 Black Team with Craig Slusser, Elaina Lynch, Mark Linscott, and Anthony Garcia

We have been tasked with taking this wonderful longstanding company, with Twenty-five years of manufacturing experience, and bringing it into new markets both domestic and abroad! Today we will be looking at a new and innovative product that we, Team Black, believe will bring the Distinctive Doggie & Cattie Company into a new area of pet food production and excel you past the goals that have been set before us!

 Product Conception  Domestic Marketing Strategy Utilizing the Environmental Model o Competitive & Economic Forces o Political, Legal, and Regulatory Forces o Technological and Socio-cultural Forces  International Marketing Strategy Utilizing the Environmental Model o Competitive & Economic Forces o Political, Legal, and Regulatory Forces o Technological and Socio-cultural Forces  SWOT Analysis  Marketing Strategies o Target Market Segmentation Strategy o Product and Pricing Strategy o Distribution and Promotion Strategy

 Shared Pet Food  Dog’s & Cat’s  Nutritional Benefits  Three New Flavors o Salmon and Sweet Potato o Turkey, Tuna, and Potato o Turkey, Salmon, and Beef Product Conception

Competitive Forces  There is little change expected in the market  Global giants account for three-quarters  76 million household dogs in the US with 2% increase in 2012  Dog food improved performance bolstered by high value, premium positioned products Economic Forces  4% increase in sales from  Value sales will increase by 3% annually  Volume sales will increase by 1% annually  Spending on food and treats, per dog, is projected to reach US $167 in 2012

Political Forces  Encourage the introduction of effective legislation  Influence Government and key opinion formers  Ensure recommendations are pertinent, reasonable, and comprehensive and enhance the welfare of pet animals. Legal and Regulatory Forces  -Preserve the competitive edge  -Provide safe products  -We will be compliant with all laws and regulations.  - We will provide fair and accurate pricing  -We will be compliant with all environmental regulations

Technological Forces  Important to use current technology  Must use the appropriate technology, such as  Create a web site  Keeps customers up to date  Can find information about the company easily  Would be helpful to perform a technology assessment  Can see the effects of our products and processes Socio-Cultural Forces  Demographic characteristics  Age  Gender  Income level, etc.  Consumerism  Encourage customers to purchase our goods and become loyal to our company  Cultural values  Find the values of our target market  Make sure our product meets or exceeds their expectations

Completive Forces  Dog food is the leading category in the pet food market in Morocco  Premium food is on the rise in both volume and value terms  The dog food category represents 96% of the pet food sector Economic Forces  The Moroccan dog food market was valued at US $23.3 million in 2009  Middle income households that have dogs represent a group of affluent pet owners  The market for pet food in Morocco is small, but growing quite rapidly

Political Forces  Support Fair trade between countries.  We must ensure respect and support of the legal and regulatory infrastructure of Morocco  Strictly follow Fair trade agreement guidelines settled on between our two countries. Legal and Regulatory Forces  We will respect any import tariff restriction.  We will be coherent to any nontariff trade restrictions e.g. quotas and embargos  Follow the food trade agreement set between the U.S. and Morocco.  Provide commitments and cooperation in the areas of worker rights and measures to protect the environment.

Technological Forces  Must assess how many people use technology and who is using it  Will help define our target market  Use more technology than expected  Can reach the citizens by and through our website  Could use e-marketing to reach our customers  -Rate of technology users in Morocco continues to grow each year Socio-cultural Forces  Demographic characteristics  Will help us to find our target market  Consumerism  Study the buying habits of target market  Strategize on how to get them to being a long-term relationship with our company  Cultural values  Will force us to have to market differently o Moroccan’s do not keep many household pets

S trength W eakness O pportunity T hreat S trength : 25 Years Experience Looking to Expand W eakness : Narrow-minded International Presence O pportunity: Expansion into Morocco Innovative new Product T hreat : International Markets Unknown New Product CONVERT MATCHMATCH

 Concentrated targeting strategy  Pet food sales totaled $19.85 billion in the US  Pet food sales have been increasing yearly between 5.3%- 5.8%  Prepared dog food products a growing category  Sales of dry dog food are forecasted to reach $32 million by 2014 Target Market Segmentation & Product

 Price point of o Cost Effective Quality o Fair Price Points  Free Samples  Limited Time Pricing  Savings of $200/year Pricing and Distribution  Global Exposure  Use of Internet  Vendor and Retail Connections  Prep Management  Fair trade Agreement

 Will be slightly different for each country  Create awareness  Stimulate demand  Encourage product trial  Identify prospects Promotion

 The Black Team