Eukanuba Marketing Plan Report

This marketing plan report analyzes Eukanuba's position in the competitive pet food market. It begins with a situation analysis, including a SWOT analysis and CDSTEP analysis, to assess the company's strengths, weaknesses, opportunities, and threats within the broader market environment. The report then defines Eukanuba's marketing goals, both monetary (net income, ROI) and non-monetary (market share, sales volume). A detailed marketing strategy is presented, focusing on market segmentation (demographic, behavioral, psychographic, geographic) to identify target customers and a value proposition to differentiate Eukanuba from competitors. Finally, the report outlines marketing tactics, covering the four Ps (product, price, place, promotion), including specific strategies for product improvement, pricing models, distribution channels (retail, wholesale, online), and promotional activities (advertising, online marketing, public relations). The report concludes by emphasizing the importance of a well-defined marketing plan for success in a competitive market.

MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Situation analysis.........................................................................................................................3
2. Marketing goal.............................................................................................................................4
3. Marketing strategy.......................................................................................................................4
4. Marketing tactics..........................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Today competitive market has many brads who dominate then market by niche
marketing. Super market chain captures a lion share of the business market. To compete in such
a situation, any business organisation must use an effective and efficient marketing plan.
Eukanuba is a well known pet food brand in the market of all over the world. In the following
report marketing environment analysis will be discussed (Chernev,2015). To succeed in the
market , the company must concentrate on the product, promotion ,distribution and price.
Marketing goal,marketing strategy and marketing tactics of Eukanuba will be described.
1. Situation analysis
Eukanuba needs to implement a market plan to lead in the pet food market. For market
plan, there is must need of situation analysis in which the marketing environment, goal of the
company, SWOT analysis, CDSTEP and resources are analysed. These are explained as
following.
Goals and resources-Main goal of the company is to capture a dominant position in the
pet food market and provide best quality product for good health of dogs and cats. Resource of
the business are best quality material for the production and healthy ingredients.
SWOT analysis- Strength of the Eukanuba is that it is a leading brand all over the world
as it provides the best pet food in comparison to other brands in the market. The business
organisation has speciality, premium and gourmet pet food products and efficient packaging
techniques (Ciopi,2010). It has various variety of pet foods which lead to maximum sales of the
product. Weakness of the company is the cost of the product as it is sensitive product for the
health of the dogs and cats. Many pet owners make the pet food at their own. Opportunity for
the Eukanuba is that it encourages the dog adoption by people. The company organises many
charity programmes for animal welfare and other social purposes. Threat of the company is that
there are many private brand in the pet food which decrease the value of he Eukanuba.
CDSTEP- In this market situation culture of the company in included. The culture of
then Eukanuba is liberal so that innovative ideas can be implemented to analyse the competitive
position of the company. Another factor in this market situation demographic factors are
included like age, gender of the dogs. This affect the business of the pet food company .The
social factors are analysed in which attitude and choice of the society are estimated for future.
The level of technology is analyse to operated the business according to latest technical way

related to machines and packaging. The financial condition of the company is analysed to make
marketing plan. Final factor of situation analysis is political rule and regulation which are
implied on pet food companies.
2. Marketing goal
Marketing goal of the Eukanuba can be monetary or non monetary (Lavinsky,2015). To
achieve these goals the company can use brand penetration in which the number of customers
who buy the pet food of the mentioned company in a particular time period. This method gives
a clear picture to analyse how the product is performing in the industry in comparison to other
brands. Monetary goals are net income, margins, return on investment, retail sales. While non
monetary goals are sales
volume, market share.
3. Marketing strategy
Marketing strategy is a tool by which the Eukanuba can be able to identity its valuable
customers. By using the marketing strategy , the company can make an effective plan which can
help in increasing the sales and the quality of the product in the long term. A marketing strategy
mainly focus to market segments and positioning map for the company. These can be explained
as following.
Target customers-There customers of pet food can be divided in many segments like
demographic segmentation,behavioural segmentation,psycho graphic segmentation and
geographic segmentation. One of the most important segmentation is demographic segmentation
which helps in getting right population for the product. In this market segmentation various
aspects are considered like Age, gender, family size, income, occupation, religion, race and
nationality. Age of the dog an the customers play a vital role in the purchase of the pet food. If
the customer is an old person then there is no possibility to make pet food by themselves,so it
would increase the sales of the product of Eukanuba (Mangram,2012). On the other hand, Dog
needs different food according to their age. It affects the business of the company. Gender is
also an important factor in demographic segmentation. Female and male pet require different
types of pet food. So the company should make sure that it provides all needed nutrients for the
pet in right amount.

