Question

As discovered in previous research, the premium pet industry was not impacted from the recession and continues to grow. You have been approached by an individual who wants to open up a pet food delivery service. Customers will either call an 800 number or go online and place orders for pet foods. The pet foods will then be delivered to the home within 24 hours of the order placement. For an additional fee, the delivery person will place the purchased product in the home and, if necessary, will put the food into a receptacle for the pet owner.

The person wants to open up the business in the greater Tampa/St. Petersburg area. However, the person is uncertain as to the type of person they should consider approaching as customers. They do not know who their target market is.

Reflecting on the above from a Marketing Strategy Perspective, address the following issues:

Question:    Marketing strategy focuses on solving problems. Many of the problems originate from specific needs. Identifying the appropriate needs assists in the product differentiation process, as well. Identify the Primary Needs and Secondary Needs this product will satisfy. How will this be used in the product differentiation, positioning of the product, and the impact within the consumer buying process?

Answer 1

The main requirement which can be fulfilled by the merchandise is the requirement of feeding the pet and facilitating the required nutrition to the pet. Providing care and affection to the pet can be seen as the consequential needs which can be satisfied. This is the point where the organization can differentiate its merchandise by concentrating on both the consequential and essential demands.

The merchandise can be differentiated by the organization on the basis of essential demand by facilitating a variety of flavours and healthy and good ingredients which can be quite good for the health of the pets.

In fact, the merchandise can also be differentiated with the help of consequential demands with the help of value-added offerings, for example, providing training to the customers on how to take care of their pets in a better way.

All the above-mentioned methods can be quite useful in having a good relationship with the customers and the company can position its’ products as a premium products