WOOFER Submitted By: Ritika Jharia,188 Priya Menon,224
Introduction <ul><li>Product selected : - Woofer </li></ul><ul><li>Category : - Pet Food </li></ul><ul><li>Idea :  - To pr...
<ul><li>Since the product is being launched in an already flourished dog food market, the company should essentially follo...
Competitors <ul><li>There are many local companies manufacturing Dog food  out of which Pedigree owns the largest Market s...
Online Strategies to promote the brand <ul><li>On the website  </li></ul><ul><li>1) We could have a portal where we could ...
Online Strategies to promote the brand <ul><li>We could start a company Blog  that would have owners starting their own su...
Online Strategies to promote the brand <ul><li>The user can fill up information about special moments shared with their pe...
Online Strategies to promote the brand <ul><li>Free  Online  Video chat with a Veterinary Doctor could be introduced . It ...
Online Strategies to promote the brand <ul><li>A online Birthday  Party Shop can be publicized where Birthday food product...
Online Strategies to promote the brand <ul><li>A special forum  can be created online where users can advertise about the ...
Online Strategies to promote the brand <ul><li>Audio  Pop up stickers can be placed strategically  on social  networking w...
Online Strategies to promote the brand <ul><li>The Cup application will keep filling . The Highest user  of Woofer will be...
Online Strategies to promote the brand <ul><li>An online world based on the concept of Avtaars or second life could be cre...
On Ground Activation <ul><li>Public Relations and Publicity :  Public Relations can be used fullest in this case as Woofer...
<ul><li>Sales Promotion :  As  is already a well established brand, the sales promotion can be done by a well structured s...
<ul><li>Event Marketing :  On ground activations will add to the brand engagement factor and create a high visibility for ...
<ul><li>Dog Walk (Every Sunday adventurous dog walk-like beach walk. forest walk etc </li></ul><ul><li>Cutest Pug Contest ...
<ul><li>Direct Marketing:  The target audience can be reached by Direct Marketing which includes  </li></ul><ul><li>Worksh...
<ul><li>Advertising:   Finally, we obviously need to invest on advertising if we intend to make the brand visible to a mas...
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New Media Assignment.Brand:Woofer

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New Media Assignment.Brand:Woofer

