Pets Choice Product Launch Strategy

This assignment analyzes Pets Choice's strategic approach to launching a new product in the UK market. It examines various aspects like market research, competitive analysis (SWOT), pricing strategies, and the role of marketing and integration within business units. The goal is to assess how Pets Choice can gain a competitive advantage by considering these critical factors.

MARKETING ESSENTIALS

Table of Contents
Introduction.................................................................................................................................................3
Task 1: Role of marketing and its relation with other units of the organization..........................................3
P1. Major role and responsibilities of marketing functions.....................................................................3
P2. Interrelation in between role and responsibilities of marketing with organizational context...........5
Task 2: Comparison in between the process of marketing mix...................................................................6
P3. Comparison regarding the marketing mix process............................................................................6
Task 3: Development and evaluation of basic marketing plan...................................................................10
P4. Basic marketing plan for the organization ......................................................................................10
Conclusion.................................................................................................................................................13
Reference list.............................................................................................................................................14
Page 2 of 15

Introduction
Marketing is considered as an essential function for the business organizations in order to make
their products viable for a set of customers. Therefore, according to Pike (2015), the business
organizations these days are investing an ample amount of money behind their marketing
channels. The organization that has been chosen for this particular study is Pets Choice that
mainly deals with the pet foods. The organization is planning to launch a new pet food product in
the UK market. Therefore, they are trying to identify the areas through which they can market
their product.
The primary aim of this study is to evaluate the process of marketing plan of Pets Choice. In
addition to that, the study also aims to satisfy the fact that how the business organization can
segregate the different process related to marketing. Along with that, the study also derives the
role of marketing and its relation with other business units of the organization. The study also
provides a sufficient amount of information regarding the marketing mix concept. In addition to
that, it provides an ample amount of knowledge regarding the fact that how Pets Choice can
implement the process of marketing mix into their marketing planning strategy.
Task 1: Role of marketing and its relation with other units of the organization
P1. Major role and responsibilities of marketing functions
Marketing department of a business organization has the overall responsibility regarding
growing revenue, enhancing the market share and profitability. Therefore, it can be said that the
proper management of the marketing functions can help Pets Choice to have a competitive
advantage over their rival business organizations. As Pets Choice is a medium size organization,
therefore their marketing team includes a marketing manager along with marketing executives
who would be responsible for different marketing functions such as different publications and
advertisements. Malhotra (2015) said that, part of properly launching a new product in the
market is to find out the people who requires the product. In addition to that, it also includes the
fact that the marketing team needs t o make those people educated about the product. As Pets
Page 3 of 15

Choice is dealing with a new pet food, therefore their main aim is to find out proper people and
make them understood about the advantages of the product.
Price
Determination of price is considered as another major function for the marketing department of
Pets Choice. The department needs to consider the fact that the goal or the position that Pets
Choice is trying to achieve in the overall market. Along with that, the marketing department of
Pets Choice also needs to calculate the demand and supply of the new product that they are
launching. After setting up the objectives and analysis of the different marketing forces, Pets
Choice may decide their pricing schemes such as markup pricing, value pricing.
Place
Identification of the place where Pets Choice can launch their new pet food is another vital
aspect that the marketing team of Pets Choice needs to take into consideration. The decisions
regarding place determines the different channels, facilities regarding transportation and
inventory. Along with that, Dibb and Simkin (2013) said that, where a product is marketed may
have a vital impact over the success of the entire launch of the product as it is mainly based on
the regional customers.
Promotion
Pets Choice also need to understand the process of promotions that can help them to achieve
their business objectives. It is the duty of the marketing department of the organization to derive
the proper process related to the different promotional activities. It can easily enhance the overall
sales percentage for the new pet food of Pets Choice.
Customer service
Customer service is another vital; aspect that the marketing department of Pets Choice needs to
keep in their mind. It mainly builds a suitable relationship with their customers. The department
needs to listen to their customers and identify the issues that they are facing regarding the new
product. Based on their issues the department may solve their queries and may get a chance to
redevelop the entire product (Wilson, 2014).
Page 4 of 15

