Analyzing Marketing Essentials for NutriDigest Pet Food Company Report

This report provides a comprehensive analysis of the marketing strategies employed by NutriDigest Pet Food, an American company specializing in flavored wet and dry food for dogs and cats. The report begins with an introduction to marketing concepts and then delves into the roles and responsibilities of the marketing function, including research, distribution, financing, pricing, product management, and promotion. It further explores the different roles within the organization, such as research and development, customer service, human resources, production, and finance, and their impact on marketing success. The report also applies the concept of the marketing mix (7Ps) – product, price, place, promotion, people, process, and physical evidence – to NutriDigest's strategies. The report emphasizes the importance of understanding customer needs and preferences, and concludes with an evaluation of the market plan for the organization, highlighting the company's innovative approach to pet food and its promotional techniques. The report highlights the importance of the marketing mix, promotion, and market research for the success of the product.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and Responsibilities of Marketing Function................................................................3
P2. Different roles and responsibilities in context with organization..........................................5
TASK 2............................................................................................................................................6
P3. Applying the concept of Marketing Mix in order to achieve overall objective.....................6
TASK 3..........................................................................................................................................11
P4. Evaluating market plan for an organization.........................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers as a set of various activities that is used by every Business Enterprise in
order to promote, sell and distribute goods and services to gain higher satisfaction level of their
customer. According to AMA, Marketing is a process that creates, communicates, deliver and
exchange offers which generate value for their target client. They provide variety of ranges to its
consumer so that they can choose best among the available ones. Their ultimate goal is satisfying
the needs of consumer by providing them what exactly they want, thereby ensures profitability in
terms of growth and revenue (Desai, 2013). As per the given scenario of assignment, Marketing
Manager has launched NutriDigest Pet Food Company which is an American Pet Food Company
deals in providing flavored wet and dry food to dogs and cats. They are first to add flavors in
both wet and dry pet food which is also enriched with British Ingredients. This report includes all
essential tools and techniques which the cited organization has used in order to promote its new
product and their roles and functions towards different marketing strategies and approaches.
TASK 1
P1. Roles and Responsibilities of Marketing Function
Marketing is the managerial process of satisfying customer choice and preferences in
most effective and efficient way. It includes promoting and selling product and services,
including market research and advertising. Every business enterprise uses different marketing
strategies in order to attract potential consumer depends upon whether they are promoting
existing product or the new one.
NutriDigest Pet Food uses various roles and responsibilities of marketing in order to
promote their new product range which are as follows:
Research: The core function of marketing is to conduct research on target consumer. They can
focus on consumer buying behavior pattern and looks for product that fulfill prevailing need. For
instance, NutriDigest Pet Food needs to evaluate the demand of flavored food in context of
animals (Desai, 2013). As the cited company is providing new innovative product in terms of
adding flavors like apple and strawberry to its wet and dry food which serves healthy and organic
for them. According to New Product Innovation Report, it has been found out that 75% of the
customer prefer new product rather than the existing one therefore, it is quite essential for every

organization to know the latest trend and choices of potential customer and develop or upgrade
product according to that.
Distribution: This process generally includes how an organization sell product and services to
people who actually wants to buy it. It is very important to get interconnected with target
customer. If the company is having idea but is unable to sell product to their customer, then are
not going to make money (Dibb and Simkin, 2013). NutriDigest Pet Food should focus on their
distribution channel in order provide products and services to such buyers who actually needed
it. For this they can open outlet at different location where consumer can easily reach. They can
also create their website portal which enables them to hold maximum number of customer.
NutriDigest is required to adopt such strategies which connects them with their target customer
quickly and easily.
Financing: Funding is very important for every business organization regarding their growth or
expansion. Marketing a product basically means finding money through investors, clients,
stakeholder etc.
Pricing: Setting up the accurate price for product and services can be serve as a dare for an
organization. For instance if NutriDigest Pet Food charges higher prices, then there might be
chances of losing customer as they switch to other brand which costs less and if in case prices are
low, then it may affects their revenue or profitability. Being a New Launched Company, they are
required to charge moderate rate from their customers and along with that they can also offer
various discounts and schemes which attracts the large customer easily (Dibb and Simkin, 2013).
Product or Service Management: Once the company is resolute with the product and its
pricing, the next step is to effectively manage the product or service. This includes snooping to
clients, responding to their choice and preferences and upgrade products according to the
customer needs.
Promotion: Under this, company chooses different promotional strategies in order to promote its
product so as to attract the target customer. NutriDigest opted various promotional channels
which lasts great influence on the customer. For instance they have chosen, print media,
television, social media network, digital media, sponsorship, trade fairs and events in order to
draw attention of target customer.

