Develop A Brand Presentation Of 7-10 Slides For A New Pet
Develop A Brand Presentation Of 7 10 Slides For A New Pet Food Product
Develop a brand presentation of 7-10 slides for a new pet food product (or new product or line extension at your employer or future employer), using the speaker's notes sections of each slide to expand your talking points. Introduction Branding is a means of differentiating a product from its competitors. Branding is an important aspect of marketing because it provides a distinctive identity to a product or family of products that sets it apart from competitors. This assessment introduces the concept of brands and discusses the various ways marketers position their products within the brand structure. By the end of the assessment, you may look at branding and products a bit differently than you do right now!
Scenario The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan submitted in Assessment 1. They have now asked you to develop a brand presentation based on this work.
Your Role You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a brand presentation for a new pet food product (or new product or line extension at your employer or future employer.)
Requirements You are to develop a brand presentation including the following elements based on your research, building on your work submitted in Assessment 1. Develop a PowerPoint presentation of 7–10 slides that synthesize the work, using the speaker's notes sections of each slide to expand your talking points. Be sure your presentation includes: What is the brand name for the product? What role does the new product play in the brand portfolio? Who is the target market? What will be the new product’s objectives (create greater customer loyalty, increase trials, expand usage among current users, support trade relations)? What will be the new product position? How will it complement the objectives? What will be the new product competitive pricing strategy? How will it be reflected in the packaging? How will it be reflected in the promotion? How will it be reflected in the placement? How will it be reflected in the promotion? How will it be reflected in the placement?
Deliverable Format PowerPoint presentation. Use Guidelines for Effective PowerPoint Presentations [PPTX] as a resource. 7–10 slides (in addition to the title and references slides). Include additional details on each slide in the speaker’s notes section. Additional requirements: Title slide. References slide. APA-formatted references from at least five sources. Be sure you consider the audience.
Evaluation By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria: Competency 1: Apply marketing theories and models to develop marketing strategies. Articulate the context of the business (product name, role in brand, target segment). Competency 2: Evaluate the effectiveness of marketing strategies and methods. Evaluate the effectiveness of marketing strategies (product objectives and positioning). Competency 3: Use data to support evidence-based marketing decisions. Evaluate the marketing mix (pricing, packaging, promotion, and placement) for a product. Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders. Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
ePortfolio This portfolio work project demonstrates your competency in applying knowledge and skills required of a MBA learner in the workplace. Save this activity to your ePortfolio for future reference in the workplace.
Paper For Above instruction
Introduction
The rapidly growing pet food industry presents marketers with unique opportunities to develop innovative products that cater to the shifting needs and preferences of pet owners. Developing a comprehensive brand presentation for a new pet food product involves not only defining the product and its positioning but also integrating strategic elements such as target market identification, pricing strategies, promotional plans, and placement tactics. This paper synthesizes a detailed approach to creating such a brand presentation, aligning with marketing principles and utilizing data-driven strategies to establish a compelling market entry.
Brand Name and Role in Portfolio
The proposed pet food product is branded as "Pawsitive Nourish." This brand name emphasizes positivity and nourishment, aligning with pet owners’ desire to provide their animals with healthy, flavorful diets. "Pawsitive Nourish" will serve as a flagship product within MSH Brands’ diverse portfolio of pet wellness offerings, positioned to attract health-conscious pet owners seeking premium nutrition options. Its role in the portfolio is to fill a distinctive niche—natural, wholesome pet food—complementing existing brands that target specific demographics or pet health issues.
Target Market Identification
The primary target market for "Pawsitive Nourish" comprises upscale, health-conscious pet owners aged 25-45. This demographic values quality ingredients, ethical sourcing, and transparent labeling. Geographic targeting focuses on urban and suburban regions with higher income levels, where consumers are more willing to invest in premium pet products. Psychographics indicate a preference for eco-friendly, sustainable, and organic pet foods, with a strong emphasis on pet health and longevity. Secondary markets include breeders and pet specialty stores seeking differentiated, high-value offerings.
Objectives of the New Product
The key objectives for "Pawsitive Nourish" are to increase customer loyalty among existing customers, encourage trials among new pet owners, expand usage among current users, and support trade partner relationships. These objectives are interconnected; for example, fostering loyalty encourages repeat purchases, while promotional efforts targeted at new customers can drive initial adoption. Strengthening trade relations will be achieved through strategic pricing and promotional programs that incentivize retailers and distributors.
Product Positioning Strategy
" Pawsitive Nourish" will be positioned as a premium, natural pet food that offers superior nutritional value through organic ingredients, scientifically formulated recipes, and eco-friendly packaging. Its positioning emphasizes health, transparency, and sustainability, appealing to pet owners who prioritize their pets’ well-being and environmental responsibility. The product will be positioned to differentiate it from mass-market brands and commoditized offerings, using storytelling around its organic ingredients, ethical sourcing, and health benefits.
Pricing Strategy Reflection
The competitive pricing strategy will be based on a value-based approach, aligning with the premium nature of "Pawsitive Nourish." Pricing will be set slightly above mainstream brands to reflect its organic ingredients and specialized formulation, but balanced to remain attractive to target consumers seeking quality. Bundle discounts and loyalty programs will support customer retention, and trade margins will be protected through tiered pricing and cooperative trade incentives.
Packaging and Promotion
Packaging will mirror the brand’s sustainability and quality messaging—using eco-friendly materials with clear labeling of ingredients, health benefits, and certifications. Promotional campaigns will leverage social media, influencer partnerships, and sampling programs to generate awareness and trial. Content marketing focusing on pet health tips and storytelling will reinforce the brand’s mission. Retail displays will highlight the product’s natural attributes and value propositions.
Placement Strategy
Placement will prioritize premium pet specialty stores, natural food retailers, and online platforms targeted at health-conscious pet owners. E-commerce channels will be complemented by in-store displays that emphasize storytelling and educational content. Distribution will be managed to ensure consistent availability and visibility in channels aligned with the brand’s positioning, reinforced by trade partnerships that encourage premium placement.
Conclusion
Developing a successful brand presentation for "Pawsitive Nourish" involves integrating strategic positioning, targeted marketing efforts, and a compelling marketing mix. By focusing on quality ingredients, transparent communication, and sustainability, the brand aims to secure a strong foothold in the evolving pet food market, build customer loyalty, and foster long-term growth.
References
1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
2. Aaker, D. A. (1996). Building Strong Brands. Free Press.
3. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
4. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Pearson.
5. Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage Publications.
6. Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson.
7. Liao, S. (2020). Emerging Trends in the Pet Food Industry. Journal of Pet Market Research, 12(3), 45-59.
8. American Pet Products Association. (2022). 2022-2023 APPA National Pet Owners Survey.
9. Peterson, R. A. (2018). Market Segmentation. In: Keller, K. L. (Ed.), Strategic Brand Management..
10. Statista. (2023). Pet Food Market Revenue Worldwide.