Dunkin Donuts Marketing Final Paper

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Next, I think it is important to talk about distribution, because without a proper distribution plan we can lose lots of money and have our products on the wrong shelves. So that being said, I believe having selective distribution would be the most beneficial way to go. I immediately ruled out exclusive distribution, because no way our product is luxurious as something like Lou Vuitton or Gucci. In addition to that, intensive distribution looks like it is too large for what we are striving for. We do not think our product should be distributed like a snack food or basic supplies. Ultimately the goal is to make it as mainstream as we possibly can, but as for now due to money constriction and where we want our product to go intensive distribution may not be our best bet. So quite clearly, selective distribution would be the most beneficial route we should be taking right now. What selective distribution will allow us to do is have fewer intermediaries, which in turn will allow us to put more money towards our advertising, workers, product, etc. As far as where our product will be made, we concluded that overseas may be the best option. China would be the best option mainly because of price. We would have China mass produce our product and send them to a few selective intermediaries in the US, who would in turn distribute them to our pet stores as well as Sharper Image and Brookstone. Again considering we only have a handful of stores we are distributing to, selective distribution and only a few intermediaries is definitely possible.

On top of the traditional distribution, we will also send it to out to catalogues and other places to get our marketing rep up. For example, we will send free to the PetEdge, have them review it, and put it in their catalogue. So for them it is a free product, and for us it is a free advertisement. In addition, we will also send our product to things like trade fairs and dog shows, and the American kennel club, as well as advertise on them for live TV. Again, they can test out our product for free and advertise them at our show. With that being said, we would also give some away for free for them to raffle off and try out as well.

Another very important aspect of our success is being aware of what our competitors are doing. One of our main if not our main competitor is the whistle activity monitor. This is virtually the same product as ours, except the GPS is attachable to the collar; they are not selling the collar itself. As far as place goes, they sell in Petsmart, Apple, and Brookstone, two out of our three stores. So we have a higher channel of distribution and our product is available on a lot more shelves than their product is available. That being said, their product is only #100 and they are obviously already established, so they will be a tough competitor. Product wise, we do beat them slightly despite being more expensive. Our product offers flea repellent as well as a heart rate monitor, so even though we are more expensive we do have more to offer.

Another top competitor for us is Home Again, which is a lot cheaper, but a lot different. Home again is only roughly $40 depending on insurance, but it inserts a chip in your pet, your pet doesn’t wear a collar. Once again, place wise we definitely have them beat. To get the chip in your pet they need to go to the vet’s office. And on top of that, if you want to find your pet, you need to travel to the vet’s as well. Product wise they are cheaper, but we do not involve any veterinary procedures when using our product which is a major plus. Nonetheless, both of our products have its pros and cons and they are definitely considered a competition, but when talking about place we definitely have a better plan.

All in all, one of our major focuses is convenience. We want our product to be on many pet store shelves, and available online. Once more, in the 21st century people are not looking to travel far for a product like this. Having it available at your local pet store or online is a major plus. As far as distribution goes, selective distribution will be very advantageous for us. It will allow us to put our product on many pet store and high end shelves, but will not cost us a fortune. It will also give us the stigma of a valuable product, not a product just trying to make mass amounts of money at Walmart. But most importantly, we highly involve the emotional appeal. People want pets, families want pets, they provide an extra spark of life to a person or family that really needs them. Sometimes, a death from a pet can feel close to as depressing as a death in the family. To capitalize on any market with an emotional appeal is always a favorable entity. With the convenience that our product is offering, as well as the value and emotional appeal that we give, it wouldn’t surprise me if this product was destined for success.