1.

BIG DOGS PRODUCT STRATEGY

Being a manufacturer of biologically raw pet food manufacturing company Big Dog is focused
on a raw and dry dogs and cats food. In a highly regulating government regulations, complex
process of supply chain and limited shelf life its tough to getting the product in the shelf.
Therefore, a good product strategy is a need of every product. Big Dog has limited lines of
product with little differentiation with similar existing product in the market. Big dogs
companys strategy has not yet been well thought out; hence product strategy is not complete.
Product design of big dog is focused on food for adult dogs.

1.1 RECOMMENDED PRODUCT STRATEGY FOR BIG DOG

Product strategy probably be longer and may vary but should clearly define five essential things
of product strategy. What is the product and who is target market including market structure,
value offering at what price with distribution statute (Roosta et al., 2009). Big dog fails to define
the roadmap for their product as product strategy is mere a random set of facts and event of
market reaction for their product. Company executives have had no influence on product and its
strategy. Therefore, Big Dog ought to opt a good market strategy to achieve desired company
goal.
Big dogs product strategy should highlight what they provides is a quality and natural raw
material used food for pets. Including their target customers as they were the pet lover of
Australia, who are seeking for natural raw pet food and are interested in eco-friendly products.
Big Dog should illustrate distribution channel in product strategy as they were selling their
products through a retail channels and considered high end pet food solutions in per unit price.
Big dog needs to differentiates their product as per the dog king like for puppies, older dogs,
obese dogs, adult dogs and work dogs as single product cant fit for all kinds of dogs. To grab the
attention of potential costumer, big dog obligates to present a diversity of products with balance
ingredients for sound health and good shape of dogs

2. BIG DOG S PRICING STRATEGY

Pricing strategy has a massive impact on the profit of company. Pricing the perfect price of a
product is an art form and necessary element to get maximum profit from the product or service

(Sabkara, 2008). The price of a successful product is for a reason, as it maximizes the value of
shareholders. Big Dog is a privately own organization therefore, pricing policy is more after
following the right price for customers and can go for penetration pricing to raise awareness
about the product and get the attention of maximum number of people.
Currently Big Dog has adapted competitive pricing as existing market of pet food is very volatile
and has cutthroat competition with the products of US and Germany. In competitive pricing
strategy the price range is decided by the existing market trend as it neither focuses on the cost
nor on customers rather on pricing strategy of competitors (Bitner et al., 1981). Big Dog has
perhaps adapted right pricing strategy for their products as they have not established themself as
a brand who can bargain in price currently.
Big Dog can go for value based pricing also but before that they must know about the price
elasticity of their products to earn maximum profit. With increase in price, demand gets down
but there is always an optimal price to get most profit from the product (Kotler et al., 2008). Big
Dog needs to know that price through value based pricing. Value based price is customer based
pricing approach and help in determine that how much customers are willing to pay for the
particular product (Kotler et al., 2006). Big Dog has three product line raw food, dry food and
supplements; therefore by taking one product of one product line can approach for value based
pricing strategy.
To get the desired outcome can use many pricing strategy together (Roosta et al., 2009). Thus,
another favourable pricing strategy for Big Dog could be tiered pricing strategy as there are
hundred of similar kinds of pet food products in the market. By considering that Big Dog can
offer different version of their original product as it will help to know about the image of product
among customers and also can figure out the price elasticity of the product. Importantly, good
product matters more than pricing strategy.

3. BIG DOGS PROMOTIONAL STRATEGY

Promotion is the half communication process with customers about products by organizations to
ensure awareness of customers about the product (Petruzzelli, 2006). Usually, objective of
promotional strategy is to provide information, increase demand, and to accentuate the value of
the product (Rowley, 1998).

Currently Big dogs is focusing in their natural product and booming industry and to providing
information about their product they did a campaign. Big dog also come up with a six month
supply promotional activity, in which they award redeem vouchers in buying Big Dog product
from nearest Australian Big Dog Pet Foods store.
But to be exclusive in the industry Big Dog is has no strategy for their promotional activities and
promotional schedules. Big Dog has lemmatized it among the definite customers and has not
implemented any promotional schedule. For advertising Big Dog is using old tools more focused
on personal selling.

