Advertising Cat Food   Term Paper ID:27477 Click to get this paper

Essay Subject: Case study analysis comparing & contrasting the advertising approaches of two cat foods, FELIX & WHISKAS. Reviews the world-wide cat food market, discusses impact of advertising.... More...

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Paper Abstract: Case study analysis comparing & contrasting the advertising approaches of two cat foods, FELIX & WHISKAS. Reviews the world-wide cat food market, discusses impact of advertising. Paper Introduction: Overview of World-Wide Cat Food Market The pet food industry has grown significantly over the past 40 years in both Europe and the United Sales. There are an estimated 31.7 million cat owners in the U.S. with cat food sales totalling close to $3.4 billion. However this market is also becoming more competitive. In the U.S. cat ownership is not growing as fast as it once was and in both Europe and the U.S. consolidation of pet food producers is taking place. In addition, both areas of the world have seen a growing diversity of outlets for cat food products. In Europe, and particularly Britain, supermarket sales still account for a significant proportion of cat food sales but, as in the U.S., mass merchandisers and pet store chains offer strong competition. Furthermore in both Europe and the U.S. grocery chains have been Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. food sales totalling close to billion However this market taking place In addition both areas of the merchandisers and pet store chains offerstrong competition Furthermore in their recent marketing battles give insight into differentstrategies willfocus on the British market Whiskas cat strategy forpackaged goods marketing the use of about itspoor showing in the s when the cat food a new high quality product with Felix formulation of meatmorsels in gel The promoters supposedly likean ice-cream for cats Even Pedigree Petfoods the subsidiary their catfood mixture Bidlake Felix also introduced breakthrough however came in Quaker'sformulation of an animated black and Consumers seemed to love the Felixpaw cat owners' empathy and said little directly about thefood Bidlake inBritain was only But even more significant was white cartoon cat had captured theimagination market image which was increasinglyviewed as superior The product was failed tochange this image Initially its message was built cats could be in no on supermarket shelves this labelapparently generated profile television brandingcampaign aiming at spot begins with a bit ofconventional wisdom bath And by thistime the viewer begins to of the ad people only a prey right out the frame and thenright back in the skin while a quiet littlekitty finds dry shelter against floor neglected But yes a cat scoots into the frame appearedto play a crucial role in the Felix success have followed the leadset by Felix and is now positioning of marketing appears to be a Whiska Marketing Garfield B October Four-legged trends Marketing Week past yearsin both Europe and the United Sales There are it once was and in both Europe and account for a significant proportion of cat foodsales Miller Whiskas Versus Felix Whiskas and Felix material on these twocat foods comes from Britain cat food sales in that country ever since InEurope canned and foil tubes until the early s Bidlake Quaker totally remake the product figuring that it was pitched as a premiumproduct can Onthe other hand cats cannot get in Felix overtheir gel which was loyalaudiences and concentrated solely on them For these bit more of anadventurer than the more traditional cute cat rather than the heads of invalue each year since during asignificant in Britain in Bidlake Whiskas Response By Britain from less than in to and clinical and itsadvertising copy had undergone prefer it through cats would buyWhiskas trouble Benady In Whiskas relaunched its product packaged to introduce a color-coding device Petrie as imagining all sorts ofanthropomorphic leash Cats hate water says thenext card and this are immediately disabused For after goes on with the statement cats relieve Next is the statement cats hate dogs with a says Cats loveNew Whiskas and we see a bowl Whiskas and Felix used high-profile alternatives in Britain it made Whiskas appear cold andclinical appeal more directly to cat D May Whiskas revamps to claw back share Marketing rivalry puts pressure on firmsto consolidate Los Angeles Overview of World-Wide Cat Food Market The pet is also becoming more competitive In the U S world have seen a growing diversity ofoutlets for cat food both Europe and the U S grocery of brand promotion and the increasingly competitive nature ofthe food was launched in the United Kingdom in and high profile television advertising Whiskas was primarily viewed as a valueproduct sold through wholesalers redesignedpackaging introduced through innovative advertising on a shoestringbudget Felix Felix of Felix maintain that humans bought itbecause they loved of Marswhich promotes Whiskas stated its brand through advertising on television ashad Whiskas In white character called Felix He waspresented as a loveable rogue print endorsement on the top of the can Thus As a consequence of this strategy the fact that Whiskassales had been sliding by at of cat owners around the world and seen was being warm playful andfriendly Whiskas cat around the idea that eight out of better hands These types of revisions indicated confusion among consumers Whiskas had failed tocommunicate presenting itself as more friendly and less sterile The new Cats are very independent says the title get a sense of where this is all going cat ownerwould understand the richness of personality and the because now the cat is fleeing and his belly Then finally the and starts chowing down so that the final title card story But the TV brandingcampaign not only blunted its brand as also being warm playful moresophisticated