MBA FPX 5012 Assessment 3 Digital Marketing Plan

MBA FPX 5012 Assessment 3 Digital Marketing Plan

Name

Capella university

MBA-FPX5012 Marketing Management

Prof. Name

Date

Digital Marketing Plan

Digital marketing encompasses all marketing activities that use electronic devices or the internet. Businesses employ digital channels such as social media, email, search engines, and websites to engage with current and potential customers. Depending on marketing strategy goals, companies can opt for paid or free channels in digital marketing. Most businesses typically use company websites or social media platforms like Facebook and Instagram to connect with their audience (Chaffey & Ellis-Chadwick, 2019). To optimize these channels, MSH Brands plans to adopt the SOSTAC model to refine its digital marketing strategy. The SOSTAC model includes six steps: Situation, Objectives, Strategy, Tactics, Action, and Control. This model offers a clear and structured approach to developing and executing a marketing plan (Chaffey, 2020).

The U.S. pet food industry saw retail sales of nearly $29 billion in 2019, a 6% increase from the previous year (Packaged Facts, 2019). MSH Brands, one of the top five companies in this sector, upholds the motto “Nutrition without Compromise – The Flavor of Love.” This emphasizes that pets are considered part of the family, leading consumers to be more conscious about the ingredients in their pet food, paralleling their own dietary choices.

MBA FPX 5012 Assessment 3 Digital Marketing Plan

As more people adopt dogs as companions, the demand for premium pet food is expected to rise. Research indicates that cats have a higher risk of adverse reactions to certain foods compared to dogs. For instance, cats on a raw food diet experienced hypervitaminosis A and feline pansteatitis, conditions that were only resolved with canned food (Schlesinger & Joffe, 2011). Considering this, MSH Brands has decided to focus its new product line on dogs, reducing risk and targeting the largest market segment. As shown in Figure 1 in the appendix, dogs consume the most pet food in the industry. Consequently, MSH Brands is developing a new product line called TRUDOG.

Initially, TRUDOG will be available as dry food, with a canned option to follow. While canned food is more palatable and digestible, dry food is gaining popularity due to its convenience in storage and feeding. Additionally, dry food promotes dental health by reducing tartar and plaque buildup. TRUDOG will be made with organic ingredients, free from antibiotics, synthetic hormones, artificial colors, flavors, preservatives, and toxic pesticides. It will also be grain-free and free of byproducts, ensuring a high-quality product for pets.

MSH Brands believes that now is the perfect time to introduce this new product, as more consumers shift towards healthier, all-natural food choices. While some viewed this trend as temporary, it appears to be establishing itself as a lifestyle change. Growing environmental awareness, a focus on wellness, and the need for transparency in product ingredients have created a favorable market for TRUDOG (Delventhal, 2020).

MBA FPX 5012 Assessment 3 Digital Marketing Plan

References:

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.
• Chaffey, D. (2020). SOSTAC Marketing Planning Model: A Systematic Approach to Developing a Strategic Marketing Plan. Smart Insights.
• Delventhal, S. (2020). The Future of All-Natural Pet Food: Growing Trends in the Industry. Forbes.

MBA FPX 5012 Assessment 3 Digital Marketing Plan

• Schlesinger, D. P., & Joffe, D. J. (2011). Raw food diets in companion animals: A critical review. The Canadian Veterinary Journal, 52(1), 50-54.
• Packaged Facts. (2019). Pet Food in the U.S.: Market Trends and Opportunities.