Marketing Channel Analysis Powerpoint

MKT 113: Final Project Part I Final Submission

Tashia Henderson

Southern New Hampshire University

Whoofies -Marketing Product Overview

There is nothing as important as marketing of a product if successful sales are to be attained. Considering the major competition and diversity in the market today, marketing is essential for any business to remain competitive and to be recognized by consumers. It is only through good marketing of a product that a company can successfully identify the best target market, create ways of reaching the market and create good channels of dialogue with them (John, 2008). This paper seeks to describe the marketing of Whoofies product and marketing strategy utilized in the product. Whoofies is a puppy meal that is healthier and made organically.

In Whoofies SWOT analysis, the following strengths were highlighted: Pets are considered as family members and regardless of the reason of keeping the pet, the owners give them good care and protection. On weakness, Whoofies is a new product in the market that is yet to gain popularity. One major opportunity for this business is to produce organic products. The main threat of the business is that regulations that prohibit pets keeping could be passed. Massive competition from the already established companies is also a major threat.

In its strengths, Whoofies should appreciate that majority of pet owners consider pets as part of their family. This means that most of the owners will maintain them longer and will provide them with supplies just like they provide for other family members. Whoofies should majorly target the baby boomers that are not only well financed; they are also the major owners of pets. As such, the company should come up with advertisements that will best fit this age group. Referring to its weakness of being new in the market, Whoofies should ensure that it employs very aggressive methods of marketing.

SWOT ANALYSIS – Whoofies
Strengths · Organic product · Target puppies and provides addictives that stimulate growth · Breakfast cereals	Weaknesses · New in the market · Hard to make profits due to expensive production
Opportunities · High popularity of puppies · Organic products are fast embraced by consumers · High rates of turnover	Weakness · High competition · Pet keeping could be banned

The product’s target market includes all puppy owners. Whoofies is a breakfast meal making it crucial since breakfast is the most essential meal for it provides energy for the entire of the day. Puppy owners are well distributed all over the States meaning there will be interested dog owners in any part the company establish a branch. Today, there are over 40% of homes that own dogs and puppies among in the United States making it a huge market for Whoofies. There is also a rise on how pet owners spend on the pets’ food. On marketing segmentation, Whoofies has realized that spending on pet’s products is segmented by age with older people spending more on pets than younger people. According to research, the company has realized that married couples with grown up kids tend to keep pets more than other households and therefore they mainly target this group of people more than other households (Goodley, 2011).

The target market is wide and geologically well distributed. There are varied needs for this market. The variation is because of difference in eating habits of diverse dog types. Additionally, different owners of dogs have different beliefs on what their dogs should eat. Some of the owners want their dogs to eat organic food while other owners are opposed to the idea. In the case of Whoofies, the main target customers are those that want organic food for their puppies (Colley, 2013). Whoofies should come up with strategies of identifying the needs of their customers and meeting them. For instance, in the SWOT analysis, the company has an opportunity of making more organic products considering that most of the pet owners are concern about the health of their pets.

The best marketing strategies that Whoofies can utilize are physical stores, television and the social media. Majority of the Baby Boomers are not very active on social media and therefore use of social media won’t reach them in an effective manner (Tedlow, & Jones, 2013). Mostly, this age group visits physical stores hence making it one of the best platforms of marketing the products. Secondly, whenever home, these baby boomers are more connected to the TV than phones hence making it also a good place to run the promotion. On the other hand, Whoofies should also promote its products through social media. This is a reliable source of getting marketing information being everything is technology based. The younger families with young children can best be reached through the social media (Hunt, 2013).

The company should nevertheless avoid using print adverts in promotion of its products. This method of advertising should be avoided because it may not reach the target market as expected. Most of the pet owners are baby boomers and younger parents who may not spend time reading newspaper and magazines. Besides being expensive, print adverts are less popular due to the new trends of communication like motion media and social media. Majority of the owners of puppy spend numerous times on TVs and Internet hence an n advert on print media ca pass them by.

In conclusion, Whoofies aims at creating a product that will cater for the organic food needs of. This product’s aim is to generate a bridge between pet keeping and doing it in a sustainable manner. Since the world is growing towards sustainability, it’s vital for pet-keeping people to join in by such products. Whoofies has a high opportunity to excel in pets’ product industry through properly seizing the opportunities at its disposal. First, the company should use the right channels to reach the main target markets which mainly comprises of young families and baby boomers. Secondly, they should focus on their SWOT analysis to know what they should improve, change or eradicate for better success. The company should also consider using differentiation strategy in their marketing as well as create affordable products that are of good quality (Armstrong, & Kotler, 2015). Lastly, the company should increase its production of organic foods and come up with more products like effective cleaning agents for dogs with an aim of being more relevant in the market.

References

Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River, NJ: Pearson Education, Inc.

Goodley, A. (2011), The Emergence of Modern Marketing, London, Frank Cass

Hunt, D. (2013). "The nature and scope of marketing." Journal of Marketing

John, R. (2008). "Back to first principles". International Marketing: Modern and Classic Papers" Forbes

Tedlow, W. & Jones, G. (2013). The Rise and fall of Mass Marketing, Routledge