Unit 2 BTEC Developing a marketing campaign (Merit answer)
SuperMutt
Activity 1
Introduction
In this report I am proposing an marketing campaign for Muttley. Muttley sells dried dog food and
treats under its brand called ‘SuperMutt’. Muttley’s ultimate aspiration is to increase sales for their
business. There is a great opportunity of an social media business offering to help and launch a new
YouTube channel. The channel would provide information in regards of ways to keeps pets healthy
and would promote their variety of dog food flavors .According to office national statistics(ONS) in
2020 UK households spent £6.2billion on their pets. Also in the market research in pack A it stated
that the pet food market is expected to grow £32 billion in 2021.This would help Muttley to achieve
option 2: launching a new calorie version of SuperMutt dog food, targeting dog downers who want
to help their pets lose weight.
3 Marketing aims and objectives
Aim 1: Increase brand loyalty in Muttley
Objective: This can be achieved by gaining 20 more loyal customers in 6 months which they can
enter in their customer’s database and could enter details their likes and dislikes in terms of
products so should they send emails it would be personalized emails tailored to their taste. This
would be helpful to promote their products on their emails when it’s a festival month like Christmas.
Also can offer discounts when it's their birthday to encourage customers to spend on dog products.
Aim 2: Improve profitability in Muttley
To improve profitability the business needs to gain more sales and reducing the cost for making the
products by 15% in 6 months . This suggests that the business needs to look for more cheap raw
materials for their suppliers to make Muttley’s products .
Aim3: Improve Diversification in Muttley
This can be achieved by Muttley diversifying their product range in 6 months such as creating dog
toys. They could offer a dog veterinary service which looks after dog’s physical health. Muttley
needs to create different 8 toy products and provide a dog veterinary service.
Analysis of market research
Information Key data Impact on Muttley
Market size According to office national This has a positive impact on
statistics(ONS) in 2020 UK Muttley because it shows that
households spent £6.2billion on £6.2b people are highly likely
their pets going to buy this product.
Further demonstrating that
people still have interest in
buying products for pets. So it’s
a large market showing that
there is potential sales that
could be made.
Market growth In 2020 UK households spent This shows that people are
£2900 million on pet food and in looking forward to invest their
2020 UK households annually money towards pet food and
spent £2100 million on Veterinary veterinary service
services.
Market segment The largest market segment in This means that Muttley has
the pet care market is pet food attracted people interest as in
and veterinary service. The the research pack it shows there
largest segment of the pet care is an increase sales in dog food.
, market is dog food worth They could add an veterinary
£1.2billion per year. service along with its dog food
products.
Competitors Pedigree, Winalot and Bakers are This means that Muttley has
the biggest competitors in the pet some competition as there are
care market. other business in the market.
Trends People prefer plant based dog This impacts Muttley as these
food instead of meat based dog can be ways as to how they can
food. This is because dog owners entice their customers. Also, this
want to be more conscious of is information Muttley should be
what they feed to their pets and aware of, so they can put
want to feed dogs with food forward new ideas for example
containing natural ingredients. sending a subscription service.
Customers want sustainability
products in terms of brands not
using single use plastic.
A fast growing segment is the
sale of specialist dog food on a
subscription service where a
household is sent a pack each
month.
Muttley’s market research report
The primary research in the form of questionnaire is reliable and valid to some extent for Muttley.
This is because it has a good sample size of 2,650 people demonstrating that they have appealed to
the right audience as the questionnaire was done by a UK- based dog owner group on Facebook. The
time taken to submit the questionnaire was over a 2 week period, showing that the answers were
not rushed and its fair to assume that the people who answered the questionnaire thought very
carefully after submitting their response. An advantage of this questionnaire is that it was held
online therefore there was no additional costs in obtaining market information. Also, the winner of
the Muttley products will be an indirect promotion as the individual would be talking about how
they won the prize and would comment on the products. This would be beneficial for Muttley as it
would spread awareness and improve their products even more. It shows qualitative research that
people only buy dog food from brands they trust and keep their dogs healthy regardless of their
price .Theses are the aspects which Muttley should focus on.
Justification of the rationale
Swot analysis
Strengths Weaknesses
Muttley is a brand formed 20 years ago They don’t focus making products on
so presumably would have a good reputation pet obesity
and people would be aware of the brand. They don’t offer anything which helps
Muttley is formed by 2 vets Hans Mutt their customers with pet obesity so they
and Gwen Oakley – this implies that both must think of something creative.
have very good knowledge of pets and they Packaging should be single used plastic
could share their knowledge about pets to as this helps the environment.
make money to contribute to their business.