3.3 RECOMMENDED PROMOTIONAL STRATEGY FOR BIG DOG

Quality is the prior concern for pet lovers and they look for natural, trustworthy and healthy
products for their pets. Therefore, branding as a most honest, natural and balanced diet pet food
provider will rejuvenate brand image of Bid Dog. Big Dogs campaigns to provide pet health
related information through blog is to underline the nutritive valued ingredients needed by pet
and to highlight these ingredients presence in Big Dogs products. Big Dogs approach to
improve the relationship with customers and build trust is turn to be a good strategy. Revamp Big
Dog product can be a take the company one step further.
Big Dogs is struggling to position itself as a high quality, natural and trustworthy pet food brand.
Big Dog need the brand revamp through digital ad campaigns in social media, TV, networking
sites etc. Big Dog also needs to redesign its packing into uncluttered and modern way to
reinforce the brands proximity to customers.
Even though (Roy Morgan Research, 2015), Australia highest rates of pet ownership in the world
with 63% of the households own pets, but Australian pet food manufacturer were not enjoying
the all market growth rather U.S, German, japans and Chinese products were flooding the
market. According to Pet ownership in Australia, (2015), for next two years almost 21.6%
household will own a pet i.e. 1.9 million and its a sign of industry booming and a great
opportunity to increase market share for Big Dog.

Therefore, its a right time for Big Dog to redecorate its image with great promotional strategy.
Although many big players are there in the market, but Australian pet food industry is in nascent
stage as it is estimated to be in the tune with annual growth of 10% (Euromonitor, 2014a). Big
Dog has to embark comprehensive marketing campaign to aware and educate large mass about
the nutritional value of the product and for developing its brand. Big Dog have to positioned it as
a provider of nutritional, natural and balance diet pet food provider.
In addition Big Dog also go for promotional strategy through offers such as Buy one and get the
second free, discount coupons on next buying as it helps to ensure customers sentiments were
valued by the company. To maintaining a good public relation, sponsoring events and activities
and providing after sales service is also one of the best promotional strategies.

4. BIG DOG S DISTRIBUTION STRATEGY

Getting accessing of the product to the market is one of the major challenges for a company. The
decision of choosing the right way to transfer product to the reach of consumer is very crucial as
it determine the control and surveillance over product during the whole process and strategy
impact on the financial status of company (Bozarth et al., 2006). Distribution process is a
component of marketing mix that place the product in the hand of potential customers at the right
time and place (Roosta, et al., 2009).
The distribution strategy can be roadmap for the entire marketing strategy as distribution process
influence the buyer directly. Big Dog is using traditional distribution tools of wholesalers to
distributors to retails. The Big Dog product range is well established in many of the pet food
retail stores but brand is not yet recognized nationally. Stock turnover is good with available
product ranges and production schedule ensures the continuous availability of the product in the
market to satisfy customers.
Big Dog fails to incorporate unique marketing strategies with regular promotional activities to
boost more awareness of products. Big Dog has no special promotions to increase sales volume
and gross margin. Distribution channel of Big Dog is simple with no strategic move for
distribution channel due to limited resources. Therefore, to get best suited channel need to do
perform a careful market analysis.

4.1 RECOMMENDED DISTRIBUTION STRATEGY FOR BIG DOG

From economic point of view distribution channel is considered as the most important channel in
marketing mix, since it directly influence the overall marketing decision and profit margin of
company with long-term responsibilities (Kotler et al, 2012).
The expense of distribution channel account for 20-40% of the final selling price of a certain
product in Australia (Euromonitor, 2014a), hence the cost of channel emphasised on the final
price of the product
The integration of producers and traders in value chains is important to develop vertical and
hybrid marketing systems for operational market efficiency as retailers can control whole supply
chain management system (Thomson, 2004).
For Big Dog financial view its important to develop system and integrate distribution channels
in vertically. Moreover Big Dogs vertical distribution approach helps to sustain their product,
since vertical system becoming stronger as this provides ample of opportunities regardless of
manufacturer involvement.
Business operational activities reflect the importance of distribution channels in national
economy. And to get optimal economical success having modern successful strategy is
important. For Big Dogs distribution strategy based on innovative types of distribution channels
incorporating IT and value chain since production to consumption. The distribution channels for
Big Dog must accomplished by physical pet product distributors and the online distribution
system i.e. online order fulfilment provider. The primary distribution channel would be all the
regional and national pet food distributors with agreements. Big Dog should also get involves in
major trade fairs and shows around the Australia to build networking in other regions.
In addition, Big Dog can sell directly from retails by vertical strategy, through website, shopping
networking sites, and specialty catalog. There is a relationship between physical distribution
management and product success; therefore Big Dog should introduce technological innovations
to exploit favourable opportunities.

5. BIG DOGS STRATEGY FOR PEOPLE

People in marketing mix are very important, in- fact without people, product have no value of
existence and both target market and people related to the business through indirect or by direct
means are counted as people in marketing mix (Goi, 2005). To get the right people for the

product, company have to discover the target market with maximum number of peoples that
possibly can be potential buyers of the product (Kotler, 2003). People also include employees of
the company and were important in marketing mix, as they represent company to mass and
deliver service. Therefore, it is very essential to train the right peoples for growth of company.
In Big Dog the importance of people in marketing is neglected, however people are the backbone
of the company. For Big Dog people are all the pet lovers of Australia, who owns pet or desired
to own a pet in Australia. Along with this Big Dog have to find the right people who genuinely
believe in the Big Dogs product and facilitate in perform the best additionally, Big Dog should
take honest open feedback from the customers as they are the important people of the business.
Big Dog has to take initiatives to sure the right hand is there in the organization, hence training
employees is essential as training help employees to enhance skills and provide opportunity to
utilize skills and improve in the best way they can with continues development. Another
important people of marketing mix is customers, therefore providing service to them is essence
of business.

