Marketing Mix, Brand Equity and Communication: The Farmer's Dog Report

This report provides an executive summary and detailed analysis of The Farmer's Dog's marketing strategies, focusing on its expansion into the Japanese market. The report begins with an introduction to the business environment and the company's objectives in Japan. It then delves into the core components of the marketing mix, including product, price, place, and promotion, tailored for the Japanese market. The report explores the Customer Brand Based Equity model, examining how the company builds brand success through customer relationships and brand image. It also outlines the integrated marketing mix and various marketing communication methods, such as advertising, direct marketing, personal selling, and social media. Finally, the report evaluates different methods to measure the company's success, including sales targets and market share analysis, providing a comprehensive overview of the company's marketing approach and performance evaluation in a new market.

GROUP MANAGEMENT
REPORT

EXECUTIVE SUMMARY
The report is based on The Farmer's Dog which used to produce the food for the pets. In
this report it has described about the standardized marketing mix and Customer Brand Based
Equity model. Furthermore, the report has evaluated about the integrated marketing mix and the
different method of marketing communication. At last the below report has different ways for the
cited company to measure the success.

Table of Contents
INTRODUCTION...............................................................................................................4
MAIN BODY.......................................................................................................................4
Marketing mix for the company......................................................................................4
Explaining Customer Brand Based Equity model .........................................................5
Explaining Integrated marketing mix and different marketing communication methods
........................................................................................................................................6
Evaluating the ways of measuring success...................................................................7
CONCLUSION...................................................................................................................8
REFERENCES..................................................................................................................1

INTRODUCTION
Business environment refers to the surroundings that used to have impact on both
internal and external aspects of the organization. As The Farmer' dog is launching its
establishing its new company in Japan so the objective of company is to have better selling in
the new market. The objective of the report is to know about the marketing of company in the
chosen country. This report will put focus on marketing mix of the company in Japan. Further
this report will outline the Customer Brand Based Equity model which will make to know about
how client build the strong brand by having focus on this model. Moreover, this project will
indicate on the IMC and communication methods. At last this report will outline the ways of
measuring the success of the organization.
MAIN BODY
Marketing mix for the company
Marketing mix is termed as the set of actions and tactics that helps the company to
promote its product in the existing and new market. This used to include the different areas that
includes the marketing plan (Lahtinen, Dietrich and Rundle-Thiele, 2020). As The Farmer's Dog
is entering the new market, so they used to have standardized marketing mix in the market. This
is because it helps the cited company to know about the actual and targeted customers in
Japan. The marketing mix of the company is as described below:1. Product: This mix includes the products that are manufactured and sold by the
company in the market. The product can be unique or the existing product that helps the
company to have more customers in the market (Connor, Champion and Joordens,
2020). As the cited company used to offer the variety of fresh food for the pets and
basically for the dogs. The product consists both vegetarian and non-vegetarian items.
The organization may hurt the emotions and values of people which may bring
catastrophe to it. They used to sell the nutritious food for the pets that make them stay
healthy. It used to sell raw premium chicken, raw beef, raw wild venison and meat.2. Price: This factor used to determine the prices of the products that helps the company to
sell it products in the market (Lim, 2021). The determination of the prices of the product
must be good that used to attract the customers in order to buy the products. As the
cited company used to sell its products for the pets, so they must have the affordable
pricing strategy that makes them to have good target customers in the market. along
with penetration pricing it must pay attention on its ROI to since the organization cannot
be stable there without profits. They used to focus on penetration pricing strategy that
makes them to sell the products in the market.

3. Place: This mix includes the places that helps the company to sell it products at the
different places. As the company used to sell its products in the new market that makes
the company to have better profit. Exploring the business in a new nation may bring sort
of perilous situations to it in term of geographic inferiority. Japan is considered to be the
best market as compare to India which makes the company to become more profitable
in that market. The company must also have the online selling of the products for the
pets. This makes the person to have the better selling of the products in the market.
4. Promotion: This mix helps the company to have the promotion of the products in the
market. Thy can use the different methods in order to make the customers to know
about the existing firm in the new market (Masè, Cedrola and Cohen-Cheminet, 2018).
By having advertising or social media marketing the cited company can promote its
products in the market. The share of promotional expenditures on its overall expenses
are quite higher so the company is needed to work on that. This helps the company to
gain the better goodwill and profitability by having the more target customers in the
market.
Explaining Customer Brand Based Equity model
Customer Brand Based Equity model refers to the model that makes the company to
know about the brand success that is directly attributed with the attitude of the customers
related to the brand (Tran, Nguyen and Tran, 2020).The Farmer's Dog is the pet products
producing company and provide the fresh and nutritious food for the dogs to the customers at
their door. The main aim and goal of the company is to give the best life to the pet by providing
them fresh products at door. The company has the good brand image as it is operating from
more than 10 years in the market. As the clients of the company is basically the people who
have pets in their house, so they must maintain the good relationship with those clients.
Farmer’s Dog may also take these elements into account. It has a good social image
due to longer period it has already served. At the same time, the organization is working with
some values such as honesty, better products, ensuring rights, abiding with laws etc. Social
image can be deciphered with its strong prevalence in the market of USA. People have great
trust in the products of the entity since it takes responsibility of all the associated means.
The company is the pet food producing company that used to produce the best and
nutritious food that maintain the life of the pets. It has the good performance in the market and
now the company has decided to have expansion in Japan market. The image of the cited
company is good in the market as it used to provide the best quality of food products for the
pest (Nikbin and et.al., 2021). This makes the clients to have good purchase of the products

