To the Marketing Manager :: Business and Management Studies

To the Marketing ManagerIntroductionThe kiss forage commercialise has experienced steady growth for years anddespite a dismiss decline in pet ownership, pet aliment sales contractincreased. This is especially true for upchuck food sales, which reflectsthe fact that cats are outpacing dogs slow but steady.As the trend is going towards pets being treated as a part of thefamily, they deserve food that is equal in the way to human dishes.These and other factors are the foundation of our report on first appearancethe promising cat food market.MainThe current cat food market is dominated by 2 multinational players,namely damage (Masterfoods) with a share of 40% of the market and Nestl(Friskies UK) with 41 %. (Mintel, 2002). As these firms realizeestablished their position on a solid basis, it is recommended toavoid study competition with these brands. Therefore a strategy basedon slender differentiation seems to be the best way to enter the market,therefore introducing a nich e product.We would suggest entering with a highly-specialised, super-premiumproduct for the cat food market, as cats are generally fussy eatersand their owners are willing to overleap a great come of money in orderto replete their pets needs. (Keynote, 2003)Recent statistics have revealed that the trend is going towards commission on health issues and functionality. The product shouldinclude a certain amount of vitamins and minerals, as well as specialmedical ingredients to strengthen the cats immune system. Furthermorethe product should contain purely of primitive ingredients. (PFMA)Concerning the product design, theres recently the trend ofhumanisation stock-still when it comes to the recipe. Culinary choicesshould be made available to the consumer, such as pasta and ricedishes and consideration should be taken to suit differentexpectations of pet owners living in different countries, thus havinga different stead due to their culture.Additionally different age types should be targeted separately, as adolescent kittens have different needs and desires than older cats.Kittens may need little food, resulting in smaller portions, whereas oldcats need special nutrition to put up healthy and live longer. Thisshould be a further element of our specialisation process. (Mars,2003)Great emphasis has been placed on the convenience of the product packet and design, for example single serve trays have proven to bewide accepted amongst pet owners, as they are easy to store and rear endprovide the right amount for one meal. Re-sealable package, such as rape sachets, are also very popular, as they provide the owner with dominance and keeps the freshness of the food.In order to underline the natural and organic ingredients of the