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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 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)

Derek D. Rucker

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).

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