Purina Dog Chow Campaign Book

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TABLE OF CONTENTS 4 Situation Analysis 14

Campaign Strategy

24 Media Plan 30 PR Plan 38 Creative Brief 46 Sources

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S IT U AT I O N A N A LYS IS

History of Purina Pet Care Company Originally formed as the Purina Mills company

by William H. Danforth and partners George Robinson and William Andrews (who also formed the Robinson-Danforth Commission Company) to feed animals, both farm and pet, each brand of food was referred to as “chow” (i.e. Horse Chow, Dog Chow, Bunny Chow, etc.).1 This company went through a series of buy-outs from British Petroleum for animal feed in 1986 to the Koch Company in 1998 and the eventual buy-out of Purina Mills by Land O’ Lakes in 2001.2 As of 1956 Purina Dog Chow became the first dog food to be made with extrusion technology to form the shape “kibble.”3 In 1963 the company introduced both cat chow and puppy chow recognizing the need to provide younger pups with additional proteins and nutrients.

Since then the company has introduced many large lines of both feline and dog food products all focusing on high quality ingredients and serving your pets many different needs.

Purina Pet Care Company was purchased by Nestle in 2001 and quickly became the leading brand for pet care products from dog food to kitty litter4. Purina has launched several lines of dog food including a personalized/customizable line of dog food called “Just Right” in 2014. The “Just Right” line asked users to input information 4

about their dog into a profile for Purina to customize their nutrition and the food best suited for that dog’s needs. Purina has a generally positive reception as a pet care brand, being the first pet care brand to win the Malcolm Baldrige award from the Obama administration and continues to make strides toward sustainability cutting more than 3,500 tons of packaging in May of 2019.5 After Nestle was purchased in 2001, the company grew in size and profitability over time.

Nestle slowly advanced the success of Purina with small business acquisitions over time. For example, Nestle bought out Waggin’ Tail LLC in 2010 adding a series of pet treats to the product lines they offered. They also acquired the pet brand Merrick in 2015 however offers6 it as a separate competing brand with Purina focusing on sourcing ingredients inside of the U.S.7 Purina has grown to have several different lines of food meeting needs for different kinds and ages of the different pets they apply for. One line Purina came out with “Just Right by Purina” is a customizable service Purina developed allowing pet owners to select a mix of ingredients that fits their pet’s age, breed, and physical condition.

Industry Trends The pet food production industry has enjoyed steady growth in recent years due to an overall

increase in American’s disposable income, which has enabled more consumers to become pet owners. This growth is projected to continue over the next five years to 2024 at an annualized rate of 1.1%, when total industry revenues would reach $27.8 Billion.8 Just as the food industry has witnessed a rapid change in consumer demand for organic and healthier choices, so too has the pet care industry. Increases in disposable income have largely contributed to the trend of “humanization” among pet owners, in which owners seek to purchase pet food that also appeals to them. As a result, brands like Purina have begun to market their dog chow with human meal names such as “Filet Mignon” or “Tuscan Feast.9” Humanization also coincides with the trend of “Pet Parenthood,”as an increasing number of Americans replace the expensive undertaking of having a child with pet ownership. This trend has boosted the sales of high-margin, expensive pet products even during times when per capita income has fallen.10 As a result, major industry players like Purina have invested heavily in customizable pet food options in which owners can input their pet’s body characteristics and health conditions to receive the best nutrition possible.

The pet food production industry is becoming increasingly crowded and will continue to see

new players enter the industry at an annualized rate of 5.2% between 2019 and 2024, growing to a total of 1,256 companies.11 At the same time, industry consolidation has increased in recent years as major packaged food companies attempt to gain market share12. Currently, the four largest players in the pet industry make up 66.3% of total market share. Nestle, Purina’s parent company, holds the largest market share of any competitor with 31.1%, followed by Mars Inc. (owner of competitors such as Iams, Royal Cannin, Pedigree, and Temptations) with 17.8%, The JM Smucker Company (owner of competitors such as Meow-mix, Kibbles ‘n Bits, and Milk-Bone) with 11.2%, and ColgatePalmolive with 6.2%. (owner of Hill’s Science Diet).13 A major challenge facing Purina is the emergence of retailer brands such as Wag by Amazon, which will continue to threaten the major market share currently enjoyed by parent company Nestle.

