permarkets to give up the space for the dog food, TPF will have to identify other alternatives. Some of these alternatives include marketing Show Circuit to pet stores, like Petland for example, or marketing it to veterinarians.For objective 3, TPF plans to issue coupons in several local Boston newspapers and several well-known magazines – Better Homes and Gardens and Dog Fancy. One strategy that TPF may want to look at is to issue the coupons before the product is even available in the supermarkets. This may cause a pull strategy rather than the push strategy that some products have.Finally, for objective 4, TPF plans to spend a sizable bulk of their money on television advertising. They plan on advertising during “The Late Show with David Letterman.” Fixed space will be purchased within the first half-hour of the program. Although television is a good medium for advertising a new product, TPF may want to rethink the show that they have chosen to air their spots. TPF’s target markets are already in bed when this show is on the air. It might be better suited for TPF if they air the commercials either during the 6:00 or 10:00 news, or even during syndicated shows that feature dogs, such as “Frasier” or “Mad About You”. These syndicated shows have dogs that are treated like members of the family, which is exactly the message that TPF is trying to get across.VII. CONCLUSION In the last section, I discussed several alternatives that TPF has in addition to selling their product to supermarkets. I also discussed several alternatives that TPF has with their marketing campaign. After looking at all the alternatives, I believe that TPF should continue with trying to market to supermarkets. The ground has already been broken with another product, so there should be less resistance than if TPF were pioneers. However, I believe that TPF should rethink some of their promotional techniques....
