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Essay / Research Paper Abstract
This 16-page paper discusses a marketing case study for Dad's Pet Care, a pet food company that is regional and family owned. Topics discussed include branding, marketing, the target market and media placement. Bibliography lists 5 sources.
Page Count:
16 pages (~225 words per page)
File: D0_MTdadpec.rtf
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Unformatted sample text from the term paper:
and operated business that has developed a line of quality dog and cat food. Dads has been in business for close to three quarters of a century and these days,
has an on-line presence in addition to a solid distribution network throughout the northeast. This is primarily a regional brand (mostly New England, and the northeast, judging from the map
on the web site), with not too many plans to compete on a national basis. Dads was launched in 1933 when dog
owner and lover George "Dad" Langs Springer Spaniel ended up giving birth to a litter of 11 puppies (Dads Pet Care, 2004). Because this was during the Great Depression, feeding
a lot of dogs was a luxury -- so Lang ended up making his own dog food to feed the puppies (Dads Pet Care, 2004). He made food by combining
a product his father was selling "Dads Health Wheat" with meat meal (Dads Pet Care, 2004). The resulting product was a biscuit that the dogs liked and grew strong on
(Dads Pet Care, 2004). These days, the Lang family continues to own and operate Dads from its Meadville, PA plant (Dads Pet
Care, 2004). The product line has expanded from dog biscuits to a variety of different types of dog and cat foods (Dads Pet Care, 2004). BRAND ANALYSIS
Later on, well go into branding as a concept and a tool to help market the product more effectively using the Goodyear model. But in
this section, well examine what, exactly, the Dads brand name says to the consumer. Basically, if were going to follow Goodyears branding cycle, wed have to put Dads brand as
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