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Tyler Pet Food

            Important elements for the brand would be 1) Notions of Premium quality product 2) Use of the Tyler Pet Foods name to establish it as a name 3) Professional quality product (reference to the dog show quality of this product would have to be dependent on the results of the market research).
             Information Booklets. Because the product is new and it's benefits are deep and real, the consumer decision process will have to be a reasoned one. One way to convey a lot of information is by attaching a holder to the freezer with information booklets that outline the advantages of DOGourmet food and have more complete medical evidence of it's benefits and customer testimonials. It could even have information on dog shows. The booklets could have coupons to incentivitize the consumer into that difficult first purchase. The booklet paradigm can also be a way to stay in touch with the consumer about product developments and other information, and be a way of soliciting customer feedback via a business reply mail surveys. Drawbacks: There will be ongoing costs to publishing and distributing the booklets; store managers may resent the clutter in the store. 5. Use of breeders. Some marketing budget should be spent on a program to solicit endorsements from successful dog breeders and show people who know the product well and would be willing to endorse the product. With careful negotiation, these endorsements could be inexpensive as the relationships are likely already in place. Moreover, freezers could be installed at dog shows, hopefully capturing the attention. TPF has the opportunity to be "The Name" in dogshow and breeder food food and enjoy the full benefits of in-store promos Drawbacks: Again, ongoing costs. Because breeders are independent, there is the possibility of negative sentiment from which could hurt the reputation of the product. 6. Coupons. Coupons distributed in the booklets and in newspapers will incentivize people to buy.


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