Marketing Strategy Recommendations for Idpet: MMK101 Trimester 2 2018

This report presents a marketing strategy recommendation for Idpet, a pet product company. The assignment begins by identifying the target market, which includes pet lovers in Australia, segmented by demographics, psychographics, and geographic location, with a focus on urban areas and health-conscious consumers. The report positions Idpet as a high-end, health-conscious brand. It then outlines marketing strategy recommendations, including a skimming pricing strategy for pet foods and competitive pricing for services like puppy school and grooming. The promotion strategy emphasizes social media marketing, promotional events, and potential direct selling. The place strategy focuses on urban areas. The conclusion summarizes the recommendations, emphasizing the importance of market segmentation and the implementation of the marketing mix elements to achieve business goals. The report also includes a reference list.

ASSESSMENT 3
MMK101 TRIMESTER 2
2018
MARKETING STRATEGY
RECOMMENDATIONS

Student Name:
Student Number:

Table of Contents
Table of Contents.............................................................................................................................3
2.1. Target Market and Positioning Statement................................................................................4
2.2. Marketing Strategy Recommendations.....................................................................................5
2.2.1. Marketing Mix Element Pricing Strategy..........................................................................6
2.2.2. Marketing Mix Element Promotion Strategy....................................................................6
2.2.3. Marketing Mix Element Place Strategy.............................................................................8
2.3. Conclusion................................................................................................................................8
Reference List and Bibliography...................................................................................................10

2.1. Target Market and Positioning Statement.
Target Market: The target market segment for the product Idpet is the pet lovers of
Australia (Idpet.com.au. 2018). The main target market customers can be
divided into three parts:-
Pet care professional
Pet care consumer
Health Conscious consumers
Apart from this, the target market audience can be further divided into
Demographic, Psychographic and Geographic. The main target
geographic audience will be the Urban people as most of them will prefer
and have the capability of pets at their home.
In addition to this, according to Huang and Sarigöllü (2014), the target
audience will be the older people as most of the older people spend many
amounts over pets at their respective households. In addition to this, it can
be also inferred that Urban areas spend more on pets in comparison to
rural areas due to the differences in income level. In terms of income
level, the product Idpet needs to target the middle and upper classes of
people as these classes can only fulfill the main aims and objectives of the
given product of pet care (Singh 2012). In addition to this, it can be also
inferred that the organization needs to target the customers who are health

conscious in nature. This is mainly because; they need to take care about
their own health and also the health of their pets. On the contrary, it can
be also inferred that the product will target the high end customers who
mainly focus on quality and best health supplements for their own pets.
Positioning
Statement:
The Pet store sells different kind of pets, which includes dogs, cats and all
types of pet products. Idpet will position itself as a high end health
conscious brand of their pets. The organization has positioned itself as a
niche product in the industry. According to the theories of Strauss and
Frost (2016), the product will be mainly available in the urban areas due
to popularity of pet products in urban areas in comparison to the rural
areas. In addition to this, it can be also inferred that the product will be
positioned as a quality and niche product which is extremely useful for
the health of the household pets. Due to this reason, quality plays a major
role while developing the ingredient of the product.
2.2. Marketing Strategy Recommendations.
There are different market strategies that can be recommended for the organization Idpet in order
to meet the requirements of the customers and to attain their respective aims and objectives.
These marketing strategies can be in the form of pricing strategies, promotion strategies and
place of promotion and launch of their respective products. These strategies can be further
evaluated with the help of the following points:-

2.2.1. Marketing Mix Element Pricing Strategy.
According to Gordon (2012), pricing strategy plays a key role in marketing for every product as
modern day business has competitive and it is very difficult to survive in the long run. There are
different forms of pricing strategies that an organization can follow. These are premium pricing
strategy, skimming pricing strategy, market penetration pricing strategy, psychology pricing
strategy, bundle pricing strategy and economic pricing strategy. In case of the organization
Idpet, it will target the high end rural customers who have pets at their home and who are health
conscious. The pricing of pet foods will be competitive and the organization will follow a
skimming pricing strategy of pet products (pet foods and pet needs) in order to attract their
customers in the initial stages. This will also help the organization to nullify all its competitors
from the market (Khan 2014). However, the organization also provides puppy school and
grooming facilities and the pricing strategy of such services will be on the higher side as it is
purely targeted for high end customers. According to Londhe (2014), this kind of pricing strategy
will help the organization Idpet to create a positive image among the minds of the customers and
also help them to build up their own brand. In this way, the organization Idpet will set up their
respective pricing strategies in order to meet their respective aims and objectives for both short
and long run.
2.2.2. Marketing Mix Element Promotion Strategy.
In modern business times, promotional strategies play a pivotal role for the success of the
business organizations due to intense competition in the market. There are various forms of