Competitive Analysis

While the growing popularity of e-commerce is expected to benefit the industry, online retailers such as Amazon have begun to offer their own pet care products, posing a major threat to brands like Purina that mainly rely on traditional retail distribution channels. Amazon and other online retailers can undercut their competitor’s prices and promote their own products to More Time for What Matters

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consumers for no additional cost. Additionally, despite the projected growth for the pet food production industry, profits are projected to decline slightly industry-wide due to declining corn and poultry prices that will force companies to lower their prices.14 Although Purina offers more customizable dog food offerings to consumers, the Dog Chow brand is still marketed as extremely health-conscious with “real, American-raised Chicken”, and “23 Vitamins and Minerals.”

Purina Dog Chow’s main competitors also offer very similar products to Purina’s signature Dog Chow despite their customizable offerings as well. When comparing the price of Purina Dog Chow to comparable products by the company’s three main competitors, it is clear that Purina is competing in the affordable pet food space with its main chow brand. The average price per pound of Purina dog chow at five major U.S. retailers is $0.58. The average price per pound of Mars’ Pedigree brand is $0.67. The average price per pound of JM Smuckers’ Kibbles ‘n Bits is $0.56. Despite the fact that these three brands offer similar prices to consumers, the ingredients and overall nutritional value of each brand are not the same.

Despite operating in the affordable pet food space, each of these three companies still promotes their dog food in a manner that signifies health and overall complete nutrition.

Of the three brands, the packaging used by Kibbles ‘n Bits includes the least amount of emphasis on health and nutrition and instead focuses on the chow having a “Crunchy & Meaty” consistency. Conversely, both Purina Dog Chow and Pedigree Adult Dry Dog Food have dedicated sections at the bottom of their packaging highlighting specific health-related attributes such as the exclusion of corn syrup and artificial preservatives. However, despite the fact that health is emphasized, these brands are forced to cut corners and include some controversial ingredients. According to PawDiet.com, a pet-food rating site, all three brands contain cheap animal by-products that may add to the food’s overall meat content, despite not being meat at all.15 By-products include animal hearts, intestines, tongues, and other items which humans typically do not consume.16 Additionally, Pedigree Adult Dry Dog Food contains artificial dyes and additives despite advertising on its packaging that the 6

food does not contain artificial flavoring17.

While the consumers of affordable dog food are likely aware that they’re not purchasing the healthiest products on the market, it seems that the packaging of these brands promotes a very different reality compared to the actual contents of their food.

Consumer Analysis The top consumers of Purina Dog Chow are single (“never been married”) millennial pet owners (between the ages of 23 and 34) with an annual income between $40–45,000 that highly value convenience and price. This age group not only is 34% more likely to buy Purina Dog Chow but 39.9% of Purina’s consumers are from this age group.

The above figure represents the primary reasons for consumers purchasing their selected brands of pet food from the Mintel database. We found trends that reflect an increase in the likelihood

of 45% that more conservative people and more people from the southern region of the United States to buy Purina Dog Chow. Pet-owners are not the sole buyer of dog food though with shelters coming in as another important customer of Purina Dog Chow.

Veterinarians and shelters or experienced breeders are likely to hold influence over the choice of dog food a pet owner may provide for their animal and therefore should be taken into consideration through our campaign.

After analyzing the results of the research we conducted we found that price and ingredients are major factors our target consumers take into account when purchasing pet food as price had the highest standard deviation of measurement (1.19) and ingredients had a similar standard deviation at 0.97. We also found that the population we surveyed had little opinion on how healthy Purina is as a brand or considered them somewhat healthy with 35% of our survey participants believing it not to be healthy or unhealthy and another 30%

not having an opinion on the brand, leaving it open for us to promote the ingredient quality along with our price position in the market. Our target consumer remains young professionals starting their families in the suburbs and young professionals working in large cities with a median income of $40-50,000.

