KITTY’S CATCH MOUSE MOUSSE - Proposal & Pre-Campaign Test
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 1LAUNCH PRODUCT: KITTY’S CATCH MOUSE MOUSSE100g can of processed mouse meat for cats to be sold for $1.00 through supermarket chain.USP Wouldn’t you prefer kitty got it at home?PART 1IntroductionThere are estimated to be 804,000 cats in NSW/ACTialone. With a downward trend in the overallAustralian cat population and in the average number of cats per cat owning household, but with thepercentage of households with cats increasing (approximately 25% of Australian households), thereis an opportunity to develop premium specialised cat food choices that appeal to consumers’informed knowledge on the latest developments in scientific and behavioural cat food research. In2005 it is estimated that there was $417m expenditure on overall pet care for cats in NSW/ACT, ofwhich 44% is spent on cat foodii.Approximately 61% of cat food expenditure is on canned food. The market leader in grocery sales isMaster Foods representing 64.7% of the canned cat food market in Australia, followed bysupermarket generic brands with 20.9%iii.Despite the value in this sector there is very little product differentiation, with most processed foodchoices reflecting menu items more enticing to humans than cats. This has been achieved vialabelling regulation that does not accurately reflect pet food ingredients.Corporate Marketing & Advertising ObjectivesMarketing ObjectiveDistribution would be anticipated through one major supermarket chain’s major metropolitan stores;by attaining 2% of the canned cat food purchases at those stores within the first financial year ofoperation we would reach our break-even point. If the advertising objectives are met we shouldreach 5% of overall canned cat food sales.Opportunities for distribution through vet clinics, independent retailers and specialist pet stores mayincrease market share, but without strong consistent demand in the immediate post-launch quarterinterest through those channels may weaken and be hard to regain.Offering a product at the premium end of the market that requires a radical change in attitudes tocat food will mean that KITTY’S CATCH will need to be accepted and succeed at the supermarket first.Advertising ObjectiveGradual social changes have resulted in pets occupying a more integrated role in family lifestyles.There is a bland range of premium and supermarket food products available for cats, but theirflavours reflect meal choices more palatable to the human owners than the choices preferable andaccessible to cats left to their own devices and physical limitations. Despite strong historical andpopular culture links between cats and mice there are no commercially manufactured mouse basedcat foods available.The advertising must demonstrate the natural and normal association between cats and mice, andthat, given the opportunity (free choice) a cat would choose a mouse over a hen or bull as a sourceof food. Pet owners want their cat to be happy and satisfied, but rather than opting for a choice thatthey would find enticing, a more responsible choice in the cat’s best interest would be a choice thecat would naturally, instinctively prefer. This may be demonstrated by:
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 2Humour – despite the cat’s evolutionary link to bears and the big cats, a domestic cat isneither willing nor motivated to go fishing or hunting for cattle.Nutrition (scientific) – it may be demonstrated that mice have lower fat/higher pure proteincontent than conventional pet meat, providing an overall more nutritional content.Physiological (scientific) – the invigorating scent and flavours of processed mice may activatethe cat’s instinct and better sate their primal needs, leaving them feeling far more contentedand satisfied after a meal, giving the cat a more positive overall sense of wellbeing.Rather than selfishly perceiving the purchase of cat food as an extension of their own meal choice,the pet owner needs to be encouraged to make a choice that will make their cat happier, healthier,more engaged, more responsive, less likely to stalk or bite randomly.To reinforce the rationale for this choice, disconcerting information about snakes in suburban areas /in the home, attracted by cats hunting fresh mice, disseminated as helpful, also need to beimplemented to amplify the dangers of not safely acquiring processed mouse meat for your cat.Rationale for the Advertising CampaignHumans hate mice, the thought, proximity, perceptions of pestilence. Just as perceptions ofkangaroo meat have moved on from maggot infested road kill to lean premium red meat available insupermarkets and restaurants; the perceptions and the relative function of a mouse to a cat-owninghousehold needs to be re-communicated. The mouse as being able to satisfy the cat’s overallwellbeing