MKT 113: Royal Canin Product Overview

This marketing report provides a comprehensive overview of Royal Canin's plan to launch its new product, Feline Gains, a dog food designed to promote fitness and proper nutrition. The report begins with a SWOT analysis, identifying the company's strengths (global distribution, brand recognition), weaknesses (low online ratings, lack of premium ingredients), opportunities (growing health food market, increasing dog ownership), and threats (high competition, niche product focus). The report then details target market selection, focusing on demographics (age 21-60, military base communities) and psychographics (fitness-conscious dog owners). Marketing strategies are discussed, including leveraging existing distribution channels (supermarkets, pet stores, online retailers) and expanding into new ones (military bases, animal welfare organizations). The 4 Ps of marketing (Product, Place, Price, Promotion) are analyzed within the context of each proposed strategy. The report concludes by emphasizing the potential for growth in the pet food market and the importance of focusing on healthy, high-quality ingredients to attract consumers.

Running head: ROYAL CANIN PRODUCT OVERVIEW
MKT 113: Final Project Part I Final Submission Royal Canin Product Overview
[Document subtitle]

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ROYAL CANIN PRODUCT OVERVIEW
Royal Canin is a U.S. based company which provides dog and cat food. It is engaged in selling,
marketing, and production of healthy pet food for dogs and cats all over the world. The company
is planning to launch a new product Feline Gains for dogs which will help them to stay fit and
get proper nutrients. This paper will brief about this new product and will give the explanation
about how it can invade new markets. It will also discuss the SWOT Analysis and relevant
marketing strategies that may help the company to flourish worldwide. (bag et al., 2017).
Strengths Weakness
The Product Feline Ganz has a wide
distribution prospect as the company operates
globally.
Consumers are getting more
interested in premium quality and
healthy ingredients in pet food
which is not present in Royal Canin's
new product.
The brand is widely recognized, and there is
high trust in quality and services offered by
them which can help to attract the customers.
The online rating by consumers is very
low.
A lot of campaigning and advertising is done
for the product which will help customers get
aware about this new product
Opportunities Threats
There is a huge prospect for growth of this
product as there are various nutritional and
health food markets.
There is high competition in the market
from both organic and private labels of pet
foods.

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ROYAL CANIN PRODUCT OVERVIEW
The dogs are encouraged to maintain their
weight. Therefore this product may attract
many consumers of that segment.
Since the product is catering only to a
particular segment of dogs, the other
brands may get a benefit over this by
selling their products that cater to all the
segments.
Many people own dogs now a days, and the
industry pattern is changing which may prove
helpful for this product to launch itself in the
market.
SWOT analysis helps to prepare the activities and strategies for the market. For example-
endorsing the product for a particular segment of dog can support the weight gain and support of
animals, which may eventually lead to reaching out to global markets and attract the other
segments of the animals as well ("Royal Canin financial SWOT analysis - Strengths,
Weaknesses, Opportunities, Threats of Royal Canin. Find 100,000 more reports an", 2017).
The productivity of this business can be increased by deciding upon the markets for this business
that is to be targeted. This product can be launched in a market place that includes both
established families and those which are new to the area. These can be searched along the
installations of the large military base as the demographics which surrounds the military
installations include both young and old, married and single families. The target market for this
product may include stores for a military base like post exchanges and commissaries, large
corporations and grocery stores like Walmart and Target. The target age group for this product
will be from 21 to 60 years. The breakdown of Psychograph involves the mindset which is

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ROYAL CANIN PRODUCT OVERVIEW
fitness freak both from the physical and mental perspective and those who are dog lovers as they
are very conscious of the health and interests of their pets. From a Geographic perspective, the
installations of the military are all over the world which can pave the way for new markets. This
product can be widely used in zoos, agencies for adopting animals, dog pounds, etc. Also, the
company can contract with agencies who provide food for military dogs and government
agencies which may aid them to stay healthy and fit for accomplishing their mission (Go, 2017).
The needs and wants of the target market include a good healthy product and an affordable price.
The consumer only demands those products which satisfy their needs and their budgets. Also, the
product should be at par with its competitors' product. The consumer always gets attracted to
products which have the least amount of artificial ingredients and is composed of mainly natural
ingredients. Other needs and wants may include the comfort and effective service of product
delivery. It should be well packaged that may be easier to carry by an older individual or by a
child. The basic wants and need of the target market which this company is providing through its
new product launch are Health longevity and weight effective ingredients in the product.
The market strategies which are important for the business to flourish are:
 The Company must visualize the future image of the company and should strive to decrease the
labor cost, increase the product quality and invade newer markets to increase their customer
base. Four Ps of marketing related to this strategy are:
Product: The product line of Royal Canin is very extensive.
Place: There are organizations for animal welfare like CARA and PAWS.
Price: The Company is maintaining its premium pricing policy for specific cream line products.
Promotion: At many places, they have established clinics at free service cost for pets.

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ROYAL CANIN PRODUCT OVERVIEW
 The company must focus on its channel of distribution: Super markets, other grocery, pet shops,
Vet clinics, Other Non-Grocery, Internet Retailing are the current channels of distribution for
Royal Canin. To reach out to a wider market and for ensuring fast delivery to every consumer,
the company needs to establish and expand its distribution channel. Four Ps of marketing related
to this strategy are:
Product: It covers the dog segmentation by lifecycle of breed
Place: There is an incentive program designed for pet stores and breeders.
Price: The existing customers are eligible for the loyalty and benefits bonuses.
Promotion: There are many gift coupons for pet stores and breeders to build the good customer
base ("Marketing Plan for Royal Canin - AIM MBA LT# 4A", 2017).
 The Company introduced the Pet First program to the emphasis on improving the lives of pet and
pet owners. Pet First is a fruitful marketing scheme because Royal Canin found a way to contact
both the heart and mind of their customers by providing each customer with a “Life Stage
Guide” to teach on the varying nutritional requirements of each pet according to their breed. Four
Ps of marketing related to this strategy are:
Product: Royal Canin found that the greatest match involved the pairing of emotions with data to
create their winning strategy.
Place: The Company is promoting, selling and marketing its products and services online.
Price: Royal Canin Canada pervades its Pet First campaign with abundant data and imagination.
Promotion: The Company sends a celebratory email on each pet’s birthday to every owner of a
pet who is registered in the Pet First program ("The Top 4 Strategic Questions Every Startup
Must Answer – Marketing Tango", 2017).

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ROYAL CANIN PRODUCT OVERVIEW
The Royal Canin should sidestep the E-Newsletter marketing strategy. Although they could
influence the target market, they can also have the conflicting effect by annoying those who
accept them. Also, it can lead to high cost incurring and unnecessary use of resources to
distribute the E-newsletter to even those who are not in need of their products. If this strategy of
marketing is to be used, it should focus on the product itself like offering a price discount.
The Royal Canin has an unlimited prospect with its new Feline Ganz product to influence novel
clienteles and develop an improved loyalty among its present customers. This product can fill the
need of the targeted customers and will achieve the reputation of the Vet food Industry. Even at
the time of recession, the industry for pet food especially in the dog and cat food segment shows
positive growth results. Therefore there is a need to focus on healthier food for animals which
helps them to stay fit.

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ROYAL CANIN PRODUCT OVERVIEW
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s
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