Free Essay

Marketing Pet Meds

In: Business and Management

Submitted By einradusa
Words 699
Pages 3
Marketing 331 – Pet Meds Essay
Pet Meds, an online pet pharmacy was founded in 1996 when the Internet just started becoming popular. Like many companies they saw an opportunity to keep their overhead low so they could over value to its consumers. Over the years many websites have come and gone with various levels of success. Running an Internet Business is more than throwing up a website and hoping people will come and buy from you. The same marketing disciplines are needed on the internet as in brick and mortar retailers. Plus in some ways successful Internet companies need more marketing savvy and creativity.
The distribution plan for Pet Meds is three fold. They sell on the Internet, have a call center where customers can call in, and they also offer their products through direct mail and print. This way they are targeting different types of customers, those that are net literate and shop online, those that still like to talk to someone when taking an order and those they like to look through a printed catalog and read about what they are thinking of buying. This approach appeals to many people, especially the Internet. The Internet is non-threatening without a lot of sales pressure. People can browse and compare at their leisure. One of the nice perks Pet Meds has on its website is a lot of articles so customers can become more informed on a particular disease or condition. This is a great marketing strategy. Pet owners they may be researching a disease could end up on their website.
Pet Meds offers a lot of free perks. Some of these perks are pet treats, free shipping and lower prices. They have a tough market to crack. One of their chief competitors are Veterinarians. Since many vets sell prescription medications it is very convenient for pet owners to get their medication right away. Plus many pet owners probably don’t want to offend their favorite Vet. So they have to compete and maintain profitability. Pet Meds are not cheap and a lot of the cost are the markups along the supply chain. Pet Meds has its own warehouse and ships directly to the consumer. It receives many of its meds from the manufacturers. By having its warehouse, headquarters and shipping centers in one place cost can be cut down. With an Internet site it has a broad reach to consumers it would not be able to reach through normal retail outlets. As costs increase, customers are becoming more aware of alternatives, so Pet Meds is able to take advantage of economies of scale with increased customers, and lower overhead which helps make them profitable. One interesting thing to note, as competition has increased over the years so has the amount Pet Meds has spent on marketing and advertising. From its 2012 Annual Shareholder report, expenses for advertising jumped up 11% to 30.4 million. Today they not only have to compete with veterinarian, but other online pet sites and brick and mortar sites such as Target Pet Rx.

Vertical Marketing is also something introduced in the last few years. Our textbook discusses adjusting assortment discrepancies. They use assorting by offering their customers related products such as pet food, pet vitamins and pet supplies. This benefits not only their customers but their suppliers also since they can reach a larger market.
Before Pet Meds there were not many places to buy pet medications. One bought through a Vet Hospital or their local veterinarian. Options were limited and people were stuck paying high bills. This was an opportunity Pet Meds saw and took advantage of. There were able to use economies of scale and as their customer base grew I would think they would also have more negotiating power with manufacturers to lower their prices even further.
In summary, back in 1996 Pet Meds saw an opportunity to offer people cheaper pet medications which many pet owners have welcomed. As their company grew so has their marketing strategy through free perks, consumer education, related products, and even pet insurance. While Pet Meds growth is not what it used to be its marketing strategies have helped it continue to grow.

Similar Documents

Free Essay

Comparethemarket.Com

...------------------------------------------------- Brandawareness?: ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Målgruppen- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Hvordan forholder briterne sig til reklamer normalt?’ ------------------------------------------------- ------------------------------------------------- Informative fremfor flashy og celebrety orienterede – i england. De engelske tv reklamer er præget af nødvendighed- bundet af sikkerhed- forsikringer, bankprodukter, hvis du kommer til skade. ------------------------------------------------- Meget få bil og ølreklamer. ------------------------------------------------- Household- det gør at produkterne og serviceydeydelser bliver en smule kedelige.. ------------------------------------------------- Sofaer og lamper. ------------------------------------------------- Supermarkedsreklamer ------------------------------------------------- Meget prisorienterede- de fleske reklamer, handler om discount. ------------------------------------------------- Meget lidt brand-orienteret. ------------------------------------------------- Pris orienteret og discount orienteret- = de bliver ufatteligt kedelige og usexede service ydelser. ------------------------------------------------- ...

