SuperKanine Case Study (Research Paper Sample)

SuperKanine Case Study
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SuperKanine case study
Introduction
Greengrass Company is the manufacturer of a premium dog food product known as superkanine. Despite superkanine’s superior qualities in comparison to other premium dog food products, it has not met the desired level of market success. Other competitors, despite using cheaper raw material, have been able to successively set higher prices for their products.The SuperKanine case provides a marketing scenario that is closely linked academic theory related to marketing. In addition, the issues presented in the case bear significant relevance to any marketing practitioner or marketing team. In view of this case, this paper relates the issues presented to academic theory and demonstrates how academic knowledge would help a marketing practitioner to be more effective.
Knowledge of Market segmentation
Quite little of the best knowledge in the theory and practice of marketing works correctly without efficient market segmentation. This is one of the most basic marketing concepts and the choice of the best approach for a company to adopt directly influences the results of segmentation on the company’s business (Goyat, 2011). As in the case, UK’s dog food market is finely segmented into various segments such as senior dogs, young dogs, puppies, small breeds, large breeds, medium breeds, active dogs, and so on. The premium brands offered by Green grass, which include SuperKanine, are aimed at the active dogs segment.
Correctly applied, market segmentation entails understanding customers’ needs, and thus, how they go about choosing one offer and not the other(s). Academic theory describes it as an insight used to create groups of consumers who share value criteria that are same or greatly similar. An organization is then able to identify the segments that it can best serve with its offers while effectively meeting the needs of the chosen segments and outperforming competition (Epetimehin, 2011). With the appropriate knowledge regarding segmentation, a marketing practitioner better understands the need to market products that are more focused in terms of the targeted markets. This boots profitability through customer satisfaction and minimization of costs associated with marketing products to insignificant markets.
Knowledge on the significance of market research research and analysis of market conditions
Academic theory emphasizes the need for market research by marketing teams and marketing practitioners. It is a systematic effort aimed at gathering information about customers or a target market (Carson, 2011). Marketers use research as a way of gaining critical insights applicable in good decision making. It gives marketing practitioners a picture of what is happening presently or likely to happen (Doole & Lowe, 2008). If well carried out it provides alternative choices for various things such as new products, penetration of new markets, competitor’s tactics, and so on.
The SuperKanine case emphasizes the importance of market research and presents various important discoveries. E & D solutions conglomerate has turned to the services of a research firm known as Creed Campbell Market Research Agency (CCMRA) to attempt to establish the issues with the branding and overall marketing of SuperKanine. Among many other aims, the research aims to give insights into how people-pet relationships influence purchase decisions of the consumers in the dog food market by molding the attitudes and behaviors of purchasers. Having knowledge of market research theory can considerably aid in the effectiveness of marketing practitioners.
Knowledge of Product differentiation and branding
As a marketing strategy, product differentiation is aimed at distinguishing a product from similar products on the market place. Many markets are dominated by big competing companies and having highly differentiated products gives a particular product advantage over competition (Yan, 2010). Marketing practitioners understand the importance of differentiation in terms of both the product and brand. An effective differentiation strategy sends a message that a particular product or brand is positively unique amidst similar offerings available. The SuperKanine case reveals various weaknesses in this regard; weakness which marketing practitioners should be keen on.
The report by CCMRA clearly indicates the lack of robust brand and product differentiation. For example, it has been established that SuperKanine presently does not occupy a unique position in the minds of the consumers. This indicates lack of differentiation. Further, the report indicates that consumers cannot freely explain what they find unique about SuperKanine. This is perhaps the strongest explanation why SuperKanine, despite its superiority in quality, is being beaten by competitors. These competing offers are also priced higher compared to SuperKanine despite the fact that they consume cheaper raw materials to produce. If marketing practitioners have comprehensive academic knowledge on how to go about creating superior differentiation they are better positioned to deal with competition.
Knowledge of Competitive strategies
Overall, this case exposes a situation where a premium brand has been unable to meet the market place expectations. In the struggle to make sure the product is able to cope with competition, various strategies provided in academic theory are employed. One of such strategies is competitive pricing (Hill & Jones, 2012). For example Greengrass has employed a price cutting measures in order to widen its market share. Though no long term positive ef...