Purina Campaign Plan Essay

2439 words - 10 pages

Mission Statement"We love dogs and cats. That's why we come to work every day. We never tire of watching them. Trying to better understand them. Working to enrich their lives as they enrich ours. For over 75 years we've been finding new ways to help pet's live healthier, happier and longer lives. Along the way we've made more progress in the advancement of pet care and pet nutrition than any other company in the world, from research and product development, to the support of local pet care initiatives and national events. At Purina, your pets are our passion." Purina.comCompany Background* In 2002 Nestle and the worlds largest complete dog food company, Ralston Purina merged together to form the brand Nestle Purina Pet care {NPPC}* Purina became the largest pet food company in the world* Within the UK, Purina are number 2 when it comes to manufacturingCorporate ObjectivesPurina's main objectives are:* To make the company valued and understood in the UK- Build brand awareness within the UK* A value share increase in grocery total coverage of 2% in each of the three product areas1. Bakers Complete2. Felix3. Winalot TreatsThis is to cover the campaign time period of 2005 - 2006SWOT AnalysisOpportunities* Cat food - growth of pouches market {41%}* Pouches seen as more convient fresher and easier to serve* Growth of super premium dry cat food* Life stage products - kitten, senior* Dog food - growth of premium dry food- less smell, less mess and lighter* Growth in dog treat market {5.7%}Threats* Highly complex market - many different formats are available from different flavors to life stages* More cats in the south and dogs in the north, so supermarkets will need to sell accordingly and dominate the one more popular* Manufacturers must adapt their proposition to the demand of retailersStrengths* NPPC are number two manufacturers in the UK market* NPPC are the number one pet food companies worldwide* Brands such as Felix and Winalot are number two in their market and Go Cat and Bonio are number one* The pet care line receives on average 200 calls per week giving support and advice accordingly* www.Purina.comWeaknesses* The Purina brand remains non-understood in the UK market* In store activities do not allow for retailers databaseDistributionThe grocery channel is key to the market realizing 63% of pet food sales. Within supermarket chains they hold different pricing strategies, some focus on everyday low prices for their customers with little price promotions and others high-low pricing, where price promotions run for a short period of time. However within the grocery segment there are many products in competition with one another, and there is limited space on grocery shelves which are not elastic.Another channel is the specialist pet trade. It is easier to promote manufacturers products as they have a direct relationship with the store ownersMarketing ObjectivesMarket Penetration - selling more products to current marketsA 'value' share increase in...

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