Creating Markets
Now one was hitting the huge dog food niche.This would be a very hard niche to market to if you planned on just feeding Rover. A lot of different dog food makers would be an understatement for sure.
This company decided to drill down to a gourmet group. Smart if you think about it. You can produce the food just ass cheaply but you are targeting a niche who is willing to pay more than the average Fido lover.
Not only do they market to a niche that is willing to pay more, they go even deeper by offering food that has no wheat or corn products in it .. just rice.
Now there have been no test to prove that Spot likes rice better than corn or wheat. Because of a dog's comparatively short life span, no test have been conducted to prove that rice in the food is important.
The producer has hit emotional points by first going above and beyond in assuring you they want only the best for your dog. They plant a seed in your mind that starts a comparison. You know that wheat and corn has a negative effect on the human body and by comparison it must be the same for your dog.
They have drilled down to a niche that has money and are willing to spend it. Made you feel almost neglectful if you do not feed your dog their food. In reality, Rover will walk past the corn, wheat, and the rice to get to a piece of meat and if that meat is half rotten by human standards .. even better.
The next commercial is playing on the vegetarian concept .. to sell chicken. Ironic huh?
They feed their chicken a total vegetarian diet. Totally unnatural to say the least. Being a country boy .. I know a few things about chickens. They are a nasty critter. When allowed to run free range they will eat bugs and worms before anything else. They will peck their own poop to get a worm out of it.
Still this company knows that a vegetarian diet is considered healthy ... even by the majority who doesn't follow it's rigors. They figure those carnivores that like the idea of eating healthier but just are not going to .. well they will eat their chicken because it is healthier for them. Now keep in mind there has been no scientific data to back any of this up.No proof that a chicken fed a vegetarian diet is any more healthy than free range ... as a matter of fact the opposite is true.
Both these companies are creating markets. Once created they then supply a demand they created themselves. Could we in the IM field or any other market not take a lesson and profit from them?
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