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Essay / Research Paper Abstract
This 5-page paper handles the analysis of a marketing plan for introduction of Tyler Pet Foods' Show Circuit Frozen Dog Dinner. Topics under discussion include target market, positioning, pricing, advertising spend, copy strategies and breakeven analysis. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTfrodog.rtf
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Unformatted sample text from the term paper:
Pet Foods. Because not much information exists about Tyler Pet Foods, well provide an analysis of frozen dog food and the pet food industry in general, then attempt to answer
certain assessments about the viability. Although frozen dog food in general isnt exactly the most popular, it does offer several advantages to
the owner. For one thing, because it can be frozen, it is fresher than food in cans or pouches (Becker, 2003). Modern extrusion methods for producing food determine that modern
dog kibble needs to consist of at least 40 percent grain products for the chunks to hold together (Becker, 2003). Some nutritionists think this is too much, especially for dogs
with allergies (who do better on high-meat, raw food diets) (Becker, 2003). Hence, frozen dog food. The downside to such food, however,
is that it does need to be kept frozen or else it spoils (Becker, 2003). Another problem is that, because much of frozen dog food is raw, trying to determine
how much to feed the dog based on calorie requirements (as in the situation with canned or dry food) can be difficult (Becker, 2003). Still, given the preponderance of dogs
with allergies an other illnesses, many dog owners are beginning to look at feeding their canine companions frozen dog food, rather than canned or pouched.
Meanwhile, Tyler Pet Foods, Inc. needs to realize that the whole pet food industry is growing at a very fast pace (Ackerman, 2001). Much of the industry
is characterized by consolidation (Nestle, for example, owns Ralston Purina, which places it on a par with Mars, the worlds largest pet food company) (Ackerman, 2001). Theres a reason for
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