Social Media Marketing with User Generated Content

Marketing Plan

Executive Summary

MSH Brands is offering a new premium pet food product to the market. This paper describes the business context in which the product exists, a situation analysis, and a discussion of the marketing strategy and tactics that will be used. It concludes with a discussion of how effectiveness of the strategy will be measured.

Business Context

In recent years, there has been an increasing trend towards pet owners seeking out premium food products for their furry friends. In response to this trend, Company MSH Brands has developed a new pet food product that is designed to meet the needs of discerning pet owners. The new food is made with high-quality ingredients and provides a complete and balanced diet for dogs and cats. In addition, the food is fortified with vitamins and minerals to support optimal health. The company reason for bringing this product to market is to provide pet owners with a premium option that meets their needs and expectations. The corporate objectives for this product are to achieve market leadership in the premium pet food category and to generate significant revenue growth for the company.

Situation Analysis

The pet food industry has grown, but so too has the variety of products available. So while there are still many generic and budget-friendly options on the market, premium pet foods have become increasingly popular in recent years. This new product is a premium pet food that is designed to complement the existing product lineup of MSH Brands by enhancing the range of products from basic or budget-friendly to high-end or premium so as to enhance brand equity (Farquhar, 1989).

The premium pet food product is targeted at pet owners who are looking for a high-quality food that will provide their pets with all the nutrients they need. The competitors in this market are other premium pet foods, as well as the generic brands. However, this product differentiates itself with its unique blend of ingredients and its affordable price point. As a result, it is well-positioned to capture a significant share of the market because it can be sold as a premium product—but not one that is so pricey that its price discourages discerning consumers from purchasing it.

Marketing Strategy

MSH Brands’ overall marketing strategy is based on the principles of the 4Ps: price, product, promotion, and place. In terms of price, the company seeks to offer a competitively priced product that is still profitable. In terms of product, the company focuses on offering a new high-quality product that meets the needs of both pets and pet owners. In terms of promotion, the company relies heavily on pet owner word-of-mouth to generate interest in its products. Word-of-mouth marketing is both zero cost and effective, especially on social media, where the company embraces the idea of user-generated content by posting on its Twitter feed videos and Instagram posts of pet owners showing how their pets love the Brand’s pet food products (Ki et al., 2019).

And finally, in terms of place, the company sells its products through a variety of channels, including pet stores, online retailers, and select grocers. The company’s product positioning statement is “The pet food company provides high-quality, nutritious food for dogs and cats that is affordable and convenient.” This statement reflects the company’s focus on offering a product that is both affordable and convenient for pet owners—but that more importantly shows that MSH Brands cares about its consumers and tailors its product line to meet their needs.

Differentiation is another marketing strategy that the company employs to ensure that its products are highly visible to the consumer (Trout & Rivkin, 2006). It differentiates itself from competitors’ lines by coming across as real and authentic—which it accomplishes by adopting a word-of-mouth marketing strategy, a wholesome pet food ingredients list, and a user-generated content tradition on social media. The Brand has thus become synonymous with authenticity in this manner, and consumers trust it. It is not just a pet food company, like other brands, but rather a way of life—a lifestyle brand—and one that pet owners are glad to embrace.

Marketing Tactics

There are a number of promotional strategies that could be employed in order to support the achievement of corporate objectives for a premium pet food product. One key strategy would be to focus on building brand awareness and loyalty amongst pet owners. This could be achieved through targeted advertising campaigns utilizing various channels such as television, radio, print and online media. Another key strategy would be to offer incentives or discounts to customers who purchase the premium pet food product, either directly from the company or through participating retailers. This could help to increase sales and encourage customers to become repeat purchasers. Finally, it is also important to ensure that the product is regularly promoted through pet stores and other retail outlets where it is stocked. This could involve in-store displays, shelf talkers and other point-of-purchase materials. By utilizing a combination of these promotional strategies, it is possible to support the achievement of corporate objectives for a premium pet food product.

The corporate objectives of the pet food company are to increase market share and profitability while maintaining a high level of customer satisfaction. In order to achieve these objectives, the company has adopted a premium pricing strategy for its pet food product. By charging a higher price than its competitors, the company is able to generate higher levels of revenue and profit. At the same time, the company's focus on quality and customer service allows it to maintain a high level of customer satisfaction. In this way, the company's pricing strategy supports the achievement of its corporate objectives.

The distribution strategy for the premium pet food product will support the achievement of the corporate objectives by ensuring that the product is available in a wide range of outlets. In terms of outlets, the premium pet food product will be available in a wide range of pet stores and supermarkets. The goal with distribution is to make the product available everywhere pet owners go to shop. Wherever the brand can be found so too should the premium product be offered to the public. When looking at marketing channels for a premium pet food product, three main channels stand out: pet stores, internet sales, and veterinary clinics. Pet stores are the most obvious choice and can provide a wide audience for the product. Internet sales provide a way to reach a global audience and veterinary clinics provide access to pet owners who are already buying premium products for their animals. By considering these three main marketing channels, a premium pet food company can develop a comprehensive marketing strategy that will reach the greatest number of potential customers.

The advertising strategy for the premium pet food product should support the achievement of the corporate objectives by targeting pet owners who are concerned about the quality of their pet's diet. The advertising should focus on the benefits of the premium pet food, such as the high quality ingredients and the fact that it is nutritionally complete. In addition, the advertising should highlight the company's commitment to pets, as well as its dedication to providing pet owners with products that meet their needs. By taking this approach, the company will be able to differentiate its product from other pet foods on the market and attract customers who are willing to pay a premium for a high-quality product.