Developed personas, customer journey maps, and communications strategies for an Affinity Pet Care relaunch in Spain

2. Denys
Market
Research
Spirit Animal:
Golden
Retriever
Madlin
Brand Design
Spirit Animal:
Maine Coon
Weston
Account
Management
Spirit Animal:
Tabby Cat
Veshal
Market
Research
Spirit Animal:
Dalmatian
Teresa
Market
Expert
Spirit Animal:
Black Lab
Iarla
Creative
Director
Spirit Animal:
Great Dane

3. General Information
•Based in Madrid, Spain
•Size: 30 Employees
•Independently Run
•Total Size of Previous Accounts: 150 Million USD
Cultural Values
•Relationship-Focused
•Client-First
•Creative with a Rational Focus
•Ethically Sourced Ideas
Competitive Advantage
•Treat Clients as Partners Throughout Relationship
•Diverse Perspective – Global Employees
•Extensive Spanish Market Awareness

4. Who is Affinity?

5. ● Agrolimen is a Spanish Multinational holding company based in
Barcelona that specializes in food, catering, and personal hygiene.
● Agrolimen is a house of brands as it is present in different
markets.
● Affinity is a manufacturer of animal food that is a member of the
Agrolimen Group.
● Affinity is a wholesaler to a brand named True Instinct which is a
pet food brand owned by Nature’s Variety.
CORPORATE STRUCTURE

6. ● Affinity is an endorsed brand as it
owns different brands that have their
own strategy (they are specific for
each target) in the same industry
● Affinity has internationalized by
acquiring 50% of the American firm
Nature’s Variety.
● Also included in the group is: Gallina
Blanca, Pans and Company, Bocatta,
and BioCentury
CORPORATE STRUCTURE

8. Corporate and Organizational
Online Mediums
❖ Website, Google Ads, LinkedIn,
Facebook...
PR & News
❖ Offer a lot of “inside look” videos, blog on
website, newsletter
Affinity Foundation
❖ Utilizes medium to present alternatives
goals and mission, offers tips and guidance
for pet owners, provides new service
COMMUNICATION METHODS

9. An Example of Affinity’s Corporate and Organizational Communications and Recruiting Character

11. Brand Level
Social Media
❖ Each brand has separate social media accounts
with various identities; Common theme is
careful & thoughtful pet care
Visual Adaptations
❖ Videos for each brand have similar techniques:
passage of times, emotional appeal, musical
Specific Taglines
❖ Advance: Protection
❖ Ultima: Cat food, great nutrition
❖ Trainer: “Harness Nature’s Goodness”
COMMUNICATION METHODS

13. COMMUNICATION METHODS
Product Level
Packaging
❖ Each product’s packaging is specifically
tailored to a particular niche of pet (size,
weight, age, breed)
Visual Adaptations
❖ Videos for each product have similar
techniques: passage of times, upbeat and
positive emotional appeal, musical
❖ Focused on pet owner and pet’s bond and
experiences
❖ Picture of the product’s packaging at the
end of the video

14. NATURE’S VARIETY STRATEGY
Nature’s Variety: True Instinct
❖“Natural, holistic, and balanced
nutrition” ❖Perform their own research when
evaluating, innovating, and improving
their food
❖Closely personalized for dogs and cats
“It all started with our raw diets. And one simple belief: that
what we feed our pets should match their original diet.”

15. An Example of Nature’s Variety True Instinct Product Level Communications

16. KAPFERER’S PRISM

17. BRAND PHYSIQUE
Brand ID: Advance, Ultima, Brekkies
“Because You Care”
“Superior PetCare & Nutrition”

18. BRAND PERSONALITY
Health Oriented Animals as Family Emotional &
Affectionate
Adventurous

19. BRAND RELATIONSHIP
Friendly
relationships with
Consumer
Consumer
Satisfaction Key
Higher Pricing
Strategy
Community Feel

20. BRAND CULTURE
Consistent
Customer Care
Foundation
Animal
Oriented

21. BRAND REFLECTION
fun-loving & affectionate –
dedicated to relationship
“in-sync” with their pet
energetic

22. BRAND SELF IMAGE
responsible
care givers
close with
their
living life to
the fullest
thoughtful

23. Competitive
Analysis

24. AFFINITY’S OVERVIEW
● USP: Affinity is an animal-loving company that is
committed to the well-being of pets and pet owners for
over 50 years. Their commitment is further validated by
their non-profit foundation, which promotes the bonding
between people and their pets.
● Tone  Consistent emotional appeal

25. ● Distribution Channels: Online, Partners (Petco,
Petsmart, Chewy.com, Amazon), Local Retailers
● Target audience: pet owner who is invested in the
physical and emotional health of their pet