Family size of the customer also play a vital role in the sales of the product. The
company should focus on the small family as they adopt dogs more than large size families. This
factor helps the company to get more valuable customers. Income of the the customer is a key as
more income group buy pet food more than low income group of customers. Occupation of the
customers vary from person to interspersion company should focus on the non hectic occupation
customer a they are likely to adopt and take care of pet more than others. Others factors also
should be considered by the Eukanuba like religion, race and nationality which helps in
identifying the right customers for its business.
Value proposition-Value proposition of Eukanuba describes why the customers should
buy its product. In the value proposition, USP of the product is described (McDonald and
Wilson,2011). The reasonability of price and other special features are stated in positioning map
of the company. In this the problem in business is detected. Potential customers adoption is
measured by using gain ratio.
4. Marketing tactics
There are many marketing tactics which can help in tailor important elements to suit the
customers,the company resources and the competition. Four Ps like product, place, promotion
and prices are included in marketing mix. These can be explained as following.
1. Product- Product is the soul of every business organization. Eukanuba should use brand
change to gain advantage from the competitive market. It can change the brand by
modifying the logo or some features in the product which can help in fresh start of the
production. In this marketing mix the quality of the product is improved by making better
changes in the brand. The company add some feature which will differentiates its product
from other competitors. Unique selling proposition which helps in accomplishing goals
of profit maximisation (Urso and Urso,2012). The company makes sure that changes
improves the sales and the image of the product in a positive way.
2. Price-Price affects the business and brand image of the company. The company should
keep a reasonable price so that maximum customer can be able to purchase the product. It
can lead to advantage to the brand and capturing a lion share of the pet food market.
There can be many pricing model as marketing tactics to keep the best price with better
quality in comparison to others companies in same industry. There 5C which are
considered in the price based marketing tactics like customers,

company,competition,collaborators and context. Customer are the main factor according
to which , the company changes its price. The company itself analyses its situation to
modify the price. Competition plays a vital role in altering price. The business
organisation tries to set the most suitable price with quality in company to other
competitor to gain advantage. Other factors like context in which external factors are
analysed.
3. Distribution-Suppliers and distributors are also key factors which can be used as
marketing tactics by Eukanuba. Distribution is the process in which the product is
delivered to customer through channel. For pet food there are many distribution methods
like Retail Outlets,Wholesalers,Online Sales and Catalogues and Direct Mail. In the
wholesale distribution ,the product is sold at less price with bulk quantity. Apart from
theses above mentioned distribution methods, the best alternative method can be pet
awareness programmes (Vaňa and Černá ,2012). In these programmes , the organisation
can spread the awareness about the health of dogs and cats. So that their owners would be
more careful for their diet and psychological health.
4. Promotion-In the promotion based marketing tactics, the business organisation can use
objective and task method .In this method all expenses on advertisement are evaluated so
that every penny can be utilised for the improvement in sales of the pet food of
Eukanuba. This method help in making budget plan based on desire objective and goal.
For example if the company wants to spend AUD $50,000 on advertisement then it
should mention its strategy used in advertisement and then results. Another marketing
tactics for promotion of the product is Integrated Marketing Communication tools. These
tools include advertising, online marketing, public relation activities, direct marketing,
sales campaigns to promote the product so that the positive message can be conveys to
the target customers to increase the sales of the pet food.
Thus there are many marketing tactics which help in increasing the amount of sales of the
product as well as the the image of the brand (Westwood,2016). These marketing tactics alters
the product in such a strategic way that it represents the product as new face to attract maximum
customers.
CONCLUSION

From the above report it can be concluded that the marketing plan contributes in the
success of the business in competitive market environment. A SWOT analysis is a must task for
the company to accomplish its goals and objective with accuracy in time. Goal of the business
organisation might be monetary or non monetary which are attained by brand penetration.
Market strategy like target customers and value preposition also can boost the competitive
power of the company.
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