Brand Analysis Since being taken over by Nestle in 2001, Purina has maintained a significant market share as one of the most recognizable and affordable brands on the market. However, it has yet to fully break into the European market where it lags behind competitors like Mars Inc.18 Purina is so popular because of their focus on nutritional food with quality ingredients for dogs who are loved by their owners. Their food extends dog’s lives and furthers their happiness.

Purina’s use of happy owners with happy dogs is a consistent brand image, but one that echoes throughout their brand and company philosophy.

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Purina’s website shows images of many energetic and well-loved pets and reinforces this with use of slogans and food packaging and food customizability itself. These suggest the brand is trying to project a caring, loyal and flexible image; one that suits the dog and owner more than it suits Purina Dog Chow itself. Themes projecting true love and care for animals as well as the uniqueness of the brand and what their food can achieve. Together these represent the idea that we love pets and we love helping you maintain their healthy lifestyle. There is a growing idea that pets are a genuine part of the family, and Purina’s brand certainly supports this. Their website amplifies this even further.

There are images on almost every page showing happy dogs with happy owners. Articles like “5 tips to comfort pets with separation anxiety”19 are regularly shared. The idea of a happy dog equals happy owner echoes throughout Purina’s branding and company philosophy.

Purina distributes its food like the loyal and caring brand they seem. Their wide market distribution amongst retailers in-store and online demonstrates this, especially with their autoreplenishment service. Subscribing to autoreplenishment saves money for the owner--5% in fact-- with free delivery above $50 drives new customers to trial the product. It suggests Purina Dog Chow is willing to sacrifice economic benefits to help dog owners by what is best for their dog.

In general Purina’s price is higher than most average dog foods, but Purina Dog Chow is even cheaper and comparably healthy than its competitors. This suggests that they are willing to provide for owners who cannot afford to spend exorbitant amounts on their dogs, even if they would like to. Therefore providing a cheaper alternative that still sustains and nourishes dogs with healthy ingredients shows how much Purina Dog Chow cares about their customer’s dogs.

This message pulls the pet-adoring owner in and warrants the extra cost. Subscribing to autoreplenishment saves money for the owner, and free delivery above $50 drives new customers to trial the product.

Purina’s main aim of promotion is to remind you that they care. The Purina brand as a whole focuses on sharing videos like “How does Purina ensure the quality of its products?”20, and 8

publishing articles like “8 causes Purina loves to support,”21 especially after a brief lawsuit in 2015 over toxins in the food.22 However now they have recovered and focus even more on the healthiness of their food, as suggested by their interactive dog urine tests using pheromone technology in France.23 However Purina Dog Chow itself follows this model by showcasing the importance of every element they put in their food. On the Dog Chow website page they state “every ingredient has a purpose,” which emphasises the thoughtful and careful nature of their product. It includes a list of each ingredient present in the food, with emphasis on all the minerals and vitamins present. It also provides a guaranteed analysis on minerals, proteins and fats which inspires trust from the customer. They also reassure the customer that they abide by recommended AAFCO nutrients for adult dogs, and offer further insight into their ingredients and processes of production. Most of this promotion reinforces the safety and care of the food itself, so to ease the customer’s worries.

Below the ingredients feeding guidelines and recommended amounts are also present, so to emphasise this brand philosophy. When one thinks there could be no reason to lose trust in Purina, they have added product reviews at the bottom of the page. With a “98% of customers recommend this product” statistic and 1672 reviews that create a 4.8/5 rating there should be no reason to be worried. These forms of promotion illustrate Purina’s healthy, loyal and caring nature even more.

Purina’s brand is one of nutrition, love, quality and technological advancement. Their website and various social media accounts demonstrate a genuine love for healthy pets and their consistent branding follows this. If you truly love your pet, why look beyond Purina?

Media Usage Analysis Purina’s uses a variety of media types to advertise their dog chow, with television ads being their most effective and popular method of advertising by a large margin. According to the media usage data collected by Kantar, between January 2017 and June 2019, Purina used 14 different types of media to advertise their dog chow, and 10 different types of media for Purina Dog Chow specifically. The media types that had the most success with reaching consumers were TV, online videos, internet display ads, and

mobile web. In total, Purina spent $183 million on advertising within this period, with $29 million being spent solely on advertising for Purina Dog Chow. Of the total amount spent, Purina spent the least amount on Purina Dog Chow, with $72 million spent on Purina Beneful and $81 million on Purina One. Over this span, advertisements for Purina Dog Chow foods totaled 5,859 Spot TV ads, 550 cable TV ads, 395 online videos, 264 internet display ads, and 123 mobile web ads. Purina’s competitors include Mars’ Pedigree and JM Smuckers’ Kibbles ’n Bits.