26. • USP: Highest quality and
constant innovation
• Based in Germany
• Products found in 20
countries
• Main product: miau,
katze, wau, hund
• 1800 employees
• USP: Family-run
company focused on
quality and safety
• Based in Germany
• Portfolio of brands:
Saturn petcare,
Animonda and Integra
• Foundation focused on
scientific food research
• USP: promise to deliver
quality and on-time
delivery
• Based in Ireland
• Manufacturing in seven
European countries
• Portfolio of brands:
wooffy, dupy and kiem
COMPETITORS

27. Quality of Pet Food
Focus on
Pet Owner
High
High
STRATEGIC OPPORTUNITY MATRIX

28. ANNUAL SALES VALUE OF AFFINITY PETCARE S.A. IN
SPAIN FROM 2013 TO 2017 (IN MILLION EUROS)
https://www.statista.com/statistics/751715/sales-value-of-affinity-petcare-sa-in-spain/

29. COSTS OF PETS:
THE AVERAGE COST OF HAVING A PET IN SPAIN, INCLUDING VET CARE,
HYGIENE AND FOOD, IS BROKEN DOWN AS FOLLOWS:
• EACH DOG COSTS AN AVERAGE OF 2.23 EUROS A DAY TO MAINTAIN. THIS
EQUALS 814 EUROS A YEAR.
• EACH CAT COSTS AN AVERAGE OF 1.47 EUROS A DAY. THIS COMES TO 537
EUROS A YEAR.
• THE AVERAGE COST OF MAINTAINING OTHER PETS, SUCH AS BIRDS, HAMSTERS
AND FISH, COSTS ABOUT 1.03 EUROS A DAY OR 376 A YEAR.
• THE VET ASSOCIATION SAID THAT THERE ARE 6,000 ANIMAL CLINICS IN SPAIN
AND ABOUT 5,000 PET SHOPS.
http://spainlifeexclusive.com/know-many-pets-spain-average-cost-maintain/

30. STRENGTHS
• Quality
• Loyal
Customers
• Brand Image
• Large market
share
WEAKNESSES
• Lack of brand
exposure for
True Instinct
products
• USP is not
unique enough
OPPORTUNITIES
•Geographic
growth in Spain
and
internationally
• Increase in
target market
THREATS
• High local
competition
(Spain)
• Other brands
releasing more
“natural” pet
food options
S.W.O.T. ANALYSIS

31. RANGE OF PRODUCTS AND PRICES
(DOGS)
No grain with fresh salmon and
potatoes - Medium/Maxi - Junior
48,90€
Original with chicken and whole
grain rice - Mini – Adult
46,80€
No grain salmon - Terrine -
Medium/Maxi - Adult
48,90€
No grain chicken - Pâté - Mini -
Adult
46,99€
Wet FoodDry Food

32. RANGE OF PRODUCTS AND PRICES
(CATS)
Original with salmon and whole
grain rice - Sterilized - Adult
49,99€
Original with chicken and
whole grain rice – Kitten
55,99€
High meat with tender turkey -
Fillets - Adult
53,99€
High meat with Scandinavian
salmon - Fillets - Adult
52,99€
Wet FoodDry Food

33. Relaunch
Strategy

34. GENERAL TARGET MARKET
•Age bracket (25-65)
•Urban Cities
•Middle to Upper level incomes
•Attitude towards the brand: Aware of Affinity brand
but not necessarily aware of True Instinct
•The target market are pet owners who really care
about their pets. They have an almost familial bond
with their cat/dog and want what’s best for their
companion. They are not perturbed about spending
a little more on a premium product with natural
ingredients that is better for their pets health.

35. MARTA, SINGLE 25 YEAR OLD WORKING
PROFESSIONAL
Demographics - Female, single, income of 25,000 euros , Madrid, Spain
Defining traits - caring, energetic, creative
Professional Background - education at Comillas, local tech company marketing position
Personal Preferences - interests in fitness, wine tasting, watching movies, salsa dancing, volunteer
for local animal shelter
Favorite brands and products - FitBit, Netflix, Apple, Decathlon, Cafe, BasicFit
Psychographics
- Values - organized, work-life balanced, health and fitness,
- Goals - Take care of themselves and their pet mentally and physically

37. CUSTOMER JOURNEY MAP

38. COMMUNICATION STRATEGY
● OBJECTIVE (BEHAVIORAL) – IMPROVE BRAND LOYALTY
- BUSINESS - INCREASE CUSTOMER RETENTION BY 30%
- MARKETING - INCREASE INSTAGRAM FOLLOWERS BY 20%
● APPEAL – EMOTIONAL
● TONE – UPBEAT
● DESCRIPTION OF AD CAMPAIGN - DISPLAYS 25-YEAR OLD FEMALE
DOING FITNESS AND GOING ON ADVENTURES WITH HER DOG.
THERE WOULD BE DIFFERENT SCENES OF THE FEMALE RUNNING,
HIKING, KAYAKING, WATCHING LIVE OUTDOOR CONCERTS, AND
FLYING IN AN AIR BALLOON WITH HER DOG. THESE SCENES
WOULD SHOW SPECIAL MOMENTS OF THEIR POSITIVE BOND.
Building Better Bonds.
Naturally.

