Marketing Project

1. Marketing Project Black Team with Craig Slusser, Elaina Lynch, Mark Linscott, and Anthony Garcia

2. 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 productionand excel you past the goals that have been set before us!

3. Table Of Contents • Product Conception • Domestic Marketing Strategy Utilizing the Environmental Model • Competitive & Economic Forces • Political, Legal, and Regulatory Forces • Technological and Socio-cultural Forces • International Marketing Strategy Utilizing the Environmental Model • Competitive & Economic Forces • Political, Legal, and Regulatory Forces • Technological and Socio-cultural Forces • SWOT Analysis • Marketing Strategies • Target Market Segmentation Strategy • Product and Pricing Strategy • Distribution and Promotion Strategy

4. Lets “Simply Share” Product Conception • Shared Pet Food • Dog’s & Cat’s • Nutritional Benefits • Three New Flavors • Salmon and Sweet Potato • Turkey, Tuna, and Potato • Turkey, Salmon, and Beef

5. Domestic Environmental Forces Competitive Forces 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 • 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

6. Domestic Environmental Forces Cont. Political Forces 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 • Encourage the introduction of effective legislation • Influence Government and key opinion formers • Ensure recommendations are pertinent, reasonable, and comprehensive and enhance the welfare of pet animals.

7. Domestic Environmental Forces Cont. Technological Forces Socio-Cultural Forces Demographic 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 • 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

8. International Environmental Forces Completive Forces 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 • 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

9. International Environmental Forces Cont. Political Forces Legal and Regulatory Forces We will respect any import tariff restriction. We will be coherent to any nontariff trade restrictions e.g. quotas and embargos Follow 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. • 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.

10. International Environmental Forces Cont. Technological Forces Socio-cultural Forces Demographic 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 differently Moroccan’s do not keep many household pets • 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

11. S.W.O.T Analysis Strength Weakness Opportunity Threat CONVERT Strength: 25 Years Experience Looking to Expand Weakness: Narrow-minded International Presence MATCH Opportunity: Expansion into Morocco Innovative new Product Threat: International Markets Unknown New Product CONVERT

12. Marketing Strategies Domestic & International Target Market Segmentation & Product • 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

13. Marketing Strategies Domestic & International Pricing and Distribution • Price point of 35.99 • Cost Effective Quality • Fair Price Points • Free Samples • Limited Time Pricing • Savings of $200/year • Global Exposure • Use of Internet • Vendor and Retail Connections • Prep Management • Fair trade Agreement

14. Marketing Strategies Domestic & International Promotion • Will be slightly different for each country • Create awareness • Stimulate demand • Encourage product trial • Identify prospects

15. Thank You The Black Team