P2. Different roles and responsibilities in context with organization
Marketing plays a crucial role in promoting the product and services of an organization.
It is a managerial concept that deals with marketing research, advertisement, promotion and
distribution of various product and services that satisfy the desire of target consumer (Draelos,
2010). NutriDigest Pet Food are required to build strong relationship among their buyers so to
retain them for longer period. Every Business Enterprise is a mixture of various functional
activities such as human resource, customer service, finance, production etc. that are required to
work collectively in order to achieve overall objective of the Company.
Research and Development: R&D plays a significant role in the innovation process.
Basically it transforms the future capabilities into new product or services. NutriDigest Pet Food
are required to do research or analyze the current preferences of potential customer and provide
offering according to their needs which ensures higher satisfaction level of consumer (Hauer,
2011). For instance, company is the first one to launch to add flavors in wet and dry food of
animals. They can research the demand of animals who likes to eat flavored product. They can
research on the demand related to healthy and organic for dogs and cats as an innovative product
which gives them a competitive advantage.
Customer Service: It defines the relationship that company is having with its target
customer. It involves identifying the needs and desire of the clients and then satisfying them
accordingly. NutriDigest Pet Food provides 24*7 assistance to their clients which deals in
resolving the issues related to customer’s pet (Draelos, 2010). For instance, if a person has
bought food from NutriDigest Pet Food and they are facing any issue in that, they can simply call
or drop a message on their website and it will be resolve by the customer care team within a
short span of time.
Human Resource: If a company is launching new product, they are required to hire
skilled and knowledgeable people who can create awareness among customer. As NutriDigest
Pet Food are launching its first new product, they are requiring to hire professional trainees who
are capable to generate higher profits for them with their competent skills and abilities. Also the
company can provide various training program to their employees so that they can communicate
with customers effectively and efficiently.
Production and Operation: Product manager of on organization are required to produce
such services or product that gains higher customer satisfaction level. NutriDigest Pet Food are

required to produce products by analyzing the choices and demand of the customer and develop
product accordingly (Jones and Rowley, 2011). For example, NutriDigest Pet Food has analyzed
the demand for flavored dry and wet pet foods among customer's pet and introduce their new
range by keeping in mind consumer needs and wants related with particular product. They have
researched that client’s wants flavored food which is natural and organic with ultra-premium
range. As a result, NutriDigest Pet Food launch the new product with all features that satisfy
customer demands.
Finance: Financial position of the company in market enables the firm to decide their budget
accordingly. If the company is having sound financial position in the market, they can have spent
large portion of their revenue in activities related to marketing it is new or existing product and
create competitive advantage over rivals. NutriDigest is required to spend great portion to
advertise their new product. Being a new firm, customer hardly aware about its new invention.
So they are require to advertise themselves and about their product among consumer (Lamb and
et. al., 2011).
Product Description:
NutriDigest is the first one to launch apple and strawberry flavors wet and dry food. As the name
suggest company provides healthy, nutritious and organic food to pet. According to the recent
survey by PFMA, it has been found out that customer are now become conscious about their pet.
They feed them what they eat. Thus, companies are require to make that product which satisfies
the demand of pet owner (Hauer, 2011).
Ingredient Description: Apple and strawberry flavors wet and dry food. NutriDigest
provides natural and organic pet food keeping in view the health of animals. They provide them
the taste what usually people eats.
Buyer: The one who owns pet are the target customer of NutriDigest
Designing: NutriDigest designs their product in such a way that depicts that the product
is natural, organic and healthy as well as contains flavors like apple and strawberry.
TASK 2
P3. Applying the concept of Marketing Mix in order to achieve overall objective
Marketing mix can be defined as the set of marketing activities that an organization uses
in order to chase its marketing aims in the target. Marketing Mix refers to develop accurate

