The Farmer's Dog Marketing Strategy: Group Management Report

This group management report provides an analysis of The Farmer's Dog's marketing strategies, focusing on their standardized marketing mix, which includes raw premium chicken, beef, venison, and fresh pet food products. The report evaluates the Customer Brand Based Equity model, emphasizing performance, trust, value, commitment, and social image to understand customer relationships and market positioning. It also discusses Integrated Marketing Communication (IMC) methods and suggests using social media marketing. Furthermore, the report outlines ways to measure the company's success, including sales targets, market share, profitability, and return on investment (ROI), recommending a strategic focus on marketing mix adjustments and branding strategies for potential expansion in markets like Japan. The report concludes that adapting to market changes and leveraging experience are crucial for sustained growth and customer engagement.

GROUP MANAGEMENT REPORT

TABLE OF CONTENTS
 INTRODUCTION
 MAIN BODY
 ADAPTABLE OR STANDARDIZED MARKETING MIX OF COMPANY
 CUSTOMER BRAND BASED EQUITY MODEL
 DISCUSSING IMC AND METHODS OF MARKETING COMMUNICATION
 EXPLAINING WAYS TO MEASURE THE SUCCESS OF COMPANY
 CONCLUSION
 REFERENCES

INTRODUCTION
 Group management is the very helpful for the company in order to manage the things in the
market.
 The current presentation is based on The Farmer's Dog, the company used to produce and sell food for pets.
 This report will outline the marketing of the company that helps the company to sell its products in the new
market.
 Further this report will put focus on Customer Brand Based Equity model that makes them know about the
customers.
 Further this presentation will evaluate the Integrated marketing communication with the different
presentation of communication.
 Moreover, this report will different ways in order to measure the success.

ADAPTABLE OR STANDARDIZED
MARKETING MIX OF COMPANY
 The marketing mix is the important element for the company that helps the
company to know about the market.
 The Farmer's Dog used to have the standardized marketing mix which helps them to have
better selling of the products in the new market.
 The products sold by the company used to include raw premium chicken, raw beef,
raw wild venison and meat.
 It also used to offer the variety of fresh pet food products that helps the company to have better
selling.
 By selling the fresh and nutritious food makes the pets to stay healthy.

CONTD...
 The price is one of the important factor for the company that helps them to sell the products at that
particular rate.
The company used to sell its products at the affordable rate which helps them to attracts the customers in the
market.
They used to follow penetration pricing strategy that makes them to have expansion in the new market.
 Place is also the another important factor that helps the company to have better selling of the products in
the market.
The cited company used to operate in the two market and it has to sell its products in the new market that is
Japan.
This makes the company to have good market share by expanding its products in the new market.

CONTD...
 Promotion is the important sources that must be performed by the company in
order to attract the customers in the market.
 The cited organization can use the social media marketing which helps the clients to know
about the pet food that is produced by the company.

DISCUSSING CUSTOMER BRAND
BASED EQUITY MODEL
 Customer Brand Based Equity model is defined as the model that
helps the company to know about the performance and success of the
company that is directly dependent on the customers.
 The Farmer's Dog is the pet food producing company that makes
them to have fresh and nutritious food for the pets and specially for
dogs.
 Customer brand based equity model covers five key elements. Such
as performance, trust, value, commitment, social image. If an
organization decodes these elements, then may build strong strategies
to get better place in the market.

CONTD…
 It will be taking some key notions in to consideration when it comes to production and
promotion in japan.
 As the company is already operating in the two market which helps them to have good
relationship with the customers in the market.
 The good relationship of the company is with those clients who used to have pet in their
house.
 This makes the clients to attract and by the quality and fresh food for the customers.

DESCRIBING IMC AND METHODS OF
MARKETING COMMUNICATION
 IMC refers to the step wise process that helps the company to have the proper
marketing by having the good communication in the market.
 This basically involves advertising, promotion and social media.
 The organization is quite aware about imparting of IMC. Since it is operating its
business on wider level.
 With this respect, Farmer’s dog is abiding with all its marketing mix dynamics so
can improve the communication.
 There is well developed strategy for IMC where all inevitable notions have been
imparted.

EXPLAINING WAYS TO MEASURE THE
SUCCESS OF COMPANY
 As it is seen that, it is very important for the company to measure the success if it is operating in the new
market with the new product.
 The success of the company can be measured in both financial and non-financial terms which is described
below: These KPIs are supposed to be used since there is need to measure the progress of plan.
KPIs
Sales target Market
share Profitability Return on
Investment

CONTD...
 Sales target- The farmer’s dog may set its new sales target. For instance- It can fabricate it in percentage.
It may go for hike in sales at the rate 10% per quarter. It will help to work on the aim.
 Market share- The diaspora may get expanded by putting extra efforts. it would be a great measure since
the widening market share shows better inclination of customers.
 Profitability- it may be measured using the profits of previous moths. The organization may understand
that what is the ongoing profitability it have.
 Return on Investment- it is a statistical method, where the ROI may be compared in order to know exact
growth in a certain phase.
Critical
Success
factors.
Strategic
focus People Operations Marketing Finance

Recommendations-
 The organization is suggested to bring sort of drastic strategy in term of its marketing mix.
 The pricing penetration strategy should not the single area to work on, at the same time some new
strategies can be used as per the suitability of the market.
 The organization has already great experience of the market since it is working for more than a
decade so can use its experience and may utilize its goodwill factor in marketing the brand.
 It is supposed to be operationalized there in japan so with this respect a new strategy for branding
is needed to can eradicate language related issues.