Some people had identified themselves as a dog person. They preferred to have a dog even though didn’t reject a cat. However, their life is busy as they enter the working age, and they don’t have much time to play and groom their pet. Where the dog needs these mostly, the cat may be a solution. This plan contains the communication direction to sell a cat to a dog person.

1. Selling
a Cat to a
Dog-Person?
12 Sep 2023
Prepared by

2. Which is
More
Advantageous?
Cat Dog
Maintenance cost
The need of a
large playground space
Quiet
Independent
Life spans
Owner Protection
Lower Higher
Small Space Large Space
Yes No
Yes No
About 20 years About 13 years
No Yes
Source: Help Guide & Purina

3. Understanding The Owner Personality
Dog
People
Cat
People
● Mostly introvert
● Concern for privacy
● Seeking for affection
● Rebel & Progressive
● Feminism Culture
● Creative & intelligent
● Uni-petuals
● Mostly extrovert
● Concern for social live
● Seeking for companionship
● Comply & Conservative
● Masculine Culture
● Confident & Dominant
● Bi-petuals
Source: Kompas.com & TheBark.com

4. Target Audience
Opportunity
Studies have shown that dog
people can be bi-petuals. They
are more willing to tolerate the
idea of owning a cat.
M &F, 18-30 y.o
SES A, B
Live at Urban City
Pet-lovers but prefer dog,
couch potato,
high intensity activities,
live in small occupancies,
money-related stress
Comm. Objective
To build adopt intention to
the dog people. Therefore,
they will shift their
preferences.
Source: Thought Catalog

5. Source: Various Mass Media
Audience Truth
Insight
Want to have a pet to maintain mental health and accompany
them. However, they didn’t have objection if there a substitute
that match with their situation & condition.
The majority of Indonesians are of working age. They stay busy because they
devote their time to making money by working and working. Because to
economic constraints, they have little alternative but to live in narrow areas.
“Aku pelihara anjing buat nemenin anak aku
karena anjing tuh bisa diatur dan gak manja”
-Niken, Dog person, 30 y.o.-
“It relieves your stress honestly, and you have
something to love and they're just cute. It
makes you happy, taking care and playing
with them. They also became your family and
friend. I follow my family preferences as long
easy maintenance.”
-Devy, Pet lover, 23 y.o.-
“Gw pilih kucing karena menurut agama gw
gak najis. Kucing gw gak manja, cuma butuh
dielus-elus dan ditemenin makan aja.
Sayangnya macam ngurusin anak.”
-Yanti, Cat person, 27 y.o.-

6. The Strategic Communication Ideas
Dog people used to love the dogs so much
and didn’t have any intentions to torture
them. They shall understand their limited
resources & lifestyle surely causing their
dog unhappiness and stress. Therefore,
adopt a cat that fits your limit.
Pet
Truth
Consumer
Tension
Most urban people have
limited resources and time.
Some of them also have a
financial burden. They are
only able to live in small &
narrow spaces. Their time is
allocated to making
money.
Dogs need high-cost
maintenance, a huge
space playground,
attention, toys, fresh air,
and regular walks. If
they don’t get it, they
will be stinky, sick, and
depressed.
Emotional Approach:
Isn’t Being Together is Still Love
Entering the productive age may get busier.
Therefore, need to stay away from any
unproductive activities & distractions. Choosing
cats instead of dogs because they are more
independent and always understand you.
Pet
Truth
Consumer
Tension
Productive age is usually
busy on weekdays and
sometimes on weekends
too. They don’t want to
get distracted and have
less energy to do other
activities.
Cats are never begging
for attention, can
entertain themselves,
and don’t make any
distracting noise. Also
has long life spans.
Functional Approach:
A Right Pet for Productive Age

7. THANK YOU