product that satisfy the customer needs at right time and price. Following are the 7Ps of
marketing:
Figure 1: Marketing Mix
Price: Price generally refers to the amount that clients pay for a particular product as far as they
are enjoying it. Perception of customer towards a particular product generally lies in their price.
Product: Product refers to a tangible item that is produced by the company in order to satisfy the
needs and desire of target customer. Company must ensure that they produce right type of
product that their customer wants (Jones and Rowley, 2011).
Place: In order to provide product to its customer, it is important for an organization to be
accessible (Lane, 2016). Customer prefers shopping with such organization which are easy to
find and reach.
Promotion: It is the way in which company advertise their products in front of the potential
buyers so to attract them. They can choose various channels of promotion depending upon the
product.
People: It deals with determining whether there are enough buyers in the target market who
actually needs the product. And also it includes employees of an organization that delivers
product to the customer (Lipsman and et. al., 2012).
Process: It includes delivery of product at right place and at right time as demanded by the
consumer.

Physical Evidence: It deals with providing tangible product and creates brand image.
NutriDigest Pet Food has launched its first new product enriched with apple and
strawberry flavored organic food. The cited company provides flavored dry and wet food to dogs
and cats. They have used moderate price strategy for its new product in order to attract customer
since the company and its product is new to the society. They are the first one that adds apple
and strawberry flavor to its wet and dry food. They are selling their new product which is
available on its outlets as well as on online stores all across the globe. They have used trending
promotional techniques in order to attract the consumer such as Facebook, Instagram etc. They
believe in communicating with their clients through their own area of interests (Lamb, Hair and
McDaniel, 2011). Their new innovative product is tangible which can be used by its customer.
Before launching its new innovative productive, the company has researched that they are first
one to sell apple and strawberry flavored dry and pet food which is also enriched with British
Ingredients in the UK Market.
Comparing the Marketing Mix of two organization
Basis NutriDigest Pet Food Cambrian Pet Food Ltd.
Product NutriDigest Pet Food are offering
huge variety of pet food to dogs and
cats. They have segmented the dog
food section on the basis of age, type
of food, size of breed and diet
whereas for cat section there are two
segmented are age and type of food.
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.
Cambrian are offering large variety of
pet foods but they are not able to
segment its product under the various
heads such as age, size of breed etc.
They only deal with dry pet food and
not offering such choices based on
certain segments to its clients (Lane,
2016).
Price NutriDigest Pet Food has set their
price on the basis of three marketing
strategies which contains Market
Penetration Pricing, Market
As the spent large portion of its income
in Research and Development team,
they usually charge higher for their
products. Quality is good but still the

Skimming Pricing and Neutral
Pricing. They set their price by
offering their products at moderate
range which attracts the customer
and retain them for longer period
(Malhotra and et. al., 2013). For
instance, NutriDigest Pet Food are
the first to add flavors in animal
food.
price factor makes customer to switch
to other brand. No loyalty among
customer.
Place NutriDigest Pet Food is required to
open their outlet across the UK
which is easily accessible by
customer. Also they are focusing on
launching its website so as to attract
customer in their own area of
interest. And also they are operating
its business online which connects
them with their customer easily.
Customer can buy products on
Company’s site as well and the
product will be delivered to their
address. Thus by making customer
simply sitting at home, they are
satisfying their needs and
requirement.
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 (Lipsman and et. al., 2012).
Promotion NutriDigest Pet Food has chooses
social media as their promotion tool
so to attract the customer through
their own area of interests. For
instance, thy have used Facebook,
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. Hence, they
are using the traditional ways of