in a safe, controlled, owner influenced manner. When you feed your cat KITTY’S CATCHyou will know that your cat will appreciate you more for putting their needs first.To encourage the switch to this more responsible approach to cat food, increasing awareness of theincreased incidence of snakes appearing in suburban households and linking that back to catscatching fresh mice and attracting snakes to the home will also be important to shift attitudes.KITTY’S CATCH needs to be perceived as a broadly mainstream product, sensible and accessible, notas a niche specialist cat fancier’s indulgence.Target group description and dataCats are a popular family pet and are also a popular pet amongst single females. Cats are conduciveto low, medium and high density living. Due to the complexities of the product and the attitudechanges required for it to be acceptable to the consumer the target group is 30-35 year old educatedfemales, married and single, employed and housewives living in the inner urban metropolitan city.This group chooses their cat food out of habit and would be more attentive to information on howto improve the wellbeing of their pet and would also be more reactive to information on how tokeep the family home free of snakes. They would also be more understanding of the informationand would be willing to quickly see beyond the immediate repulsion to the concept of mice as food,perceiving it as an acceptable, responsible choice.Planned advertising strategies and schedulesPrior to launch there would be a low-key awareness campaign on snakes in suburban areas, possiblyattracted by mice parts left by cats. This would be done via long copy ads in women’s magazinesand would heavily reference recent newspaper articles.At the launch stage KITTY’S CATCH would be presented as the answer to householders’ snake fearsand as a new approach to responsible, thoughtful cat ownership. Again, long copy ads, in women’smagazines and newspapers that address the advertising objectives are critical at this stage.
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 3Determination of what to testCurrent cat food choices, willingness to vary, approach to cat’s motivation to hunt, awareness of theissue of snakes in the home, interest in a cat food that would improve cat health and well being thatsimultaneously eliminates unwanted snakes in the home; the appeal, impact and level of interest ina radical new approach to cat food, preferred magazines & newspapers (regularity ofreading/purchase), indication of where most information on cat care is obtained, regularity of vetvisits, number & age of children in the household.Purpose for and proposed testing methodology / tools / techniquesQuantitative questionnaire. This is to determine the degree to which people are willing to vary andexplore cat food choices, awareness of issues, and whether a campaign based on fear of snakes orscientific improvement in cat health would be more effective.Risk reduction approaches / strategiesBecause of the contentious nature of the product it is important that testing is conducted in anenvironment where individuals are not susceptible to any extraneous influence that could colourtheir thought process and initial reaction to the subject. There is the possibility that individuals maybe quite polarised by the concept of buying processed mouse meat and the effect on those beliefs ofthe provision of relevant information must be gauged as accurately as possible in order to effectivelydetermine how a consumer would process the issues at the supermarket shelf.As this is a new product it is important to have adequate testing time to revisit aspects of theproduct and attitudes of the target should the intended approach be found to be ineffective duringtesting. Heavy investment in the final phase of the product launch will not be undertaken withoutstrong, positive testing results.Timelines / SchedulesBeyond required statutory labelling requirements (which include a large image of either the entirebody or identifiable head of a cat) the outcome of the testing will have a large impact on the finaldesign of the launch product packaging, and will impact launch and post-launch advertising designand art direction commensurately.Once the final product is lab ready, a testing phase of three months is expected to adequately testthe target group and analyse the result to determine whether the intended strategy will effectivelycommunicate the product. The direction of the report will critically determine whether the productproceeds or if fundamental changes are required. There is a contingency for a further three monthsof testing should the analysis of initial results reveal action is required in material aspects of theintended campaign. With solid testing results, a further two months is allocated prior to productlaunch date to implement campaign strategy.