Pedigree spent $86 million total on advertising, significantly less than Purina’s total spending.

Looking at the Kantar data, Pedigree focuses their advertisement on TV as well as a large part on the Internet, possibly trying to reach out to a younger audience that utilises the internet more than they watch TV. Kibbles ‘n Bits information is not available on Kantar, and they do not provide information on their advertising. It appears that their commercials on Spot TV24 are their main advertising method, as well as print ads.25 Kibbles ‘n Bits also faced a major recall in 2018, which may have lead to a decline in sales for their products and perhaps an increase in advertising.26 For both competitors and Purina, Spot TV advertisements are the most popular, however looking at the data it appears that Purina’s advertising with Spot TV has been more effective for their brand than it has been for its competitors.27

values into its brand: integrity, passion, expertise, performance, and innovation.29 They exemplify this through their various ad campaigns that try to benefit causes such as dog shelters.

The company advertises through print ads, banner ads and television ads to promote their various dog food products. Many of their campaigns such as The Purple Leash Project benefit charitable causes that support their mission of bringing and keeping pets and people together.30 The Purple Leash Project was a campaign that funded resources to help domestic violence shelters for survivors and their pets. These campaigns successfully communicate Purina Dog Chow’s mission and core values to their audience, specifically through the values of passion and integrity. Through this campaign, Purina recognizes a dog’s impact on their survivor’s recovery and health. The campaign highlights Purina’s dedication to people and their pets, while emphasizing the dog chow’s strong performance and innovative approach to raising healthy pets.

All of these dog food brands have a strong focus on using Spot TV advertising to promote their products. According to Pew Research’s 2018 State of the Media report, the overall audience for cable TV increased 8% from 2017, which is a good sign for Purina and their Spot TV advertisements. However, digital advertising has seen a growth in revenue, due to an increase in online advertisement viewership. Purina has taken advantage of this digital advertising growth by advertising with online videos, on the mobile web, internet display ads, and internet searches, but has yet to spend more on digital advertising than Spot TV advertising.28

Category Creative Analysis The Purina Dog Chow slogan is “Purina Dog Chow - Nourishing America’s Dogs since 1926.”

Purina primarily uses green and red, but other neutral colors are used as a secondary palate for their graphics. Purina Dog Chow instills five core

Purina Dog Chow’s current advertisements include The Purple Leash Project, and campaigns that highlight the nutritional value.

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Purina Dog Chow offers products that meet the needs of puppies to senior dogs. Their banner and print ads are colorful pictures showing dogs in action and with their loving owners. The minimal text focuses on the nutritional value the product holds. Similarly to the print ads, many of Purina Dog Chow’s television advertisements communicate the product’s nutritional value and real chicken with no artificial colors.31 This emphasizes that nutrition and your dog’s health matters to Purina. These campaigns are successful in aligning their product with their customer’s primary concern of purchasing the healthiest food possible for their dogs and have increased sales.32 Purina Dog Chow also has television advertisements in Spanish for their Hispanic segment of the market. The message is the same as their other ads, just accessible to their Spanish speaking audience.33 This communicates that Purina cares for every type of audience in their market and recognizes the importance of appealing to the widest possible audience.

Purina Dog Chow connects with consumers on social media. Their Youtube has 38.6k subscribers, while their Instagram has 12.5 thousand followers.9 Their online brand presence showcases owners and their pups, which uses social proofing to show potential consumers that Purina is for all dogs. Their current Instagram campaign, “Even Heroes Need Heroes,” highlights Purina’s Service Dog Salute campaign that supports the lives and training of more service dogs.10 Part of helping our clients communicate their best message is analyzing their competitor’s messages. Purina Dog Chow competes with Pedigree and Kibbles ‘n Bits. It’s important for our client to find their niche in this market because of the number of choices consumers have.

