researchIt is crucial for TPF to invest in a market research study, and some of the launch budget should be used for this purpose. In order for the study to be successful, it should have an assessment of market segments with back up data, some interviews with existing consumers of the product (not professionals)Drawbacks: This will take time and be a sunk cost even if the research results are very negative.2. Re-brandingBased on the results of the further research (above) a creative firm experienced in packaging and branding of consumer goods should be hired to re-brand the for the northeastern consumer market. Its not certain, but very likely that the current branding is more suitable for a professional market via specialty stores, and suffers from regional myopia. (messaging culturally bound to the region it was developed in, in this case the southwest). As a concept, Conberra Marketing Consulting has created the brand Tyler Pet Foods DOGourmet, Premium Pet Food. The creative form may come up with something completely different, however. Important elements for the brand would be 1) Notions of Premium quality product 2) Use of the Tyler Pet Foods name to establish it as a name 3) Professional quality product (reference to the dog show quality of this product would have to be dependent on the results of the market research)Drawbacks: There will be a schism with the current brand that is successful; there is the possibility of market confusion around the two brands, despite geographic separation. Later successes and expansion of the consumer product could exacerbate this problem.3. In-Store FreezersThe fact that this dog food is frozen means that in an ordinary scenario such as that presented by Market Ventures Unlimited, a large scale education of the market would have to be undertaken via the mass media. It is the position of this report that such an endeavor would be an inefficient use of precious capital. Moreover, shelf sp...
