Developing a Marketing Plan for NutriDigest's Innovative Pet Food

This report presents a marketing plan for NutriDigest, a new company launching flavored organic pet food for dogs and cats. The plan includes a company overview, vision, mission, and objectives, targeting pet owners seeking nutritious and flavorful options for their pets. A situational analysis using SWOT and PESTLE frameworks identifies internal strengths and weaknesses, external opportunities and threats, and political, economic, socio-cultural, technological, legal, and environmental factors impacting the business. The plan details media strategies, a marketing budget of £25,000, resource allocation, and implementation, monitoring, and control measures. A comparative analysis of NutriDigest's marketing mix with Cambrian Pet Food Ltd. highlights differences in product offerings, pricing strategies, distribution channels, and promotional activities.

Marketing Plan on
New Product Launched
by NutriDigest

Introduction:
 Marketing Plan refers as a blueprint of
marketing strategy for a particular product or
service. It is business plan which involves
achieving marketing goals within a specified
time frame.

Overview of the Company:
 The NutriDigest is a new company that is
established in 2017.
 Company launches its first product which
contains apple and strawberry flavors organic
food for dogs and cats.
 The Company is offering large variety of food
products on the basis of their breed size, age,
diet etc. to dogs and cats.

Company’s Vision and Mission:
 Vision Statement : NutriDigest aims to be leading
ultra-premium flavored pet food company bound
to construct innovative products that satisfies the
sustenance need of different pets.
 Mission Statement: To enhance and elongate the
special bond between people and their pets.

Objectives:
 NutriDigest aims at satisfying the pet owners by
providing food to their pet which contains the taste
or flavors of apple and strawberry.
 They mainly focus on providing nutritional and
simple food at its best.

Target Audience:
 NutriDigest are required to analyze the changing
needs of customer. If customer wants change, so
do pets want. Therefore, they are aiming to make
such products which attracts the owner of pets,
thus influence them to buy.

Situational Analysis:
 Every Business Enterprise is effected by internal
and external situations. The internal environment
can be examined by SWOT analysis whereas
external can be measured by applying PESTLE
concept.

SWOT Analysis:
Strength
 Offers large variety of pet foods on the basis
of age, bread size, diet etc.
 Strong market segment.
 Innovative food enriched with British Source
Ingredient (Peter, 2011).
 Great online rating
Weakness
 Physical outlets are less in comparison with
their rivals.
 Time consuming process in context with
solving customer issue online.
 Might be chances of losing customer, when
economic conditions are bad.
Opportunities
 Can provide various offers and schemes to its
loyal customer.
 B&M are required to get more active in
context with using Social Media platform for
promoting product.
 Involved in various Consumer Social
Responsibilities Activities.
Threat
 Increased Competition level
 Increase in the price of British Ingredients
which impacts on the company as well.
 Traffic on social networking sites.

PESTLE Analysis:
 Political Condition: NutriDigest is strongly related and follows the codes and guidance of PFMA Act.
There are more than 50 legislation which related with pet industry.
 Economical Condition: Strong economic condition has an influence on dog and cat populations as
they growing steadily. But here the major drawback is, when an inflation occurs, consumer usually
stop spending much on such products. Therefore, economic conditions plays a great role in the
purchase decision of buyer.
 Social-Cultural Condition: According to the recent report of PFMA, it has been found out that 42%
of people keeps pet because of their love and affection towards them. Therefore the drift to improve
the pet condition has improved.
 Technological Condition: There is a major shift in the market that takes place as Technological
Innovation. New technology has focused on making natural and organic food for pets.
 Legal Condition: Barking and Meowing follows the regulations, directive which are passed by the
PFMA keeping in mind the safety of animals. They cannot go beyond the law. They are required to
make product under veterinary supervision.
 Environmental Condition: Under this NutriDigest has to deal with various environmental issues
related with weather, climate which a great influence on its new innovative range sourced with British
Ingredients.

Media
 Cited firm can use various media tools and techniques in order to
promote product and services in an effective manner.
 Social media such as Facebook, You Tube, Instagram are cost
effective approach for the new firm.

Marketing Budget:
 Eatery Pet are required to make effective budget keeping in mind
the other constraints related to business activities which enhances
their profitability
Particulars Amount(in pounds)
Marketing Activities:
Sales Promotion 6000
Advertising 5000
Direct Selling 9000
Public Relation 5000
Total 25000

Allocation of Resources:
 NutriDigest are required to allocate their resources in
effective and efficient way that leads to generate
profitability for the firm. It is employer’s duty to select the
required resources of new innovative product for the
marketing plan. The main resources which are required by
marketing plan are in the form of human, physical,
technological and financial resources.

Implementation, Monitoring and Control:
 This is the last stage of marketing plan. At this
product is launched and mangers keeps on check
checking the progress and controlling the overall
performance.

Comparing the Marketing Mix of two
organization
Basis NutriDigest Pet Food Cambrian Pet Food Ltd.
Product Company launches new product by
providing apple and strawberry flavors in
dogs and cats wet and dry food. Being a new
company they are provided food on various
segments.
They only deal with dry pet
food and not offering such
choices based on certain
segments to its clients.
Price NutriDigest Pet Food has set their price on
the basis of three marketing strategies which
contains Market Penetration Pricing, Market
Skimming Pricing and Neutral Pricing.
As the spent large portion of
its income in Research and
Development team, they
usually charge higher for their
products.

Continue…
Basis NutriDigest Pet Food Cambrian Pet Food Ltd.
Place NutriDigest Pet Food is required
to open their outlet across the
UK which is easily accessible
by customer.
They are also having various
outlets but they don’t deal
online with its customer. Buyers
are required to visit their stores
in order to buy food from them.
Promotion NutriDigest Pet Food has
chooses social media as their
promotion tool so to attract the
customer through their own area
of interests.
As the company is not having
its online portal it doesn’t give
any benefits to them in terms of
advertising their product on
social media.

Continue…
Basis NutriDigest Pet Food Cambrian Pet Food Ltd.
People NutriDigest Pet Food is
conducting various research
which depicts the demands
and need of the customer so
that they can upgrade
themselves with the latest
preferences.
As the company is having
huge R&D department, they
analyze the demand of
potential buyer, thus knowing
who all actually needs the
product
Process NutriDigest Pet Food are
using online websites where
customer can make order and
company delivers the product
as soon as possible.
Distribution part plays a great
role in this company.
Process This is related with the supply
chain and overall process of
the company which plays a
vital role in order to proving
support business practices.
On the other hand, National
Express having a good supply
chain for their transportation
activity in an effective
manner.

References
 Hauer, C., 2011. Marketing in the digital age.Editors' Bulletin.7(3). pp.77-79.
 Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A
conceptual exploration. International Small Business Journal.29(1). pp.25-36.

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