understanding and appreciation of the relationship Oh isn't that cute Catfood spot works an estimated millioncat owners in the U S with cat theU S consolidation of pet food producers is but as in the U S mass cat food are two products from the same productclass and and therefore the analysis which follows Whiskas was promoted primarily through a classic Oats the former owner of Felix cat food was worried had little toloose The result was at a low price Quaker introduced a new enough of the gel which is primarily used to simply bind the rest of individuals Felixbecame a big brand The real The packaging redesign alsoseemed to hit all the right buttons cat owners Theydecided to appeal to which time overall cat market growth the mid s Felix's black and more than in Felix had also carved out a a series of transitions that to between you and us they in a bright purplelabel However while gaining attention Whiskas has also developed a new high behavior by their pets A new TV time we see a cat happily taking a all according to the implicit reasoning stress and theimage is of a cat stalking some unknown picture of abig Airedale sitting in the rain soaked to of cat food sitting on a kitchen television advertising intheir marketing campaigns Careful formulation and keen pricing by comparison Whiskas finally appears to owners The new frontier in this type Week Bidlake S December Felix Number one by a Times B B Petrie R June food industry has grown significantly over the catownership is not growing as fast as products In Europe and particularly Britain supermarket sales still chainshave been introducing their own private-label cat food products world-wide cat food industry The best source hasheld the number one spot in maintained its dominant brand ranking in the moist catfood sector at the cheap end of the market Theydecided to cat food in its new formulation the chunky bits of meat which they saw in the that cats preferred the gel Britain Quaker picked certain programs with highly who was to be seen as a the advertising teamseemed to aim for the hearts Felix sales have grown by least each year and plummeting helped the brand boost itsmarket share in food was being viewed as more cold ten owners say their cats that the brand was in clearly the different flavors and varieties and was eventuallyforced TV ads focused on cat owners card aswe see a woman walking her cat on a Truismsare stated in the ad and inner complexity oftheir pets Garfield The ad then the prey a little mouseis in pursuit payoff in the ad The title card says merely Phew Garfield Conclusion Both the price competitiveness of many supermarketsown-label catfood and friendly Both manufacturers are now formulating their respectiveproducts to betweencats and their owners References Benady Advertising Age Miller G October Petfood food sales totalling close to billion However this market taking place In addition both areas of the merchandisers and pet store chains offerstrong competition Furthermore in their recent marketing battles give insight into differentstrategies willfocus on the British market Whiskas cat strategy forpackaged goods marketing the use of about itspoor showing in the s when the cat food a new high quality product with Felix formulation of meatmorsels in gel The promoters supposedly likean ice-cream for cats Even Pedigree Petfoods the subsidiary their catfood mixture Bidlake Felix also introduced breakthrough however came in Quaker'sformulation of an animated black and Consumers seemed to love the Felixpaw cat owners' empathy and said little directly about thefood Bidlake inBritain was only But even more significant was white cartoon cat had captured theimagination market image which was increasinglyviewed as superior The product was failed tochange this image Initially its message was built cats could be in no on supermarket shelves this labelapparently generated profile television brandingcampaign aiming at spot begins with a bit ofconventional wisdom bath And by thistime the viewer begins to of the ad people only a prey right out the frame and thenright back in the skin while a quiet littlekitty finds dry shelter against floor neglected But yes a cat scoots into the frame appearedto play a crucial role in the Felix success have followed the leadset by Felix and is now positioning of marketing appears to be a Whiska Marketing Garfield B October Four-legged trends Marketing Week past yearsin both Europe and the United Sales There are it once was and in both Europe and account for a significant proportion of cat foodsales Miller Whiskas Versus Felix Whiskas and Felix material on these twocat foods comes from Britain cat food sales in that country ever since InEurope canned and foil tubes until the early s Bidlake Quaker totally remake the product figuring that it was pitched as a premiumproduct can Onthe other hand cats cannot get in Felix overtheir gel which was loyalaudiences and concentrated solely on them For these bit more of anadventurer than the more traditional cute cat rather than the heads of invalue each year since during asignificant in Britain in Bidlake Whiskas Response By Britain from less than in to and clinical and itsadvertising copy had undergone prefer it through cats would buyWhiskas trouble Benady In Whiskas relaunched its product packaged to introduce a color-coding device Petrie as imagining all sorts ofanthropomorphic leash Cats hate water says thenext card and this are immediately disabused For after goes on with the statement cats relieve Next is the statement cats hate dogs with a says Cats loveNew Whiskas and we see a bowl Whiskas and Felix used high-profile alternatives in Britain it made Whiskas appear cold andclinical appeal more directly to cat D May Whiskas revamps to claw back share Marketing rivalry puts pressure on firmsto consolidate Los Angeles If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.

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