Marketing Plan of MSH Brand

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MSH Brand Marketing Plan
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MSH Brand Marketing Plan
Business Context
When it comes to family life, the pet food industry happens to one of the biggest and
fastest-rising industries in the overall market. This follows the consequent increase in the number
of people owning pets. As such, the retail sales of pet food in 2019 was nearly $29, an increase
by 6% from the previous year (Packaged Facts, 2019). According to research, approximately 235
million American households are said to be owning a pet (Naakka, 2021). MSH Brands serves as
a pet treat and food organization which embraces the significance of according our pets the best
and nutritious food out here. The organization’s motto indicates their aim and standard of
considering pets as significant parts of families thus treating them as such. This has raised
awareness to the consumers, to consider what they are feeding their dogs fostering a shift into the
use of natural, and synthetic products.
Different studies concerning pet food nutrients have ascertained that cats other than dogs
are exposed to higher risk to particular pet foods (Tobie, 2015). Following the same, the MSH
Brands have focused on introducing new dog products with the view of reducing the risk while
targeting the increasing population of pet owners. Besides, MSH Brands have embarked on
developing, TruDog a new product for dogs’ consumption. TruDog will introduce customers to
the option of dry food, while months later, the option of canned food will be introduced as well.
Although canned food is considered more digestible, and savory, the demand of dry food is
increasing rapidly, given its advantages in terms of storage, and clean feeding without leaving
any mess. Moreover, the dry food promotes effective oral care to the dogs thus reducing risks to
plaque and tartar buildup adding to offering a crunch, and the chewing needed to maintain the
animal’s overall health (Tobie, 2015).

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Additionally, TruDog product will be antibiotic, preservatives, poisonous pesticides,
simulated hormones, synthetic colors, and flavors free. This follows that its ingredients will be
organic, including lean meats, plants and natural minerals, and vitamins. Besides, it will be free
of byproducts and grains such as wheat and corn. The company views this as the perfect time of
introducing the product given the consequent shift in consumer behavior towards products
encompassing natural ingredients, fostering improved health. Further, all-natural ingredients
products are proving to become the new trend. Given the increased environmental awareness,
knowledge regarding wellness, and the customer’s need to understand the product’s ingredients
has developed a pleasant environment for the TruDog product to flourish.
Situation Analysis
In 2018, the market size of the pet food had its value at $83.02 billion dollars globally,
while it is predicted to grow at 4.5% annual growth rate by 2025. Besides, given the increased
awareness concerning the natural pet food products, the Northern United States have turned to
one of the leading markets in regard to the same. Product differentiation serves as a significant
factor in pet food, with the view of increasing sales. As such, when a brand accords their
customers more products, the overall revenue increases while reducing the overalls costs. The
reduction in costs is attributed to the fact that, retaining the current customers compared to
acquiring new ones is cheaper.
In the current market, MSH company boasts of a product line comprising pet treats and
supplements, as well as refrigerated, frosted, and wet pet food. The distribution of these products
is done through hypermarkets and supermarkets in America. The brand boasts of having a good
reputation with their existing customers fostering the achievement of stable profits from sales
over the years. As such, bringing in the TruDog product to the company’s product line will not