SUMMARY Tyler Pet Food Inc. is a major distributor of dog food for show-dog kennels in the United States. After some researches and discussions, Tyler Pet Foods (TPF) decided to enter into the household dog food market in the Boston, Massachusetts metropolitan area. TPF hired a consulting firm to help it promote and distribute its product. The programs included situational and competitive analysis, the problems and opportunities of the company, and creative strategies to promote its product. II. INDUSTRY The sales of dog food will total almost $5.6 billion this year, with $3.1 billion in sales coming from supermarket chains. The Boston area has 1.5% of the U.S. population, and 1.5% of the dog population. The dog food industry has been growing rapidly because of owners desire for companionship or need for protection. Dog owners are generally price sensitive, yet they spend more than $10 billion annually for veterinary fees and medications for dogs. Supermarkets make approximately 55% of all dog food sales. Typically, all pet foods are located in one area of the store, separate from human foods. The following graph shows the detailed market potential of Show Circuit dog food.CategoryShare of Dog FoodTotal Sales of Dog FoodBoston Market PotentialSupermarket %Show Circuit Market PotentialCanned23.7%$5.6 billion1.5%55%$10,949,400Dry58.6%$5.6 billion1.5%55%$27,073,200Semimoist2.2%$5.6 billion1.5%55%$1,016,400Treats15.5%$5.6 billion1.5%55%$7,161,000III. COMPETITION There are about 50 dog food manufacturers and 350 dog food brands in the United States. Ralston Purina, Kal-Kan, Heinz, Nestl USA, and Nabisco, together capture 83% of all supermarket sales. Traditionally, dog food comes in four forms: canned, dry, semimoist, and snack-type. Either the introduction of Show Circuit would add a new segment for frozen dog food or TPF would segment it between the dry and moist segments already established. The prices of these forms of foo...
