10step marketingplan royalcanin

The 10 Step
Marketing Plan
for Royal Canin Dog Food
Jaime Angelo F. Mendejar
June 2013
www.jaimemendejar.blogspot.com

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. Royal Canin PTM are young professionals who
are new/existing pet owners
2. Who want healthy and nutritious pet food for their
pets
3. Choose between Pedigree or Eukanuba
4. Gap is there is an increase in pet ownership and
economic standing but Royal Canin lacks
visibility
5. 11.6 million dogs in the Philippines. 1 pet dog for
every 8 people.
Steps 1 to 5
Pet dogs are found
everywhere

6. Royal Canin offers products by breed and
lifecycle
7. Premium price compared to Eukanuba and
Pedigree
8. Provide breeder’s price
9. Pet stores and Vet clinics in Metro Manila
10. Become the preferred dog food choice via
differentation
Steps 6 to 10
Dog food choice represent
responsible dog ownership

1. Royal Canin PTM are young
professionals who are
new/existing pet owners
 20-35 years old, social class AB
 Young professionals, new/existing pet
owners
 Dogs need to eat dog food at least
twice a day for daily nutrition and health

People long for
companionship = Pets
6
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
I am happy when my dog
who I love and loves me is healthy
I want someone to be with

2. Pet owners have
specific NWDs
Young professionals long for companionship outside of the
workplace, dogs show affection and make them feel
loved. It gives them self-actualization by feeling a
sense of responsibility in taking care of a dog.
Dog food owners want accessible dog food that have the
necessary nutritional values to ensure best health for their
pet.
Royal Canin provides breed and lifecycle specific products
that cater to the optimum needs of your dog.
Pet owners demand dog food products that cover the whole
life cycle of their pets from young to adult and provide
specific nutrition to their breeds and sense of security
that their dog is healthy.

3a. Royal Canin has a number
of competitors in dog food
 Direct: Eukanuba, Pedigree, Acana,
Vitality
 Indirect: House food, dog treats
 Variables: Price, Availability, Frequency
of Use, Nutritional content to provide
sense of security that their dog is
healthy.

Royal Canin is # 1 for
premium product dog food
Price vs. Product Matrix

Only Royal Canin offers breed-
specific dog food
Benefit Positioning vs. Brand Matrix

4. Royal Canin presents a
strong niche
Royal Canin is the only dog food that
offers
- Breed specific dog food

4. Brand identity: If you have
a specific breed of dog, Royal
Canin have a specific food

5a. Based on www.theatlantic.com
total dogs in the Philippines
reaches 11.6 million

5a. Based on
http://www.euromonitor.com current
market share for dog food in the
Philippines
Mars Philippines continued to lead dog food with a
30% retail value share in 2011, followed by Nestlé
Philippines (24%), Hill’s Pet Nutrition (7%), The
Iams Co (4%), Pet One (3%), Royal Canin
Philippines (3%) and SM Retails (3%).

5a. Based on www.theatlantic.com
total dogs in the Philippines
reaches 11.6 million
References:
Dog Food distributors
- Royal Canin
- Vitality
- Eukanuba
http://www.theatlantic.com/business/archive/2012/11
/the-dog-economy-is-global-but-what-is-the-
worlds-true-canine-capital/265155/

6a. Royal Canin have products
found in pet store and vet
clinic shelves

6a. What makes Royal Canin
different?
Royal Canin offers a complete line of
premium Health Nutrition specifically
formulated for cats and dogs – large or small,
young or old, purebred or mixed breed. **in
metro manila

6b. Royal Canin has
numerous variants for the
below dog breeds

7. Price
Prices based on local pet store (converted to php)
Royal Canin Eukanuba Pedigree
Weight
Mini puppy
food
Mini adult
food
Mini puppy
food
Mini adult
food
Mini puppy
food
Mini adult
food
2kg 590 590
3kg 595 560 505 505
15kg 3140 3140

8a. Royal Canin mostly relies on
word of mouth and Events such
as dogshows

8a. Royal Canin provide
loyalty discounts (courtesy
of pet shops/vet clinics)
- Actual selling prices from pet stores vary
from 20-50 pesos less if you are a loyal
customer
- The promos provided to pet shops in the
following slides give the pet shops and
clinics the ability to sell Royal Canin with
more flexibility

8a. Royal Canin also provide
retailers with promotional offers
to market their brand
- Promos include buy 10 bags and get 1
bag free
- Royal Canin also provide free or
discounted samples for new products
for selling
** based on conversation with Royal Canin
distributor

8a. Royal Canin also provide
retailers with promotional offers
to market their brand
- Royal Canin provide free shelves for
retailers to display their products in their
stores
- Royal Canin provides product swaps for
expiring dog food
** based on conversation with
Royal Canin distributor

8b. Eukanuba and Pedigre also
provide discounts and retailer
promos
- Competitors depending on customer loyalty to
pet shop or clinics also provide 20-50 pesos
discounts to their products
- The difference is that Royal Canin has more
nutritional value compared to Eukanuba and
Pedigree thus the discount attracts the PTM
to shell out more for Royal Canin
- The free shelves also make Royal Cain
standout when joined with these products

9. Royal Canin can be
found across the Metro
 Pet shops
 Veterinary Clinics
 Allow for pick-up/deliveries
 Cash and Credit card transactions
 Mainly found in Metro Manila where most
of the PTM is located

9. Royal Canin challenges
on location to sell products
 Limited availability in VisMin areas
 Rarely can be found in supermarkets

10. Royal Canin wins via
differentiation
- In Metro Manila, RC wants to establish their
image via differentiation by offering breed and
age specific products with optimum nutrition
for young professionals 20-35 years old,
social class AB
- It aims to be the market leader in premium
dog food products in the pet scene in Metro
Manila and extend to the VisMin area

10step marketingplan royalcanin

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