39. RICARDO, 35 YEAR OLD FATHER WITH FAMILY
(WIFE AND YOUNG KIDS)
Demographics - Male, married, income of
50,000 euros annually, Barcelona, Spain
Defining traits - Driven, responsible, careful
Professional Background - Education from
ESADE and now a Professor at ESADE along with
being an engineer at Airbus
Personal Preferences - Handy around the house,
watching Netflix with family, playing sports with
kids
Favorite brands and products - Samsung,
Netflix, El Ganso, Ralph Lauren, Nike

40. Psychographics
- Values - Leisure, sports, family time, Church
- Goals - Providing a good education for children,
promotion at work, keep family happy
Moment of truth: existing user of Affinity Petcare products
but are not aware of True Instinct products → Pre-awareness

41. CUSTOMER JOURNEY MAP

42. COMMUNICATION STRATEGY
• OBJECTIVE (COGNITIVE) – BRING AWARENESS OF THE PRODUCT AND
ITS BENEFITS
- BUSINESS: INCREASE ONLINE SALES BY 15%
- MARKETING: INCREASE SOCIAL MEDIA ENGAGEMENT (INSTAGRAM,
FACEBOOK IMPRESSIONS BY 10%)
• APPEAL - EMOTIONAL & RATIONAL
• TONE - WARM AND TRANQUIL
• DESCRIPTION OF AD CAMPAIGN - A FIVE-YEAR-OLD SON ASKS HIS
DAD IF THEY COULD ADOPT A PUPPY. HIS DAD SAYS “NO” INITIALLY,
BUT THEN SURPRISES HIS SON ON HIS BIRTHDAY WITH A SMALL
PUPPY. HIS SON HUGS THE PUPPY. THEN, THERE ARE A COUPLE
DIFFERENT SCENES WHERE THE DAD READS A BOOK TO HIS SON AND
THE PUPPY, THEY ALL PLAY CATCH TOGETHER AT A PARK, AND THEY
SWIM TOGETHER AT A POOL. THE AD WOULD END WITH EXPLAINING
THE BENEFITS OF TRUE INSTINCT PRODUCTS AND THE NATURAL
INGREDIENTS USED IN IT.
Building Better Bonds.
Naturally.

43. CARMEN, 59 YEAR OLD MARRIED WOMAN
(EMPTY NESTER)
Demographics - Female, married, income of
55,000 euros annually, Madrid, Spain
Defining traits - Thoughtful, Caring, Wise
Professional Background - Owns a supermarket
Personal Preferences - Gardening, visits the spa,
loves to hike, does yoga, enjoys cooking for family
get-togethers
Favorite brands and products - Massimo Dutti,
Zara, Michael Kors, Albarino (Wine)

44. Psychographics
- Values - Meeting new
people, keeping in
touch with relatives,
peace of mind and
health
- Goals - Maintain good
health, consistent
revenue from grocery
store, Taking care of
pet
Moment of truth: existing
user of True Instinct →
Repurchase Intention

45. CUSTOMER JOURNEY MAP

46. COMMUNICATION STRATEGY
• OBJECTIVE (BEHAVIORAL) - RETAIN BRAND LOYALTY
- BUSINESS – INCREASE CUSTOMER RETENTION BY
25%
- MARKETING – INCREASE POS MARKETING IN LOCAL
STORES BY 40%
• APPEAL - EMOTIONAL & MORAL
• TONE - CALM AND SOOTHING
• DESCRIPTION OF AD CAMPAIGN - AN OLDER LADY IS SAD
WITH AN EMPTY HOUSE WITH NO KIDS (THE KIDS MOVED
OUT), DECIDES TO GET A CAT TO FILL THE VOID AND
SHOWING THE LOYALTY OF BOTH THE CATS AND THE
OWNER. EMPHASIZE THE IDEA OF LOYALTY THROUGH THE
CAMPAIGN AS WE ARE TRYING TO INTRODUCE A LOYALTY
PROGRAM FOR TRUE INSTINCT PRODUCTS.
Building Better Bonds.
Naturally.