Twitter, Instagram, Snapchat to
promote its new wet pet food for
dogs and cats. This enables
NutriDigest Pet Food to reach its
target customer effectively and
efficiently by using their own latest
trends such as Instagram post using
hashtag
(#newwetpetfood#ultapremiumrange
#soucedwithbritishingredients)
promotion such as television
advertisement, newspaper and
magazine’s ad etc (Malhotra, Birks and
Wills, 2013).
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. For
instance, before launching its new
flavored product in apple and
strawberry, they have researched
which flavor pets like the most.
As the company is having huge R&D
department, they analyze the demand of
potential buyer, thus knowing who all
actually needs the product (Mihart,
2012).
Process NutriDigest Pet Food are using
online websites where customer can
make order and company delivers
the product as soon as possible.
NutriDigest Pet Food makes easier
for customer to access their services
whenever they want or required.
Distribution part plays a great role in
this company. They are required to
have effective supply of goods so to
meet the customer demands. Generally,
they order in bulk so to avoid the
situation of shortage.
Physical
Evidence
NutriDigest Pet Food are delivering
the products which are tangible in
nature. Physical evidence also helps
the NutriDigest Pet Food to discover
Cambrian is also delivering the goods
which are tangible in nature and
possessing with low brand image
because they unable to detect oneself in

their business and product in a
marketplace thus, enhancing its
brand image (Nguyen and
Melanthiou, 2012).
For instance, when consumer see the
bowl of dog is empty, they think of
our product.
the marketplace.
TASK 3
P4. Evaluating market plan for an organization
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 (i.e. over next 12 months). It basically provide direction in overall achieving the
organizational objectives (Wirtz, 2012). Nutridigest want to launch a new product for pet dogs.
They have made SMART objectives and this product will help them in attaining these objectives.
Marketing objectives
 To increase revenue of company by 10%.
 To enhance expenditure on advertising by 20%
Environmental analysis: This includes the process of analysis of the factors which are
present in external business environment. The main factors which are present external
environment are Political, economic, social, technological, legal and economical. PESTLE
analysis helps in determination of the effects of such factors on Nutridigest:
Political – Political incidents like Brexit is negatively impacting growth of nutridigest.
This company can attain their goal of enhancing expenditure on advertising but low demand of
new products may negatively influence revenue of company. Nutridigest is earning significant
amount of profit from European countries but after Brexit, revenue is expected to go down as
cost of business for running business in European countries may enhance. Like of most of the
business organization, Brexit is bringing unfavorable changes in Nutridigest (Mihart, 2012).
Economical – Low economic growth in operating regions means less demand of products
like dog in the market. This economic factor is negatively affecting revenue of this organization
and it can restrict them attaining their marketing objectives. Expenditure of advertising can only

be enhanced when company feel that it will help them in increasing their profit. But, low
economic growth is stopping Nutridigest from enhancing expenditure on advertising because
they know that it would not help them in gaining more profit.
Social – Trend of spending more money on pets is increasing. This trend is going to
positively impact revenue of company and it will assist them in attaining their goal of increasing
10% revenue. If enterprise know that their profit will increase then they would enhance their
effort regarding allotting more funds for advertising.
Technological – The option of selling goods to e-commerce website is positively
influencing business of Nutridigest. This new technology is supporting them in increasing their
revenue, attaining 10% more sale is a target which can be achieved by selling old and new
products through online mode. An organization can only think about increasing expenditure on
advertising once they find right area to invest money on advertising (Nguyen and Simkin, 2012).
20% expenditure on advertising can be increased by spending more money of social media
promotions.
Legal – Government of different countries are making new rules relating to standards of
pet food. These rules are getting more hard to follow, they are negatively affecting business of
Nutridigest by increasing cost of manufacturing.
Environment – Manufacturing pet food result in resulting high amount of waste. This
company has to invest more sum on managing waste. It negative impact is creating hurdle for
company is enhancing their revenue and it may stop them from enhancing sale by 10%.
SWOT analysis: This includes about the strength, weaknesses, opportunities and threats in
Nutridigest company.
Strengths – Innovative products and selling goods at competitive price is main strength of
Nutridigest. These strength will play crucial role at the time of implementation of marketing
plan.
Weaknesses – Weak marketing of products and slow less number of product portfolio in
the market can be considered as the major weaknesses of company. This enterprise may face
serious trouble at the time of attaining their marketing objective i.e. increasing expenditure of
advertisement because they do not know right platform for promoting their products.
Opportunities – Spending business in different part of European and Asian countries can
support this company in assuring that they attain continuous growth. Launching more products in

