ion. TPF has the opportunity to be The Name in dogshow and breeder food food and enjoy the full benefits of in-store promosDrawbacks: Again, ongoing costs. Because breeders are independent, there is the possibility of negative sentiment from which could hurt the reputation of the product.6. Coupons. Coupons distributed in the booklets and in newspapers will incentivize people to buy. In addition, direct mailings to dog owners in areas near the stores that have had successful installation of a freezer in the neighborhood grocery store. This would allow very specific geographic targeting.Drawbacks: Mailings are a lot slower; rapid deployment is difficult to impossible.DecisionBecause there is no proof that the mass market will accept this product, this report recommends a more organic introduction of Tyler Pet Foods new product. We do not know if there is a non-professional market for a frozen dog food, and common sense of gut feeling is not sufficient to justify a launch and costly advertising campaign. Moreover, educating the consumer to look for their dog food in a section of the store they are not used to is risky at best and inadvisable in all cases. Moreover, a television ad campaign while the product is not completely installed in all outlets within the television markets reach will result in potential customers being unable to find the product because its not in their local store. Spending the bulk of the budget on a blanket media advertising campaign is very risky. However, If we begin with rigorous market research, segment carefully, brand creatively, cohesively and powerfully, rollout in targeted areas, monitor results continuously, and stay in contact with our customers, we should enjoy a successful launch of this high quality yet unproven product into the consumer space.Almost as dangerous is the opposite problem: a successful launch will immediately attract the attention of the major producers and they will seek ...
