Marketing Mix Analysis of Pet Food

This assignment examines and compares the marketing mix strategies employed by two pet food companies operating in the UK. The analysis delves into specific marketing techniques utilized by each company, evaluates their effectiveness, and offers recommendations for optimizing the marketing mix to achieve success in the competitive pet food market.

UNIT 2. MARKETING ESSENTIALS
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Table of Content
Introduction: .........................................................................................................................................3
Task 1: ...................................................................................................................................................4
Q1: Explaining the key roles and responsibilities of the marketing function when the new product
will be launched: ...................................................................................................................................4
Q2: Explaining how roles and responsibilities of marketing relate to the wider organisational context.
...............................................................................................................................................................4
Task 2: ...................................................................................................................................................6
Q3:.........................................................................................................................................................6
Framework of Marketing Plan...............................................................................................................6
Producing and evaluating a basic marketing plan for Ryco dog food company.....................................6
Q4: Comparing the ways in which the Pet Food Company is able to apply the marketing mix to
marketing planning process to achieve business objectives as compared to a competitor: ...............10
Conclusion: .........................................................................................................................................14
References List : ..................................................................................................................................15
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Introduction:
Marketing of a product is an important step in a business setup. Proper ways should
be undertaken to market a product successfully. This requires a thorough and vast research is
needed before any investment in the production sector. Moreover, the product should be good
in quality compared to the products of same purpose in the market. The growth of the pet
business companies has been increased day-by-day all over the world in the perspective of
demands, profits and the excellence reputation also. Among the pet business the numbers of
cat and dog foods Production Company has been spread its business by giving active
response against its service-users. The buyers of the pet food have been exercised the feelings
that the pets become one of its family members which increase their concern regarding them.
On the other side, the dog and cat food production company also able to maximize its
business growth.
Here, in this assignment, a report will be presented about the marketing principles of
Ryco Pet Food which will going to be launched in the UK market. To attract the focus of the
service-users, the Ryco dog Food Company produces a new and revolutionary dog food
which displays its specific and classic features in the perspective of excellence flavour. The
Ryco dog food company is going to lunch its new dog foods to take special care regarding the
health and choice of the junior dogs. The upcoming dog food products of Ryco dog Food
Company seems very essential for the growing dogs because it is such food which helps to
provide all types of essential protein elements to the dogs.
The company utilises almost vegetable materials to produce the foods for the junior
dogs which ensures the excellence quality of the offering products. The management of the
company assures that the upcoming dog foods seem very low caloric and full of accurate
range of the protein elements which helps to grow the little dog in the perfect way and very
quickly. Furthermore, the upcoming dog foods will be very reasonable in the selling cost
which does not seem heavy burden on its masters financially. The marketing manager
presents the report with the help of a PowerPoint presentation to find out the traits through
which the product can be successfully marketed and advertised
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Task 1:
Q1: Explaining the key roles and responsibilities of the marketing function when the
new product will be launched:
A marketing manager plays the key role in the marketing strategy of a product.
Through many steps this function is done. Firstly, according to Tanner and Raymond (2011,
p.76), a thorough and vast market research should be conducted by the manager to have clear
vision of what the customers want from that particular company. The research gives the
managers an idea of the market opportunities. Thus, the company can create a market niche
for the soon going to be launched product. It also gives a perception about the market
competitors and how to outrun them. Then a marketing strategy is developed to make a clear
outline.
Per this outlines the marketing should be done. The outline also indicates the
measurements to increase the sales of any other previous product. Customer relationship
management is also an important in this procedure. With the help of the customer data
available in the organization, he conducts a customer satisfaction survey. This information is
then shared with the employees or the customer care executives to ensure they can give
excellent customer service and that will build a lost lasting customer base. As opined by
Waner (2010, p.97) employee management is also important in this regard because a
marketing manager is responsible for the team of employees he recruits.
The manager should make it sure that all the employees are working towards a
common goal. The manager should also motivate the employees. Last but not the least is
identifying new business opportunities. The research conducted gives a hint towards the
unexploited or new markets. These new markets can also be a good medium to sell the new
products. Marketing manager should also be to forecast sales to give the production sector of
a hint about the number of units to be produced. A marketing manager’s survey and reports
are the basis on which Ryco pet food company steps into a new market.
Q2: Explaining how roles and responsibilities of marketing relate to the wider
organisational context.
