Marketing Plan for Caninantics' Pooch Pantry Dog Feeder

Situational Analysis

It is well documented that Americans love their animals, and dogs lead the popularity charts for pets (Watters & Ruff, 2013). Indeed, many people grieve over the loss of a dog to the same extent they do over the loss of a close human loved one (Watters & Ruff, 2013). It is estimated that 70–80 million dogs are owned in the United States. The American Society for the Prevention of Cruelty to Animals estimates that there are around 80 million dogs in the United States and that nearly half (47%) of all households own at least one dog (Facts about pet ownership, 2014).

The dog food-dispensing product developed by Caninantics provides busy pet owners with the ability to feed their dogs during their absences. The device, known as "Pooch Pantry," automatically opens dog food cans and empties the contents into a dog food bowl on a timed basis or through mobile user initiation, and then dispenses the empty can into a trash receptacle. The device has an approximate 3- to 6-day capacity (six cans), depending on the size or number of dogs being fed.

A SWOT analysis of Caninantics' Pooch Pantry is provided in Table 1 below.

Table 1: SWOT Analysis

Strengths

The owner/operator/inventor has lifelong experience with dogs. Pooch Pantry has proven reliability and the unique feature of being able to open and dispense dog food cans automatically.

Weaknesses

The unit carries a higher cost compared to competitors' models that do not feature automatic can-opening and dispensing.

Opportunities

Nearly half of all American households own at least one dog, representing an enormous target market. Automatic dog feeding allows owners to avoid the expense and trauma of boarding pets during extended absences. Following the establishment of Pooch Pantry, a comparable model for cats — tentatively called "Kitty Kitchen" — could be developed.

Competitive Landscape

Threats

Device failure due to unexpected events (e.g., pet interference or battery failure) could result in product liability litigation.

Although there are currently no vendors offering pet food dispensers that automatically open and dispense canned food, some models are available that provide timed feedings of portioned meals — including wet food — where servings must be manually inserted into the device. Three competitors that offer some type of automatic pet food dispenser are described in Table 2 below.

Table 2: Current Automatic Pet Food Dispenser Vendors

Lentek 6-Day Automatic Pet Dish
This automatic six-day pet dish is designed for use during week-long vacations. It offers selectable feeding intervals of 6, 12, or 24 hours. Each compartment holds 2/3 cup of dry food or 5½ ounces of wet food. An accurate timer is included; lid rotation stops if resistance is detected. The unit includes a removable lid and two inserts, and uses one 9-volt battery.

PetSafe Eatwell Automatic Pet Feeder
This five-compartment dish provides meals for up to five days, with a portion size of one cup per compartment. A rotating serving dish brings food to the pet. An electronic timer allows the owner to set the time each new meal is presented. The food tray is dishwasher-safe, and airtight compartments keep food fresh. The timer is selectable for one or more meals per day. The unit uses four D-cell batteries (not included).

4-Meals Tray Automatic Pet Feeder with LCD Display
This model allows the owner to record a personal message for their pet. It features a built-in clock with an easy-to-read LCD display and user-programmable feeding times. The unit includes four separate large food trays suitable for dry or wet pet food and keeps pets on a regular feeding schedule.