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Case Study: Fresh Dog Treats is a newly developed company that is focusing on catering to the premium pet market. Specifically, the company is creating gourmet/organic grain-free fresh dog treats. While these treats are similar to some treats offered on the market currently by such companies as FreshPet, one of the biggest differences is the packaging approach. One of the limitations to FreshPet products is the product must be refrigerated in the store, which limits the number and types of retailers that will adopt the product. Most stores do not want to put a refrigeration unit in the middle of their pet food aisle.
Fresh Dog uses aseptic packaging that only requires the product to be refrigerated after opening. This will allow the product to be displayed in the normal pet aisle without the requirement of the refrigeration unit. As the company progresses forward with this product, there are several marketing issues that have not been resolved. Your task is to assist them in this decision-making process. Please respond to the following decision points for the company:
Question: Discuss how the aspects of differentiation and positioning will impact the acceptance of this product by the desired target market. What must the company consider in terms of its products and the competitor products when entering the market?
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