Marketing ResearchIsraeli Dog Food market
Many people feel that caring for a dog is like caring for a child. Dog owners, like parents provide food, shelter, entertainment, and health care. Dog owners are greatly concerned with the food their pets consume, as are parents. For this reason, to convince a consumer to purchase a product, such as dog food, a company like Bonzo must tap into the consumer concerns and realize the consideration that goes into making a food choice decision for a cherished pet. Considering that 25% of Israeli homes include pets (approximately 500,000), and 16% (approximately 300,000) of that figure are dogs, the importance for Bonzo to be customer centered, given their competitors are some of the biggest pet food makers in the world, is essential to Bonzo’s success as well as their survival in the Israeli market. ... Bonzo, a brand name of Bio-Pet affiliated with Maabarot Products, which is the second major domestic producer behind Tami, controls 30% of the dog food market. ... at the forefront of Israeli manufacturers in the fields of powdered food products for human consumption, pet foods and veterinary milk substitutes. ... Originally, this began with the veterinary products - Halavit and Bonzo, under the brand name Love Dog. ... Since 1991 they have been exporting Nutricare, Nutrilac and Nutrisoy baby food to Europe and Ice-cream powder to the USA. ... Direct competitors such as Tami, which is also and Israeli based food manufacturer and Pedigree, which is an internationally known pet food product producer. ... Potential competitors, such as ACE, who already carries their own line of generic dog food products in the U. ... Competitors Tami (Israel Food Products Ltd.) Tami is Israel’s largest producer of pet food, there products include Dogli and Catli brand names who are believed to control 30-35% of the domestic market. One of Tami’s strengths is there new low fat pet food product line, it has been extraordinarily successful since its launch in 2001, increasing sales by 25%,from the previous year, in its first 6 months. ... with one exception, Tami’s dog food products are perceived by cconsumers as a more high-end/premium dog food, where Maabarot dog food products are considered to be a mainstream/ middle-of-the-road product. Heinz Pet Food Products Heinz Pet Products, H. ... Heinz Company, is one of the worlds leading food processors and purveyors of nutritional services, with dog food products such as Cycle, Kibbles ‘n’ Bits, and Gravy Train. ... Heinz Pet Products is the second largest producer of pet food in the United States and makes up about 20% of U. ... S, pet food sales are well over $1 billion. ... T Analysis Strengths According to Avinoam Greenberg, the Director of Marketing for Bonzo, the company’s strengths are firstly their domestic production facilities. They believe this provides them with an overwhelming strength against their competitors in the import market because they are able to get their products to the local sellers, and in turn to the customer faster. ... Most dog food producers package their products in one large sack, which means if during delivery the package is damaged or tears, the product inside not only loses its freshness, but in most cases is not able to be sold. In Bonzo’s multi-packaging technique, the food product is divided into smaller individual packages inside of a larger sack, so if during delivery something happens to the large sack it will not compromise the freshness of the product. ... Individual packages are opened and the remaining food remains fresh until more food is needed. ... Many foreign companies do not see the relevance or importance for kosher dog food, yet in Israel, kosher products, in a majority of Israeli homes, is essential for their families as well as their pets. ... Weaknesses Bonzo also points to three main weaknesses they have in the dog food market. The first of these and probably most responsible for diminishing their reputation is that of being known as the “junk food” of the dog food world. They attribute this general conception of themselves to the fact that they have been and continue to be mainly a mainstream dog food manufacturer, while their American and European competitors tend to present themselves as premium dog food manufacturers. Categorizing themselves mainly as a mainstream producer has lead the public to believe that their dog food is not as healthy as others on the market. Second, the aroma of their dry dog food products leaves much to be desired. Bonzo, although they have many food flavor varieties, the unpleasant smell of most of their dry food products leaves Bonzo at a disadvantage in the eyes of the dog and its owner, who is more likely to purchase a dog food that has a more appealing smell for the dog and the family.