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Case
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Reference no. 9B17A017
Subject category: Marketing
Authors: Thomas Funk (University of Guelph); Carol Hutchinson (Ivey Publishing, Western University)
Published by: Ivey Publishing
Originally published in: 2017
Version: 2017-06-16
Revision date: 11-Jul-2017
Length: 11 pages
Data source: Field research
Topics: Animal products; Pets; Distribution; Pet food; Pricing; New product; Small business; Marketing; Entrepreneurship
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Abstract

In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product was made of all-natural, non-genetically modified, organic ingredients. In doing some investigation, the product's developer realized there could be a small, but sufficient, market to make her product commercially viable. At this point, she needed to evaluate and decide on the best method of distribution for her product. She identified multiple distinct options, each with different qualitative and quantitative issues to consider. The owner of K9FuelBar needed to decide which option to pursue and to develop an overall market communication program to support her product.
Location:
Canada
Industries:
Accommodation & food services; Retail trade
Size:
Small
Other setting(s):
2015
Teaching note
-
Reference no. 8B17A017
Subject category: Marketing
Authors: Thomas Funk (University of Guelph); Carol Hutchinson (Ivey Publishing, Western University)
Published by: Ivey Publishing
Originally published in: 2017
Version: 2017-06-16
Revision date: 11-Jul-2017
Length: 9 pages
Data source: Field research
View full details

About

Abstract

In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product was made of all-natural, non-genetically modified, organic ingredients. In doing some investigation, the product's developer realized there could be a small, but sufficient, market to make her product commercially viable. At this point, she needed to evaluate and decide on the best method of distribution for her product. She identified multiple distinct options, each with different qualitative and quantitative issues to consider. The owner of K9FuelBar needed to decide which option to pursue and to develop an overall market communication program to support her product.

Settings

Location:
Canada
Industries:
Accommodation & food services; Retail trade
Size:
Small
Other setting(s):
2015

Related

Teaching note
-
Reference no. 8B17A017
Subject category: Marketing
Authors: Thomas Funk (University of Guelph); Carol Hutchinson (Ivey Publishing, Western University)
Published by: Ivey Publishing
Originally published in: 2017
Version: 2017-06-16
Revision date: 11-Jul-2017
Length: 9 pages
Data source: Field research
View full details