Product Overview and Marketing Strategy – Pet Products

This paper presents a product overview and the marketing strategy that Adirondack Tails should embrace in order to increase the sales of pet products. Adirondack Tails specializes in production and marketing of several cat and dog products like pet bowls, harness, shampoos, cat litters, collars, crates, food, and toys. The target market for ‘tails’ comprises of several professionals including pet care professional most of whom have a psychographic predisposition to customizing pet food specially for pets in order to satisfy their needs.

The pet food products being produced and sold by the company are natural and lacking any adversarial additive that may cause negative influences on pet health. In regard to product overview, the food produced at Adirondack Tails comes in different varieties such as grain free dry, canned etc.; for instance, the company four dry dog foods. Each of the four products is designed for a specific stage. The company produces large breed for adult dogs, performance dogs or puppies require 30% protein, and the most preferred everyday recipe for adults is the Adirondack 21% protein (Felice & Kelly, 2015). The company includes various ingredients in the pet foods. For instance, it includes chicken meal-specially considered to be a meat concentrate containing almost 300% protein above the normal content in the fresh chicken. Oat groats are, also, included as a special ingredient in the pets’ food. They contain average nutritional value considering their gluten free nature and their caloric content. Brown rice is another essential ingredient that the company uses while producing pet food. This is a complex carbohydrate, which becomes easy to digest the moment it is cooked. This ingredient has a special nutritional value to dogs besides its natural caloric content (Felice & Kelly, 2015). Adirondack Tails appreciates the significance of producing health food products for pets especially in terms of nutrition and digestion. Almost all pet care professionals prefer foods that strengthen the joints, muscles and skeletal framework of aging pets. The pet food products produced by the company do not contain by-products, utilize named sources of meat, do not contain any preservatives or artificial ingredients, and do not contain any fillers like soy, corn or wheat.

Adirondack Tails has a huge market for its products both domestically and internationally. Being a United States company, it has a number of strengths associated with it. It has great capacities to sell its products online whereby it has a website that is highly visible. The barriers to entry are high and therefore, this gives the company limited competition especially within the United States. Low start up risk and high gross margins are, also, some of the company strengths. Opportunities include continued expansion in regard to online stores, affiliate connections with associated vendors, and capacity to develop additional stores both domestically and globally (Chiaffarano, 2014). Some of the weaknesses include high costs of transportation, the rising number of competitors that are quick enough at offering similar products, limited pricing flexibility, and limited initial costs. Some of the threats include the rising price inputs that can easily initiate an upward pricing; continuously increasing costs of insurance; major competitors already selling the products; and alterations in regulations, which can easily influence negative impacts on the business.

The marketing strategy for Adirondack Tails will entail consideration of the product strategy, price strategy, promotion, and location. In regard to product strategy, Adirondack Tails are designed to provide various options of food for cats, puppies, work dogs, obese dogs, older dogs, and adult dogs (Armstrong & Kotler 2015). Adirondack Tails offers a variety of products for all nutritional needs of cats and dogs. In regard to the pricing strategy, Adirondack Tails will prices its products at the level of most established brands like PURINA, IAMS, pedigree, etc. The company recognizes the fact that customers prefer paying higher prices to obtain quality products for their pets as opposed to paying low prices for new products in the market. The company will promote its products through media channels such as television commercials, internet banners, yellow pages, and local newspapers. In regard to location or place, Adirondack Tails will distribute its products domestically and globally through interaction with direct clients and agreement seals with well-established and popular pet food stores like PetSmart, Petco, etc. These stores are essential for connecting the company to a large number of customers.

In conclusion, this has discussed Adirondack Tails product overview, SWOT analysis and marketing strategy. The target market for ‘tails’ comprises of several professionals including pet care professional most of whom have a psychographic predisposition to customizing pet food specially for pets in order to satisfy their needs. The company specializes in producing and selling natural pets’ foods that promote the joint, muscular and skeletal health of the pet. The marketing strategy for Adirondack Tails will entail consideration of the product strategy, price strategy, promotion, and location.

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