Promotion Management and SWOT Analysis Introduction Twynn’s Delight is a natural pet food that is designed to meet the nutritional requirements of dogs and cats of all ages. It is made from a wide variety of ingredients and comes in different flavors depending on the clients' needs. Twynn’s Delight is the best dog food because it is not only all-natural and nutritious but is also easy to digest and appetizing to pets. Twynn’s Delight is a high-quality brand that has the potential to acquire a larger market share in the all-natural pet food industry. The company seeks to achieve this by developing a strategic marketing plan.
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Product Dogs and cats need the right diet to facilitate their good health and development. Today’s pet parents want the best nutrition for their pets and are therefore mindful of the ingredients contained in pet food (Huspeni, 2018). Twynn’s Delight contains whole grains, fruits, vegetables and meats which are all locally sourced and contain no chemicals, preservatives, artificial flavors or GMOs. By answering a few questions such as the age, weight, breed and activity level of the animal, Twynn’s Delight pet food is customized to meet the animals specific dietary and growth requirements. Target Market Customer Needs In the United States, many pet owners view their pets like family and are therefore willing to provide them with the most nutritious and sustainable pet foods. The target market of Twynn’s Delights are millennials aged between18 and 35, and empty nesters; that is, parents whose children have gone to college and therefore view pets as their family. Both of these market segments are inclined to purchase pet food that is best for their pets’ wellbeing and would, therefore, be willing to spend more money on pet food that is customized to meet their pets' specific needs. Segmentation Strategies Twynn’s Delights produces affordable pet food and therefore has the potential of attracting a larger market share, unlike most all-natural pet foods which mostly cater to the middle to the high-income market segment. The company’s main competitors are “The Farmer’s Dog” and “Just Food For Dogs / Cats”. The Farmer's Dog key marketing strategy is the delivery of freshly made customized dog food to pet owners. It provides three main choices of proteins; beef, pork, and turkey; the price of dog food ranges from $3 to $12 a day
depending on the size of the dog. The Farmer's Dog also provides do-it-yourself recipes to dog owners who would prefer to purchase the ingredients and make the food. The brand targets pet owners who are health-conscious and in turn are also attentive to the nutritional value of their pets’ food. Just Food For Dogs / Cats is a well-established pet-food brand that provides freshlymade nutritious pet food, made from organic ingredients and customized to suit the customer’s requirements. The brand has six kitchens in California where customers can watch as their pet food is prepared and get pet-related advice from the well-trained staff (Buckley, 2019). Just Food for Dogs / Cats has a variety of pet food options, including; chicken and white rice, beef and russet potato, lamb and brown rice and venison and squash, among others. The company also makes customized food for pets that suffer from specific conditions. The price of pet food ranges from $4 to $26 per day depending on the size and weight of the dog. To differentiate itself from its competitors, Twynn’s Delights have to develop a product that is more unique and delivers higher value at an equivalent or lower price. The company can achieve by providing a wider variety of menu options than its competitors; each of the foods must be appetizing and nutritious (Pitcairn, & Pitcairn, 2017). The company can also enhance its competitiveness by creating products that have different pricing and features such as low-budget foods, averagely-priced foods, and expensive luxury foods. This will enable the company to attract customers from various market segments. Niche Marketing The niche market for Twynn’s Delights products is pet lovers. The ideal marketing strategy for this niche is to communicate the values and benefits of the product (Wedel, &
Kamakura, 2013). For instance, in its promotional messages the company should highlight the benefits of the pet food; such as reduces fur shedding, makes the pet more energetic and reduces ailments. The marketing tactics for pet lovers would be sponsoring pet shows and holding free pet-grooming and veterinary check-ups. The company’s niche market is also pet owners who may be too busy to go to a physical store; therefore it should market itself based on the conveniences it offers such as door-step deliveries and drive-through pet kitchens. Gap Analysis 1 – The Farmer’s Dog The Farmer’s Dog is a subscription-based pet food company which delivers tailored pet food to pet owners. The company is a mid-sized company that has a high potential for growth due to the continued humanization of pets among pet owners and therefore an increase in demand for healthy customized pet food. One of the company’s main weaknesses is its lack of a physical location; some customers perceive a business to be more reliable when it has a physical address (The Farmer’s Dog: Rethinking Pet Food, 2019). The second weakness is it limited menu options; the Farmer’s Dog has only three protein options; turkey, pork and beef. The third weakness is that the dog food is not all-natural since it contains chemical additives such as copper gluconate and thiamine mononitrate. It, therefore, does not qualify to be referred to as 100% all-natural pet food. Gap Analysis 2 – Just Food for Dogs Just Food for Dogs is a pet food company that was founded in 2010, whose specialty is making all-natural customized dog food and dog meal-plans. The company attracts a significant market segment of the all-natural pet food industry due to its experience and intensive research and development in the preparation of dog food (Buckley, 2019). However, one of the main disadvantages of Just Food for Dogs is its relatively high prices. The
company targets pet owners who can spend a significant amount of money on pet care, therefore, limiting the growth of its market share. Benchmarking Twynn’s Delights can develop a competitive advantage against its two main competitors by analyzing their weaknesses or gaps and developing a product that fills these gaps. For instance, The Farmer’s Dog has limited meal options and does not have a physical location; therefore Twynn’s Delights should open a physical store or kitchen to give customers the option of either picking up the food or having it delivered to a place of their convenience. Twynn’s can also gain a larger market share by developing a wider range of menu options for its customers. Just Food for Dogs main demerit is that it is relatively expensive; Twynn’s Delights can use this to gain a competitive advantage by developing products for each market segment; the low-end segment, the middle-class segment, and the upper-class segment. As a result, this increases the likelihood of attracting a wider pool of customers. Conclusion The pet food industry generates revenues worth billions of dollars in the United States alone and therefore is a highly lucrative industry. As consumers become increasingly aware of the benefits of organic foods not only for themselves but also for their pets, there is a growing trend towards all-natural pet foods. To cater to this trend, Twynn’s Delights should develop a wide range of appetizing organic pet foods as well as suitable marketing strategies to attract a significant market share.
References Buckley, S. (2019). Fresh, homemade dog food & treats | JustFoodForDogs. Retrieved from https://www.justfoodfordogs.com/ Huspeni, A. (2018). We Compared the Top Dog Food Delivery Companies on Ingredients, Price and What Makes Them Special. Retrieved from https://www.thisdogslife.co/compared-top-dog-food-delivery-companies-ingredientsprice-makes-special/ Pitcairn, R., & Pitcairn, S. (2017). Dr. Pitcairn's complete guide to natural health for dogs & cats. Rodale. The Farmer’s Dog: Rethinking Pet Food. (2019). Retrieved from https://thefarmersdog.com/
Wedel, M., & Kamakura, W. (2013). Market Segmentation: Conceptual and Methodological Foundations. Springer Verlag.