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Case Study Example

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Primarily, the trends in the industry reveal that dog food is an attractive category. In the ancient years, dogs used to be fed from leftovers until the late 1860s (Calkins, 2004). In the early 1930s,…
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Download file to see previous pages The current trends in the dog food category show that continued expansion of the industry is anticipated in the future,
There are various ways in which dog food category can be segmented. For instance, it can be segmented into low price segment, mainstream segment, and the premium segment. The low price segment feature brands such private label, the mainstream segment feature brands such as Pedigree and Alpo while the premium feature brands such as Purina One and Iams. Of the three segments, the premium segment is believed to be of the highest quality followed by the mainstream segment and finally the low price segment. The price charged on a brand is largely dependent on the segment in which it belongs. Dog food brands from the premium segment are the most expensive among the three segments. Brand marketing has proven to be among the best business tactics in the dog food industry. In essence. Brand marketing gives a company competitive advantage over the competitors.
The influencers of brand purchasing of dog food are the dog owners. Some dog owners favor certain dog food brands and, therefore, they cannot buy other brands. In addition, the purchasing power of the dog owners influences brand purchasing decisions. In essence, sometimes dog owners are obliged to purchase a particular brand by their financial status. However, the trend is changing since with time the dogs eating habit have proven to influence brand purchasing decision. Some people enjoy watching their dogs eat. In this regard, they would by a brand that the dog favors. In other words, dog owners would buy the brand the dog enjoys to eat. Some dog owners have attested that their dogs only eat certain food brand.
A recent study has shown that the levels of brand loyalty have grown high due to various factors. For instance, research has shown that quality affects consumers’ loyalty to a particular brand. Brand designing and ...Download file to see next pagesRead More
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