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We Care for dogs
Case Study : <ul><li>Market Situation: </li></ul><ul><li>Pedigree as a brand stands at number one position, with  70 per c...
Case Study  contd.. <ul><li>Brand Positioning: </li></ul><ul><li>Daily Food For Dogs. (09) </li></ul><ul><li>Pedigree – Hi...
Key Objectives that can be addressed  <ul><li>Tackle and address rising negative opinions in the market -Pedigree food is ...
Objective defined <ul><li>Pedigree food is not harmful for dogs- a rise in negative opinions in the market needs to be add...
Why?-  A Thought Starter <ul><li>Pedigree is leading of the market share in India with 70%, in order to keep a check on it...
Why?  <ul><li>We need to create awareness that Pedigree dog food is safe for the dogs health and the by products does not ...
The activity concept: <ul><li>Teaser ad: </li></ul><ul><li>Dog trails stickers all over the GTO –optimal use of floor spac...
We Care for dogs THANK YOU
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Pedigree case study -Below The line Advertising -General trade

It is a Case Study which has been made post extensive research in the GT in the pet food category and come up with innovative solution for the modern Trade Below the line advertising.

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Pedigree case study -Below The line Advertising -General trade

  1. 1. We Care for dogs
  2. 2. Case Study : <ul><li>Market Situation: </li></ul><ul><li>Pedigree as a brand stands at number one position, with 70 per cent market share. This $20 million market for pet foods is growing rapidly and is set to evolve into a size of $74 million by 2012. </li></ul><ul><li>Retail stores contribute 60 per cent of the sales, with the rest coming through other distribution channels such as veterinary specialists, breeders and institutions. </li></ul><ul><li>Increasingly, pets are being looked upon as companions and members of the family. This change in attitude continues to bolster the development of India's pet food and pet care products market by10-15% pa </li></ul><ul><li>Public profiles and blogs talk about having a perception of the product as “Pedigree is harmful to the stomach of the dog” – A subtle attempt to address this problem was made in the ’09 TVC. </li></ul>We Care for dogs
  3. 3. Case Study contd.. <ul><li>Brand Positioning: </li></ul><ul><li>Daily Food For Dogs. (09) </li></ul><ul><li>Pedigree – Hi Kafi hai. (08) </li></ul><ul><li>Competition </li></ul><ul><ul><li>Royal Canin </li></ul></ul><ul><ul><li>Purina (Your Pet our passion) </li></ul></ul><ul><ul><li>Propac(Nothing provides better nutrition) </li></ul></ul><ul><ul><li>Eukanuba(Make a good dog great) and </li></ul></ul><ul><ul><li>Whiskas(Cat Food) </li></ul></ul><ul><ul><li>(40 per cent of the market share consists of imported brands) </li></ul></ul>We Care for dogs
  4. 4. Key Objectives that can be addressed <ul><li>Tackle and address rising negative opinions in the market -Pedigree food is harmful for dogs </li></ul><ul><li>Communicate awareness about pedigree-100% Veg food. </li></ul><ul><ul><li>In Chennai 30 per cent out of one lakh pet owners prefer vegetarian food for their animals. Thus creating a new market segment by targeting aspiring vegetarian s, to adopt pets. </li></ul></ul><ul><li>Daily food for dogs is Pedigree </li></ul><ul><ul><li>-Does your dog get the same nutrition with the home food that you give them?? Needs to be addressed. </li></ul></ul><ul><ul><li>-Aggressive reinforcement of the current campaign </li></ul></ul>We Care for dogs <ul><li>*Key Point : </li></ul><ul><li>Area of communication Is the local Kirana store( General trade). </li></ul><ul><li>Localize the communication region specific. </li></ul>
  5. 5. Objective defined <ul><li>Pedigree food is not harmful for dogs- a rise in negative opinions in the market needs to be addressed. </li></ul>We Care for dogs
  6. 6. Why?- A Thought Starter <ul><li>Pedigree is leading of the market share in India with 70%, in order to keep a check on its competitors from eating up this share by taking advantage of the negative opinion of pedigree, a strong aggressive campaign needs to be designed. This would ensure brand image is not affected in the long run. </li></ul>“ by- product, a puppy does not grow , only fills stomach for longer time, it is a cheap food and low on the content compared to competitors , It gave my dog gas and got the others sick really bad ”- pet owner (Source- http://in.answers.yahoo.com/question/index?qid=20090122200857AAGFp8W ) We Care for dogs
  7. 7. Why? <ul><li>We need to create awareness that Pedigree dog food is safe for the dogs health and the by products does not effect the digestive system of the dog </li></ul><ul><li>-as subtly communicated in the 2009 TVC </li></ul><ul><li>There is always been a strong connect of emotions with Indian consumers. We need to reinforce emotional bonding between the dog and the girl through use of images. </li></ul><ul><li>- Hence making a strong brand Association. </li></ul>We Care for dogs
  8. 8. The activity concept: <ul><li>Teaser ad: </li></ul><ul><li>Dog trails stickers all over the GTO –optimal use of floor space, and shelf space. Msg- “Is your dog healthy???” </li></ul><ul><li>Design a CDU in General Trade outlet (GTO) </li></ul><ul><ul><li>- which incorporates a suggestion box + informational leaflets + sample pack of Pedigree. </li></ul></ul><ul><li>The brand should connect with an emotional appeal </li></ul><ul><li>- Series of images showing the strong bonding between the dog and the girl: eg. girl hugging a dog. </li></ul><ul><li>Hang a scroll banner from the ceiling </li></ul><ul><li>- Before and after picture on how the puppy grows into a dog in the most healthy way , positive experience testimonials by consumers. </li></ul><ul><li>Make customised Pedigree bill books for GTO </li></ul><ul><li>- communicating benefits through various messages. </li></ul><ul><li>Customised home delivery bags: bag with the brand logo, and testimonials of positive experiences. </li></ul>We Care for dogs
  9. 9. We Care for dogs THANK YOU

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