Words: 1098 - Pages: 5

Free Essay

Social Media

...Design of a Social Media Manager As the Internet continues to manifest itself into the central platform for a vast majority of retailers, the need for a well-versed marketing manager has developed a new target: social media. These new outlets can determine either marketing success or a quick marketing suicide if the correct individuals are not in place to manage and maintain the company accounts in the most respectable manner. It would be of the highest regard for a company to acquire an individual who emanated a legally sound capability to run these accounts. With the development of environments like SnapChat, Twitter, or Tumblr, seemingly limited but socially fruitful social media platforms, there begs a need for someone who is well versed in the legal necessities of mass marketing in a direct-to-the-consumer environment. Being able to push an advertisement quickly to an individual’s phone or tablet would potentially make for a very rapid sales environment on the front end. However, the legal ramifications of a misinterpreted ad, poor market analysis, or violating some level of privacy would require a more proactive approach to the potential legal issues caused by this form of placement. This can all be solved by having someone who is not only legal-minded, but able to function as the point of human interface for a corporation, bringing in a more personal feel to a brand (Denmark, 2013). The entire scope of social media requires an individual who can make the best case...

Words: 1728 - Pages: 7

Premium Essay

Cadbury Marketing Strategy

...ghada alali Section: 107 Marketing Plan Nestle Marketing Plan Nestle NESTLE When thinking about food and beverages leading organizations, a name that immediately comes to our minds is Nestle which is the world’s largest food production company in terms of profit and products diversity. The Swiss based company was founded in 1866 by Henri Nestle, it all started when Henri Nestle who was a pharmacist developed a milk-based baby food and named it Farine Lactée Nestlé. He used his surname which means ’little nest’ in both the company name and the logotype, the nest symbolizes security, family and nourishment which summarizes the message that the company wanted to deliver through its products. The logo till today plays an essential in nestles profile. As years have passed, the Nestlé family has grown to include chocolates, soups, coffee, cereals, frozen products, yoghurts, mineral water and other food products. Beginning in the 70s, Nestlé has continued to expand its product portfolio to include pet foods, pharmaceutical products and cosmetics too. Nestle kept inflating and expanding its presence in the market and develop new products accompanied by preserving high quality and great standards. Business Nestle is a Swiss transnational food and beverage company headquartered in Vevey, Switzerland, Nestlé's products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. The Nestle...

Words: 2376 - Pages: 10

Premium Essay

Abl Limited

...CASE STUDY ANALYSIS EXTERNAL ENVIRONMENT ANALYSIS Define the Type of Organisation and the Industry it operates in? ABL Limited is a beverage and snack company operating in the Australian Non-Alcoholic beverage market. ABL has a decentralized organizational structure and is listed on the ASX. ABL is looking at expanding into the Australian bottled water manufacturing industry. The major segments of the Austalian bottled water manufacturing industry are still water 74% and sparkling water 24% value 963m litres in 2011 Value Chain Analysis Water Treatment Bottling & Packaging Distribution Retailer Supply Labeling 55% 26.8% Wages 12.1% Depreciation 4.1% Utilities and Rent 1.8% Segments Analysis: The Life cycle Stage of the Industry The Australian bottled water industry is in a growth phase. The industry has evolved since 1990 out of the soft drink manufacturing industry and is achieving a high rate of growth as seen in table 4 where Bottled water is expected to grow from 13.3% of Non-Alcoholic beverages to 17.4%. Consumption per capita of water is also expected to grow in the future as well as revenue from sales of still and sparkling water. A recent report by the Global Earth Policy Institute concluded that global consumption of bottled water rose by 56.8% to 164 billion litres from 2007 to 2011. Growth phase is further evident by a net profit rate of 16.3% which is high. . Industries Future Growth ...

Words: 4744 - Pages: 19

Premium Essay

Mkts Strategy

...TYPES OF MARKETING STRATEGIES MARKET LEADER STRATEGIES 1. Expand total market 2. Defend market share 3. Expand market share MARKET CHALLENGER STRATEGIES 1. Define strategic objective and opponents 2. Choosing an attack strategy MARKET FOLLOWER STRATEGIES MARKET NICHE STRATEGIES ================ A. 1. MARKET LEADER STRATEGIES EXPAND TOTAL MARKET • New Users E.g.: perfume:--> non-users (mkt-penetration strat) --> men (new market strat) --> other countries (geo-expan strat) E.g.: J&J Baby shampoo: birthrate declining --> ads target adults --> leading brand • New uses Cereals: as snacks --> increase frequency of use OJ: “not for breakfast anymore” Du Pont nylon: parachute-->pantyhose-->blouses & shirts --> auto tires -->seat belts --> carpeting Arm & Hammer: baking--> fridge deodorant --> quell kitchen grease --> carpet/pet deodorant --> bath tub relaxant --> toothpaste --> ???? • More usage: Michelin: want French to drive more --> rate restaurants (best in south --Provence & Riviera) --> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack...

