10step marketingplan royalcanin

The 10 Step Marketing Planfor Royal Canin Dog Food

Jaime Angelo F. MendejarJune 2013

www.jaimemendejar.blogspot.com

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


1. Royal Canin PTM are young professionals who are new/existing pet owners

2. Who want healthy and nutritious pet food for their pets

3. Choose between Pedigree or Eukanuba4. Gap is there is an increase in pet

ownership and economic standing but Royal Canin lacks visibility

5. 11.6 million dogs in the Philippines. 1 pet dog for every 8 people.

Steps 1 to 5

Pet dogs are found everywhere


6. Royal Canin offers products by breed and lifecycle

7. Premium price compared to Eukanuba and Pedigree

8. Provide breeder’s price 9. Pet stores and Vet clinics in Metro

Manila10. Become the preferred dog food choice

via differentation

Steps 6 to 10

Dog food choice represent responsible dog ownership



20-35 years old, social class AB Young professionals, new/existing

pet owners Dogs need to eat dog food at least

twice a day for daily nutrition and health


People long for companionship = Pets

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I am happy when my dog who I love and loves me is healthy

I want someone to be with


2. Pet owners have specific NWDsYoung professionals long for companionship outside of the

workplace, dogs show affection and make them feel loved. It gives them self-actualization by feeling a sense of responsibility in taking care of a dog.

Dog food owners want accessible dog food that have the necessary nutritional values to ensure best health for their pet.

Royal Canin provides breed and lifecycle specific products that cater to the optimum needs of your dog.

Pet owners demand dog food products that cover the whole life cycle of their pets from young to adult and provide specific nutrition to their breeds and sense of security that their dog is healthy.


3a. Royal Canin has a number of competitors in dog food

Direct: Eukanuba, Pedigree, Acana, Vitality

Indirect: House food, dog treats Variables: Price, Availability,

Frequency of Use, Nutritional content to provide sense of security that their dog is healthy.


Royal Canin is # 1 for premium product dog food

Price vs. Product Matrix


Only Royal Canin offers breed-specific dog food

Benefit Positioning vs. Brand Matrix


4. Royal Canin presents a strong niche

Royal Canin is the only dog food that offers

- Breed specific dog food


4. Brand identity: If you have a specific breed of dog, Royal Canin have a specific food


5a. Based on www.theatlantic.com total dogs in the Philippines reaches 11.6 million


5a. Based on http://www.euromonitor.com current market share for dog food in the Philippines

Mars Philippines continued to lead dog food with a 30% retail value share in 2011, followed by Nestlé Philippines (24%), Hill’s Pet Nutrition (7%), The Iams Co (4%), Pet One (3%), Royal Canin Philippines (3%) and SM Retails (3%).


5a. Based on www.theatlantic.com total dogs in the Philippines reaches 11.6 million

References:Dog Food distributors- Royal Canin- Vitality- Eukanubahttp://www.theatlantic.com/business/archive/

2012/11/the-dog-economy-is-global-but-what-is-the-worlds-true-canine-capital/265155/


6a. Royal Canin have products found in pet store and vet clinic shelves


6a. What makes Royal Canin different?

Royal Canin offers a complete line of premium Health Nutrition specifically formulated for cats and dogs – large or small, young or old, purebred or mixed breed. **in metro manila


6b. Royal Canin has numerous variants for the below dog breeds


7. Price

Prices based on local pet store (converted to php)

Royal Canin Eukanuba PedigreeWeigh

tMini puppy

foodMini adult

foodMini puppy

foodMini adult

foodMini puppy

foodMini adult

food

2kg 590 590

3kg 595 560 505 505

15kg 3140 3140


8a. Royal Canin mostly relies on word of mouth and Events such as dogshows


8a. Royal Canin provide loyalty discounts (courtesy of pet shops/vet clinics)- Actual selling prices from pet stores

vary from 20-50 pesos less if you are a loyal customer

- The promos provided to pet shops in the following slides give the pet shops and clinics the ability to sell Royal Canin with more flexibility


8a. Royal Canin also provide retailers with promotional offers to market their brand

- Promos include buy 10 bags and get 1 bag free

- Royal Canin also provide free or discounted samples for new products for selling

** based on conversation with Royal Canin distributor


8a. Royal Canin also provide retailers with promotional offers to market their brand

- Royal Canin provide free shelves for retailers to display their products in their stores

- Royal Canin provides product swaps for expiring dog food

** based on conversation with Royal Canin distributor


8b. Eukanuba and Pedigre also provide discounts and retailer promos

- Competitors depending on customer loyalty to pet shop or clinics also provide 20-50 pesos discounts to their products

- The difference is that Royal Canin has more nutritional value compared to Eukanuba and Pedigree thus the discount attracts the PTM to shell out more for Royal Canin

- The free shelves also make Royal Cain standout when joined with these products


9. Royal Canin can be found across the Metro

Pet shops Veterinary Clinics Allow for pick-up/deliveries Cash and Credit card transactions Mainly found in Metro Manila where

most of the PTM is located

9. Royal Canin challenges on location to sell products

Limited availability in VisMin areas Rarely can be found in supermarkets

10. Royal Canin wins via differentiation

- In Metro Manila, RC wants to establish their image via differentiation by offering breed and age specific products with optimum nutrition for young professionals 20-35 years old, social class AB

- It aims to be the market leader in premium dog food products in the pet scene in Metro Manila and extend to the VisMin area

28

SUMMARY


2. Who want healthy and nutritious pet food for their pets

3. Choose between Pedigree or Eukanuba4. Gap is there is an increase in pet

ownership and economic standing but Royal Canin lacks visibility

5. 11.6 million dogs in the Philippines. 1 pet dog for every 8 people.

Steps 1 to 5

Pet dogs are found everywhere


6. Royal Canin offers products by breed and lifecycle

7. Premium price compared to Eukanuba and Pedigree

8. Provide breeder’s price 9. Pet stores and Vet clinics in Metro

Manila10. Become the preferred dog food choice

via differentation

Steps 6 to 10

Dog food choice represent responsible dog ownership


The 10 Step Marketing Planfor Royal Canin Dog Food

Jaime Angelo F. MendejarJune 2013


10step marketingplan royalcanin

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