Kibbles and Bits Marketing Report

Top Tier Marketing (TTM)Katrina Carlsen, Idah Chungu, Jake Olds, & Ramon

Rochester

Kibble’s ‘n Bits

Kibble's 'n Bits is one of the many pet food brands owned by Del Monte

Foods Co. Kibble's 'n Bits is specifically dry food for dogs. The company

boasts its "signature combo of crunchy kibble and tender, meaty bits."

Over it’s over 30 years of existence the Kibble’s ‘n Bits brand has had three

owners.

1981 – 1995 : Quaker Oats Co.

1995 – 2002: H.J. Heinz Co.

2002 – Now: Del Monte Foods Co.

The Kibble’s ‘n Bits Brand has 7 Varieties. Six of them to the left and above canned which is considered one category and not separated like the bagged products.

Del Monte Foods Co.

1892: The Del Monte Brand is Introduced when the firm (Oakland, California food

distributor) expands its business and selected Del Monte as the brand name for its

new line of canned peaches.

1892: The Del Monte Shield is Introduced.

1916: Three canners create California Packing Corporation (“Calpak”), Del Monte

included.

1917: First U.S. fruit and vegetable processor to advertise nationally. Saturday

Evening Post on April 17.

1967: Calpak Becomes Del Monte Corporation.

2006: Del Monte Becomes Second Largest Pet Foods Company.

2011: Milo’s Kitchen Brand, the company’s first ever internally-developed Pet Brand

is launched

Mission Statement:

Del Monte is committed to enriching the lives of today's family —

everyone in the family, including pets — by providing nourishing, great

tasting and easy-to-use products that meet the needs of everyone in the

home.

Nourishing Families.

Enriching Lives.

Every Day.™

The phrase that drives the company is.

Del Monte Foods Co.

Kibble's 'n Bits consists of a signature combo of real meaty bits and crunchy kibble.

Unique Selling Point

Sales FiguresYear Pet Industry Sales

(billion USD)Del Monte Pet Net Sales (million USD)

2007 11.70 1,281.9

2008 16.10 1,431.5

2009 17.56 1673.4

2010 18.40 1,750.0

2011 19.85 1,513.2

2012

2013

20.46 1,860.8

497

Trends in Market•Downward trend in sales•Segmentation of the pet food for specific breeds•Growth in premium and super brand in order to promote healthy diets•Development of specialized formulas •Growing interest in product safety, reliability, quality and natural & organic products•Increase in humanization of pet foods

Trends for Kibbles ‘n bits•Incorporation of a variety in their products•Aim to produce quality products•100% nutrition

Market and Brand Trends

Future Projections•Pet supplement sales to grow by 39% between 2010 and 2015 •Global pet shops/superstores to increase by 13% between 2009 and 2014•Pet food industry expected to grow more than 17% through 2014Sales are expected to increase by 4% annually between 2012 and 2017.

Market Share Distribution:The top direct competitors occupy about 31% of the market share.IMC and Positioning Strategy of top 3 competitors:-Developing and offering nutritious products as well as sustainability offers-Diversified geographic presence, both locally and globally-Affordable prices for quality products-Local sourcing, manufacturing and distribution

Top three direct competitors 2012 Market share Top three indirect competitors

Purina Dog Chow Healthy Life Nutrition

13.5 Waggin’ Train (dog snacks)

Pedigree 9.3 Milk-bone (Dog snacks)

Purina Beneful 8.2 Cat Chow

Perceptual Map

More Health Conscious

Less Health Conscious

High-priced

Economical

Kibbles

Pedigree

Purina Beneful

Purina Dog Chow

Consumer Analysis: Demographics

Gender/Age:Evenly targets men and women, mostly between the ages of 18 and 49. Specifically between the ages of 25 and 54.

Ethnicity:Most are American Indian or Alaska Native, or White.

Education:Most buyers have attended college

DemographicsOccupation:Targets all occupations evenly, especially sales and office occupations followed by natural resources, construction and maintenance occupations.

Income:The core customers' household income is between $60,000-$74,999, specifically between $40,000-$49,999.

Marital status:Consumers are typically engaged or widowed/divorced/separated (legally)

Consumer Analysis:Psychographics

Activities:Kibbles n Bits customers enjoy spending time outdoors doing activities like fishing, hunting, hiking, and photography.

Interests:Besides the outdoor activities, customers also have interests in music.

Psychographics

Lifestyle:Family situations vary for customers. Most are currently married, but many have never been married, or are currently engaged, or have been widowed, divorced, or separated. Most customers have children between the ages of 12-17 years.

Consumer Analysis:Media Habits

Magazine:Consumers use magazines more than any other media habit. They typically read magazines about fishing/hunting, outdoor recreation, and photography. Common magazines are Outdoor Life, Mother Earth News, American Hunter, Hunting, and Outdoor Recreation.

Media HabitsRadio:Consumers listen to the radio throughout the day, but more so at night on weekdays, and evenings on the weekends.

Television:Buyers tend the Cable TV channels VH1 Classic, Nick at Nite, Great American Country, Speed Channel, and CMT (Country Music Station). Customers also pay for premium services which are mostly Showtime, Cinemax, and HBO. These shows tend to be viewed during the middle of the day on weekdays.

Internet Media:Internet browsing habits fall in using NASCAR.com, Answers.com, WikiAnswers, and Coupons.com.

Environmental ConcernsCurrent State of Economy•High Unemployment (8%)•High Gas Prices•Weak US Dollar•Consumers Spending Less•This is threatening for Kibbles N Bits because people are more likely to spend less money on dog food, and choose value brands to save money in these times.

Organic Trend● People more concerned

with quality ingredients in food

● People who have money to spare on dog food would be more likely to buy better quality food than Kibbles N Bits (made of low quality corn, soy, meat waste, and other)

● The low quality food conflicts with current values – healthy eating

Current EnvironmentRegulatory Agencies which make sure food is safe, and labels are honest/up to code.•American Association of Feed Control Officials (AAFCO)•FDA Center for Veterinary Medicine (CVM)•The Pet Food Institute (PFI)•The United States Department of Agriculture (USDA)

Modern Technology•Many door to door food/grocery delivery services are emerging•Perhaps a monthly delivery of dog food will give us a competitive advantage??

Conclusion: SWOT AnalysisStrengths Weaknesses Opportunities Threats

In existence for over 30 years

Lack of variety - produces only dry dog food

Targeting outdoor consumers in ads

Competition from Pedigree and Purina

Health conscious

Website not dynamic

Going more organic

Affordable products

Relatively low quality ingredients

Develop culture around dog ownership

Sustainability initiatives

Create a delivery service

Conclusion:Strongest Opportunity● Developing a culture around dog ownership

by:

-Making people first associate Kibbles n Bits when thinking of getting a dog.

-Adding information and tips regarding dog owning on the website

References

● www.americanpetproducts.com● www.articles.latimes.com● www.delmontefoods.com● www.dogfoodscoop.com● www.fda.gov● www.find.galegroup.com● www.forbes.com● www.fundinguniverse.com● www.kibblesnbits.com● Mediamark Reporter/MRI+● www.worldfinancialwatch.com