Words: 1301 - Pages: 6

Free Essay

Jit2 Task 1

...BILLS DRUGS RISK REGISTER Risk Description Source Likelihood of Occurrence* Severity of Impact* Controllability* Inability to receive merchandise from suppliers in china. * Global risk A large portion of our generic pharmaceuticals and merchandise are manufactured in china. Any Trade embargos or military involvement would make those resources unavailable and cause a severe merchandise shortage. This will impact sales and profits. China has been aggressive posturing and advancing its military interests. if this trend continues this could lead to trade embargos and/or military involvement. Medium - China has slowly building up to the current level of posturing. At this time it is unknown how far they will go. High - The companies main source of income is the sale of goods. If Bills Drugs is unable to resupply, financial loss will follow. low - We cannot effect the outcome of this potential event. We can only attempt to mitigate it's effects. HIPAA Data exfiltration by attack of the company network. The company network has been compromised and Health Insurance Portability and Accountability Act data has been exposed. A hacker successfully attacked the company network. Using A combination of social engineering, and the exploitation of un-patched servers was able to penetrate the corporate network. Medium - Our information security measures have discouraged or stopped many attacks. Given the sheer volume of potential attackers and attacks, no network is 100% secure. ...

Words: 3198 - Pages: 13

Premium Essay

Literature Review on Organizational Issues Management Essay

...Introduction The present paper discusses the actual needs for developing the kinky boots company, here the innovations and ideas of the 4th generation Steve Pateman’s Kinky Boots story based on the WJ Brooks of Earls Barton’s family business. The kinky boots company previously known as W J Brooks and Co is a shoemaking firm in the village of Earls Barton, near Northampton. This company has been making shoes for over 100 years. It was founded in the year 1889 with 80 people but in the meanwhile due to economic (cheap) foreign imports, and the strong pound value, sales have been collapsed and the company lost money. They used to pay the money but had no work for the employees (David Gritten, 2005). In the year 1998 the work force was almost halved and Steve felt heavy responsibility for the remaining 30 people and so he has taken his drastic steps towards his family business. The desperate and reluctant owner inspired by an outrageous drag queen to change his product to fetish footwear for transvestites. The present paper mainly discuss about the analysis made on which strategy will yield better profits for the kinky boots company. Literature review: Organizational issues: For a new emerging organization which is of exposed firm, fluid units retrain comparatively employees and few managers as well as non-central functions contracted exterior to the organization. Such a rising organizations will be definitely focus on improving their significant competencies as well as designing...

Words: 4273 - Pages: 18

Free Essay

Coca Cola & Csr

...Enterprises. With Porter’s Five Forces I have analyzed the competition on the market, and which advantages it gives Coca Cola Enterprises when they use CSR. I have also used Porter’s generic strategies and through analysis I figured out which strategy Coca Cola Enterprises use. Coca Cola Enterprises uses the strategy called differentiation. This strategy is making customers prefer your product, and giving it a special value to the customers. CSR is about taking responsibility, and Coca Cola Enterprises does that. They do that in many ways for example with sustainable bottles and cans. The result shows that Coca Cola Enterprises uses CSR a lot. Through the analysis I have come forward to that Coca Cola Enterprises especially uses CSR in their marketing. This paper also shows that Coca Cola Enterprises has many strategic opportunities in the future, for example they can expand their customer service...

Words: 4703 - Pages: 19

Premium Essay

Euro Disney

...The Not-So-Wonderful World of EuroDisney—Things Are Better Now at Paris Disneyland Bonjour, Mickey! In April 1992, EuroDisney SCA opened its doors to European visitors. Located by the river Marne some 20 miles east of Paris, it was designed to be the biggest and most lavish theme park that Walt Disney Company (Disney) had built to date—Bigger than Disneyland in Anaheim, California; Disneyworld in Orlando, Florida; and Tokyo Disneyland in Japan. In 1989, EuroDisney was expected to be a surefire moneymaker for its parent, Disney, led by Chairman Michael Eisner and President Frank Wells. Since then, sadly, Wells was killed in an air accident in spring of 1994, and EuroDisney lost nearly $1 billion during the 1992-1993 fiscal year. Much to Disney management’s surprise, Europeans failed to “go goofy” over Mickey, unlike their Japanese counterparts. Between 1990 and early 1992, some 14 million people had visited Tokyo Disneyland, with three-quarters being repeat visitors. A family of four staying overnight at a nearby hotel would easily spend $600 on a visit to the park. In contrast, at Euro Disney, families were reluctant to spend the $280 a day needed to enjoy the attractions of the park, including les hamburgers and les milkshakes. Staying overnight was out of the question for many because hotel rooms were so high priced. For example, prices ranged from $110 to $380 a night at the Newport Bay Club, the largest of EuroDisney’s six new hotels and one of the biggest...

