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Transcript of WHISKAS
Porter’s five forces
Table of contents
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.
SO WHAT HAPPENED ?
Customer value, satisfaction, trust
So how are we going to do that ?
Mainly we were concerned to know about consumer’s choice in terms of
Addition of flavors
Placement of the product
Addition of flavors
• 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?
Mechanical observational research
• Service efficiency
• Names of employees
• Cleanliness of store
• Product categories available
• Communication of salesmen
• Behavior of salesmen
Number 1 cat food brand in UK
Opportunity to become a brand symbol
Produce new kinds of food
Attract loyal buyers
Poor store presence
Improved Economic condition
Health conscious brand
Mergers with other brand
Pressure of channel industry
High rise in prices of raw material
relationship with Pakistan’s government.
Porter’s five forces
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
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.
Strength and weaknesses
Our target market consists of Cat owners of Twin cities.
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.
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.
VAT (value added tax)
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.
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.
Provide high quality technology market research.
Foil trays supported the development of single serve.
Authorized health claims
Use billboards, posters etc. by the restriction of saturated fat and cholesterol in our product
Design recyclable packaging ,
Reduction in the packages weights by approximately 5 to 10%.
4 p’s of marketing
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
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.
Have growth potential
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
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