Your job is to help the company launch a new pet food line. The
food line will be for both cats and dogs, and the company is
excited because the product is made of all natural ingredients. You
will need to make some key strategic recommendations about how to
launch and promote this new product line. Create a presentation to
share your recommendations with the stakeholders within your
company. 

New Pet food
line

Target Customers:
Owners of dogs & cats

Differentiation:
Dogs & Cats are carnivorous and the new product launches a more
natural and raw food balanced diet containing natural vegetable and
protein ingredients that are chopped and neatly mixed to enhance on
quality, taste and improve the rate of digestion. These food
contain a mixture of proteins from fish and eggs plus a variety of
vegetables inclusive of carrots and French beans blended with a
little pepper that is known to keep dogs alert and fierce in case
of eminent danger.

Promotion:

Promoting the new product can also be done in various ways.
Here, the appearance of the product should be considered. Let the
product speak for itself by its exclusive style, design and overall
appearance. The mere look has to be appealing and attractive. The
customer must want to hold it and look at it, thus the product has
to appear better than other competitive products in the Singapore
market. Good packaging makes the product promote itself. As long as
the product looks attractive in structure and design, it can do its
own self promotion.

Promotion can also be done through consumer and commercial trade
shows. This gets the product to the hands and the eyes of the
consumers. Here, you can offer free samples or even demonstrate how
the products are used. By this, the consumer gets a clear picture
about the product and therefore makes informed decision on the use
of the product. Videos could work perfectly during the promotion
show. Making telephone calls and sending short messages can is also
another method of effective promotion. It works like the word of
mouth.

Sales Pitch:

• Raw natural foods that are fresh are known to heal cancer
  naturally.
• Natural raw food is more nutritious than processed commercial
  dog food
• Natural raw dog food improves breath, coating and strength of
  the teeth.
• Increases the energy of the pet.