6. BIG DOGS STRATEGY FOR PROCESS

The execution and the availability of the service and product are affected by the process of the
organization and well tailored process minimizes the cost (McGrath, 2001). To ensure the
effectiveness of the business have to monitor all the procedures and steps since sales to
distribution, to payment mode, to human resource system. A sound process system enhances
profit by minimizing the unwanted cost.
Just like input- output model, to get desired output have plans and framework what is input. Big
Dog operational process is simple, its basically producing the tangible good ensuring the need of
the customers and through distribution channel making it access to the customers. However,
marketing mix process considered various kind of process to create monumental. Using various
marketing approaches and their process concludes the marketing mix process such as
telemarketing, internet marketing etc.
Using internet is a short and efficient way to interact with the mass of people at a time, and when
internet marketing process gets right processes, it ensures the large audience reach and can gain

more revenue in time (Kotler, 2003). The right processes of business, able to market the products
and brand well.

7. BIG DOGS STRATEGY FOR PHYSICAL EVIDENCE

In the marketing, saying off dont judge a book by its cover papers wrongs as more often in the
marketing a nicely packed and attractive packing product is only attract customers. Since, within
marketing mix, physical evidence tells the success story of the product. Physical evidence give a
beatification to the product and build an image through various ways such as corporate branding
etc. everything that provide an image to the product is physical evidence (Miller, 2001). Signage,
logos, website, packing, business card, letterhead all are the physical evidence of company.
Big Dog have no corporate image, therefore for complete rejuvenation Big Dog have to make a
brand face for their product i.e. brand ambassador. So that when people hear the name of Big
dog, they visualized logo or image or face with the product. Big Dog has to be coherent with all
the colour patterns used in packaging, the logos and images, and promotional materials.
In addition physical evidence also account for physical environment and layout of the office.
spatial layouts and physical environment is equally important as employees could not able to
work properly if physical environment is not comfortable and ergonomically.
8. BIG DOGS STRATEGY FOR PARTNERSHIP
Innovative and smart companies are turning to many marketing tools to grow and drive their
brands. The power of partnership brings two different companies and brand together. Within
marketing mix, partnership marketing placed under the promotional activity in a smart
collaboration to get best yield (Kotler, 2003). Partnership is also necessary to create value in the
product and service to other partners by maintains good relationship such as retailers work more
closely with customers and other organization, hence they can be the most important partners for
the business to get the most beneficiary information about market and customers preferences
(Roosta, et al., 2009). As said for great work, needs great partners, therefore, roles and
responsibilities must be clearly communicated, understood and agreed upon among all the
partners such as employees, vendors, suppliers, distributors, retailers. A joint relationship,
partnership and strategic alliances usually results in close cooperation between parties having
specific and joint rights and responsibilities as a common enterprise.

Big Dog is lagging behind in maintaining a fruitful and sound partnership with its distributors
and retails. Big Dogs needs to have a good alliance and partnership with its suppliers,
distributors and vendors through continues feedback, response and by putting joint affiliation on
assured issues.

Product
Process
1. Customer
Focused
2. IT Support
3. Business led

Distribution
Channel
1. Retail
2. Wholesale
3. Internet
4. Catalog

1. Quality
2. Value
3. Availability

1.
Competitive
2. Value based
Pricing

Promotions

BIG DOG
Target Market

1. Marketing
Communication
2. Endorsement/
Branding
3. Sales Promotion

Physical
Environment

Partnership
1. Distributors,
retailer, suppliers
2. New ventures

Price

People
1. Training
2. Culture

1. Logo
2. Brand
ambassador
3. Office Layout

Fig 1: Marketing Mix of Big Dog Pvt. Ltd.

9. CONCLUSIONS
The whole paradigm of marketing mix had dominated the marketing strategy of any organization
and the strategies vary according to the market conditions, needs and resources. The importance
of the element of marketing mix depends upon the time and company conditions. In todays pet
food industry pet owners are replaced with pet parents. They refer their pet as their children as
sensitives for them as like child. According to (Euromonitor, 2014a), 85% of dog owners
considered their dog as their family.
This has created as both opportunity and challenge for the company like Big Dog as there is
booming industry but very volatile and dynamic customers and market. Therefore by using

marketing mix, promotion, public relations and publicity, promotional strategy Big Dog can
revamp the company in new highest.