Responsibilities of a marketing department include various factors; from forming a
strategy in line with the overall organisational strategy and objectives, stated by Orr (2004,
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p.94). In addition, that includes market research to know exactly where the product should be
placed. Development of the product is another important work of the marketing. The
marketing team should work in collaboration with the product development wing and should
give them valuable advises regarding a new product or rectification about an old product.
These suggestions are based on marketing research.
The marketing team of Ryco dog Food Company should also maintain a proper chain
of communication with the other departments of the company. The communication should be
done on the external level too. Cartwright (200, p.89) said that a successful marketing
depends on how better the marketing team can communicate with the customers. The team
can reach them by email, phone calls or sms. The customers can also be reached through
product campaigns, promotional content development, press release, distributing leaflets,
brochures or newsletters. Sales and marketing department should work in harmony to achieve
the best possible results.
There are various techniques that are included like the introduction of reply
mechanism where the customer signs up for a periodical newsletter for free. In return, the
customer of this pet shares personal details as email id, phone number or address with the
company and that details can improve company’s customer database. Marketing department
can also arrange some events like exhibitions of some products, seminars on various topics
related to sales and marketing or industry growth, promotional conferences and share the
news widely to ensure customer attendance.
Semenik (2002, p.92) commented that it is prominent that the success of marketing
depends on its correlation and collaboration with other departments and customers. As an
example, it can be said that the collaboration with HR department is very important in this
context. HR department is responsible for managing the human work force in the company.
The marketing of a new product of Ryco dog Food Company requires some very skilful
marketing managers and market researchers. The HR department should recruit them after
judging their capabilities thoroughly. Again, the marketing department should supply
adequate employees to marketing department to meet the needs of marketing team. The
finance department plays an important role with the marketing department to market a new
product. It is the duty of the finance department to evaluate all the expenses attributed for
marketing purpose and then grant it. Finance department not doing its part properly or
delaying the grants can affect the marketing policy of a new product. Marketing requires
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huge amount of money and inadequate supply of it can harm the marketing policy of the
company. Not only sales, finance or HR, but also with other departments like product
development, customer services etc also work in union with marketing department. Actually,
the whole process of marketing a new product requires the activate participation of all the
departments to work everything out smoothly, as stated by Wilson and Woodburn (2014,
p.358).
Task 2:
Q3:
Framework of Marketing Plan
(Refer to the PowerPoint Presentation)
Producing and evaluating a basic marketing plan for Ryco dog food company
A marketing process consists of many steps and procedures. Each procedure is very
important in its own way and the outcome of the marketing depends on each of it. Sandhusen
(2000, p.86) observed that the processes start from the very beginning of launching a plan
and that process never ends even after the successful launching and marketing of the product.
These steps include the marketing objectives, environmental analysis, plans for segmenting,
targeting and positioning or STP, marketing mix and control and monitoring techniques. The
following part explains each of the procedure briefly.
 Marketing objectives:
As the name suggests, marketing objectives are a set of goals, which are decided
unanimously in a company when it starts to launch a product or service in a new
market or tries to improve the scenario by rectifying the strategies for an already
available product in the market. The targets are of course the potential customers and
the goals should be achieved within a specified period. In short, a marketing objective
is that part of the overall organisational objectives where the sale and marketing of a
product is concerned. A company’s marketing objectives for a particular product can
include the increase in sells of a product, increasing the product awareness of a
product among the consumers, highlighting the product features, and trying to
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decrease the consumer resistance against a product, as noted by Simmons and Becker-
Olsen (2006, p.160).
Marketing objectives can be best described by using the SMART approach, said Kahn
(2011 p.84). SMART stands for Specific, Measurable, Achievable, Realistic and Time
Specific. Specific is the way the products should be marketed. The company must pin
point the targeted areas customers whom the company think, will be interested in
buying that particular product. Measuring or unitizing the marketing strategy or
quantifying each objective is important for a product to be successful in a market. The
objectives set by the company should be achievable in terms of what the company can
achieve. A target set too high can do no good to a company’s marketing policy. The
company should be realistic about its capabilities of what it can achieve with the
current workforce and resources. Time specific objectives are good for a company
because that keeps the strategies continuously moving. The SMART objectives for the
company can be following:
 To be a leading company of Dog foods in next 5 years.
 To provide the nutritious and high quality dog foods with a range of
innovations in it.
 To enhance the profit level of organisation to 5-8% till the end of year 2018.
