More Related Content
Viewers also liked (20)
Similar to Purina Pet Advertisement Campaign (20)
Recently uploaded (20)
Purina Pet Advertisement Campaign
- 1. Ad Campaign Purina Pet Gear Train Me Brittany Keebler and Olivia Cavataio
- 2. Description of the Slogan/Theme/ Product ? Slogan - Live. Love. Play ? Theme - Uses bright colors similar to those for kids ? Product - Training Oriented ? Puppy Pads ? Chew Deterrent ? Scoop Bags ? House Training Aid ? Potty Training Kit
- 3. Description of the Client ? Purina is under the Nestle Corporation ? Sponsor of the Incredible Dogs Competition ? Owns Purina Farms ? Located in St. Louis ? Recently introduced Pet Gear, formerly focused more on pet food
- 4. Objectives of the Campaign ? Increased Product Awareness - through advertising ? Spread to Specialty Pet Stores - locally and chains like PetSmart and PetCo ? Increase Product Sales - to 1 million by the year end
- 5. Identi?cation of Target Markets Primary Geographics Psychographics Demographics Age: 25-32 Sunset Hills willing to treat pet as a kid Income Level: $45,000 to willing to spend larger Webster Groves $60,000 amounts on pet care wanting children in the Marital Status: Married Chester?eld future or wanting to start Couple with a pet as their ¡°child¡±
- 6. Identi?cation of Target Markets Secondary Geographics Psychographics Demographics Age: 65-75 Sunset Hills interested in staying active Income Level: Retirement Webster Groves family oriented Funds someone who had pets Marital Status: Single/ Chester?eld growing up/ while their Widowed children grew up
- 8. Internet Media and Print Advertisement
- 9. Specialty Advertisement and iPhone App
- 10. Budget Advertisement Description Unit Cost # of Units Total Cost 107.7 Class AA, 1min. 4 days a week $1,000 32 $32,000 98.1 Class AA, 1min. 4 days a week $1,000 32 $32,000 106.5 Class AA, 1min. 4 days a week $1,000 32 $32,000 Radio Advertisement Production Cost $100 1 $100 Dog Fancy 1 Pg. Ad Per Issue $26,460 12 $317,520 Modern Dog 1 Pg. Ad Per Issue $26,460 4 $105,840 Bark 1 pg. Ad Per Issue $26,460 6 $158,760 PetCo Aggressive Campaign $1,400 1 $1,400 PetSmart Aggressive Campaign $1,400 1 $1,400 Magazine Sites Aggressive Campaign $1,400 1 $1,400 Direct Mail Evite to ¡°Dog Days¡± Event $13,000 1 $13,000 Direct Mail Obtaining 4 sets of 1,000 addresses $490 4 $1,960 Direct Mail Mailing Costs $0.44 4,000 $1,760 Specialty Media Custom Dog Clickers $1.60 8,000 $12,800 Dog Days Event Activities at Purina Farms $10,000 3 $30,000 TOTAL $741,940
- 11. Schedule of Advertising Planned Advertising Jan Feb Mar Apr May Jun Magazine Ad * * * * Dog Days Event * Radio Broadcasting * * * on Local Stations Internet Advertising * * * *
- 12. Schedule of Sales Promotions Sales Promotion Jan Feb Mar Apr May Jun Slotting Allowance * * * Weekly * * Advertisement Customer Loyalty * * * * * * Programs Rebate Program * * * * * * (DryStep Challenge)
- 13. Bene?ts to the Client ? Expansion to more Pet Stores/Retailers ? Increased Product Awareness ? Increase Revenue ? Customer Relationships