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Essay / Research Paper Abstract
This 14 page paper considers how a new product can be launched looks at the development of the brand logo and the importance of the marketing mix. The paper uses a fictitious company to launch a new product; a vegetarian cat food. The same principles and theories may be applied to any new product. The bibliography cites 8 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEcatveggie.rtf
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Unformatted sample text from the term paper:
target market to whom the goods would be attractive. In this paper we will assume there is a fiction company called Tails, they are a pet food manufacturer and want
to launch a new brand o of cat food believing they have found a gap in the market. Their idea is the development of a new dry cat food,
which can be used as a complete cat food or as a supplement. This is differentiated as it a vegetarian1 cat food. There are no other vegetarian cat foods on
the market, but there are vegetarian dog foods that gain a good level of sales. The company want this to be a brand rather than only a single product, there
will be different flavours, the range may also be extended cat treats, cat milk and even cat toys. The company first need to consider who the target mart are,
this will determine not only how then product is developed but also the perceptions that need to be considered when developing the logo and the marketing campaign. The food has
been created for cats, however cats are not consumers, it is their owners that will make the purchase and it is the owners we need to appeal to. Differentiation can
provide this reason and also a competitive advantage (Mintzberg et al, 1998, Thompson, 1998). The first target market may be the vegetarian
owners, who want their pets to follow a similar diet. The cat food market is expanding with more sales each year as cat ownership increases and awareness of health need
for feline companions also elevates in importance (Fagnani, 2004, Ownership, 2001). However, despite the cat food market increasing the vegetarian market is
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