The factories have the capacity to
SuperMutt
Activity 1
Introduction
In this report I am proposing an marketing campaign for Muttley. Muttley sells dried dog food and
treats under its brand called ‘SuperMutt’. Muttley’s ultimate aspiration is to increase sales for their
business. There is a great opportunity of an social media business offering to help and launch a new
YouTube channel. The channel would provide information in regards of ways to keeps pets healthy
and would promote their variety of dog food flavors .According to office national statistics(ONS) in
2020 UK households spent £6.2billion on their pets. Also in the market research in pack A it stated
that the pet food market is expected to grow £32 billion in 2021.This would help Muttley to achieve
option 2: launching a new calorie version of SuperMutt dog food, targeting dog downers who want
to help their pets lose weight.
3 Marketing aims and objectives
Aim 1: Increase brand loyalty in Muttley
Objective: This can be achieved by gaining 20 more loyal customers in 6 months which they can
enter in their customer’s database and could enter details their likes and dislikes in terms of
products so should they send emails it would be personalized emails tailored to their taste. This
would be helpful to promote their products on their emails when it’s a festival month like Christmas.
Also can offer discounts when it's their birthday to encourage customers to spend on dog products.
Aim 2: Improve profitability in Muttley
To improve profitability the business needs to gain more sales and reducing the cost for making the
products by 15% in 6 months . This suggests that the business needs to look for more cheap raw
materials for their suppliers to make Muttley’s products .
Aim3: Improve Diversification in Muttley
This can be achieved by Muttley diversifying their product range in 6 months such as creating dog
toys. They could offer a dog veterinary service which looks after dog’s physical health. Muttley
needs to create different 8 toy products and provide a dog veterinary service.
Analysis of market research
Information Key data Impact on Muttley
Market size According to office national This has a positive impact on
statistics(ONS) in 2020 UK Muttley because it shows that
households spent £6.2billion on £6.2b people are highly likely
their pets going to buy this product.
Further demonstrating that
people still have interest in
buying products for pets. So it’s
a large market showing that
there is potential sales that
could be made.
Market growth In 2020 UK households spent This shows that people are
£2900 million on pet food and in looking forward to invest their
2020 UK households annually money towards pet food and
spent £2100 million on Veterinary veterinary service
services.
Market segment The largest market segment in This means that Muttley has
the pet care market is pet food attracted people interest as in
and veterinary service. The the research pack it shows there
largest segment of the pet care is an increase sales in dog food.
, market is dog food worth They could add an veterinary
£1.2billion per year. service along with its dog food
products.
Competitors Pedigree, Winalot and Bakers are This means that Muttley has
the biggest competitors in the pet some competition as there are
care market. other business in the market.
Trends People prefer plant based dog This impacts Muttley as these
food instead of meat based dog can be ways as to how they can
food. This is because dog owners entice their customers. Also, this
want to be more conscious of is information Muttley should be
what they feed to their pets and aware of, so they can put
want to feed dogs with food forward new ideas for example
containing natural ingredients. sending a subscription service.
Customers want sustainability
products in terms of brands not
using single use plastic.
A fast growing segment is the
sale of specialist dog food on a
subscription service where a
household is sent a pack each
month.
Muttley’s market research report
The primary research in the form of questionnaire is reliable and valid to some extent for Muttley.
This is because it has a good sample size of 2,650 people demonstrating that they have appealed to
the right audience as the questionnaire was done by a UK- based dog owner group on Facebook. The
time taken to submit the questionnaire was over a 2 week period, showing that the answers were
not rushed and its fair to assume that the people who answered the questionnaire thought very
carefully after submitting their response. An advantage of this questionnaire is that it was held
online therefore there was no additional costs in obtaining market information. Also, the winner of
the Muttley products will be an indirect promotion as the individual would be talking about how
they won the prize and would comment on the products. This would be beneficial for Muttley as it
would spread awareness and improve their products even more. It shows qualitative research that
people only buy dog food from brands they trust and keep their dogs healthy regardless of their
price .Theses are the aspects which Muttley should focus on.
Justification of the rationale
Swot analysis
Strengths Weaknesses
Muttley is a brand formed 20 years ago They don’t focus making products on
so presumably would have a good reputation pet obesity
and people would be aware of the brand. They don’t offer anything which helps
Muttley is formed by 2 vets Hans Mutt their customers with pet obesity so they
and Gwen Oakley – this implies that both must think of something creative.
have very good knowledge of pets and they Packaging should be single used plastic
could share their knowledge about pets to as this helps the environment.
make money to contribute to their business.
The factories have the capacity to