  1. 1. WOOFER Submitted By: Ritika Jharia,188 Priya Menon,224
  2. 2. Introduction <ul><li>Product selected : - Woofer </li></ul><ul><li>Category : - Pet Food </li></ul><ul><li>Idea : - To promote Woofer to a larger mass </li></ul>
  3. 3. <ul><li>Since the product is being launched in an already flourished dog food market, the company should essentially follow a very vivid Marketing Communication strategy and a complete 360 degree approach, both online and offline. </li></ul>
  4. 4. Competitors <ul><li>There are many local companies manufacturing Dog food out of which Pedigree owns the largest Market share in the Pet food category in the world and second is Brits a UK based Company </li></ul>
  5. 5. Online Strategies to promote the brand <ul><li>On the website </li></ul><ul><li>1) We could have a portal where we could have Dog owners upload pictures and Videos of the dog </li></ul><ul><li>2) We could have an online Photography audition where the healthiest looking dog would be featured in a music video </li></ul>
  6. 6. Online Strategies to promote the brand <ul><li>We could start a company Blog that would have owners starting their own sub pages called ‘ Me and my ----------’. This page would contain form with the details about the pet and the owner. This would help the company to dwell deeper in the customer relationship management ( CRM ).It could be publicized that the most active owner would get free ‘Woofer meal merchandise’ </li></ul>
  7. 7. Online Strategies to promote the brand <ul><li>The user can fill up information about special moments shared with their pet and stories. This would create exchange of stories and moments . Thereby creating an emotional connect with the brand </li></ul>
  8. 8. Online Strategies to promote the brand <ul><li>Free Online Video chat with a Veterinary Doctor could be introduced . It should be made compulsory for vistors to register in the official Woofer website so that all the info about the user and his dog could be stored as CRM data Base </li></ul>
  9. 9. Online Strategies to promote the brand <ul><li>A online Birthday Party Shop can be publicized where Birthday food products keeping in mind nutritious factor for Dogs is specially prepared </li></ul><ul><li>Teaser campaigns can be run on social websites where users can click. This would build anticipation and curiosity </li></ul>
  10. 10. Online Strategies to promote the brand <ul><li>A special forum can be created online where users can advertise about the pups or a new brood delivered by their pet for giving away </li></ul><ul><li>This would create a lot of interaction among pet owners and lead a lot of traffic to the website </li></ul><ul><li>Celebrity pet Communities can be created which could lead to a lot of discussion </li></ul>
  11. 11. Online Strategies to promote the brand <ul><li>Audio Pop up stickers can be placed strategically on social networking websites with the woof –woof sound </li></ul><ul><li>As a part of face book application : A woofer online cup can be introduced in which the contents of the cup will increase by fraction . The user has to just update the bill details online on the official website and in collaboration with Facebook </li></ul>
  12. 12. Online Strategies to promote the brand <ul><li>The Cup application will keep filling . The Highest user of Woofer will be updated on Facebook . The person will be sent free Woofer merchandise </li></ul>
  13. 13. Online Strategies to promote the brand <ul><li>An online world based on the concept of Avtaars or second life could be created . These forums could be built with active partnership with Facebook , Orkut , Ibibo, Bigadda etc Personal Avtaars of the owner and the dog can be created online </li></ul>
  14. 14. On Ground Activation <ul><li>Public Relations and Publicity : Public Relations can be used fullest in this case as Woofer is a dog food & it is for Pet nutrition. As it is a nutritionally complete food for pets, it should get full media visibility to the brand. For good publicity veterinary doctors should be kept up to date about the product .They can put up the posters in their clinics and also recommend it. Media relations and contact should be kept very up-to-date, so that each of its events, promotions etc get proper media coverage. </li></ul>
  15. 15. <ul><li>Sales Promotion : As is already a well established brand, the sales promotion can be done by a well structured sales promotional strategy-   dog clothes and puppy apparel . From   dog toys ,  designer dog collars , dog  harnesses and dog leashes  .It can also be promoted by strategies like buy 1 get 1, discount coupons, free puppy care pack with woofer etc </li></ul>
  16. 16. <ul><li>Event Marketing : On ground activations will add to the brand engagement factor and create a high visibility for the brand. The sound PR will also come to aid in this regard. Some events that can be done are: </li></ul><ul><li>Dog Fashion Show </li></ul><ul><li>Doggy happy hour (Serving up complimentary doggie snacks two days in a week in a particular hotel at particular time) </li></ul>
  17. 17. <ul><li>Dog Walk (Every Sunday adventurous dog walk-like beach walk. forest walk etc </li></ul><ul><li>Cutest Pug Contest </li></ul><ul><li>Sunday Sudz (With the economy the way it is, Doggie Day has created a summer-long event to help non-profits, who are having difficulties raising money in order to provide services to their communities. The event titled &quot;Sunday Sudz&quot; is a self-bathing program for pet-owners to bring their dirty pets to the Spa and baths. Participants are encouraged to make a donation to the non-profit for that day.) </li></ul>
  18. 18. <ul><li>Direct Marketing: The target audience can be reached by Direct Marketing which includes </li></ul><ul><li>Workshops & direct mailers. The workshops includes training classes on Puppy Obedience, Vaccinations appropriate for age of puppy, puppy socialization and lecture etc. </li></ul><ul><li>Direct Mailers can be sent in the form of Party Invites for the Dog and the Owner for gatherings at parks </li></ul>
  19. 19. <ul><li>Advertising: Finally, we obviously need to invest on advertising if we intend to make the brand visible to a mass audience. Advertising mainly on TVC’s and less in mainlines. Ad’s should more of emotional level and less rational. </li></ul>

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