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 4PART 2 – Final Post Testing Review ReportSummary of Testing StrategyGauging potential market acceptance of a new product concept into an established and maturecategory requires an infallible insight and mastering of the current attitudes, motivations and needsof intended consumers.The objective of the testing strategy was to determine what defining motivations prompt identifiedconsumers’ specific cat food choice; and their willingness to modify / adapt / substitute their regularchoice (or general selection criteria) in response to seemingly extraneous and / or not previouslyacknowledged influence; observing the strength of their attitudes.Figure 1 – Age of RespondentsFigure 2 – Respondents’ Location of ResidenceTarget Market Tested40 Females, age 16-46+During testing the target market was revised to broaden the age of test subjects. Cat food brands atthe supermarket shelf differentiate by price with little to no competition between brands at thesame price point. It was felt to be more relevant to investigate how consumers developed andmaintained their attitudes towards cat food and widening the age group provided the scope fordetermining whether these attitudes were reflective of a specific group and whether this wouldaffect the initially proposed strategy. Accordingly, the qualifying age range for the test subjects wasextended to include females 16 – 46+. Eligible occupations were also broadened to include 13students, 2 casuals, 1 part time employed, 6 self employed and 4 females currently seeking work; inaddition to 14 full time employed.As the product was intended to appeal to an urban market, test subjects were recruited from Sydney,Melbourne and Adelaide to reduce geographic specific bias (i.e. in Melbourne the issue of snakesappearing in suburban inner-city backyards is linked to low water levels in suburban creeks andriverbeds, their incidence generating broad community concern and angst); additionally, responseswere sought from Broken Hill to ascertain the resonance of particular aspects of the testing from aregional perspective where key elements of the campaign were anticipated to be more thoroughlyunderstood and accepted relative to urban residents (i.e. again, snakes are a material seasonal issuein Broken Hill).22%52%18%8%Age16 - 2526 - 3536 - 4546+47%32%18%3%LocationSydneyMelbourneAdelaideBroken Hill
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 5Testing methodology / tools / techniques usedCat owning females residing in Sydney, Melbourne, Brisbane, Adelaide, Broken Hill and Queensland’sSunshine Coast (Ultimo Advertising and Petersham Project Management TAFE students, relativesand friends) between the ages of 16 to 46+ were contacted via e-mail and invited to participate in anonline quantitative survey facilitated by Survey Monkey (www.surveymonkey.com), betweenOctober and November 2009. Of the individuals invited to participate a total of 40 individualscompleted the survey correctly (12% of responses were purged as they were incorrectly orincompletely answered; individuals in Brisbane and the Sunshine Coast declined to participate).Using an online survey tool was a non-invasive method of gathering responses that allowed for abroader sample of people to participate over a larger geographic area than would have beenotherwise possible on a limited budget.In addition to questions covering demographics, media preferences and lifestyle, and an indicationof preferred potential campaign imagery and tone, respondents answered eighteen questions in aLikert scale format (nominating the extent to which they agreed or disagreed with the propositionsin the survey).Positive acceptance of the product was anticipated and several questions seeking information onmedia habits were asked to assist in the next stage of planning the campaign. To simplify andquicken the time taken for an individual to complete the survey there was no allocation of generalspace in the survey format for respondents to provide general comments or further explanations.Given the contentious nature of the product it would have been beneficial to include blank textboxes in the survey to garner additional feedback, insight and allow respondents to articulate theirunderlying motivations and express the reasoning behind their responses (i.e. I would not use this asa mainstream alternative but I would consider it as a treat).Additionally, an anonymous online survey lacks a potential degree of integrity in the responses itgenerates and, should this concept be reconsidered and reconfigured and retested for marketacceptance in an alternative format, a technique employing face-to-face communication and theability to explore respondents’ attitudes in greater depth would be of far greater value at theconcept testing stage.
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 6Figure 3 – Over 50% of respondents agreed that micediscarded by cats attract snakesFigure 4 – If it were available 63% of Sydney, 30% ofMelbourne and 28% of Adelaide respondents eitherAgreed or Strongly Agreed that they would purchasemouse meat for their catResults of the campaign testing processThe majority of respondents live in households with no children (60%), either alone (15%), with oneother adult (47.5%), or with two other adults (22.5%). Cat owners are genuinely interested in thehealth and wellbeing of their cat and will buy the best cat food they can afford. Though whilst themajority of respondents indicated that scientific and nutritional evidence influenced their purchasedecision, most did not actively seek out current information or discuss nutrition with their cat’s vet.The supermarket is where 85% of respondents currently purchase their cat food and 67.5% eitheragreed or strongly agreed that cat food labelling does not