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Zenith Pet Foods. ZENITH PET FOODS, INC. Jennifer Blalock June 12, 2008 Dr. Giles
D’Souza Memo To: Marketing Director, Zenith Pet Foods, Inc. ...
Zenith Pet Foods. ... Enumerate the Decision Factor Zenith Pet Foods is looking for
the best alternative for their products in the Boston area. ...
Zenith Pet Food. Zenith Pet Foods, Inc. ... Zenith Pet Foods, Inc. is a major distributor
of dog food for show kennels throughout the United States. ...
... The purpose of the Zenith Pet Foods case is for you to think about market structure,
market segment potential, product positioning and pricing, and the ...
Zenith Case Analysis. 1. How might one segment the dog food market? ... 4. Should Tyler
Pet Foods pursue the household dog food business? Why, why not? ...
Submitted by blalo008 on June 27, 2008
Category: Business
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ZENITH PET FOODS, INC.
Jennifer Blalock
June 12, 2008
Dr. Giles D’Souza
Memo
To: Marketing Director, Zenith Pet Foods, Inc.
From: Jennifer Blalock
CC: Giles D’Souza
Date: June 12, 2008
Re: Advertising Campaign focused towards the Boston, metropolitan area
¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬
Through reviewing the issues facing the Zenith Pet Foods, Inc., I strongly recommend the advertising campaign designated for the Boston, metropolitan area for the following reasons:
• Boston accounts for 1.2% of the U.S. population in which highly correlates with dog ownership. Therefore there is an opportunity to invest in the market.
• The household dog food industry is growing and will continue to grow
• Potential to be the first to tap into frozen dog food product in this region with possible expansion to other regions.
• Opportunity to invest in organic dog food which has grown 64%
• Distributing in grocery stores is ideal since it is the largest channel for dog food
• The campaign will focus on national television reaching a broad audience while still focusing on local media such as newspapers
• The campaign will focus on the product being a premium-priced, high-quality product highlighting the benefit of the luxurious coat your pet will have.
In conclusion, I believe the campaign will be successful in boosting customer awareness about the brand. However, the company must be able to continue to invest time and money into advertising in order to sustain their efforts.
The situation facing Zenith Pet Foods, Inc.
Zenith Pet Foods, Inc. would like to make the transition from the kennel market to the household dog food market. They will do this by introducing a product, Short...
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