Pedigree’s tagline is “Feed the good”. Their print ads feature black and white photos of dogs and their families with their slogan in yellow. Pedigree has similar values and actions to Purina in the way they try to benefit dog shelters. Pedigree makes an annual donation to the Pedigree Foundation to assist dog shelters.34 One of Pedigree’s TV ads shows a little girl in a hospital asking about her next treatment. The nurse tells her they’re going to try something 10

different, and then proceeds to bring in a dog which makes the sick girl light up.35 The ad says that pets bring out the good in us and Pedigree feeds pets good.

Another television ad shows a puppy on a field playing soccer with the narrator asking, “What does it take to be a Pedigree Pup-lete?”36 The ad is comical and emphasizes they offer dog food

just for puppies. Pedigree’s advertisements are good at telling a story but do not emphasize any nutritional value like Purina does.

Kibbles ‘n Bit’s tagline is “The Bits Make it Better”. Their print advertisements feature a variety of their products on a bright blue background featuring their logo. The advertisements always include a dog carrying a plate in their mouth.

Another advertisement they use on Facebook features a dog with the text, “Share the Bits”, “Everyday Wisdom From the Furriest Member of the Family” on the classic blue background.

Their tagline attempts to emphasize that their product, the bits, makes life better.

One of Kibbles ‘n Bit’s television advertisements37 shows a series of shots of people with their dogs. The ad says that dogs don’t have one way of showing us love, so why give them one boring taste. The advertisement emphasizes the varying textures and tastes their food offers. The commercial ends with their tagline.

Socio-Political Trends Growing concern among consumers regarding sustainability and climate change is a major trend that has the potential to impact Purina.

Consumers are increasingly concerned with the carbon footprint of the brands that they support, so en emphasis on sustainability will matter to customers. Efforts such as free-range chicken and biodegradable bags could go a long way towards winning over environmentally-conscious consumers.

Purina Dog Chow in the News Pet Care Leader Purina Announces $1 Million Sustainability Commitment to “The Habitat Organization”41­­­­­­ Governor visits Purina factory in Bloomfield42: Purina is creating jobs and opportunity in Missouri Here’s a Pet Food Label You Should Be Paying Attention To43

Public Opinion & Stakeholder Analysis

Stakeholders

Consumer Opinion

1. Nestlé and its stakeholders Largest food company in the world Owns Purina Cares about sustainability44

There are two very different perspectives on the quality of Purina Dog Chow. While some consumers say the product has poisoned their dog, others say their dog has never looked better. On Amazon, the most commonly bought Purina Dog Chow is rated 4.5/5 stars, indicating that overall, people are happy with the product’s value. They are impressed with the quantity and do not complain about the quality.38 In contrast, according to Dog Food Advisor, Purina Dog Chow is not nutritional enough for your dog based on its ingredients and therefore deserves 1/5 stars.39 On Purina’s website, the food had 4.38/5 stars and was 93% user recommended.40 Because the ratings are such polar opposites, we decided to talk to some pet owners in Madison.

One subject said that the dog food is not nice enough for her dog. She prefers to use Blue Buffalo as she believes the ingredients are better for her dog. Another said that they had heard of the product but it had a bad reputation so he bought a different brand.

2. Purina Employees Parent of Purina Dog Chow Employ more than 8,000 people in the U.S. Care about the company’s success because it impacts their job security, pay, etc.

Wants to help feed pets in animal shelters 3. Farmers Produce parts of the final product Need to maintain a stable level of demand for ingredients 4. Retailers Stock Purina Dog Chow Make a profit 5. Purina Dog Chow’s Customers (dog-owners) Want healthiest ingredients Value health and happy dogs Value convenience