accurately reflect the ingredients used incat food.As shown in Figure 4 above, 52% of respondents either disagreed or strongly disagreed with theproposition that they would buy commercially processed mouse meat were it available and 50% ofrespondents either disagreed or strongly disagreed with the proposition that mouse meat should becommercially processed and made available for purchase at all.Further, as highlighted in Figures 5 and 6 over page, 73% of respondents either agreed or stronglyagreed that their cat does hunt mice and 70% either agreed or strongly agreed that their cat displaysaggressive behaviour and is prone to lash-out, highlighting potential market opportunities outsidethe scope of the tested product, but within this sector (as discussed below).7%15%53%5%20%Mice hunted by domestic cats isa factor in the incidence ofsnakes being found in urbanhomes.StronglyDisagreeDisagreeAgreeStrongly AgreeNeither17%35%35%10%3%I would buy processed mousemeat if there was onecommercially available.StronglyDisagreeDisagreeAgreeStrongly AgreeNeither
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 7Interpretation and discussion of findingsCat owners are aware of their cat’s instinctive behaviour and displays of aggression and over halfagreed that there is a relationship between cats catching mice and the appearance of backyardsnakes (see Figure 3 above). However, this awareness does not translate to a broad acceptance ofmouse meat being processed and made commercially available and this product is not seen as apalatable supermarket alternative to choices currently available.Although information on household income was not sought in this survey, 95% of respondents eitheragreed or strongly agreed that they purchased the best quality cat food they could afford, and giventhe household structure of most respondents cat food and affiliated cat care products is still alucrative market, subject to individual discretionary spending patterns, for products that are asengaging to cats as they are to their owner.Figure 5 - 73% of respondents believe their cat likes to hunt miceFigure 6 - Unprovoked aggressive behaviour in cats is an issue for 70% of respondents5%17%53%20%5%My cat likes to hunt mice.StronglyDisagreeDisagreeAgreeStrongly AgreeNeither12%18%35%35%My cat occasionally displaysaggressive behaviour.StronglyDisagreeDisagreeAgreeStrongly Agree
KITTY’S CATCH MOUSE MOUSSEJADDAN BRUHN Conduct Pre-Campaign Testing (BSBADV402B) Page 8ConclusionCats are maintained by their owners for the lifestyle, emotional and entertainment benefits theycontribute to the household. Beyond satisfying rudimentary nutritional requirements and annualvet health checks, cat owners are happy to buy what looks and sounds good at the supermarketwithout feeling the need to delve deeper and research independently the cat food they arepurchasing.Proceeding with the production of Kitty’s Catch Mouse Mousse in the concept format tested wouldbe economically unviable with this low level of acceptance. There would be opposition andresistance to the advertising objectives, demand would be insufficient and projected sales would notmaterialise. Further investment on a product of this specific type would be imprudent.The survey results do suggest there may be demand for a type of mouse meat based cat foodproduct integrated into a cat’s regular diet in some format, but not as a stand-alone product.Additional funding would be required to determine the most viable format it would be accepted in(i.e. as a niche product, as a dried chewy treat, integrated with other flavour varieties – mouse &marrow, mouse & mackerel, mice & rice, critters of the field); but it would most likely be a very smallmarket and the demand would not justify the investment required to produce a manufacturedproduct that would fundamentally require mass market appeal to be profitable. Additionally, theCommonwealth and individual State statutory regulations required to be met for a mouse meatbased product of this type would be higher than that for cat food currently available, and withoutthe volume of mass market sales to absorb the compliance costs, this product would most likely bepriced out of the market immediately. It should also be noted (see Figure 4) that the level ofopposition to the concept of this product was quite different between cities which, moving forward,may require different advertising strategies in different metropolitan markets to overcomepotentially geo-specific reasons for resistance to the product, which would add considerably toadvertising production costs and further limit the perception of this as being a mass market product;further extinguishing this product’s long term economic viability.However, respondents did consistently express an interest in purchasing a variety of good quality catfood and were responsive to the tastes of their cat. There is scope to enter this market bydeveloping quality food within the limitations of what is deemed acceptable ingredients byconsumers that would stand out from competitors on the supermarket shelf without being toodissimilar in content, perhaps leveraging the image of the cat’s instinct to hunt in the brand identitybut with more palatable product ingredients.Further, from responses given in the survey, addressing issues in cat behaviour is an additional areathat could be tested in specific detail, as there may be scope to conceive and introduce moresophisticated and engaging (technologically advanced) toys to occupy bored cats and alleviate themental frustration they may be experiencing by being left alone during the day.iAustralian Companion Animal Council Inc, Contribution of the Pet Care Industry to the Australian Economy,2006 p9iiAustralian Companion Animal Council Inc, above p3iiiAustralian Companion Animal Council Inc, above p37