The paper "Brand Marketing Plan for Nestle Purina" is a good example of a case study on marketing. Nestle Purina is a global leader in the manufacture of pet foods. The company offers a range of cat foods such as wet cat food, dry cat food, cat litter, and cat treats. Its key product brands include Cat Chow, Purinary Veterinary diets, Purina One, Fancy Feast, Secondnature, Whisker Lickin and Pro Plan (Nestle Purina 2013; Nestle 2012). This paper proposes a marketing plan for the Pro Plan brand of pet food.
Nestle Purina is one of Australia leading pet food manufacturers. Pro Plan cat food is manufactured and marketed under the logo of Purina. Purina has a long history with pet owners since 1914. The product is manufactured by Nestle Purina PetCare, which was a result of a merger between Friskies PetCare and Ralston Purina, which was later acquired by Swiss-based Nestle in 2001. Pro Plan is formulated with fish and meat as the major ingredients. Other ingredients include corn gluten meal, soy protein isolate, chicken by-product meal, animal fat and salt (Nestle 2012).
The pet food’ s prime nutrients include proteins, vitamin E, omega 3 and fatty acids and essential minerals. Pro Plan is one of the products that were recalled in 2007 because of contamination with melamine, leading to low sales and reduced customer base. This plan outlines how the company intends to expand the distribution of Pro-Plan, enter new frontiers and increase customer base (GlobalData 2013). Two opportunities are identified for the product, namely product differentiation and strategic pricing. Current marketing issues Australia’ s pet food industry caters for the increasing number of consumers that have recently adjusted to online shopping, a sector that has increased significantly over the last five years through 2012 (IBISWorld 2012).
The below PEST analysis lists the factors that affect cat food manufacturing and sales. Political: Government agencies, interest and pressure groups that influence and restrict customer that advocate for animal rights. This means the quality of cat food should meet the industry standards, such as being safe, palatable and nutritious. Environment: The government and environmental lobbyists are pressuring pet food industries to become green. Recycling is also an issue of global importance.
Increased environmental awareness among consumers offers pet food manufacturers an opportunity to sell themselves as green, therefore garnering customer loyalty. Societal: Communities in New South Wales and Victoria embrace ethnic heritage and multicultural integration. In the regions, retail stores and grocery stores have tailored their messages to appeal to multicultural communities. This provides advertisement opportunities. Technological: The communities in the suburban of New South Wales and Victoria represent a fast-growing population that is technological savvy, and embrace mobile phones, PCs, tablets, online video, and other technological advances. This provides more platforms that can be used to advertise cat food.