012_Assessment2-1 (2)

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Feb 20, 2024

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Branding Presentation Assessment 2 David Estaphnous
MSH All Natural High end all natural organic product. Incremental innovation to achieve a superstar product. Development of a multinational product. Now Introducing:
Target Market: Target Market: 1) Households 2) Millennials 3) Income > $100k
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New Product Objectives New Product Objectives 1) Increase customer base by at least 15% and globally 2) Increase Sales by 15% 3) Increase market share by at least 5% and globally
New Product Position New Product Position 1) Product will be competing with health conscious brands a) Traders Joe’s b) Whole Foods c) Target 2) Clinics a) Endorsed by many vets 3) Celebrities
Product Competitive Pricing Strategy Product Competitive Pricing Strategy Competitive Pricing Acana ® owned by Mars Inc. : $2.4-$4 per pound, rating: 5 stars. Castor and Pollux Organix ® : $4-$5 per pound, rating: 5 stars. Earthborn Holistic Dog Food ® : $ 2.79 per pound, rating: 5 stars Farmina ® : $3 per pound, rating: 5 stars
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Packaging Packaging Importance of packaging: Five second commercials Impact experience with the product Meet goals and satiate consumer demand Using colors that convey meanings in market segments Mainly Green complemented with brown
Promotion Promotion Samples: free samples will be offered at vets offices Coupons:Coupons will be delivered to houses in the mail Rebates: rebates will be offered at certain retailers Price packs: buy one get one free packs offered with the purchase of a 100 lbs pack Premiums: small packages offered as demos when purchasing 50lbs bag Price offs: discounts available when purchasing from wholesalers such as Costco
Placement Placement Pet stores such as pet smart, petco, etc.. Vet Clinics Health conscious stores such as whole foods, Trader Joe’s,etc. Wholesalers such as Costco and Sam’s Club Social Media targeting and SEO Breeders Animal Rescues
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References Cooper, R. G., & Kleinschmidt, E. J. (1990). New products: The key factors in success . American Marketing Association. Kapferer, J. N. (2004). (PDF) The New Strategic Brand Management - ResearchGate. https://www.researchgate.net/publication/281803401_The_New_Strategic_Brand_Management Kotler, P. (2022). Marketing management . Pearson. Megna, M. (2023, November 6). Pet ownership statistics 2023 . Forbes. Richards, F. (2009, August). Memo to CMOS: It’s the packaging, stupid - proquest. https://www.proquest.com/trade-journals/memo- cmos-packaging-stupid/docview/218104755/se-2 Robert G. Cooper and Elko J. Kleinschmidt, New Products: The Key Factors in Success (Chicago: American Marketing Association, Thomas, S., & Kohli, C. S. (2011). Can brand image move upwards after sideways? A strategic approach to brand placements. Business Horizons , 54 (1), 41–49. https://doi.org/10.1016/j.bushor.2010.08.002