Words: 4663 - Pages: 19

Free Essay

European Tourism Law

...IPA (INSTRUMENT PRETPRISTUPNE POMOĆI EVROPSKE UNIJE) PROGRAMI PREKOGRANIČNE SARADNJE – ŠANSA ZA FINANSIRANJE PROJEKATA IZ OBLASTI TURIZMA I ZAŠTITE ŽIVOTNE SREDINE U CRNOJ GORI I ZEMLJAMA ZAPADNOG BALKANA Ljiljana Pjerotić, M.Sc Opština Budva Crna Gora Abstrakt Crna Gora će u periodu od 2007. do 2013. godine u okviru druge komponente IPA učestovati u 4 bilateralna prekogranična programa, Jadranskom prekograničnom programu i 2 transnacionalna programa: Prostor jugoistočne Evrope i Mediteranski Program . Među predloženim prioritetima i ciljevima bilateralnih programa prekogranične saradnje nalaze se i prioriteti koji se odnose na turizam i zaštitu životne sredine, te stoga ovi programi predstavljaju šansu za dodatna ulaganja u ove oblasti kroz realizaciju kvalitetnih projekata. U kojoj mjeri će raspoloživa sredstva biti iskorišćena zavisiće ne samo od kapaciteta državnih institucija da uspješno vode i koordiniraju aktivnosti u toku realizacije programa, već i od sposobnosti potencijalnih korisnika da izrade što veći broj dobrih projektnih predloga koji mogu da budu finansirani iz sredstava prekogranične saradnje. U tom smislu, programi prekogranične saradnje nisu samo šansa, već i izazov za Crnu Goru. Ključne riječi: Instrument pretpristupne pomoći, turizam, Evropska unija, Crna Gora, zapadni Balkan UVOD Proces stabilizacije i pridruživanja (SAP – Stabilization and Association Process) je strategija Evropske unije (EU) prema zemljama zapadnog Balkana...

Words: 4470 - Pages: 18

Premium Essay

Sustainable Marketing

...The export market is on a rise each year. On the other hand, Bangladesh imported essential drugs worth of US$ 21.6 million and natural ingredients of US$ 19 million. Types of products imported included 700 different types of finished products and over 742 basic raw materials. 85% of raw materials are imported from West European countries, USA, Pakistan, Japan, Korea, Singapore, China and India. Importance of the study: Now-a-days, Pharmaceuticals Company is one of the largest industries in the world contributing 13.29% of global GDP. The study helps us gain hands on knowledge in the Pharmaceuticals sector in Bangladesh. The study has enormous implication to develop the appropriate Pharmaceuticals policy, to incorporate the unique marketing policy and to build sustainable Pharmaceuticals service. The concerning authority can use the findings and recommendation for their policy making and organizational development purpose and improving tourist satisfaction. It will help them to introduce a new dimension of strategic...

Words: 7010 - Pages: 29

Premium Essay

Doctor

...Courtesy of L E K A R SPECIAL EDITION Authors: Marino, Paul L. Title: ICU Book, The, 3rd Edition Copyright ©2007 Lippincott Williams & Wilkins ISBN: 0-7817-4802-X Authors Dedication Quote Preface to Third Edition Preface to First Edition Acknowledgments Table of Contents Section I - Basic Science Review Basic Science Review Chapter 1 - Circulatory Blood Flow Chapter 2 - Oxygen and Carbon Dioxide Transport Section II - Preventive Practices in the Critically Ill Preventive Practices in the Critically Ill Chapter 3 - Infection Control in the ICU Chapter 4 - Alimentary Prophylaxis Chapter 5 - Venous Thromboembolism Section III - Vascular Access Vascular Access Chapter 6 - Establishing Venous Access Chapter 7 - The Indwelling Vascular Catheter Section IV - Hemodynamic Monitoring Hemodynamic Monitoring Chapter 8 - Arterial Blood Pressure Chapter 9 - The Pulmonary Artery Catheter Chapter 10 - Central Venous Pressure and Wedge Pressure Chapter 11 - Tissue Oxygenation Section V - Disorders of Circulatory Flow Disorders of Circulatory Flow Chapter 12 - Hemorrhage and Hypovolemia Chapter 13 - Colloid and Crystalloid Resuscitation Chapter 14 - Acute Heart Failure Syndromes Chapter 15 - Cardiac Arrest Chapter 16 - Hemodynamic Drug Infusions Section VI - Critical Care Cardiology Critical Care Cardiology Chapter 17 - Early Management of Acute Coronary Syndromes Chapter 18 - Tachyarrhythmias Section VII - Acute Respiratory Failure Acute Respiratory Failure Chapter 19 - Hypoxemia...

