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WHISKAS

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by

Mohammad Hisaan

on 22 April 2014

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Transcript of WHISKAS

Introduction
Research methodology
Swot analysis
Porter’s five forces
3 C’s
4 P’s
Conclusion

Table of contents

PRODUCT RANGE
Present use of Whiskas in Pakistan
To launch WHISKAS officially in Pakistan

To study the consumer behavior of Whiskas users, that either they are satisfied with the existing product or they require some extra changes in it. 

To study the consumer behavior of other product users and make changes according to their will and requirement in order to gain their attention.

To study the marketing strategies and analysis of 4 P’s, Pestle, Swot, 3 C’s and Porter’s five forces of model to know about our market share in Pakistan.

To use different and interesting advertisement appeals to motivate consumers toward buying our product.

OBJECTIVES
WHISKAS
INTRODUCTION
COMPANY’S INTRODUCTION
IN 1988
SO WHAT HAPPENED ?
WHISKAS DRY
WHISKAS WET
Customer value, satisfaction, trust
and retention
So how are we going to do that ?

Research methodology

Questionnaires
Focus group
interviews

Mainly we were concerned to know about consumer’s choice in terms of
Quality
Packaging
Addition of flavors
Incentives
Placement of the product

Quality
Packaging
Addition of flavors
Incentives
Placement
Promotion
Suggested taglines
• WHISKAS! A real for your cat.
• WHISKAS! Your cat’s favorite bite.
• WHISKAS! The taste your cat dreams of.
• WHISKAS! The best you can do for your cat.
• WHISKAS! What’s best for your cat?

Tagline
Mechanical observational research
Test marketing
Mystery shoppers
• Service efficiency
• Names of employees
• Cleanliness of store
• Product categories available
• Communication of salesmen
• Behavior of salesmen

Swot analysis
Strengths
Number 1 cat food brand in UK
Competitors
Opportunity to become a brand symbol
Produce new kinds of food
Advertisement
Sponsor events
Weaknesses
Creating awareness
Attract loyal buyers
Poor store presence
Recognition
People’s perception

Opportunities
Improved Economic condition
Healthy food
Health conscious brand
accessories
Mergers with other brand

Threats
Competition
Pressure of channel industry
High rise in prices of raw material
relationship with Pakistan’s government.
Government policies

Porter’s five forces
Competitive rivalry
high pressure by reducing their prices.
Higher promotions by other companies
High competition among well reputed cat food brands.

Threat of new entrants
Huge capital barrier while entering the pet food market
Difficult to attract customers having high loyalty for their current pet food brand.
Online businesses supplying pet food as suppliers or retailers.

Threat of substitutes
Direct competitors
People switching to cheaper products
Use of fresh meat for their cats

Bargaining power of buyers
Economic conditions may change the purchasing pattern.
Customers might shift to a cheaper alternatives.
Brand loyal customers might not shift to new product
Consumer’s thinking pattern might change resulting in switching to another brand.

Bargaining power of suppliers
already existing online pet suppliers
pet food division has risen in the organic pet food area,
it has increased the bargaining power of suppliers.

COMPANY’S ANALYSIS
Goals
FOCUS
Strength and weaknesses
CUSTOMER’S ANALYSIS
Target Market
Our target market consists of Cat owners of Twin cities.

Segments
Potential Growth
UNIQUE SELLING PROPOSITION
Preservative free cat biscuits, protein-rich for lean muscles, contains antioxidants for a healthy immune system, and has natural sources of glucosamine for healthy joints.

CUSTOMER BASED PRODUCTS
Providing different variety of cat food
for different stages of cats

Providing the best Taste for your Cat with balanced nutrients plus 7 benefits for a healthy and happy cat. We will be providing the complete blend of Taurine, protein, Vitamin E and calcium for a health conscious owner.

Decision power
Our product will also be placed in Malls, medical stores and separate outlets will be opened for easy access.

Our product will be purchased by people who want the best treat and high-quality nutrients for their cats.

COMPETITOR’S ANALYSIS
DIRECT COMPETITORS
Indirect competitor
SUBSTITUTES
Pestle analysis
Political
Economic
Social
Technological
Legal
Environmental

Political factors
Legislation
VAT (value added tax)

Economic factors
The increased in prices of cat food with good quality do not have a positive impact on the marketers.
A decline in the economy will cause low cost supermarket pet food.

Social factors
The company has decided to make the products using different flavors in cat food including vegetables, fish, meat, combination of meat and vegetables etc.
Later, nutrition and absence of preservatives.


Technological factors
Provide high quality technology market research.
Foil trays supported the development of single serve.

Legal factors
Authorized health claims
Use billboards, posters etc. by the restriction of saturated fat and cholesterol in our product


Environmental factor
Design recyclable packaging ,
Reduction in the packages weights by approximately 5 to 10%.

4 p’s of marketing
Marketing mix
Product
The product refers to the item being produced.
The product must be of the best quality.

A product needs to be communicated

A product needs a name

A product should be adaptable


Whiskas categories
Whiskas dry

Whiskas wet

Whiskas kittens

Whiskas kittens
Whiskas dry
Whiskas wet
Pricing
The pricing you set for your product
represents its market value. Pricing depends on few factors, the supply and demand
of the product in the market, how much cost is incurred while producing the product and the ability of consumers to pay.

Whiskas price
Identifiable

Accessible

Actionable

Profitable

Have growth potential

General stores

Medical stores

Grocery stores

Why in general stores?
Why in a grocery store?
Why in a medical store?
Promotion is done basically to generate sales, raising customer awareness about the product and to create brand loyalty. If the promotion turned out to be effective then it will result in more demand and differentiation a product becomes easier for customers.
ATL ( above the line )


BTL (below the line)

Above the line
It refers to promotion that occurs at macro of activities level consists like TV ads, radio ads, internet promotion, billboards, viral marketing and ambient advertising. Now discussing them one by one
Radio advertisement
Viral marketing

Social media

billboards

Guerilla marketing

Television advertisements
Below the line

It refers to unconventional advertisements done at micro level. Below the line advertising includes
brochure, pamphlet, stickers, point of sale advertisements; free sampling and incentives like buy one get one free offers.

Distribution of pamphlets

Other incentive
Full transcript