3. - owned by parent company, Nestle Purina PetCare Company
- brand tagline: “feed the senses”
- offers 74 different flavors of cat wet food, dry food, and treats
- owns 62% of total cat food market share
- favored over other brands for it’s large variety
NATURAL SENSATIONS
- inspired by the sun, earth, & sea.
- added vitamins & minerals
- real meats used (salmon, tuna & chicken)
- ingredient “accents”
- no artificial preservatives
4. Background
- 2007 nation-wide pet food recalls
- public knowledge, new buying behaviors forced upon market
- 27% increase in natural/organic pet food sales directly after recall
- building need for buying natural & organic in the past 4 years
- keeps rising as the human organic food movement in consumers
changes shopping behavior
- pet natural/organic food sales growing 12-15% each year
- national brands begin to offer more healthy, natural foods to appeal to
consumer
- 72% of pet owners say pet food & products are too expensive
5. OPPORTUNITY
- Consumers are wanting more natural cat products across the board
- Friskies is already a brand consumers are aware of
- The brand is easy to access and obtain
- Friskies Natural Sensations offers the benefits of natural pet food without the
super premium price tag.
6. CHALLENGE
In a market now full of natural options for consumers to choose from, how will we
get Friskies to stand out on the shelf?
- Get target audience to believe in Friskies Natural Sensations
insights
+ the target
7. 1 Variety is fun & personal
While other cat treat brands offer multiple varieties of treats and flavors, Friskies is set apart
from the rest by taking their varieties to a different level:
-treats come in shapes found in nature
-flavor names are fun and playful
Shopping becomes more individualized and personal.
It’s just like shopping for a member of the family. The experience is thoughtful and special.
However, the charm of these flavor names, although present in other lines,
seems to be absent in the name “Friskies Natural Sensations.”
8. 2 it pays to be playful
Over half of the pet population, including cats, are overweight and unhealthy.
When it comes to animal health, one of the most beneficial things one can do for their pet is
to play with it. The more owners get involved in playtime, the more that both parties can en-
joy its health benefits.
- not only contributing to that cats overal health but encouraging the “want” to play and
contributing to a healthy future.
Creating playtime & contributing to playfulness in cats, when mixed with a good
diet, are important elements in the relationship between owner & pet. This is
something the whole Friskies brand understands and embraces.
9. 3 ANIMAL INDULGENCE
Buying organic is the best way to give your cat top-notch quality products
Although roughly 75% of consumers are looking for lower-priced pet products, usually on
sale, 76% of pet owners say they are willing to spend the money to indulge their animal in
treats.
Treats tend to be on the more accessible end of general pet food pricing.
Owners like to indulge in healthy treats, but are always looking to save money.
Friskies Natural Sensations is a product that encompasses both of these ideas.
10. cARing BUT CAREFUL
target Age: 40
HHI: $45k-$50k/yr (dual income)
Caucasian
Married
Employed
Owns her home in the Suburbs
Has at least one kid under age 18
Owns at least one cat
College graduate
Owns a smart phone
uses shopping camera is her
apps favorite function
Top 5 Online Activities
primary use:
emails & calls scheduling
1) Checking/sending email most persuasive
navigation 2) Paying bills/online banking form of media
& tasking 3) Reading news
4) Checking weather
more likey to use
phone when shopping 5) Researching products
11. cARing BUT CAREFUL
target
HOW SHE SHOPS
- Shopping less than she did a few years ago
- Primary purchase decision maker in her family
- More likely to chose value over nutrition when it comes to
groceries.
- Somewhat frugal mindset, searching for deals & coupons to
better budget.
- shops online, especially for family
FEELINGS & BEHAVIORS TOWARDS CAT
Saving $$$ is very important. - likes cat more than her husband
- cat “understands” her
- more likely then her husband to buy cat treats/toys
More likely to buy based on
- more focused on weight, so healthy & lo cal treats are
PERSONAL RECOMMENDATIONS appealing to her
- loves to take pictures of her cat
- skips out on vacation in fear of leaving animal alone.
Considers cat to be - although she likes to spoil the cat, while still budgeting her
part of the family overall spending on pet products
- buying treats = her form of spoiling
12. insights target
what Friskies Natural Sensations offers what target audience wants/does
- variety is fun & playful, and shopping based on - Primary purchaser in the household, likes more
flavors adds special & personal experience to personalized shopping, even with shopping apps
shopping. on her mobile phone.
- taking part in play and playfullness with your - feels the cat “understands” her, and more likely
pet is beneficial for pets health, as well as the to buy cat treat/toys. Loves taking pictures of cat,
bond between owner & animal. and interacts with cat enough to say it’s part of
the family.
- Owners are looking to buy organic, but high - More likely to chose value over nutrition, frugal
prices steer then away. Looking similar health minset, shopping within budget. Will research
benefits that works within budget. products online to find best deals. Wants to to
spoil her cat, but still needs to aware of spending
habits.
13. WHAT IS WORKING?
Friskies Natural Sensations is already in a great position to do very well in the current
and future cat food industry because it offers what it’s target audience is currently
looking for:
- Natural Sensations offers natural ingredients that are priced
within budget
- The treats are appealing to our target audiences mind-set of choosing
value, but now nutrition does not have to be sacrificed
- Supports guiltless shopping: The ability give your cat something extra
treats that is both healthful for your pet and your wallet.