Words: 91543 - Pages: 367

Premium Essay

Asss

...A Framework for Strategic Innovation A Framework for Strategic Innovation Blending strategy and creative exploration to discover future business opportunities ______________________________ by Derrick Palmer & Soren Kaplan Managing Principals, InnovationPoint LLC © InnovationPoint LLC www.innovation-point.com Page 1 A Framework for Strategic Innovation Authors Soren Kaplan is the author of Leapfrogging and a Managing Principal at InnovationPoint, where he works with organizations including Visa, Colgate-Palmolive, Medtronic, Disney, Philips, PepsiCo, and numerous other global firms. Soren previously led the internal strategy and innovation group at Hewlett-Packard (HP) during the roaring 1990’s in Silicon Valley and was a co-founder of iCohere, one of the first web collaboration platforms for online learning and communities of practice. He is an Adjunct Professor within the Imagineering Academy at NHTV Breda University of Applied Sciences in The Netherlands. He holds Master’s and Ph.D. degrees in Organizational Psychology and resides in the San Francisco Bay Area with his wife, two daughters, and hypo-allergenic cat. Learn more about his book Leapfrogging by visiting www.leapfrogging.com. Derrick Palmer consults on strategic innovation with global, Fortune 1000 and medium-sized businesses. His areas of focus include corporate strategy, consumer-inspired new product innovation, designing best-in-class innovation processes, and...

Words: 8689 - Pages: 35

Free Essay

Marketing Strategiczny

...1 MARKETING STRATEGICZNY MSM - 2010/2011 GRZEGORZ KARASIEWICZ Katedra Marketingu Wydział Zarządzania Uniwersytet Warszawski 2 Prowadzący wykład Dr hab. Grzegorz Karasiewicz, prof. UW Dyżur: piątek godz. 18.00-19.00 B436 3 Agenda 1. Marketing strategiczny – wprowadzenie i typologia Poziomy decyzji marketingowych w przedsiębiorstwie Definicja strategii marketingowej Proces tworzenia strategii marketingowej 2. Strategie marketingowe dla przedsiębiorstwa Strategia marketingowa dla przedsiębiorstwa – elementy Domena działania przedsiębiorstwa Strategiczne jednostki biznesu Misja przedsiębiorstwa Cele strategiczne przedsiębiorstwa Luka strategiczna Analiza portfelowa Strategie zakresowe Firma zdywersyfikowana i skoncentrowana 3. Strategie marketingowe dla produktu Typologia strategii marketingowych na poziomie produktu Segmentacja rynku Ocena atrakcyjności segmentów rynku Ocena opłacalności segmentów rynku Strategie obsługi rynku docelowego – rodzaje Perspektywa marketingu masowego, segmentacyjnego i zindywidualizowanego Analiza możliwości rynkowych Analiza kompetencji firmy Analiza pozycji rynkowej Strategie pozycjonowania - rodzajowe Strategie pozycjonowania - szczegółowe Perspektywa egzogeniczna i endogeniczna strategii konkurencji 4 Warunki zaliczenia • Zaliczenie przedmiotu (egzamin): ▫ Egzamin pisemny 90% pytania otwarte i zamknięte zadania (będzie potrzebny kalkulator) co najmniej 51% prawidłowych odpowiedzi • Praca zaliczeniowa...

Words: 10678 - Pages: 43

Free Essay

Tp Tp Tp Tp

...The Future of Cardiovascular Diagnostics THE MARKET, TRENDS & FUTURE DIRECTIONS Extracted on: 20 Apr 2011 Reference Code: BI00021-008 Publication Date: 02 Mar 2010 Publisher: Datamonitor © Datamonitor This content is a licensed product, no part of this publication shall be reproduced, sold, modified or stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of Datamonitor. The information in this document has been extracted from published research by a registered user of the Datamonitor360 platform. Datamonitor shall not be responsible for any loss of original context and for any changes made to information following its extraction. All information was current at the time of extraction although the original content may have been subsequently updated. Please refer back to the website http://360.datamonitor.com/ to view the most recent content and the original source of the information. To the maximum extent permitted by applicable law we exclude all representations, warranties and conditions relating to the facts of all publications. At time of publication no guarantee of accuracy or suitability, whether express or implied, shall attach to this publication (including, without limitation, any warranties implied by law of satisfactory quality, fitness for purpose and/or the use of reasonable care and skill). Please note that the findings, conclusions and recommendations...

Words: 9155 - Pages: 37