About the case

The case "General Food: Opportunities in Dog Food Market" fundamentally examines the
circumstance of the pooch nourishment showcase in the United States, which has been a
worthwhile market for the canine nourishment makers. The explanation is straightforward; the
individuals of the nation have been acclimated of keeping hound as the pet. The explanation
behind keeping the pet anyway contrast among various arrangements of individuals, yet the
primary target has continued as before for all the individuals. Besides, the case additionally
demonstrates that the greater part of the very good quality market individuals will in general
keep hound as their pet which makes them less delicate to the valuing model of the
nourishment. The client spending design is expanding quickly, which shows that the
nourishment showcase is a significant serious market. The dry nourishment advertises has
likewise been a developing business sector for hound food sources, which has its own particular
arrangement of clients that are segmented accordingly.As Mr Wald was especially intersted in
market segmenation which identifies different attitude and prespective towards pets which was
based on the measures of demography, socioeconmics and number of pets they owned.Mr
Wald had to decide what types of dog food concepts should be generated and analyses the
consumer attitudes about dog and dogs food.
 Identification of the issue/problem

1.Shift from single unit to multiple family dwelling:-The corrospended shifts dogs
from rural to the united states department of commerce figure that shows a steady decline in
the number of single family housing starts from 64.5% to all starts in 1966 to 53.3% in 1969.

2.The long term effect of dog ownership:- This trend excepted realtive decline in
poularity of larger breeds of breeds more adaptable to smaller sizes wheras small breeds
whould be needed an appropriate size for apartment livings and required more area to live
healthyfully so to observe on dog ownership require proper guidence and long term things
which will be diffcult and people are less active in any kind of breeds.

3.Residence restrictions:-Their were residence restrication for keeping the dogs as they
were restricated to the redients because pets are needed a lot of care and medical care as
which will be diifcuklt for a person to observe.

4.No brand competation:-They have no brand competation with the canned category as
the company's gainesburger brand had pionnered in the semi-most category which was still to
dominant over a 70% share of the category sales in 1968 which was semimost rapid growth
appred to beslowing,however it whould be appred in the category wthat whould be settle
down between one fifth or one sixth of the total market.
 effective strategics used by them

Market Segmentation
The dry dog food market is predominantly dominated by the Ralston-Purina, which
accumulates a total market share of 40% with sales revenue of over $285 million.Second to this
brand have been the General Foods products which are the Gravy Train and the Gaines Meal,
which are generating a total of 15% revenue or the profits.
As the case states, the dry dog food market has been increasing at a rapid pace of 10% which
indicates that the market is highly beneficial and lucrative for the players such as the General
Foods. As per Exhibit 2 in the case study, the total household income of people purchasing dry
dog food is around 33% with the central city population of the people purchasing dry dog food
is also quite high in lower income population.Moreover, the market opportunity for dry dog
food market in large cans is 34% which is most when compared with other segments or
markets. As per the exhibit 12 in the case study, dry dog food market sales has increased quite
rapidly in the past three years.The sales for dry dog food market in the year 1965 was $185
million, it has increased to $205 million in 1966. The sales for dry dog food have increased to
$275 million in 1967 and the sales in the  current year have reached to $285 million. The major
dog food brands in the dry food market have been Alpo, Ken0L-Ration, KalKan, Rival, Vets,
Laddie Boy, etc.
All of them have been competing in the market where each player has been looking to gauge in
maximum customers. The major customers for dry dog food have been the wives. They have
been the major buyers for dog food; therefore the company should target them more
frequently.The sales for the company and the market share for the fry dog food market has
been quite a competitive market where the company can actually integrate in the market
where the sales can be increased for the companies in the market.
The customer segment purchasing the dry dog food has been the wives and the bachelors who
regularly visit grocery and super markets to purchase the dry dog food. Moreover, since the
customers in this market are low price sensitive, therefore the companies in the market have
been looking for more quality and specific ingredients that are preferred by the customers who
purchase dog food for their pets.

2.New product development:- As based on the actionble use of market segmentation and
the magnitude with the benefit-attrtibute study mr wald with their members decided to launch
11 new products which were techincally feasible and each was of the same order of magnitude
With product to develop cost. The product concept are:-
reveille,primeslices,control,dogdays,primeslices,control,dogdays,puppyprime,suppertime,weigh
t watcher,senior,gaines,thirty,max etc.Each product has their own benefit like they are
providing supplement,nutriton food,calcuim,iron with completa self-sustaining feeding
programme which will be formulated to the high quality and product development.

3.Enough market research:-They have conducted a prominent market research and audience
research firm as they are researched different types of tabluar analysis of the feeding pattern
and shows what the dog-ownership was like among lower income, households with no children
present and a tendency to feed their dogs canned, semimost or dry commerical dog foods also
they survey that spending on pets were likely related to income, and as discretionary consumer
income increased and the amount spent on pet foods was excepted to increase as consumer
traded up to better types of pet food.As Mr.wald with their research memebers recongized that
some buyers are excepting anthropromorphic -that would be project human traits to their
pets,while others whould hold a more functional set of attitude about their dogs.

4.Attitude and prespective towards the product:-According to any kind of product

which the consumer are purchasing should have postive attitude so they have conducted
different five attitudinal sergments and seven bundles of product attributes to have a realistic
respect to the size and number of dogs owned as the realtive level have affection for the pet
and types of dog food served most often.Mr wald found that the canned dog food products
were not likely to be successful if targeted towards the functionalist segment also in terms of
lifestyle the owners attitude towards a nutrition food with respect to attitude,behaviour and
geogrphical charcteristics.

5.To control the crime effect:-According to the tend the family belives that dog can be
used as protection and assumed that this trend whould continue further, as it was excepted to
increase the number of expensive,pedigreed dogs as also effect due to the decreased number
of children gives the traditional role to anticipate to keep the pet for entertaining companion
for children.
 Analyses of the issues

It can be said that dry dog food market is highly profitable one because it has the
market potential to generate decent profits. The customer base is also quite strong
for this category which makes the dog food or the dry food market a competitive
one.
Since General Foods has two leading brands for this category, in the future the
company can focus more so on this category and increase the customer base. The
customers or the market segment is also quite committed to pay higher prices with
the market quite well placed for the customers. Moreover, dry food market for dogs
has the potential to become market leader because of the longitivity of the
freshness.
Based on the information provided, it would be a feasible option for the companies
to ensure that they offer varied dry dog food products for the different categories
of the market.As they have develop product concepts that whould be useful for the
company brand strategy to complement the dry and semimost food in the market
as 11 new products concept have been generated and are reaching in their
implication for the divison's marketing direaction.
 Refernces
https://www.thecasesolutions.com/general-food-opportunities-in-dog-food-market-41870

https://www.thecasesolutions.com/general-foods-opportunities-in-the-dog-food-market-20059

https://www.casestudy.help/general-foods-opportunities-in-the-dog-food-market-31841