7-3 Final Project Part II: Product Marketing Recommendations

MKT 113: Final Project Part I Final Submission

Winter Coats for Dogs

Southern New Hampshire University

Winter Coats for Dogs

The pet supply company is an organization which deals with the pet supply together (in the likes of dogs and cats among others) with other products that are related to pets. The company’s new product that has been launched is the winter warm jackets for the dogs (winter coats) which protects the dog from wind and water. The protection being offered to the dog is the main purpose for the winter coat as its inside parts are made of cotton and the outside parts from the waterproof material. The purpose of this paper is to discuss the SWOT matrix analysis for the new product launched, the target market for the new product, the needs and wants for the target market and the marketing strategies for the new market.

SWOT analysis is the method that is used to help the organization to know its weakness, opportunities, strengths and the weakness. For the pet company organization to market its new product well, the SWOT analysis matrix is advisable to know its advantages and strengths of the market opportunity.

Internal

Threats

Change in the other companies makeup

Opportunities

Protects the dog from water

Protects the dog from cold

External

Positive negative

Figure 1: SWOT analysis for Pets Company

The pets Company some of the activities which makes which will fully market the companies activities. That is, the company is using the original and natural cotton to make the coat. Not artificial substances that helps them to be warm. In addition, it is known for its water proof ability together with the competitive prices. The strengths available enables the company to have several opportunity. These opportunities includes the dogs’ protection from both cold, wind and water (Speth, C., & Probert, C. 2015). From these, more customer are seen to ask for the product which makes it an advantage to the company. More customers will be attracted because their dogs are being protected from the harsh weather conditions during winter.

The winter dogs clothes that is to be launched is targeted to the customers that are having dogs as their pets (Armstrong, G., & Kotler, P. 2015). This is because the dogs’ pets’ customers are majority customers in the pet supply company. The target market demographic for the winter coats are mostly the teenage children who are going to school. Besides, another demographic target adults who are single and have enough income to take care of the pets together with the well of families that love pets. The customers have a good sustainable income that enable them to cater for the dog’s needs. Besides, the income enables them to purchase the winter coats. Also, the person owning the pet are interested in them and have the same value of the pets as to humans because they give the company and comforts them. The target group have a good personality and a lifestyle for the pets. The dogs’ customers have set a specific place in the house where the dog will stay when they are not pampering them together with their own beddings at a specific location.

The target market for the dogs coat is the customers who are keeping the dogs as their pets because they are the majorities in the pet supply company (Armstrong, G., & Kotler, P. (2015). The coats were targeted to them because they were finding it had to move with their pets during the winter seasons as they could contract diseases as a result of the weather (Boya, U. O. et al. 2015). As a results, the coats enabled them to move freely with the pets even during the winter season as they are also protected from the cold and wind. Another want from the customers who were owning dogs is to prevent the dogs from running sick during the season as a result of cold. This makes them to use more money in treating the dogs during such period which they did not like. And in adverse conditions, they ended up even losing their loved pets hence more expenses which is not needed.

The market strategies recommended for the company are the use of Facebook and posters around the community (Randazzo, G. W. 2014). The use of Facebook to market the product is very much affordable besides reaching a wide population as majority of the people are using the platform to see the product despite the place. Besides, the platform will enable the company to get the products feedback from the promotions offered to them. The other strategy for marketing their products is the use of the posters. This will enable them to see products picture whenever they are moving from one place to another. This will enable the promotion of the product as the customers could move directly to the product place to try them out.

The marketing strategy that I will recommend the company to avoid is the use of the television advertisement even if most of the people are using the television. This means, a lot of income from the product would be used to power the advertisement which would drain the company. Besides, the high expenses at the television advertisement will make the products price to increase thus not affordable for all the population.

In conclusion, the new product from the pet supply company will enable the pets customers to protect their pets during th winter season which facilitates the reduced price in the maintenance of the dog. In addition, the promotion methods used will enable the idea of the new product to reach a large population without the company investing a lot of money.

References

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

Boya, U. O., Dotson M. J. & Hyatt, E. M. (2015). A comparison of dog food choice criteria across dog owner segments: an exploratory study. Int J Consum Stud.

Randazzo, G. W. (2014). Developing Successful Marketing Strategies. New York: Business Expert Press.

Speth, C., & Probert, C. (2015). The SWOT analysis: Develop strengths to decrease the weaknesses of your business. Namur: 50Minutes.

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