P2. Interrelation in between role and responsibilities of marketing with
organizational context
When it comes to the interrelation of marketing department with the other business units of the
organization, the first thing that comes into consideration is the fact it builds a great amount of
trust in between the multiple departments of the organization. As Pets Choice is launching a new
pet food in the UK market, therefore it is very much essential for them to have a strong linkage
in between the different functional units (Brady, 2014). Below are the different departments of
Pets Choice and their interrelation with the marketing department is given.
Production department
It is the duty of the marketing team of Pets Choice to work closely with the production
department of the organization. It can ensure the marketing team that an ample amount of
research has been planned in order to satisfy the requirement of the customers. In addition to
that, it also ensures the fact that the item can be manufactured to the design and the specifications
that has been provided by the customers.
Finance department
Along with the production department, marketing department of Pets Choice also need to work
integrated with the finance department of the organization in order to ensure an important fact
that there is sufficient amount of budget in order to meet with the requirements, promotion and
the process of distribution.
Human resource management
As Pets Choice is launching a new product in the UK market, therefore the organization needs to
derive some policies that can satisfy the need of the customers (Clow and James, 2013). In order
to understand the policies the marketing team needs to work collaboratively with the HR
department of the organization. Along with that, the HR department may also help marketing
department of Pets Choice to meet the targets regarding production.
Page 5 of 15

When it comes to the roles of marketing department of Pets Choice regarding different marketing
environment, the factors are detailed below.
Market strategies
The responsibility of the marketing department is to make suitable strategies that can help Pets
Choice to have a competitive advantage over their rival business organizations. As the
organization is launching a new product, therefore a proper strategy is very much required in
order to satisfy the business objectives.
Marketing information system
Marketing department of Pets Choice needs o gather an ample amount of information regarding
the entire market and that can be very much helpful for them as they are launching a new food
product in the UK market.
Monitoring the environment
The marketing department of Pets Choice needs to monitor the entire marketing environment in
order to gather a proper set of information regarding the need of the customers. According to
Shukla (2015), they need to identify the factors such as the socio-economic factors, internal and
external changes regarding the entire market scenario.
Market segmentation
Business organizations these days need to make proper segmentation that is provided by the
marketing team. The marketing team of Pets Choice helps the manager of the organization to
identify the large target markets and then they promote their new product.
Task 2: Comparison in between the process of marketing mix
P3. Comparison regarding the marketing mix process
The process of marketing mix is mainly applied in the business organizations to achieve the
marketing goals and objectives. Therefore, it is the duty of the business organization to utilize
the different resources in order to apply the process the marketing mix. When it comes to Pets
Page 6 of 15

Choice, as they are launching a new product in the competitive market of the UK, therefore they
need to be very much careful regarding the utilization of their available resources. According to
Pereira et al. (2017), marketing mix mainly includes the market demographics along with the
different products and services of the business organization. In addition to that, it also includes
the market size and the size of the organization. Marketing mix can help Pets Choice to identify
and understand the product that they are launching in the market. The basic principle of
marketing mix includes 4Ps such as product, price, promotion, and place. However, the extended
marketing mix includes all the 4Ps and three additional aspects such as people, process and
physical evidence.
A marketing strategy is considered as the process that the marketing professional used to present
a product in front of their target customers. For that purpose, it is essential for the business
organizations to have a proper marketing mix strategy that can provide them with a competitive
advantage over their rival business organizations (Everett, 2014). Therefore, Pets Choice needs
to adopt a clear marketing strategy as they are launching a new product in the UK market.
Define the USP
Pets Choice needs to define the benefits that the customers may get after having their product. In
addition to that, Pets Choice needs to make their customer think that why should they choose
Pets Choice and what are the exact benefits that Pets Choice can provide them and others are not
able to provide. Therefore it can be said that defining the USP can help Pets Choice as they are
launching the new food product for pets.
Describe the target audience
Pets Choice needs to narrow their focus of the product by properly identifying the target
customers. They need to shape their marketing channels around that proper description. Sherry
and Canon (2014) said that, it is the duty of the business organization to make a picture of the
product in between the customers.
Define the product
Pets Choice should take time to describe the product specifications to their target customers.
Along with that, they also need to make the customers aware of the values and qualities of the
Page 7 of 15

new product. In addition to that, Pets Choice may also look towards the unique features that they
can offer only in the competitive market.
Generate a pricing strategy
According to Swenson et al. (2014), pricing strategy is another area of concern that Pets Choice
needs to take into their consideration. The organization need to gather an ample amount of
information regarding the pricing strategy of their competitors in the market and based on the
analysis of their pricing strategy, Pets Choice should derive their pricing strategy.
Identification of the place
Pets Choice need to recognize the place that goes beyond the geographic location. They need to
identify the fact that where they can feature their product. They can have their own stores or they
can simply provide dealership to other outlets.
Define the promotional techniques
According to Swenson et al. (2014), it is the duty of the marketing team to explain the process
that they would use to promote their new product in the competitive market. They need to derive
the fact that whether they should use advertising or person to person selling technique.
Therefore, they need to create a promotional technique that can easily feature their product
standards and quality.
Business organizations based on their culture applies the different tactics that helps them to
achieve the business objectives. As a medium organization, Pets Choice uses their 7Ps of
marketing in order to achieve their business objectives. On the other hand, PetMed Express
utilizes marketing segmentation process to achieve the business goals. Their market
segmentation includes the following processes.
 Initially they define their market that is the target market.
 Then they generate the process of market segmentation.
 Based on their market segmentation they perform evaluation process for specific areas.
 Then the organization evaluates the attractiveness of the segmentation process
Page 8 of 15

