Presentation of the Launch of Pisces Canned Pet Food

1. Presentation of the Launch of Pisces Canned Pet Food Your Name MKT 113 Final Project Part II

2. Company and Product Overview • Pisces is a well known company that manufactures and sells affordable food for pets . For years, it has been able to serve the pet-food industry with quality products made from natural ingredients. • These feeds are always a balanced diet and meet the nutritional requirements of the pets(cats and dogs) and are easy to prepare. • Due to market demand, the company is proud to launch the ready-to- feed foods. These products shall be properly prepared in the company and preserved in reusable and recyclable cans with a shelf life of up to six months.

3. Marketing Strategies • For marketing purposes of the new product, the company may partner with veterinary clinics and have the practitioners recommend the product to clients. Also, there could be posters in these stations at strategic points. • This strategy would ensure that the advertisement reaches the specific target audience therefore, it could be the most effective and cheapest. • The company may also have giveaways for example t-shirts, gift vouchers and coupons and also free samples at sales points. • All these strategies are meant to lure and convince the customer to buy the product therefore increasing sales.

4. Social Responsibility • Social responsibility requires a company to strictly adhere to business ethics in terms of being sensitive to the culture, environment, economy and the society at large.(Spence et.al 2018). • This helps promote good relations amongst the company, its customers and the society and at the same time taking care of the environment. • It is the responsibility of the company’s marketing department to ensure that all its activities comply with the expected business ethics. E.g. the advertisements meet the cultural of the society and it does not pollute the environment. • The marketers should also ensure that they always provide all information regarding the product, the environment and the society

5. Internal Market Factors • The company’s internal environment favors the implementation of the marketing strategy and the achievement of the ultimate goal of increasing sales. Its strengths include high capital, good company history . The major weaknesses being unskilled human resource and poor technology. • The recommended marketing methods are relatively economical for the company and it is possible to fund it. Also, with its good relations with veterinary institutions, it could be an added advantage to the company. • Despite the company having poor technological advancements an unskilled labor force the recommended marketing methods can be met in this state of affairs.

6. External Market Factors • These are the factors that affect the company’s marketing activities at the industry level. They include competition and government legislations which prove to be the most important in this case. • The government laws are in favor of this product and also the suggested ways of advertising it and this proves to be a major strength to the company. • Although the company is experiencing a major threat in terms of competition since its competitors are better established, it has the opportunity of being among the first companies to launch this product and also, these sales marketing strategies are unique to this company thereby capturing the target market in a special way.

7. Needs and Wants • With the growth in the number of homes with dogs and cats as pets, there is an increased demand for pet foods. However, there is a challenge in the preparation of their food with most people lacking the time and the knowledge to do so. The idea of canned pet food will help solve this issue. • Most of the target customers seek medical attention for their pets from the animal health specialists therefore by collaborating with them, the product information is likely to reach the target market. They also get feeds from vet stores and with the offers at these sales points it could be easier to reach the target market. • Understanding this potential customers’ behavior has helped in identifying these marketing strategies.

8. Target Market Expansion Slide • In order to reach more potential customers, the company may extend its sales marketing operations by engaging more veterinary institutions across states. • the company could engage livestock extension officers to help in the marketing of these products and not entirely rely on the veterinary institutions. • The company may also increase its distribution points by opening up branches or by increasing the sales promotion activities in many other pet food stores. • All These would help reach more people within a short period and thereby increase sales .

9. References Johnson, J. S., & Sohi, R. S. (2017). Getting business-to-business salespeople to implement strategies associated with introducing new products and services. Industrial Marketing Management, 62, 137-149. Spence, L. J., Frynas, J. G., Muthuri, J. N., & Navare, J. (Eds.). (2018). Research Handbook on Small Business Social Responsibility: Global Perspectives. Edward Elgar Publishing. Zhang, J., & Wu, W. P. (2017). Leveraging internal resources and external business networks for new product success: A dynamic capabilities perspective. Industrial Marketing Management, 61, 170-181.