from the company. The company has the good funding of $103.1 million. The company has
good performance and currently it is working in the two destinations and sell the fresh food for
the pets.
The consumers reactions are the important part for the company as this helps them to
have good profitability in the market. As the company used to have its operations in the two
market and have better response of the customers so it has decided to have expansion in the
new market as well (HR and Aithal, 2020). This shows that the company has the good and
positive responses of the customers and have good revenue in the market where it used to
operate. As the products offered y the company used to be limited, but they are highly nutritious
for the pets.
The company operating in the market must have the positive and better relationship with
their clients. Consumer Brand Resonance refers to the system which tell the relationship of the
customers with the products produced by the company. The company is the pet food producing
company so it has the good relationship with those clients who used to have pet in their house.
This makes the company to grow in the new market and have better profits (Roy and Schramm,
2020). The consumers has the good relationship with the product which makes them to have
more production of the products for the dogs.
Explaining Integrated marketing mix and different marketing communication methods
Integrated marketing mix refers to the process that used to unify all the aspects of the
communication in the marketing. This includes advertising, promotion and social media. This is
the popular approach that helps to create the unified experiences for the customers that helps
them to have better interaction with the brand or with the company (Anabila, 2020). By doing the
advertising and social media marketing helps Farmer's Dog to launch its new products in the
new market that is Japan. It is very important term as it helps the customers to know about the
new product or new firm in the market. This has changed the way in order to have better
communication and integration with the customers in the market. The cited company must focus
on this as it helps the company to have proper marketing and advertisements of the products
launched by them in the new market. It used to combine the different channels that includes
email, content and social media that helps in order to promote and provide the message to the
customers.
Different marketing communication methods: There are different methods of marketing
communication that helps the Farmer's Dog promote its products in the market. The marketing
communication methods is a described below:

1. Advertising: It is one of the popular and biggest marketing communication tool
that help the company to have the better marketing of the products. The big
advantage for the cited company to use this it is paid and unpaid both. This helps
to do better promotion of the products in the new market as it seems that Japan
is more profitable (Best Marketing Communication Tools to Boost Your Business,
2021). The advertising used to have great range that helps the company to have
more customers in the market.
2. Direct marketing: In the today's era, the online marketing is the most popular as
companies used to do direct marketing of the products by using this
communication channel. The customers used to get direct email, catalogues, etc.
that helps them to have better response in the market.
3. Personal selling: This is the traditional method of promoting and having the
communication with the customers in the market. In this the company used to sell
the products and provide services to the customers by having direct
communication with them (Ikhlaq and Raza, 2022). This is considered as the
best source of marketing communication method as this makes them to get direct
feedback from the customers.
4. Social media: The social media marketing is the trending marketing used by the
different companies. The cited organization can use this marketing
communication as it helps them to know about the target customers and their
feedbacks as well.
Evaluating the ways of measuring success
Measuring the success is one of the important thing that must be done by the company
in order to know about the performance in the market. The Farmer's Dog must measure their
success as they used to enter in new market. This makes them to know about the financial and
non-financial measures by which they can determine the objectives.
1. Sales target: The sales target includes the number of products that the company
used to sell in the particular time. This helps the company to know about the
desired profit in that particular year. It is done by comparing the actual profit with
the estimated profits (Amin and Priansah, 2019.). The company can use this
method in order to measure the success in the competitive market. This helps
the company to know about the actual sales in the market.
2. Market share: It is termed as the share of the company in the same market it is
operating. By having the good market share helps the company to know that it is

operating in profits. In order to measure the success the cited company must
determine its target market as this makes them to grow well in the new market. It
is determined by having the total sales in the overall market and makes the
company to know about the market share.
3. Profitability: This used to measure the organization profits that is related to the
expenses done by them in order to sell the products. As the company is
operating in the new market they must determine the set objectives and goals
and then they must compare it with the actual resulted profits (Tran, Nguyen and
Tran, 2020). By this it makes them to know about the profitability and makes
them to measure the success.
4. Return on investment: This is also known as rate of return or yielding method,
that helps to measure the performances and efficiency on the investment done
by the company. This makes the company to know the percentage of the profit
that the company will earn on the investment done by them (Ekiyor and Altan,
2020). It is the important method for the company to determine the return on the
investment as this makes them to know about the profit they will be earning.
These are some methods and ways of measuring the performance of the company. By
measuring the success it helps the company to know about the changes that they can make in
order to have better profits.
CONCLUSION
From the above report it is concluded about the Framer's Dog which used to produce the
food for pet and entering the new market. The report has evaluated about the marketing mix for
the company as it is adaptable or standardized. Further this report has also evaluated about the
Customer Brand Based Equity model which has make the company to about how client build
the strong brand by having focus this cited model. Furthermore, this project has described
about the meaning and importance of integrated marketing communication and different
marketing communication methods. At the end this report has suggested some ways to the
company that helps them to measure the success in the new market. The company can
determine its success by measuring Sales targets, Market share, profitability, ROI etc.

REFERENCES
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Online
Best Marketing Communication Tools to Boost Your Business. 2021. [Online]. Available through
<https://www.techfunnel.com/martech/essential-marketing-communication-tools-good-
marketing-campaign/>
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