 Environmental Analysis:
Environmental analysis functions as a strategic tool to identify and to evaluate all the
internal and external elements, which can influence the organisation’s desired
performance. An environmental analysis reveals the amount of threat pr opportunity a
company possesses from each of the factors. With the help of these evaluations, the
marketing or decision making process is done later. It also helps the organisation to
harmonize its strategies with the environment of the organisation. Kendrick (2006, p.
86) observed that the most important factor about any business is market and markets
are changing everyday so it will be unwise to try to control the market and its
behaviour. With the help of environmental analysis, the organisation can somewhat
reduce the amount of threat from various factors.
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Marmol et al (2015, p.90) commented that the best way to analyse an environment of
market is to use the PESTLE analysis method. It is the most detailed analysis method
available. PESTLE denotes Political factors, Economic factors, Social factors,
Technological factors, Legal factors, Environmental factors. There are other
additional factors like Ethical and Demographical factors too.
PESTLE analysis
Political  Organisations like FFDCMA has a good control over the pet
food products that ensure high safety and quality of such
foods which must be complied by the said company.
Economical  Due to increasing disposable income, trend among people to
have pets like dogs has increased which will be good for
Ryco dog food firm. Moreover no cost cutting is done even
in economic downturn for the pets by their owners which
shows the positive sign of growth for cited firm.
Social  People in UK, like to have pets as they don't feel lonely with
them, it has become a symbol of high status and standard of
living which will be beneficial for dog food companies.
Technological  With the helps of technical advancements, the cost of
operation can be minimised and revenues can be increased.
Legal  A number of acts have been framed by government according
to which the food must comply and match all the standards of
quality and nutrition.
Environmental  The manufacturing process of food must not harm the
environment as the strict laws have been made in context of
environment protection.
 Segmenting, Targeting and Positioning or STP:
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STP marketing is used to build an objectified marketing plan, as noted by
Brinckerhoff (2010, p.99). It is a three-step approach. The segmentation process
clears out the all the potential market segments which can be exploited to do a market
campaign. Cell phone companies segment the customers by their choice of phones
and tariff plans and try to attract a segment with tailor made plans can best explain it.
Targeting is done when the company has a clear view of the segments it has.
Targeting is nothing but the specific customization made to the overall marketing
strategy for a segment. Not each segment shares a common need or interest. Targeting
helps the company to focus on a segment for the upcoming product. For example, a
mentioned company launching a high quality dog food will obviously target the
overall market and the owners of dogs and pets who are concerned with the health of
their pets.
Positioning is the targeted alignment of the brand among other competitors.
The target of brand positioning is to somehow create a frame, which will represent the
brand as something bigger, better or more reliable than other brands in the market. For
example, the Ryco dog food firm will position its products in market as an innovator
in dog foods that are rich and healthy for giving better health to pets.
Once the STP process is done, there comes the process of implementation of the
marketing tasks to achieve the desired market goals, as stated by Gretzel (2012,
p.124).
 Marketing mix:
Marketing mix in an effective tool for a marketing plan. It contains several factors,
which can be proved fatal, or an opportunity for a marketing strategy. Marketing mix
consists of mainly 4 Ps. They are – Price, Place, Product and Promotion, as noted by
Constantinides (2006, p.420).
Marketing objective of said company is to provide healthy and nutritious food for pet
dogs so that they can be a market leader in this industry. With this objective the
marketing mix will be for Ryco and its competitors Natural dog food company is:
Ryco Natural dog food
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Product: The dog food rich in proteins and all
essential nutrients.
Product: The dog food which is made by
using all organic and natural ingredients.
Price: Price is always an important factor for
a product to gain success in a market.
Analysing the whole market scenario, the
product should be priced competitively and
justifiably with reference to other products of
same category.
Price: It makes strategy of providing natural
ingredient food for dogs at affordable price.
Place: Place of launching the product or the
placing of the brand in a market is also very
important to gain positive results. The
product itself is one of the key elements of
marketing. A bad quality product, even if
priced and placed properly against other
brands cannot achieve the target. It may
achieve the target in a short run but in a long
run, the product will obsolete from the
market. Therefore it places the products
through retail outlets and online orders to
give easy access fort customers.
Place: It does not involve in placing the
products at any supermarkets or pet stores,
and provide only through local and
independent shops.
Promotion: Promotion or advertising is the
bridge, which connects the product with the
customer. A good promotional strategy is
needed as a part of the marketing strategy. It
is the company’s duty to make the people
aware about the product. It promotes the
products that they are of high quality and rich
in nutrients through advertising on
newspapers, magazines, online websites etc.
