Product Marketing

Good Dog

MKT 113: Final Project Part I Final Submission

Megan George

Southern New Hampshire University

Good Dog

Good Dog is a corporation that has launched a new type of pet food know as Good Dog.

The product is a combined mixture of various ingredients suitable and nutritious for growing

pets. The point of this paper is to summarize the different marketing techniques that will be

implemented to ensure that the product makes it in the market. It will also focus on the specific

target market and what to expect in reaching out to them. Also, it will aim at identifying the

needs and wants of the target market and why they are a suitable group for this product.

Using a SWOT analysis, Good Dog will be able to know its place in the market by

evaluating its strengths and weakness as well as identifying the possible threats and opportunities

in the market.

Strengths Weaknesses

Opportunities Threats

Based on the SWOT analysis, the strengths will play a necessary role in terms of

competition in the market. Good Dog products are made out of natural ingredients, an idea that

most customers would prefer for the good health of their pets. The company will offer cash back

to customers who may find the product unfit, to ensure customer satisfaction. This idea will help

create a united customer and company relationship. However, Good Dog may face challenges

• All ingredients are natural • High-Quality product • Money back guarantee

• Keeping up with supply and demand • Highly Priced • Lack of advertising/exposure

• Advertisements • Target the healthy food trend • Partnerships with larger brands

• Established competitors • Limited materials or ingredients • Cheaper Products

Good Dog

due to the weaknesses present. The incapability to keep up with supply with demand and supply

can lead to customer dissatisfaction (Phadermrod, Crowder & Wills, 2019). Not all customers are

able to afford the high prices of the product. Lack of exposure means the product may not reach a

large number of customers. However, Good Dog can use the opportunities available to diffuse

the weaknesses. Taking the initiative in advertising will go a long way in ensuring that the

product reaches a wider market. Furthermore, partnering with big companies will help expose

the product in the market better. The threats in the market can negatively affect a business like

the availability of established brands who have created a good reputation in the market. In case

the natural ingredients become rare, it may be a huge blow in production which can affect supply

in the market. Other firms may offer cheaper products in the market which can also negatively

affect Good Dog sales.

The target market for Good Dog products will be divided by demographics,

psychographics, and geographical representation. In terms of demographics, Good Dog aims at

reaching its product to people approaching retirement, those who are single or married, as well as

those who fit in the middle-class living standards. In terms of psychographics, people who fall

under this category can well accommodate pets since they do not have a lot of expenses in their

lives. Those who are between the ages of fifty-five and sixty-four may end up spending almost

twenty-six percent of their income on their pets. People within this age group are more urged to

value pets since they offer companionship. In terms of geographical representation, Good Dog

will focus on the individuals who live in the city of Bath. As the starting point, the company will

focus on ensuring that its products are available in the stores located in this city.

Good Dog

The target market, in this case, being people approaching retirement and those who fit in

the middle class are people who value pets in their lives. Therefore, to ensure that the pets are

healthy, these individuals will ensure that they buy quality products made with natural

ingredients. This is where Good Dog becomes convenient. By identifying this need, the company

will create a sense of relief towards high-quality products and establish a strong relationship with

the customers (Al-Shatanawi, Osman & Ab Halim, 2014). Essentially, the people in this target

group will focus on the well-being of their pets and part of that is ensuring that they feed them

well. In addition to that, there is a need for products that are reliable and readily available. In

other words, the target group would find it beneficial finding quality healthy foods in the stores

within the city instead of traveling far. Good Dog will ensure that pet food stores are always fully

stocked to meet this need.

In terms of marketing strategies, Good Dog will utilize media platforms and in-store

marketing. Media platforms will include ads on TVs and Newspapers. The product information

will be explained in these platforms (Lexa & Berlin, 2006). People in this target group have

higher chances of watching TV and reading newspapers. In terms of pricing, Good Dog will

offer affordable prices regarding different packages. Sliced prices will also be available on

weekends. The ads will also include specific places where the products can be found including

the well-known stores in the city of Bath. Engaging posters will go a long way to attract the

attention of the customers. When it comes to promotion, Good Dog will offer an exclusive

discount of five percent to customers who purchase products worth 150 dollars.

The use of social media is one of the marketing strategies that would not be

recommendable for the company. First, the target group, in this case, are people who are older in

Good Dog

age. Making it unlikely that they would spend time online unlike millennials. Airing promotions

using social media would not be effective since not many people would be reached out.

Generally, marketing products using social media platforms would not be effective for Good

Dog.

Overall, it is undeniable that most people own and value pets. Good Dog will aim at

providing pet food rich in natural ingredients to ensure that the pets grow healthy. The

corporation will also ensure that it markets its products using media platforms and, in the stores,

where the pet food can also be available. The target group for this product will aim at the middle-

income population, either married or single people who are approaching retirement. In addition

to that, their lifestyle is one that can accommodate pets. Ensuring that the Good Dog products are

available in various stores will go a long way in creating efficiency in terms of availability and

access. 


Good Dog

References

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

NJ: Pearson Education, Inc.

Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis-based

SWOT analysis. International Journal of Information Management, 44, 194-203.

Lexa, F. J., & Berlin, J. (2006). Strategic marketing, part 2: the 4 P’s of marketing. Journal of the

American College of Radiology, 3(4), 274-277.

Al-Shatanawi, H. A., Osman, A., & Ab Halim, M. S. (2014). The Importance of Market Research

in Implementing Marketing Programs. International Journal of Academic Research in

Economics and Management Sciences, 3(2), 150.