upcoming year will generate more opportunities of advertising to marketing team. They can
attain their target of increasing 10% expenditure on promotional activities when they have more
products to promote (Papasolomou and Melanthiou, 2012).
Threats – High competition in market and low demand of pet food is a serious threat for
this company. Advertising has not assisted them in increasing their sale by significant amount
and this trend may follow again. If advertising does not work according to the expectation of
company then it will increase cost of business and make negative impact on net profit.
STP
 Segmentation: New product of Nutridigest is for people of high income group. This dog
food is expensive so it cannot be afford by every person.
 Targeting: Main target of this product is convince rich people who are very conscious
about health of their pet.
 Positioning: This product will be positioned in the market as an expensive product which
offers all the required nutrition in single product.
Marketing mix of Nutridigest
Price – If price of product is correct then people company can easily attain their desired
goal like enhance revenue by 10%. Nutridigest is working in keeping competitive price of their
product in market but at the same time they are also launching products which are expensive and
and it can only be afford by customer who lie in the section of high income group ( Peter and
Donnelly, 2011).
Product – This company is known for selling products which has high quality. They are
launching right products in market and focusing on their sustainability (Marketing Mix 4Ps and
7Ps, 2017). Right products will play crucial role in attaining marketing objectives like spend
more money on promotion of products and increment in revenue by 10%.
Place – Product of Nutridigest including dog's food is available on e-commerce websites
like Amazon and on company's own website also. Selling goods only is significant part of their
business model and it is assisting them in earning more profit (Wirtz, 2012).
Promotion – This company is promoting their brand and products on different social
media websites. They understand that marketing of dog's food is important because there are
many people who do not have any idea about what kind of product are available for dos in the
market.

People – This organization believe in focusing on quality of employees instead of
quantity. Their workers are experts of their own field and they are the brain behind high quality
of products which company is selling in the market (Silver and et.al., 2012). Achieving goal of
spending 20% more expenditure on advertising is only possible when employees get their best
and concentrate on optimum utilization of available resources.
Process – This company is issuing an effective procedure for manufacturing their
products specially dog's food. They system of taking order is also simple. Customer just need to
place an order on either e-commerce website or company website. Buyer will get date of delivery
of product and they can also give review about the product only company's website or on e-
commerce websites.
Physical evidence – Product of company, their logo and offices are psychical evidence
which shows that this company exist and operate in market. Physical evidence assist in gaining
trust of customer and it indirectly make positive impact on profit of company.
Budget
250000 pounds will be budget require for executing this marketing plan. Around 30% of
the expenses will be incurred on promotional activities while 40% will be used for developing
new product. 10% will be utilized for hiring some new employees while remaining will be used
for miscellaneous activities (Swenson, Rhoads and Whitlark, 2014).
Control and evaluation
This includes about the process of monitor on the actual business activities of business.
This helps in identification of the problems and make effective strategies. Such evaluation helps
in make better changes to achieve the predetermined targets.
CONCLUSION
As per the above report, it has been proved that marketing plays a significant role in
promoting existing or new product. Every business enterprise uses different marketing strategies
in order to attract potential consumer depends upon whether they are promoting existing product
or the new one. Basically it refers to an organizational thinking in terms of potential customer
needs and their level of satisfaction. Organization are also using various marketing approaches
which is amalgamated with each other in order to carry out business activities effectively and
efficiently. Also for introducing new product in the market, company has to make market plan

for the following and perform the task accordingly. With the constructive marketing plan, firm
can easily gain competitive advantage over its rivals.

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Online

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