Psy 410 Week 6 Marketing Plan Paper

Marketing Plan

Week 6 Assignment: Part B

Lora Cleveland

Strayer University

Dr. Phillip Scherrer

MKT500: Marketing Management

May 17, 2015

Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
Sammy & Lobo’s Organic pet food strategy is simply to provide 100 % all natural and healthy ingredients for your dogs. Our foods will eliminate the concerns of pet owners of giving their pets artificial ingredients. The ideal consumer will focus on feeding their dog healthy, organic foods that will have a significant impact on a dog’s health and lifestyle. The branding strategy Sammy & Lobo’s Organic pet food include the following:
Tagline: Feed your
pet organic foods - " Happy Pet…Heathy Life” (on bags, cans and advertisements).
The writing will be crimson red and the bag and cans will be brown and green, earth tones.
Logo is a picture of a dog with the tag line across the bottom

“Feed your pet organic foods - Happy Pet…Heathy Life”.
Sometimes the distinction between a brand and line extension isn’t crystal clear. he difference is a matter of degree: A slight new model twist may be going for depth; a vastly different model/ product extends the breadth (Iacobucci , 2014 p85). I selected the brand extension will be dog treats. There treats will also be 100% organic, providing a healthy and tasteful treat for your dog.
This product will be easily incorporated in our strategy as it will stand on the current brand name. Future plans will also include a lines of cat food.

Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan.
Pet-food companies are riding on the growing popularity of natural organic food for humans and are hoping people will extend those sensibilities to their pets. The message: It is not enough simply to feed pets; now, it 's important to ensure that they live longer and happier (Lee 2001, para 19)
The target market is in an excellent financial position to pay the additional cost for these products. The target market is 18 – 65 years old. The assumption for the younger age group is the parents will purchase the dog food for the children. All other ages are employed, and financially established. The secondary market will be female. Often time’s women make final decisions on what products to purchase for the
household.

*Resource: PaloAltoSoftware (2013).

Prepare a positioning statement. Include a perceptual map that shows your company 's position against its competitors. Positioning the products as being competitively priced and 100% organic and healthy for your pets. We will bring to pet owner healthy and nutritional food for their dogs.

Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
Brand, as a name, sign, symbol, or combination of these, and customer cognition and perception can be an asset or liability to a company.
A company can benefit from its brand as long as the brand creates additional values for the customers.1–6 Brand image and brand personality bring extra benefits, such as trust, reliability, and sophistication. Perceptions of a brand are reflected by the brand associations in consumers’ memory (Chiang, Chih-Ying; Wang, 2008), We will focus on customers that love their pets and want to provide them with the best nutritional foods. The target market are customers from 18 to 65. With the assumptions that customer are willing to pay competitive prices for quality food. The name of the product are the names of the owner dogs. This consumer will be able to easily identify with the products and it could be the name of their pet. The logo is a picture of a dog, which clearly identifies this product is for dogs send the message of being trustworthy. The experience is about feelings of happiness, pride, appreciation, confidence, etc., not about money per se (Iacobucci, 2014). Our position to provide products as being competitively priced and 100% organic and healthy for your pets. Are meant to excite the consumer and instill confidence in our products. The strategy to target the demographics of 18-65 is perfect. Based on our marketing research, this group has buying power and the ability to influence others to buy these products. Our focus
is on healthy products that will enhance the life of your pet. “Feed your pet organic foods - Happy Pet…Heathy Life”.
The mission of Sammy and Lobo’s pet food is to provide and alternative natural healthy food for pet owners to purchase. The ingredients are fresh vegetables, high–quality proteins. No artificial colors, flavors nor preservatives.
Sammy & Lobo’s Organic pet food is a producer, distributor and marketer of packaged specialty organic pet food.

References

Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M. CyberPsychology & Behavior.
Oct2008, Vol. 11 Issue 5, p607-610. 4p. 3 Charts, 1 Graph. DOI: 10.1089/cpb.2007.0182. , Database: Business Source Complete

Iacobucci, D. (2014). MM4: Marketing management (4th ed.). Mason, OH:

South-Western Cengage Learning.

Lee, T (2001, October 7). Purina seeks to attract healthful dog owners with beneful strategy.
The Pro Quest: National Newspapers Premier http://search.proquest.com/docview/404136398?accountid=30530
PaloAltoSoftware (2013). Free Sample Marketing Plans. Retrieved on June 18, 2013 from http://www.mplans.com/sample_marketing_plans.php