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Social Media The personality of Purina Dog Chow’s social media accounts are fun and playful..The brand is very responsive on Twitter and often retweet happy customers. Their tone was recently more serious with the Veteran Service Dog Campaign for September, but previously there have been more relaxed videos and posts in an attempt to go viral. According to Purina’s Instagram page, some people believe the food is overpriced for what it is, while others are very happy with the product. On Twitter, they have 8,788 followers with a seemingly satisfied customer base sharing positive comments and retweets of their dogs enjoying Purina. Purina Dog Chow’s accounts highlight that their product is crafted in the United States with an emphasis on American raised chicken. They also include captions on their Instagram saying they have been around since 1926 to establish their credibility as a longstanding player in the industry. They showcase that they use high quality ingredients and explain the product gives dogs the nutrition they need. Their feeds also include how they impact the community. Their Twitter reposted Franklin County Humane Society using the Dog Chow. Purina Dog Chow also features partnering with Bobby Jones and service dogs with their “Even Heroes Need Heroes” campaign on both Twitter and Instagram discussing personal stories and heartwarming videos. Overall, most comments on their social media posts are positive, but occasionally there is a person or two who claim the food is toxic and to stay away.

Purina Dog Chow doesn’t like or respond to comments on their Instagram as much as their Twitter. The company’s social media efforts could be more interactive, but the focus on cute puppy photos and “puppyhood videos” seem to be satisfying their following.

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SWOT Analysis

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Strengths Nestle, Purina’s parent company, holds just under 1/3 of the pet food production market and can continue to back the brand with the immense resources of a multi-billion dollar conglomerate.

Purina Dog Chow is a widely recognized pet care brand across the market and has a positive reputation among consumers.

Purina Dog Chow remains one of the most affordable brands on the market, an attribute that is likely to keep young millennial consumers as loyal customers.

Weaknesses Nestle’s ownership of multiple competing packaged dry dog food brands may limit the ability of Purina Dog Chow to gain substantial market share as Nestle develops each of these lines separately.

Purina’s Dog Chow is one of their more “basic” products as opposed to their more specialized and health concentrated pet foods; the less targeted focus of this food steers away from the trend of humanization in which pet owners are trying to feed their animals more high-end sustenance.

Purina owns the trademark for the term “puppy chow,” a term which they can leverage in their marketing strategies in an effort to make “chow” synonymous with “dog food,” therefore increasing brand awareness.

Opportunities

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46.7% of Purina Dog Chow users live in the Southern region of the U.S., allowing Purina to market themselves heavily in this region .

With the majority of Purina Dog Chow consumers being young people (18-34), the brand’s affordability is likely to remain attractive to this demographic.

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Expanding Purina Dog Chow’s delivery efforts can attract a young millennial demographic and establish a loyal customer base.

Threats

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Amazon and other major online retailers have started selling their own dog chow and can easily promote their own products at no additional cost.

The premiumization of pet food has led to a steady increase in new dog food companies, saturating the market and giving consumers more options to purchase these targeted products.

Purina Dog Chow must invest heavily in its marketing efforts in order to remain competitive in this crowded market.

Key Issues & Implications Pet food industry profits are likely to decline over the next five years to 2024 due to uncontrollable circumstances such as falling food costs. A slight dip in profits could pose a challenge to Purina Dog Chow as a smaller budget could inhibit its marketing abilities. As retailers such as Amazon and Target undercut name brand products like Purina’s Dog Chow with their own products, Purina will find it increasingly difficult to market their Dog Chow on these websites. Emphasizing brand loyalty and affordability in our online marketing efforts will be necessary to avoid being undercut by these generic products. As consumers become more concerned with sustainable and ethical practices, Purina will need to demonstrate their commitment to these values, especially as a subsidiary of Nestle, a company with a poor track record on sustainability.

Purina Dog Chow should reinforce a sustainable brand image that shows a commitment to sustainable practices in the manufacturing of their product.

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C A M PA I G N ST R AT E GY

Our Primary Market Purina Dog Chow’s primary consumer base is made up of young professionals ages 18-34 with annual household incomes of less than $50,000.

This demographic makes up 39.9 percent of Dog Chow customers and is 34 percent more likely than the average population to purchase Dog Chow.50 Although this group of consumers is clearly defined and well-established, Purina Dog Chow must target more specific groups of these young consumers by appealing to convenience and affordability in an effort for its inexpensive product to remain relevant as the trend of pet food customization grows.