14. BRAND POSITIONING
By offering a cat treat that provides not only natural ingredients, but a promise to be
more fitting in today’s economy’s wallet, we want to encourage cat owners to not be
afraid of getting their pet a little something extra. It allows a chance for more spe-
cial moments, whether it’s at the grocery store picking out your cat’s favorite flavor,
watching it run up as bag comes out in the kitchen, or the fun and games that happen
after meal time, all time spent with on cat should be a treat.
With Friskies Natural Sensations, you can feel good knowing your pet is being
treated to something extra that will inspire health and support more moments of
play and joy with your animal in the future .
15. BRAND POSITIONING
Bring fun to treat time by encouraging healthy indulgence.
16. RECOMMENDATIONS
There are many elements of other Friskies treat lines that are absent in the Natural
Sensations line. Based on what consumers already like about the brand:
- Integrate fun flavor names to make line more playful.
- Add more varieties. Consider more organic, gluten-free options.
- Friskies “Today We Play” mobile games integration
- Appeal in ads
18. Background
The rise in organic and natural pet products is now a large share in both the market place and the buying behaviors of pet
owners. However, these options are considered by many consumers to be too expensive. Pet owners are looking for a balance
between healthy alternatives for their cat, without the high price tag.
Objective
Create a campaign that shows how Friskies Natural Sensations offers the type of alternative pet owners are looking for in the
market place.
Target Audience
Working suburban women that are married with a least one child and own at least one cat. Although they are aware of the
new movement in pet food, they as less affluent and are forced to budget their time and spending habits. The value the re-
lationship they have with their family, and believe in treating their cat with the best they can offer. They are the primary pur-
chasers of their household and frequent users of social media, television, and their smart phone.
What do we want them to think?
Friskies is not only a brand that offers the best variations of foods for your cat, but they also provide natural, fun treats that
inspire playtime by offering something healthily that supports more of these moments in the future.
Insight
Target pet owners think treating their cat is the best way to show their affection towards it, and they are willing to buy products
that help them out with this, while still keeping them in budget.
Brand Statement
Friskies Natural Sensations bring fun to treat time by encouraging healthy indulgence.
Unique Selling Point
The playfully healthy treat.
Reason to Believe
Friskies currently hold 62% of total cat food sales in the US market, so it’s a brand that can be trusted in all of your cats food
needs.
Deliverables
- television campaign, geared towards target audience - web campaign, social media
- Smart phone app, coupons, & shopping assistants - kiosks at local grocery stores/pet stores where target
buys pet products
19. WHAT’S NEXT?
Place Friskies Natural Sensations at the forefront of the brand’s marketing and
advertising efforts
This is the perfect time in the market to show what this line has to offer.
20. SOURCES
BACKGROUND
Mintel Data
Organic Food and Drink Retailing - US - November 2009
http://www.marketingcharts.com/direct/pet-safety-concerns-to-raise-natural-pet-product-sales-to-13-bil-
lion-1843/
http://organic.about.com/b/2011/05/12/natural-organic-pet-food-becoming-more-popular-following-store-
brand-recalls.htm
http://organic.about.com/b/2011/04/30/u-s-organic-industry-valued-at-29-billion-in-2010.htm
http://newhope360.com/pets/natural-organic-pet-food-gaining-share-recall-ridden-store-brands
GENERAL
Mintel Data
America’s Pet Owners - US - September 2011
Marketing to Moms - US - February 2011
http://www.petfoodindustry.com/Columns/Market_Report/US_pet_owner_buying_trends.html
http://www.friskies.com/Cat-Food
http://www.facebook.com/Friskies
http://www.scientificamerican.com/article.cfm?id=the-serious-need-for-play
http://blog.oup.com/2010/02/play/
http://www.petmd.com/cat/slideshows/wellness/top-ten-keeping-your-cat-in-shape
http://www.marketingcharts.com/direct/3-in-5-americans-own-pets-17938/
http://news.discovery.com/animals/cats-humans-pets-relationships-110224.html
http://pewresearch.org/pubs/?ChartID=62
http://pewresearch.org/pubs/?ChartID=63
http://www.forbes.com/2009/10/14/crazy-cat-lady-pets-stereotype-forbes-woman-time-felines.html
21. SOURCES CONTINUED
TARGET
Mintel Data
Marketing to Moms - US - February 2011
https://www.quantcast.com/friskies.com
http://www.srgnet.com/us/?p=240
http://well.blogs.nytimes.com/2010/01/26/marriage-and-women-over-40/
http://pewresearch.org/pubs/?ChartID=64
http://www.marketingcharts.com/direct/moms-love-smartphones-16795/
http://www.marketingcharts.com/interactive/top-10-online-activities-for-moms-8999/marketing-to-moms-top-
10-activities-moms-online-july-2008jpg/
http://bx.businessweek.com/marketing-to-moms/view?url=http%3A%2F%2Fwp.me%2FpSIet-DQ
http://www.nielsen.com/us/en/insights/press-room/2009/power_moms_may.html
http://www.marketingcharts.com/television/personal-recommendations-most-influence-women-18137/
http://www.marketingcharts.com/television/personal-recommendations-most-influence-women-18137/
