By: Ashely Trejo, Albert Colejio, Khang Nguyen and Diana
Rubio
▪ Science Diet pet food is made to meet the needs of dogs throughout
their lifetime. Science Diet healthy pet food offers clinically proven
benefits that promote spirit and health at any age or lifestyle with a
full range of precisely balanced products. Science Diet dog food
consists of the finest natural ingredients your dog will love. Science
Diet has 100% of what your pet needs and 0% of what they don’t!
DIANA RUBIO
▪ Hill’s Science Diet brings about
13% of a total of $17 billion in sales
in petfood division.
▪ The major competitors are Purina
One and Blue.
▪ Hills, Purina One, and Blue both
market share high protein formulas
specific for veterinarianrecommended diets.
▪ Hill’s makes up roughly 20% of
Colgate-Palmolive’s total sales.
▪ Blue has 6% of the share of the U.S.
pet food market.
▪ Purina One has 29% of market
share and serving as No1 in dry dog
food.
▪ Demographics
▪ Income
▪ Family size:
▪ Single
▪ Married
▪ Married with
Children(s),
▪ Family life cycle
▪ Occupation
▪ Education
▪ Ethnicity:
▪ Social class
▪ Gender:
▪ Males and Females
▪ Age
Target Market – Describe the target market using market dimension variables. These are
segmentation variables such as demographic, psychographics, behavioral or geographic. Only
two or three sentences to precisely describe the typical user using these variables. 10 pts
Behavioral
Rate of use
Purchase relationship:
Brand familiarly
Type of problem solving
Geographic
Country:
Region
Urban/Ruralize of
city:
Answer:
Hill’s Pet Nutrition target over-active pet parents who want to enrich and lengthen their pet’s
life. Families of different social classes, ethnicity, and world-wide search for healthy
alternatives for their pet, from puppies to old aged, all breeds and size.
▪ This type of dog food helps the dog digest gently and healthy.
▪ For puppies it helps with brain development.
▪ For adult dogs (1-6) it helps maintain strong and lean muscles.
▪ For adult dogs (7+) it supports energy levels and helps keep a healthy heart and
kidneys.
▪ Marketing Mix – 35 points Product Offering – Things that should be
included, name, and any other things that makes this offering unique and
increases its ability to satisfy target market needs
features/a , packaging tributes
packaging

Product Life Cycle
Sales
Time
▪ Distribution – Explanation of distribution system- direct or indirect Name the major
type of intermediaries if indirect
▪ A 15-lb bag is $45.99 ($3.07/lb)
▪ Promotional pricing is being implemented, when you buy $49 and up you get $20
off
▪ The markup percentage at the retail level is 60%.
▪ Promotion – Explain all the promotion mix elements currently being used to
promote the product. Need to justify the reason different promotion mix elements
chosen. Attached a link to a commercial video would be something good to do for
presentation
▪ Market Opportunity Matrix – Explain the primary growth strategy that has been
used to grow and sustain this brand in the past 5- 10 years. Provide justification.
Read about types of opportunities in Chapter 2 Market Penetration Market
Development Product development Diversification