ace in the freezers of most supermarkets is at a high premium. One way around both these problems would be to offer to install a freezer right in the grocery store. An example is shown at right. The placement in the store would make it possible to put their product right in or near the pet food section, perhaps at the aisle end-cap, where it would receive more attention. Moreover, the cabinet of the freezer is essentially an in-store billboard. Drawbacks: There will be logistical issues in branding and distributing the freezers, an ongoing cost to maintaining them that will have to be built into operating costs. Stores may resist the introduction of freezers in their stores.4. Information Booklets. Because the product is new and its benefits are deep and real, the consumer decision process will have to be a reasoned one. One way to convey a lot of information is by attaching a holder to the freezer with information booklets that outline the advantages of DOGourmet food and have more complete medical evidence of its benefits and customer testimonials. It could even have information on dog shows. The booklets could have coupons to incentivitize the consumer into that difficult first purchase. The booklet paradigm can also be a way to stay in touch with the consumer about product developments and other information, and be a way of soliciting customer feedback via a business reply mail surveys.Drawbacks: There will be ongoing costs to publishing and distributing the booklets; store managers may resent the clutter in the store.5. Use of breeders. Some marketing budget should be spent on a program to solicit endorsements from successful dog breeders and show people who know the product well and would be willing to endorse the product. With careful negotiation, these endorsements could be inexpensive as the relationships are likely already in place. Moreover, freezers could be installed at dog shows, hopefully capturing the attent...
