Introduction of Ayala, a New Dog Pet Food by Petco
Ayala is a new dog pet food that is produced and distributed by Petco Inc., a pet food supply company. The firm, which is located in San Diego, California, United States, deals in foods for all types of pets. The newly launched pet food is intended to be first introduced at the headquarters and then be rolled out to other branches worldwide. Before introducing the pet food, the company had to scrutinize the target market by looking at their demographic, psychographic and geographic breakdown as suggested by Armstrong, G., & Kotler (2015).
The target market for this new product is pet owners, specifically dog pets. In 2015, it was estimated that there are more than 80 million dog pets in the United States alone (Shah, 2015). This figure is expected to grow with growing human population, hence the need to produce more dog pet food. Dog pet owners can come from across all ages (young and old), married and unmarried, educated and uneducated and from varied income brackets. The market for this new pet product consists of people who see dog pets as part of their family members, thus want the best for the pets. According to the American Pet Products Manufacturers Association, pet owners are spread across most parts of the country, with urban residents having more affinity for pets than their rural counterparts (Fine, 2015).
Apart from premium pet food, the pet market also needs classic pet beds and medicines. Other products that are mostly bought by dog pet lovers include gifts, natural and hygienic products. Research by Petco Inc. indicates that dog pet food tops the list of the products purchased by dog pet owners. Further, the market needs a combination of dog pet food that contains a collection of nutrients from various foods. Thus, the newly introduced food (Ayala) is to meet this need, since it consists of various foodstuffs. Dog pet owners need to do a single purchase and meet all nutritional requirements for their dogs.
Ayala is the dog pet food that is being introduced in the pet supplies industry by Petco Inc. This highly nutritious food product targets all dog pet owners anywhere in the world. The food combines nutritional values from many dog pet foods. Thus, it will meet the demand of consumers while at the same time enabling them use a single feed to meet all their pet food needs.
References
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River, NJ: Pearson Education, Inc.
Fine, A. H. (2015). Handbook on Animal-Assisted Therapy: Foundations and Guidelines for Animal-Assisted Interventions. Academic Press.
Shah. (2015). Advertising N Promotion. Tata McGraw-Hill Education.