 Based on the process of evaluation the target market is then selected.
 Then the organization develops their positional strategy and implements that strategy.
 After all, of these the organization evaluates the feedback process of the segmentation
process.
On the other hand, Pets Choice utilizes the extended marketing mix in order to achieve their
organizational goals and objectives. Below the extended marketing mix of Pets Choice is
defined.
Product
Pets Choice need to understand the fact that the product that they are launching in the UK market
needs to satisfy the need of the customers. Therefore, it can be said that the main objective of the
product is to satisfy the customers.
Place
The organization need to consider another fact that the products and services that they are
offering to their customers should be available (Dudu and Agwu, 2014). The outlets need to be
located in such places where the people can have access to those.
Price
The price of the new product should provide the customers the value for their money. Therefore,
it is considered as a vital strategy that the can provide the customers the vale for their money.
Along with that, it may also help Pets Choice to sustain in the competitive market.
Promotion
The process of promotion includes advertising, social media promotions along with the different
kind of sales promotion. According to Cabrera and Williams (2014), as Pets Choice is a B2B
organization, therefore they mainly focus on the personal selling rather than the advertising and
sales promotions.
Process
Page 9 of 15

Process signifies the service that the organization provides to their customers. As for example, it
can be said that the organization may deliver their products with a smile to their customers. That
may generate a better buying experience for the customers.
People
The groups of people associated with Pets Choice such as the marketing team along with the
other executive are very important part for the organization in order to launch the new product.
Physical evidence
It derives the fact that the organization should have a physical presence in between the
customers. That can help the customers to provide them with the after sales experience.
Task 3: Development and evaluation of basic marketing plan
P4. Basic marketing plan for the organization
Marketing objectives
In respect to determines marketing objectives, the main aim of the Pets Choice is to increase
systematic work performances in business. In this way, competitive advantages must be gain to focus on
the creativity at workplace. They are committed to pet safety so that they demand to increase contact with
pet owners in systematic way.
SWOT
Strength Weakness
One plan for all pets
Pays as per the customer based actual veterinarian
One of the leading company in the pet insurance
industry
Despite great work with restricted some locations
Offer products at lower cost
Enter in new market
Opportunities Threats
Growing market people increasingly Competitors
Page 10 of 15

Offers products at low costs
Enter in new market to gain high share Losing market share
Government regulations
STP
In respect to determines that segmentation criteria, Pets choice include pet insurance for domestic
animals. In this way, they are targeting only cat and dog owners. In order to make positioning they are
committed to pet safety in the business department.
Marketing mix
Pets choice is the pet insurance company that looking for systematic procedure of the business
environment. In this way, following marketing mix implemented at workplace:
Product
Pets Choice needs to assure the fact that their product should have quality and they provide a
proper amount of customer service to their customers. In addition to that, they should also
maintain a healthy communication with their customers.
Promotion
Pets Choice need to maintain the different aspects regarding their promotional areas. They
should effectively maintain the communication process with the customers and for that they can
use marketing communication and direct marketing process.
Price
According to Wilson (2014), as pricing is a crucial factor of marketing mix, therefore Pets
Choice needs to use such pricing strategy that can help them to provide a tough amount of
competition to their rival business organsiations.
Place
Page 11 of 15

Availability of the products is another aspect that Pets Choice needs to consider. The outlets need
to be in such areas that can satisfy the need of the target customers.
People
The people associated with the product launch are also a crucial part for the business
organization. The management of the organization along with the marketing team and the sales
executives are considered as the key people for the new product launch.
Process
Pets Choice needs to adopt the customer focused business process, as the main objective of the
business organization is to satisfy the need of the customers.
Physical environment
The user should have a good amount of experience while receiving the product from the
organization. Pets Choice needs to consider this aspect also while launching their new product in
the UK market.
It is tough for Pets Choice to predict the fact that how their new product would respond in the
market. Even the large companies sometimes failed to predict the fact. Therefore, Pets Choice
needs to evaluate the readiness of their organization before starting to publicize their new
product. In addition to that, they also need to know the fact that whether they are ready for a
overnight growth or not. Along with that, the organization also need to identify the fact that
whether they have enough strength regarding their staffing and other resources. Then Pets
Choice needs to evaluate the product. Most of the organizations have the tendency to
sensationalize the product before launching. According to Daft (2015), all the people related to
the launch of the new product set their stakes regarding the new product they have. However,
there needs to be a proper analysis of few issues. One of them is the fact that whether the product
has been tested or not. Another aspect that the organization needs to maintain is the fact that
whether the product delivers a consistent set of results or not. In addition to that, Pets Choice
also needs to analyze their internal factors such as their strength, weakness, and opportunities
along with the threats. This can provide them with a great amount of knowledge regarding their
new product.
Page 12 of 15

