d can range between $.55 for a 5.5 oz. can up to $9.99 for a 13.5 lb. bag. Because dog food is heavily advertised, TPF must follow suit to remain competitive in the industry. IV. PROBLEMS TO BE ADDRESSED After meeting with representatives from Marketing Ventures Unlimited, these questions were left to be answered: 1.Was the market itself adequately defined?2.What position would Show Circuit seek in the market? Should the program be targeted toward all dog food buyers or toward specific segments?3.Could the food brokers get distribution in supermarkets given the sales program?4.What should be TPF's recommended selling list price to the consumer for Show Circuit?5.Could TPF at least break even in the introductory year and achieve a 15 percent return on sales in subsequent years? V. PROBLEMS ADDRESSED On the question about the market itself being adequately defined, I believe that it was narrowed down adequately to the single and married couples between the ages of 21 and 50 years of age with an income greater than $25,000. This represents a focused target market but it is questionable whether the market is large enough to be profitable. On the question about the market positioning, Show Circuit will be marketed as a high-quality food that has for years, been exclusively sold to owners of show dogs. The product is also differentiable from other forms of pet food, since it is a frozen pet food, and one of the first organic dog foods. Consumers would find this dog food in the frozen food section of a supermarket along side the food that you would serve to other family members. The problem of the food brokers getting distribution in supermarkets represents the greatest challenge for TPF. However, the pioneering work has already been done by a frozen dog treat called Frosty Paws. Frosty Paws has already gained freezer space next to ice cream in Boston area supermarkets. It is difficult to convince supermarkets to give up a proven product...
