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Implementation and evaluation

  • This event should take place during the fall, to get the word out about pets being out in the cold.
  • We will evaluate the success of the program by seeing if by next fall our sales have increased

Channel Management

The adoption day at pet smart

-sponsored by Purina dog food.

  • Our program is the adoption day at Pet smart.
  • Will help spread the word about adopting.
  • we chose this program because while having adoption day, still promoting our plan such as dog food, treats, etc.
  • benefits include more business, more ideas from customers, help create a new line of dog food. Buy a bag, give a bag. Samples, Goodie bags.

Retailer Background

Purina is a Subsidiary type of store. The products that Purina sells and offers is beneful dog food, beyond, deli-cat, fancy feast, frickies, etc... The company started in 1894, but in 1992 Purina established the worlds first and only canine reference family DNA map. The Purina moto is integrity, passion, expertise, performance, and innovation, which are all qualities they want their products to possess.

SWOT Analysis

Strengths- Beneful is a safe, nutritious, high-quality dog food.

Weaknesses- lawsuit against Beneful regarding harm to the dogs. Which brought down the sales.

Opportunities-making other flavors of dog food, treats, etc.

Threats- Higher dog food brands like blue buffalo, wellness care. etc.

Product Background

Purina Beneful dog food is a product line added by Purina in 2001. Currently as of 2016, Beneful is in the decline stage. The product has been slowly receding off the shelves in stores. Since the company started in 1992, Purina has held strong to their own personal brand. Beneful is made with ingredients like real meats & vitamin-rich vegetables and helps with both nourishing both inside and outside of your pet and help balance your pet's diet. While making them happy.

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