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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 through the introduction of dental brushes for dogs. Although its close connections with retailers provided the company with the opportunity to place the product on the shelves, the product sales were lackluster, and the initial entry was deemed unsuccessful. The brand was faced with the decision of continuing to devote resources to the oral pet care category and, if so, how to succeed in the face of the initial unsuccessful launch.

Type

Case

Author(s)

Derek D. Rucker

Date Published

06/04/2021

Discipline

Marketing

Citations

Rucker, Derek D.. Merrick Pet Care: Trial, Error, and Success. Case 5-420-754.

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