BUILDING A MARKETING PLAN 1 KONG Classic Chew Toy Mike Carreno National Louis University 2 The KONG classic chew toy is a well-received, popular product intended for dogs. The KONG chew toy has established itself as a reliable dog toy for its durability and interactive features. The chew toy is designed to meet any pet's natural chewing habits while providing fun entertainment. The durability of the KONG classic chew toy makes this toy a tremendous investment for pet owners who are constantly spending dollars on cheap pet toys that are never guaranteed to last weeks. Features that differentiate the KONG classic chew toys from other toys are their unique shape and design. The chew toy is made up of a durable rubber compound that is flexible yet tough, eliminating easy rip and tear from the pressure of solid jaws while allowing extended playtime periods. Its hollow center is another function that can be utilized with the chew toy. The open design enables pet owners to fill the center with their pets' favorite treats, which then creates a challenging puzzle that allows pets to work on retrieving the treat. The KONG classic chew toy has a wide selection of sizes, colors, and rubber formulas, allowing pet owners to choose a toy that caters to their pets' needs. KONG must have a variety of selections, as some pets may have sensitive jaws and muscles like puppies and senior dogs, and many different pets have unique body sizes, so it is essential that every dog can have the perfect chew toy that fits in their mouth comfortably. The perception that we aspire to have among our customers is that KONG is a brand built on genuine and profound love and passion for dogs. KONG understands how vital a bond between a pet and its owner can be, and KONG toys are meant to serve as a symbol of companionship and trust that would further strengthen that bond. When customers purchase a KONG toy, they are also provided with accommodating customer service to ensure customers and their pets are receiving 3 the very best from their toy. Ultimately, KONG believes the brand exists to help create loving memories between a pet and its human. If KONG can continue to help create loving memories, the pet community can grow happier and healthier. To showcase the support for the pet community, KONG has created a platform for dog owners to share stories, tips, and tricks they have been utilizing with their KONG toys and other KONG products. On this platform, individuals who share KONGS beliefs can come together and celebrate their passion for their pets and how KONG has contributed to their journey. There are minimal factors that apply to the target audience that can purchase the KONG chew toy. The general standard consumer we expect to purchase our chew toy is pet owners, primarily with dogs. There is no limitation of age requirement for consumers to buy the KONG toy, but many of them are more likely to be adults. It is important to note that individuals of all age groups can care for a pet, so the target audience for our chew toy can apply to any age group. These factors also apply to the gender and location of our target audience, as there are no gender or location restrictions that should stop consumers from purchasing a KONG chew toy. Both male and female pet owners and customers in rural and urban areas are encouraged to buy the KONG chew toy. The KONG chew toy can attract dog owners from diverse professional backgrounds and distinctive hobbies and interests. Whether pet owners are students, labor force, office workers, stay-at-home parents, or retirees, the KONG chew toy is available for all owners from different backgrounds. Individuals with a shared interest in the well-being of their pets can benefit from our chew toy. Customers must enjoy engaging in activities with their pets, such as walking, playing, or training. We want dog owners to be interested in dog health, behavior, and training development. The KONG chew toy is a durable and interactive toy that carries a variety of helpful features to meet your pet's essential chewing habits and mental stimulation. KONG sees their chew 4 toy as a representation that tightens the bond between a pet and its owner, as a symbol of compassion and trust within the bond. Audiences who share the interest of caring for their pet's well-being will undoubtedly be making a wise investment when purchasing a KONG chew toy.