Promotion: It makes promotion of products
through better approach of using natural
ingredients in all food through its online
website, blogs, TV and print media.
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Gordon (2012, p.120) said, in addition, with these four Ps, there are other three Ps,
which can be taken into consideration as parts of marketing mix. These three Ps are
Process, People and Physical Evidence.
 Controlling and monitoring techniques:
Marketing control techniques are used to supervise and monitor the whole marketing
process. It is conducted to identify the required adjustments and to establish some
guidelines to achieve the desired result in future. It includes five major techniques,
namely, Competitor analysis, Customer analysis, Testing research, Customer
feedback, and cost analysis as suggested by Gretzel (2008, p.1093). Competitor
analysis involves the function of checking out new products, services or ways of
marketing them as conducted by the competitor companies. The data collected from
this analysis helps the company to move forward with new plans. Customer analysis
is another important tool to analyse the needs of the customers and how they are
bending towards a specific product or service.
The company acts accordingly to fulfil customer needs. It also helps to
identify a target customer base. Testing research is done to determine the potential
success of a new product or the potential customer base for it. Customer feedback is
an important tool to control the marketing strategies as it shows the exact reaction in
customers regarding the product. Though it is sometimes doubtful because human
being behaves abnormally when they know they are being observed. Mylonakis
(2003, p.814) said that cost analysis is an effective tool to see the overall cost
alignments in different marketing sectors. It helps to reduce the costs for less
successful marketing strategies while strategies that are more successful may get a
hike in their cost alignment. For an equal and effective distribution of costs, cost
analysis plays an important role.
Q4: Comparing the ways in which the Pet Food Company is able to apply the marketing
mix to marketing planning process to achieve business objectives as compared to a
competitor:
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Figure1: Marketing mix
(Source: Kerin et al., 2009, P.83)
In the opinion of Kerin et al. (2009, P.83) in the effective marketing strategy, the
conception of marketing mix refers to the fixed actions which are set by the organisation to
promote any new product or brand in the competition market. In the business market the
situation of the discussed company, Ryco dog Food Company and Pedigree display their
completely different qualities in the perspective of prices, place of selling, ways of promotion
and using procedures of the offering products. To provide the actual healthy life to the junior
dogs, Ryco Dog Food Company will produce its dog foods which will full of essential and
accurate proportion of vitamins, proteins, minerals. Being the newly launched dog food
company, Ryco will offer to its service-users such dog foods which seems the standards
quality to prevent all types of illness because it will have made from mostly of the vegetable
materials. On the other sides, Pedigree is the established brand of dog Food Company which
seems already successful brand to gain the trust of its service-users all over the world by
offering excellence service to its clients. The most renowned brand, Pedigree offers both of
dry and wet dog foods to its service-users to satisfy its demands and help to take care of its
pets. The secret of the succession of the Pedigree is to provide such diverse dog food
products which are effectively divided based on their ages not only for the junior dogs. By
following the most effective “7Ps” of marketing mix the roles most significant marketing
strategy can be evaluated and compared in this section of the assignment.
1. Product:
In the perspective of the place of the competition market, two organisations surely
display its differentiation. Ryco dog Food Company will try to enter in the competition
market by gaining the loyalty and beliefs of its service-users. So, it is true that, the Ryco dog
food company belongs from the introduction stage of the production. The management of the
company must show its excellence quality in the offering food products because now it is in
an extreme initial stage of production which provides lots of opportunities to prove
themselves.
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On the other hand, the wide consumers of Pedigree already enjoy the benefits of the
products. So, the dog food provider company has lots of efficient consumers who can blindly
trust on the brand. The renowned dog food company now belongs from the maturity stage of
production which indicates that the product already across the growth stage and now the
business can able to enjoy high ranges of profits, reputation and valuable beliefs of its regular
service-users.
2. Price:
Ryco dog Food Company must adopt such business strategy to capture lots of
customers who can trust blindly on the newly launched brand without any confusion. The
organisation must take such policies by which they can gain lots of profits by selling the dog
foods to its customers in very relevant prices. Reasonable prices of the offering products
attract those people do not want to spend mush amounts of money in the purpose of buying
the dog foods. The organisation will decide to offer per kilogram dog foods in £1.33 to its
customer which seems most cheap than another organisation. Furthermore, the people who
chose the brand will be able to enjoy more than 13-kilogram dog foods in £ 19.99 which also
seems reasonable in the competition market.
