- Tyler Pet Foods, Inc.
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- This case deals with a potential opportunity for an established firm to pursue a market development strategy for an existing product line. The basic question is to accept, reject or modify an offer made to allow brokers the right to take your product into a new market via a new marketing channel. Aspects to be considered include the market structure, market segments, the nature of the product and the proposed promotional strategy.
- Discussion of the case will follow these basic questions:
- How would you describe the household dog food market?
- How might you segment the dog food market and where does Show Circuit fit?
- How might you position Show Circuit in the dog food market?
- What is the market potential for Show Circuit?
- What are the marketing program economics for Show Circuit? What is your estimated break-even share-of-the-market?
- What does an appraisal of the introductory promotion program tell us? About the positioning strategy, media scheduling and placement, trade promotions, coupon program and advertising budget.
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