Meet Sarah Smith, a 27-year-old graphic designer for a mid-size branding agency in New York City. Sarah is single, makes $40,000 per year, and rents a small studio apartment where she lives with her 2-year-old pug, Dory. Coming into the city from the suburbs of Connecticut life has changed drastically for Sarah; in the city Sarah is no longer able 14

to get groceries from large chain stores like Wal-Mart or Target and is now paying much higher prices for her living expenses. While life has changed quite a bit for Sarah since her big move to the city, she looks to keep some things the same: namely her dog’s food. Growing up Sarah’s family purchased Purina for her family dog Stanley and Sarah is glad to keep traditions consistent by giving the same to her pup. Sarah is interested in being able to keep her dog well-fed by providing a nutritious formula with a low cost. This makes her an ideal consumer for Purina Dog Chow rather than a more customizable dog food.

Why Sarah Smith?

Demographics

Consumers ages 25-29 are 49 percent more likely than the average population to purchase Purina Dog Chow. However, only 11.6% of Purina Dog Chow’s customers are within this age range, so there is major room for growth among this demographic. Single consumers in this age range that live in large urban cities are 18 percent more likely than the average population to purchase Purina Dog Chow.51 However, this demographic only accounts for 12.5 percent of Purina Dog Chow consumers, so there is room to grow in this demographic as well.52 Large cities such as New York lack a

variety of inexpensive retailers such as Walmart and Costco due to low levels of car ownership and an overall lack of space. As a result, Sarah is likely forced to choose between drugstores such as Walgreens and CVS where she’ll pay a high markup for her dog food, or an online retailer like Amazon. Therefore, Purina has a strong opportunity to increase consumer recognition of their subscription delivery service that can be highly beneficial to urban consumers like Sarah while simultaneously building brand loyalty.

Although people ages 25-29 living in large metropolitan cities are 20 percent less likely to maintain brand loyalty, the convenience of Purina Dog Chow’s new delivery strategy could encourage consumers like Sarah to develop a sense of brand loyalty for our product.53 Values/Attitudes Consumers ages 25-29 that make $40,000 or more annually are 57 percent more likely than the average population to agree a lot that they prefer to access the internet through a mobile phone more than with a computer.54 Additionally, consumers in this target demographic are 150 percent more likely than the average population to agree a lot with the statement “I am willing to accept advertisements sent to my cell phone if I were to receive something of value in exchange.55” This indicates that a strong social media ad campaign would be well received by

this target audience, especially if the ads were to emphasize the value and convenience of the Purina Dog Chow delivery service.

Media Behaviors Consumers ages 25-29 that make $40,000 or more annually are also 96 percent more likely than the average population to purchase a product that they see advertised on a social media or networking platform.56 Additionally, consumers in this demographic are 88 percent more likely than the average population to follow their favorite brands on social media platforms and 84 percent more likely to trust product information they receive from social media over other sources. As a main focus of our campaign, we will increase Purina Dog Chow’s social media presence in an effort to tap into this market of young middle-class millennials.

Behaviors Consumers ages 25-29 are 28 percent more likely than the average population to shop at a store they normally don’t go to because of a coupon and 19 percent more likely because of a sale. If Purina Dog Chow combines both free delivery and a discount on its product, consumers like Sarah are likely to be intrigued by the discount and convenience of having her dog’s food shipped right to her door.

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income of $50,000-$59,000 are 23 percent more likely than the average population to agree that it is safe to make purchases online and 31 percent more likely to trust product information from websites they’ve heard a lot about.59 Additionally, 53.1 percent of consumers aged 30-34 agree that they’re careful with their money.

With this combination of factors, Purina Dog Chow’s affordability being marketed over social media channels will likely resonate with these consumer values.

Media Behaviors

Our Secondary Market Meet Tino and Nancy O’Hoolahan, two 33-yearold professionals living in a suburb of Chicago, Illinois. Tino and Nancy have two children ages four and six and make a combined annual income of $55,000 per year. Tino and Nancy’s lives completely revolve around their two children. When they’re not working their nine to five jobs you can find the couple picking up the kids from after school programs and making sure dinner is on the table each night for the family to enjoy all together. When possible they still enjoy going outdoors and taking the dog for long walks, with the kids if they can. Tino and Nancy live busy lives, but must remain budgetconscious as their salaries are unlikely to grow at a rapid pace. Therefore, while convenience is important, the couple is always looking for the best deals on all their household products like dog food.

