PURPOSE <ul><li>Environmentally sustainable packaging </li></ul><ul><li>Market acceptance of package innovation </li></ul>...
Sample - Gender
Sample – Employment Status
Sample - Age
Sample - Location
Result
Result
Result
Result
Result
Other Research <ul><li>Deloitte 2009 6,498 shoppers </li></ul><ul><li>95% aspire to purchase “green” </li></ul><ul><li>Onl...
Sustainability Benefits <ul><li>Swedish pet food manufacturer DOGGY AB </li></ul><ul><li>“ Mjau” cat food brand </li></ul>...
Recommendation to Whiskas <ul><li>First mover advantage </li></ul><ul><li>Potential to reposition as premium brand </li></...
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Whiskas Cat Food Market Research, Analysis & Recommendations

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Whiskas Cat Food Market Research, Analysis & Recommendations

  1. 2. PURPOSE <ul><li>Environmentally sustainable packaging </li></ul><ul><li>Market acceptance of package innovation </li></ul><ul><li>Main criteria for selecting cat food </li></ul><ul><li>Attitudes towards environment </li></ul><ul><li>Price expectations </li></ul>
  2. 3. Sample - Gender
  3. 4. Sample – Employment Status
  4. 5. Sample - Age
  5. 6. Sample - Location
  6. 7. Result
  7. 8. Result
  8. 9. Result
  9. 10. Result
  10. 11. Result
  11. 12. Other Research <ul><li>Deloitte 2009 6,498 shoppers </li></ul><ul><li>95% aspire to purchase “green” </li></ul><ul><li>Only 22% purchase “green” </li></ul><ul><li>Only 11% of pet food purchases “green” </li></ul><ul><li>“ Green” is a tie-breaker where cost and quality parity between brands </li></ul><ul><li>Sustainability characteristics drive product switching </li></ul>
  12. 13. Sustainability Benefits <ul><li>Swedish pet food manufacturer DOGGY AB </li></ul><ul><li>“ Mjau” cat food brand </li></ul><ul><li>Environmentally sustainable packaging </li></ul><ul><li>40% less shelf space at supermarket </li></ul><ul><li>Better graphics on package </li></ul><ul><li>1 truck transports same product volume that previously required 15 trucks </li></ul>
  13. 14. Recommendation to Whiskas <ul><li>First mover advantage </li></ul><ul><li>Potential to reposition as premium brand </li></ul><ul><li>Maintain brand position </li></ul><ul><li>Grow market share from product switching </li></ul>

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