Kibbles n bits
- 1. Kibbles and Bits Marketing Report Top Tier Marketing (TTM) Katrina Carlsen, Idah Chungu, Jake Olds, & Ramon Rochester
- 2. Kibble’s ‘n Bits Kibble's 'n Bits is one of the many pet food brands owned by Del Monte Foods Co. Kibble's 'n Bits is specifically dry food for dogs. The company boasts its "signature combo of crunchy kibble and tender, meaty bits." Over it’s over 30 years of existence the Kibble’s ‘n Bits brand has had three owners. 1981 – 1995 : Quaker Oats Co. 1995 – 2002: H.J. Heinz Co. 2002 – Now: Del Monte Foods Co .
- 3. The Kibble’s ‘n Bits Brand has 7 Varieties. Six of them to the left and above canned which is considered one category and not separated like the bagged products.
- 4. Del Monte Foods Co. 1892: The Del Monte Brand is Introduced when the firm (Oakland, California food distributor) expands its business and selected Del Monte as the brand name for its new line of canned peaches. 1892: The Del Monte Shield is Introduced. 1916: Three canners create California Packing Corporation (“Calpak”), Del Monte included. 1917: First U.S. fruit and vegetable processor to advertise nationally. Saturday Evening Post on April 17. 1967: Calpak Becomes Del Monte Corporation. 2006: Del Monte Becomes Second Largest Pet Foods Company. 2011: Milo’s Kitchen Brand, the company’s first ever internally-developed Pet Brand is launched
- 5. Del Monte Foods Co. Mission Statement: Del Monte is committed to enriching the lives of today's family — everyone in the family, including pets — by providing nourishing, great tasting and easy-to-use products that meet the needs of everyone in the home. Nourishing Families. The phrase that drives Enriching the company is. Lives. Every Day.™
- 6. Unique Selling Point Kibble's 'n Bits consists of a signature combo of real meaty bits and crunchy kibble.
- 7. Sales Figures Year Pet Industry Sales Del Monte Pet Net Sales (billion USD) (million USD) 2007 11.70 1,281.9 2008 16.10 1,431.5 2009 17.56 1673.4 2010 18.40 1,750.0 2011 19.85 1,513.2 2012 20.46 1,860.8 2013 497
- 8. Market and Brand Trends Trends in Market •Downward trend in sales •Segmentation of the pet food for specific breeds •Growth in premium and super brand in order to promote healthy diets •Development of specialized formulas •Growing interest in product safety, reliability, quality and natural & organic products •Increase in humanization of pet foods Trends for Kibbles ‘n bits •Incorporation of a variety in their products •Aim to produce quality products •100% nutrition
- 9. Future Projections •Pet supplement sales to grow by 39% between 2010 and 2015 •Global pet shops/superstores to increase by 13% between 2009 and 2014 •Pet food industry expected to grow more than 17% through 2014 Sales are expected to increase by 4% annually between 2012 and 2017. Top three direct competitors 2012 Market share Top three indirect competitors Purina Dog Chow Healthy Life 13.5 Waggin’ Train (dog snacks) Nutrition Pedigree 9.3 Milk-bone (Dog snacks) Purina Beneful 8.2 Cat Chow Market Share Distribution: The top direct competitors occupy about 31% of the market share. IMC and Positioning Strategy of top 3 competitors: -Developing and offering nutritious products as well as sustainability offers -Diversified geographic presence, both locally and globally -Affordable prices for quality products -Local sourcing, manufacturing and distribution
- 10. Perceptual Map High-priced Purina Beneful Purina Dog Less Health Chow More Health Conscious Kibbles Conscious Pedigree Economical
- 11. Consumer Analysis: Demographics Gender/Age: Evenly targets men and women, mostly between the ages of 18 and 49. Specifically between the ages of 25 and 54. Ethnicity: Most are American Indian or Alaska Native, or White. Education: Most buyers have attended college
- 12. Demographics Occupation: Targets all occupations evenly, especially sales and office occupations followed by natural resources, construction and maintenance occupations. Income: The core customers' household income is between $60,000-$74,999, specifically between $40,000-$49,999. Marital status: Consumers are typically engaged or widowed/divorced/separated (legally)
- 13. Consumer Analysis: Psychographics Activities: Kibbles n Bits customers enjoy spending time outdoors doing activities like fishing, hunting, hiking, and photography. Interests: Besides the outdoor activities, customers also have interests in music.
- 14. Psychographics Lifestyle: Family situations vary for customers. Most are currently married, but many have never been married, or are currently engaged, or have been widowed, divorced, or separated. Most customers have children between the ages of 12-17 years.
- 15. Consumer Analysis: Media Habits Magazine: Consumers use magazines more than any other media habit. They typically read magazines about fishing/hunting, outdoor recreation, and photography. Common magazines are Outdoor Life, Mother Earth News, American Hunter, Hunting, and Outdoor Recreation.
- 16. Media Habits Radio: Consumers listen to the radio throughout the day, but more so at night on weekdays, and evenings on the weekends. Television: Buyers tend the Cable TV channels VH1 Classic, Nick at Nite, Great American Country, Speed Channel, and CMT (Country Music Station). Customers also pay for premium services which are mostly Showtime, Cinemax, and HBO. These shows tend to be viewed during the middle of the day on weekdays. Internet Media: Internet browsing habits fall in using NASCAR.com, Answers. com, WikiAnswers, and Coupons.com.
- 17. Environmental Concerns Current State of Economy Organic Trend •High Unemployment (8%) ● People more concerned •High Gas Prices with quality ingredients in •Weak US Dollar food •Consumers Spending Less ● People who have money to •This is threatening for spare on dog food would Kibbles N Bits because be more likely to buy better people are more likely to quality food than Kibbles N spend less money on dog Bits (made of low quality food, and choose value corn, soy, meat waste, and brands to save money in other) these times. ● The low quality food conflicts with current values
- 18. Current Environment Regulatory Agencies which Modern Technology make sure food is safe, and •Many door to door labels are honest/up to code. food/grocery delivery •American Association of Feed services are emerging Control Officials (AAFCO) •Perhaps a monthly •FDA Center for Veterinary delivery of dog food will Medicine (CVM) give us a competitive •The Pet Food Institute (PFI) advantage?? •The United States Department of Agriculture (USDA)
- 19. Conclusion: SWOT Analysis Strengths Weaknesses Opportunities Threats In existence for Lack of variety - Targeting Competition over 30 years produces only outdoor from Pedigree dry dog food consumers in and Purina ads Health Website not Going more conscious dynamic organic Affordable Relatively low Develop culture products quality around dog ingredients ownership Sustainability Create a delivery initiatives service
- 20. Conclusion: Strongest Opportunity ● Developing a culture around dog ownership by: -Making people first associate Kibbles n Bits when thinking of getting a dog. -Adding information and tips regarding dog owning on the website
- 21. References ● www.americanpetproducts.com ● www.articles.latimes.com ● www.delmontefoods.com ● www.dogfoodscoop.com ● www.fda.gov ● www.find.galegroup.com ● www.forbes.com ● www.fundinguniverse.com ● www.kibblesnbits.com ● Mediamark Reporter/MRI+ ● www.worldfinancialwatch.com