On the other hand, being the most reputed brand of dog food Production Company
Pedigree maintains a standard of the costs to satisfy the entire ingredients which are used to
make the dog food products. The management of Pedigree fixes about £1.47 for per kilo
gram.
3. Promotion:
In order to compete with others especially Pedigree, Ryco dog Food Company must
be utilising difference links of promotion to attract the concentration of the society which
provoke them to switch on Ryco from other choices. The entire processes which are used in
promotion stage by the Ryco dog food company must be very neat and clean and very perfect
which motivates the society to stay in the mind of them psychologically. The offering dog
foods of the company must be easily available all over the world to create a stable position of
the business in the competition market. The organisation must try its level best to promote
newly launched products through offering more quantities of product than the other brand. By
responding against this business strategy, Ryco dog Food Company offers to its service-users
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additional one packets when they will buy two packets of Ryco dog food. It is true that it can
be effects very positively on the new buyers who wants to switch on its preferences.
On the other hand, the most populated brand, Pedigree offers to its service-users extra
two packets which are in the sealed packet without sacrificing the qualities of the providing
services. To satisfy the customers according to its paying amount the management of the
company takes the cost-effective decisions.
4. Place:
The Company must deliver its dog foods in the various places which seem that the
products become easily available to its actual service-users. The Ryco dog Food Company
must purchase its food products through the internet by providing the entire information
regarding the features, offers and materials, costs both existing and newly launched products
on its personal websites. Furthermore, the company must provide its dog foods to its
consumers through the courier services.
On the other hand, Pedigree normally offers all its products in the outlets of its
partners. Sometimes, the regular clients of the Pedigree can visit to the outlets and buy the
dog foods; on the other hand, often they also choose and buy the products through the online
services. Thus, the management of Pedigree can able to gain lots of consumers.
5. Process:
The Company uses lots of vitamins minerals and proteins sources to produce the dog
foods like chicken, eggs and beefs which are known the essential ingredients to us. The
management of the Ryco dog food company advice to pulverized and blend entire materials
very well to produce the products where no gaps are existed at all. Thus, following the
process of production perfectly, the organisation will be able to compete with the most
reputed brand, Pedigree.
Being the wide known company, Pedigree tries to maintain its position in the
competition market appropriately by following the exact processes of production. The
management of the organisation use such ingredients to produce the dog foods which
provides the sufficient calcium to the all-ages of dogs to have strong teeth and bones also.
6. Physical Evidence:
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The organisation, Ryco dog Food Company must do its level best to promote the
newly launched product in the competition market because the society as well as the people
who wants to change its preferences regarding the dog foods can able to know about the
company only by the positive physical appearances of its employees. Though the company
purchases its products through using the online facilities, so the employees will set such
attractive and advanced software to display the advertisement of the products at the first stage
when someone use internet. Thus, the organisation will show its efforts as the shape of
physical evidence to promote its business.
On the other hand, Pedigree is the renowned brand which carries the popular history
of providing dog foods. Constantly, the company deals with the excellence reputation only by
doing the efforts of the entire employees of the organisation from upper level managers to the
salesmen.
7. People:
The management of the organisation looks after about the benefits and the satisfaction
levels of the upcoming consumers who may become the regular customers of the dog foods
of Ryco dog Food Company. So, they provide perfect training to its employees to satisfy the
actual needs of the consumers.
Pedigree provides more importance on the recruitment procedure of the organisation
which is held to choose efficient candidates as the employees because besides the online
facilities, Pedigree also sells its product through the outlets where the employees take
essential part to attract and provide the services to the customers. So, the company very
aware of the recruitment both the front line sales persons to the managing director.
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Conclusion:
The numbers of pet care companies have been maximized in recent day to exhibit the
strong growth of the business which seems serious challenge to the newly launched company
who tries to enter and establish a valuable position in the competition market. In this
assignment, the Ryco dog food company has decided to produce high quality of dog food
which contains full of proteins, vitamins and minerals to helps junior dogs to lead a perfect
healthy life.
This report is made with preliminary focus on the core objectives and proposed
marketing strategies of the Pet Food Company. Discussion has been done comparing with
another pet food company in UK regarding the marketing mix techniques used by the
company. The measurements and suggestions, if followed, can lead to the successful
marketing of a product.
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