SHEBA: How to Enhance the Performance on Premium Wet Cat Food?

The gigantic cat food market is booming and especially the single serve wet food segment.
This category is crowded with many brands and SKUs and Nestlé Purina or Mars Petcare are particularly strong.
While Mars is a major actor on the dog food market, its Sheba brand must go on growing, specifically on premium single serve, especially compared to Purina Gourmet.
Your mission as an assistant product manager is to devise recommendations in that direction, which you will present to your boss.

- run an external and internal analysis/ a diagnosis of an evolving market
- build a double SWOT diagnosis
- develop a justified recommendation for evolving sales operations, while identifying Key Success Factors
- define quantified strategic marketing objectives
- devise a marketing plan (product/price/place/promotion/ physical environment/ process/ people/ productivity-quality)
- cost the marketing plan and devise a schedule for the recommended actions

summary case, exam case, strategic diagnostic, market analysis, growth and development strategy, marketing-mix, marketing strategy, pet food, CSR, sustainable development

students in L3 and master

Pet food production

- Debriefing PPT : 47 slides
- PDF of 5 theorical chapters about feline nutrition and SHEBA brand competitors

Année de la problématique : 2022

Livraison : Livraison par lien de téléchargement

Nombre de pages : 47 avec 16 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires