The Marketing Mix for Pets.com - Case Study Example

Only on StudentShare

Extract of sample
The Marketing Mix for Pets.com

Diversity of product was what differentiated the site from other competitors, both online and bricks-and-mortar, thus attracting more potential target segments. During the launch and growth period of Pets.com, product was one of the primary selling points along the marketing mix. Place was emphasized for convenience, providing new opportunities for consumers to get pet products without having to visit a bricks-and-mortar competitor. Place was important in the late 1990s as the Internet was just beginning to become part of consumer lifestyle and thus represented innovation in sales strategy. Furthermore, price was an important part of the marketing mix. This was reflected in the company’s guarantees for a flat rate shipping fee of $4.95 regardless of the volume and weight of the products being delivered. Sales and discounting incentives that provided further value also emphasized the company’s focus on pricing as a differentiation tool. Finally, Pets.com also utilized promotion effectively, gaining brand exposure through cross-promotional strategies with The Discovery Channel and Animal Planet. A very large expenditure to be included in the 2000 Super Bowl ad gave the company considerable promotional exposure and gained more consumer interest in the process. ...Show more

Summary

As far as product, Pets.com emphasized vastness of merchandise offerings that would cater to a large variety of pets, including ferrets, turtles, and fish. Diversity of product was what differentiated the site from other competitors, both online and bricks-and-mortar, thus attracting more potential target segments…
Author : dora67
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"The Marketing Mix for Pets.com"
with a personal 20% discount.
Grab the best paper

Related Essays

Marketing Mix
This study looks into marketing mix as a general concept used to explain the different kinds of choices that firms have to formulate in the entire process of bringing about a product or service to a given market. As highlighted by Ehmke et.al , marketing a business organization or a firm is all about how an organization or a firm positions itself in order to satisfy its marketing needs.
6 pages (1500 words) Research Paper
Marketing mix and tool
A fair grouping of these marketing components is known as Marketing Mix. This marketing mix is the most useful tool for marketing manager and helps in achieving marketing goals. He should employ these four elements of marketing mix in a sensible way to get his marketing goals with respect to volume of sales as well as consumer support.
12 pages (3000 words) Term Paper
Marketing Mix
Marketing mix Name: Instructor: Subject: Date of submission: Introduction The marketing mix is described as product, place, price and promotion, commonly referred to as the 4P’s. They are designed to enhance decision making of the customer who can lead to increased profits.
8 pages (2000 words) Essay
Marketing Mix
Claims for the success of the launch. 3 h. Evident theoretical concepts etc 3 2.Discuss the advantages and disadvantages of adopting the approach taken in launching the new hotel 4 a. Areas for improvements 4 c. Other campaigns for comparison 4 3. A Review the website for the hotel and discussions which elements of the initial launch are being promoted in their marketing promotions.
4 pages (1000 words) Essay
Marketing Mix Essay
Investing in product development can be achieved through human resource and enterprise planning. Marketing department is highly invested on for identifying customer needs, test new product lines, and produce information to be used in the field. Developing high levels of productivity through product development gives a business a competitive advantage in the market.
8 pages (2000 words) Essay
Marketing mix
As firms started venturing overseas, Kotler added two more Ps because of the political nature of the new marketing environment. Magrath found the 4Ps insufficient for the service industry and added three more elements – personnel, physical facilities and process management (Low and Tan 1995).
6 pages (1500 words) Essay
Marketing MIx
On the other hand, Google is developing rapidly and causing troubles to all major IT companies such as Microsoft, Facebook, Amazon etc. In 2005, Google joined the list of 100 most powerful companies in the world. While most of the other IT companies struggling, Google is one company which develops gradually.
5 pages (1250 words) Research Paper
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT