Take Action
Research Details
Merrick Pet Care: Trial, Error, and Success
Abstract
In 2014, Merrick Pet Care saw an opportunity to enter the oral pet care category by introducing dental brushes for dogs. Although its close connections with retailers allowed the company to place the product on the shelves, the product sales were lackluster, and the initial entry was deemed unsuccessful. The brand had to decide whether or not to continue devoting resources to the oral pet care category. If the answer was yes, the company had to find out how to succeed in the face of the initial unsuccessful launch.
Type
Case
Author(s)
Date Published
04/29/2022
Discipline
Marketing
Key Concepts
Consumer behavior, Consumer marketing, Marketing, Market research, Marketing strategy, Product design, Product differentiation, Product launches, Product positioning, Sales and marketing
Citations
Rucker, Derek D.. Merrick Pet Care: Trial, Error, and Success. Case 5-420-754 (KE1211).
PREVIEW or BUY