Along with that, Pets Choice also needs to evaluate the entire market where they are willing to
launch the product. They need to provide a close look regarding the results of the analysis in
order to understand the fact that whether they have any positive opportunities to sustain in the
market or not (Sherry and Canon, 2014). Pets Choice needs to analyze the fact that whether their
product has efficient support from the market or not. In addition to that, they also need to
identify the fact that whether the available market already has the same product or not. The
market research is a time consuming aspect, still the business organizations need to have this
aspect in order to have a proper knowledge regarding the entire market. It can help Pets Choice
to identify the feasibility of their product in the competitive market. Along with that,
identification of the market can easily help Pets Choice to target their customers that can enhance
the chance of a successful product launch. While planning for the product launch, Pets Choice
needs to analysis the level of competition in the entire market. While performing the market
research, the organization also needs to analyze the level of competition that they may receive
from the competitors. The organization needs to find out the fact that what are the different
services and products that the competitors are providing to the customers. Along with that, the
organization also needs to analyze the fact that what are the features that set their products
different from the product of the competitors (Pereira et al. 2017).
In addition to the level of competition in the market, Pets Choice also needs to target the
customers regarding their product. They need to identify the requirements of the customers and
based on that they need to feature their products to the audience. They also need to understand
the fact as they are dealing with a pet food; therefore, the first thing the customers would look
forward is the quality of the product. After the quality of the food, the customers would look for
the after effect of the food over their pets. Based on that factor they would again buy the same
product. Therefore, it is the duty of the production team to satisfy the customer needs and the
marketing team needs to provide sufficient amount of information to the customers regarding the
advantages of the product to the set of customers. Along with that, according to Clow and James
(2013), the organization should also spend time regarding the promotion of the new product. As
they are a B2B organization, therefore it would be better for them to adapt the process of
personal selling rather than the advertisement or the social media marketing. It can save both cost
and time of the organization. However, they can reach to more people if they use the social
media platform for their new product.
Page 13 of 15

In addition to that, the organization can also use the aspect of marketing mix that involves 7Ps of
marketing in order to satisfy the customers. The coherent marketing plan of Pets Choice by using
the 7Ps of marketing is as follows.
Conclusion
After summing up the entire study, it can be said that the business organizations need to maintain
the different areas that are related to marketing in order to have a proper growth in the
competitive business field. In addition to that, it can also be said that Pets Choice needs to utilize
their marketing channels in order to launch their new product properly. That can provide the
customers with the best knowledge regarding the product. The organization also needs to
introduce the benefits of the product to the customers because of the fact that they can get the
value for their money. The marketing department of Pets Choice also needs to play their role in
order to launch the new product in the UK market and there should be a proper amount of
integration in between the functionalities of the multiple business units. Therefore, it can be said
that the business organization, Pets Choice needs to consider all the critical aspects that are
related to the launch of their new product in the UK market in order to have a competitive
advantage over the rival business organizations.
Page 14 of 15

Reference list
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Cabrera, S.A. and Williams, C.L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology, 40(3), pp.349-367.
Clow, K.E. and James, K.E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Daft, R.L., 2015. Organization theory and design. Cengage learning.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Dudu, O.F. and Agwu, M.E., 2014. A review of the effect of pricing strategies on the purchase of
consumer goods. International Journal of Research in Management, Science &
Technology, 2(2), pp.88-102.
Everett, R.F., 2014. A crack in the foundation: Why SWOT might be less than effective in
market sensing analysis. Journal of Marketing & Management.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Pereira, J.R., e Sousa, C.V., Shigaki, H.B. and Rezende, L.B.O., 2017. Social Marketing:
induction or volunteerism?. Revista Brasileira de Estratégia, 10(2), p.329.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Sherry, C.S. and Canon, C.L., 2014. An Introduction to “Business Essentials”. Journal of the
American College of Radiology, 11(2), pp.110-111.
Shukla, P., 2015. Essentials of marketing research. Bookboon.
Swenson, M.J., Rhoads, G.K. and Whitlark, D.B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics, 16(6), p.56.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Page 15 of 15