modern promotional strategies that the organization can adopt in order to create an awareness of
their products among the customers (Gordon 2012). There are five main promotional strategies
that an organization can adopt. These are in the form of advertising, direct marketing, public
relations, sales promotion and personal selling. The modern day business organizations can adopt
different kinds of promotional strategies which are suitable for them in order to create awareness
of their products (Khan 2014). New marketing products can also opt for Guerilla marketing
strategies or any unconventional marketing strategies to capture the market with lesser amount of
budget.
In case of the organization Idpet, it needs to make proper use of social media to promote its
products via viral marketing promotional strategy. It has been seen that the popularity of social
media plays a key role in promotion of products for the marketers. Therefore, this tool needs to
be used in an effective manner by the firm.
In addition to this, it can be inferred that, the organization can promote its products through
various promotional events, print media and electronic media. The viral marketing can be done
via giving exclusive discounts to various customers. The discounts can be in the form of buy 1
get 1 free or offers like 60 percent to 70 percent off (Bernhardt, Mays and Hall 2012). This can
attract the new customers and the organization will be successful to break through the market. In
addition to this, the organization can use promotional events to distribute its sample products and
identify its potential customers. The organization needs to do a proper market survey regarding
what areas the highest numbers of pet lovers are available. According to Strauss and Frost
(2016), after proper market survey, the organization can also adopt direct selling promotional
strategy for its customers. Apart from this, the organization Idpet can also implement Guerilla
marketing strategies or any unconventional marketing strategies to create an awareness of their

pet products. According to Zahorsky (2012), this will further help them to capture a higher
portion of the market via less budgeting costs. This can be done via business to business (B2B)
marketing as well. These are the various marketing strategies that the organization Idpet can
adopt in order to promote their products.
2.2.3. Marketing Mix Element Place Strategy
Another important element of marketing mix is the place where the organization will implement
and launch its products. In case of the organization Idpet, the main target place will be the urban
areas of Australia. Since, it is a high end brand; therefore, the main customers will be the high
end customers who are pet lovers along with health conscious in nature. The organization can
promote its products in various business events, so that they can capture the require target
audience (Khan 2014). In addition to this, if the organization adopts personal selling promotional
strategies, then the organization can adopt door to door selling to the urban audiences. The main
target audience will be the retired people, therefore, they can organize different road shows or
promotional events in crowded areas of Sydney, Melbourne or any other cities of Australia. In
this manner, the organization Idpet can determine the respective place in order to promote its
products in an effective manner.

2.3. Conclusion.
From the above analysis, it can be concluded that the organization Idpet will mainly target the
urban audience in order to promote their products. They will identify health conscious pet lovers
in the urban areas of Australia. Apart from this, the organization will follow a skimming pricing
strategy in order to attract the attention of the customers. However, the prices of puppy school
and grooming facilities will be on the higher side as these are exclusive products of the firm and
it’s mainly targeted for the high end customers. Therefore, it can be inferred that the organization
will also segment its products through Demographic, Psychographic and Geographic market
segmentation in order to identify their target audiences. In this way, the firm can attain all its
required business goals in the long run.

Reference List and Bibliography
Bernhardt, J.M., Mays, D. and Hall, A.K., 2012. Social marketing at the right place and right
time with new media. Journal of Social Marketing, 2(2), pp.130-137.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), pp.122-126.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Idpet.com.au. (2018). IDPET, Personalised Pet Products for Dogs. [online] Available at:
https://idpet.com.au/ [Accessed 9 Sep. 2018].
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11, pp.335-340.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Singh, M., 2012. Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business
and Management, 3(6), pp.40-45.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Zahorsky, D., 2012. Low-budget high-impact marketing plan.