Whiskas is owned by mars incorporated. Whiskas was originally called KalKan foods but its name was changed to Whiskas in 1988. This was to try and increasemarket share. And to try and sell the product internationally.
The whiskas brand is sold all over the world. Whiskas was created in 1936 but it was under the KalKan name. the whiskas product is produced in Mclean Virgina by the company pedigree petfood. On the 27thjanuary 1999 whiskas singles aired its first commercial. Mars pedigree pet foods lauchedwhiskas in 1959 across europe. It was A healthy, meat-based cat food, Whiskas was the first brand to offer varieties of pet food. It became the major cat food brand in Europe, as well as in Australia and Japan.
1980’s cats were far more popular then dogs. British whiskas sold 3x amount Mars saw opportunity in americian market Mars changed name and packaging same recLost ½ marjet share during transition so kalkan worked on expanding market in 1980’sgave mars international efficiency in marketing cat food.
In the Whiskas adverts they use a lot of 2 shots even the old adverts. In there adverts they use a range of different camera shots. Other the years the target audience of the advert has predominantly stayed the same. The advertising strategies over the years haven’t really changed much because they mostly use humour and they pray on peoples ,maternal and paternal for there cat. Other the years the shot types they use have become simpler. Colours in ad bright/dominant
Means I cant show any false health claims on product Cant encourage an execissive use of product that can damage health
Must support health claims with evidence Cant imply health is affectednegativly but not eating a food
one cats can not be asked if they want to be fed differently. Number 2 you also cant ask cats if they prefer whiskas pouches to cat food but not only that they can not compare tinned cat food with food ion a packet because they are two totally different things. Thirdly the percentages were over claimed given the low level of response as compared to the total sample. Fourthly the participants in the survey were provided with the pouches free of charge so they cant give an objective view.
Transcript of "Whiskas presentation updated"
Welcome to my Whiskaspresentation D Lemmer and Tom Dennison White
Some history of Whiskas Whiskas is owned by mars incorporated. Whiskas was originally called Kal Kan foods but its name was changed to Whiskas in 1988. This was to try and increase market share. And to try and sell the product internationally.
More history• The Whiskas brand is sold all over the world.• Whiskas was created in 1936• Produced in Mclean Virginia by the company pedigree petfood.• On the 27th January 1999 Whiskas singles aired its first commercial.• Mars pedigree pet foods launched whiskas in 1959 across europe.• It was A healthy, meat-based cat food, Whiskas was the first brand to offer varieties of pet food. It became the major cat food brand in Europe, as well as in Australia and Japan.
• 1980’s cats were far more popular then dogs.• British whiskas sold 3x amount• Mars saw opportunity in americian market• Mars changed name and packaging same rec• Lost ½ marjet share during transition so kal kan worked on expanding market in 1980’s• gave mars international efficiency in marketing cat food.
Advertising Stratergies• Used same stratergies other the years• Used humour to make there adverts appeal and memorable to audience• Maternal/paternal cat love owner would do anything to make there cats life better• Security feel secure when cat is provided for• Gluttony they make the food look nice for a cat to eat so owner buys it• In 1998, Australian rules footballer Garry Hocking changed his name by deed poll to "Whiskas" to promote whiskas celebrity endorsement
Legislation• Regulation (EC) No 1924/2006 on Nutrition and Health Claims made on Foods is complex and mandatory and seeks to protect consumers from misleading or false claims.• Advertisements must not condone or encourage excessive consumption of any food. • Authorised health claims in the Community Register or claims that would have the same meaning for the audience may be used in advertisements
• factual nutrition statements should not imply a nutrition or health claim that cannot be supported. Claims must be presented clearly and without exaggeration• Claims that state or imply health could be affected by not consuming a food are not allowed• Health claims that refer to the recommendation of an individual health professional. Health claims that refer to the recommendation of an association are acceptable only if that association is a health-related charity or a national representative body of medicine, nutrition or dietetics
Swot Analysis• Strengths: Whiskas canned is the number one pet selling brand in the UK. It made 87.5 million last year. Mars master foods dominates the pet food market in the UK as it has a share of 45% of the market. Not many competitors• Weaknesses The 3rd biggest brand is Nestlé’s Felix canned which made 82 million 32% share• Opportunities you could argue that the pedigree canned food takes away some of the market share that Whiskas could potentially have combine the 2 and make whiskas stronger brand and more effeciant products• Threats:?
Target audience• The target audience for my product would be cat owners who want to make there cat healthy and happy• The product will also be aimed at charities like RSPCA and people like vets who would use the product to help cats recover quicker
Summary of initial ideas and feasibility study• www.imcluelessproductions.weebly.com
Dealings with the ASAWhiskas was "eight out of ten owners said their cat prefers it".After a complaint to the Advertising Standards Authority, thishad to be changed to "eight out of ten owners who expressed a preference said their cat prefers it".An advertisement for Whiskas Pouches moist cat food made aseries of claims about cats preference for this cat food: "Doesyour cat want to be fed differently? 90% of the cats we asked did" "In a nationwide test 90% preferred Whiskas Pouches to tins everytime" "90% prefer Whiskas Pouches to tins" Thefollowing text was displayed in the commercial: "1.4 million owners questioned. 173,219 responded.” complaint not upheld by BMP and DDM
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