Marketing ProjectBlack Team with Craig Slusser, Elaina Lynch, Mark Linscott,

and Anthony Garcia

Welcome

We have been tasked with taking this wonderful longstanding company, with Twenty-five years of manufacturing experience, and bringing it into new markets both domestic and abroad!

Today we will be looking at a new and innovative product that we, Team Black, believe will bring the Distinctive Doggie & Cattie Company into a new area of pet food production and excel you past the goals that have been set before us!

Table Of Contents Product Conception Domestic Marketing Strategy Utilizing the Environmental Model

o Competitive & Economic Forceso Political, Legal, and Regulatory Forceso Technological and Socio-cultural Forces

International Marketing Strategy Utilizing the Environmental Modelo Competitive & Economic Forceso Political, Legal, and Regulatory Forceso Technological and Socio-cultural Forces

SWOT Analysis Marketing Strategies

o Target Market Segmentation Strategyo Product and Pricing Strategyo Distribution and Promotion Strategy

Lets “Simply Share”

Shared Pet Food Dog’s & Cat’s Nutritional Benefits Three New Flavors

o Salmon and Sweet Potatoo Turkey, Tuna, and Potatoo Turkey, Salmon, and Beef

Product Conception

Domestic Environmental Forces Competitive Forces

There is little change expected in the market

Global giants account for three-quarters

76 million household dogs in the US with 2% increase in 2012

Dog food improved performance bolstered by high value, premium positioned products

Economic Forces 4% increase in sales

from 2012-2017 Value sales will

increase by 3% annually

Volume sales will increase by 1% annually

Spending on food and treats, per dog, is projected to reach US $167 in 2012

Domestic Environmental Forces

Cont.Political Forces

Encourage the introduction of effective legislationInfluence Government and key opinion formers Ensure recommendations are pertinent, reasonable, and comprehensive and enhance the welfare of pet animals.

Legal and Regulatory Forces

-Preserve the competitive edge -Provide safe products-We will be compliant with all laws and regulations.- We will provide fair and accurate pricing-We will be compliant with all environmental regulations

Domestic Environmental Forces

Cont.Technological Forces

Important to use current technology

Must use the appropriate technology, such as e-mail

Create a web site

Keeps customers up to date Can find information about the company

easily

Would be helpful to perform a technology assessment

Can see the effects of our products and processes

Socio-Cultural ForcesDemographic characteristics

Age Gender Income level, etc.

Consumerism

Encourage customers to purchase our goods and become loyal to our company

Cultural values

Find the values of our target market Make sure our product meets or

exceeds their expectations

International Environmental Forces Completive Forces

Dog food is the leading category in the pet food market in Morocco

Premium food is on the rise in both volume and value terms

The dog food category represents 96% of the pet food sector

Economic Forces The Moroccan dog

food market was valued at US $23.3 million in 2009

Middle income households that have dogs represent a group of affluent pet owners

The market for pet food in Morocco is small, but growing quite rapidly

International Environmental Forces

Cont.Political Forces

Support Fair trade between countries. We must ensure respect and support of the legal and regulatory infrastructure of Morocco Strictly follow Fair trade agreement guidelines settled on between our two countries.

Legal and Regulatory Forces

We will respect any import tariff restriction.We will be coherent to any nontariff trade restrictions e.g. quotas and embargosFollow the food trade agreement set between the U.S. and Morocco.Provide commitments and cooperation in the areas of worker rights and measures to protect the environment.

International Environmental Forces

Cont.Technological Forces

Must assess how many people use technology and who is using it

Will help define our target market

Use more technology than expected

Can reach the citizens by e-mail and through our website

Could use e-marketing to reach our customers

-Rate of technology users in Morocco continues to grow each year

Socio-cultural ForcesDemographic characteristics

Will help us to find our target market

Consumerism

Study the buying habits of target market Strategize on how to get them to being a

long-term relationship with our company

Cultural values

Will force us to have to market differentlyo Moroccan’s do not keep many

household pets

S.W.O.T AnalysisStrength

Weakness

Opportunity

Threat

Strength:25 Years ExperienceLooking to Expand

Weakness:Narrow-minded

International Presence

Opportunity:Expansion into MoroccoInnovative new Product

Threat:International MarketsUnknown New Product

CONVERT

CONVERT

MATCH

Marketing Strategies Domestic & International

Concentrated targeting strategy

Pet food sales totaled $19.85 billion in the US

Pet food sales have been increasing yearly between 5.3%-5.8%

Prepared dog food products a growing category

Sales of dry dog food are forecasted to reach $32 million by 2014

Target Market Segmentation

&Product

Marketing Strategies Domestic & International

Price point of 35.99o Cost Effective

Qualityo Fair Price Points

Free Samples Limited Time

Pricing Savings of

$200/year

Pricing and Distribution

Global Exposure Use of Internet Vendor and Retail

Connections Prep

Management Fair trade

Agreement

Marketing Strategies Domestic & International

Will be slightly different for each country

Create awareness Stimulate demand Encourage product trial Identify prospects

Promotion

Thank YouThe Black Team