would like to make the transition from the kennel market to the household dog food market. They will do this by introducing a product, Short Circuit, in grocery stores located in the Boston, Massachusetts, metropolitan area. Issues facing the company’s decision are listed below: • Zenith Pet Foods, Inc...
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Issues facing the company’s decision are listed below: • Zenith Pet Foods, Inc. must communicate to the consumer that Show Circuit is a high-quality dog food. In other words they must be able to make the consumer aware that the product’s unique benefits outweigh its competitors. • The company must use effective advertising that conveys to the consumer that their product will be available in the frozen food section and not in normal pet food designated areas...
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