Why Tino and Nancy?

Demographics

Married consumers aged 30-34 with at least one child in their household and a yearly household income of $50,000-$59,000 are 48 percent more likely than the average population to purchase Purina Dog Chow.57 However, only 5.36 percent of Purina Dog Chow consumers are a part of this demographic, which presents massive room for growth.58

Values/Attitudes

Consumers aged 30-34 with a yearly household 16

81 percent of consumers in this demographic say the internet has changed the way that they get information about products and services, while 76 percent say the internet has changed the way they shopped for products.60 While these secondary target consumers may not be as involved on social media as our younger primary target consumer, this demographic is still 83 percent more likely than the average population to trust product information they get from social media websites more than any other source.61 Conversely, this demographic is 28 percent less likely to rely on TV to stay informed than the average population and 41 percent less likely to rely on newspapers.62 Therefore, reaching consumers in this age range with social media and streaming service ads is still a viable option as their hectic lifestyles don’t allow room for the consumption of more “traditional” forms of media such as cable TV. Behaviors Married consumers aged 30-34 with at least one child in their household and a yearly household income of $50,000-$59,000 are 25 percent more likely than the average population to be drawn to a store they don’t normally shop at because of a coupon. Additionally, 64 percent of consumers in this demographic say they would shop at different stores if it meant they’d receive the best possible price.63 The convenience and initial discounts offered with Purina Dog Chow’s delivery service is likely to entice this budgetconscious consumer group who have multiple major financial responsibilities and will look to save money wherever possible.

The Strategy The ultimate business goal for our campaign surrounds the idea of loyalty that will lead to a boost in sales, mostly amongst single 25-29 year olds, but also young families from the age of 30-

34. We want to increase our brand recognition and loyalty by 15% among these target groups using social media, reinforcing our message and adding convenience to purchasing Purina Dog Chow. Therefore, our other aim is closely tied with convenience and helping make life easier (and healthier for your dog). We aim to increase awareness and the number of subscriptions of our Stay Happy® shipping program that autodelivers the puppy chow on schedule for 5% off each order. Our target market, particularly people in major urban cities without access to many large retail stores like Walmart, will rely on auto-delivery as cheap stores are far away in the suburbs and access to cars can be a problem.

Even 30-34 year olds outside major cities may be too busy or faraway to access these stores, and the prospect of saving money and time will be attractive. With loyalty often increased through social media, and with a target market more perceptive to this medium, we believe our ultimate objective is achievable.

Competitive Advantage

So what is the competitive advantage of our product? There are three primary advantages that distance ourselves from our competitors, and together they show us to be the best product for our target market, and one to stay loyal to.

Our first advantage is Purina Dog Chow’s cost competitiveness. With 5% off each order of dog chow could save a lot of money, particularly with the expenses associated with shopping.

However, Purina Dog Chow is already well placed amongst their rival in terms of costcompetitiveness. In fact the average price per pound of Purina dog chow at five major U.S. retailers is $0.58 where the average price per pound of Mars’ Pedigree brand is $0.67.64 The average price per pound of JM Smuckers’ Kibbles ‘n Bits is $0.56 which puts Purina at the lower echelon of dog food prices.65 45% of our target base their dog food choice on the price, and as Purina is lower than other brands, it seems a clear choice. As our target demographic is single with some sustainable income, without children or many financial responsibilities they are likely to spend more money on whatever they care about most; in this case their dog. However, low cost does not necessarily mean lower quality.

At least in Purina’s case.

Our second competitive advantage is that Purina

Dog Chow’s healthiness to cost ratio is maximum value amongst alternatives. Though there are some dog foods cheaper than Purina, the customer gets maximum value only from Purina Dog Chow. Though Purina’s competitors pride themselves on the healthiness of their food, Purina’s chow is the most healthy. In fact Purina Dog Chow is the only one of the above with no artificial flavoring or high fructose corn syrup in the food. Therefore, if a consumer wants the most healthy food for the least amount, Purina essentially offers it. Purina emphasises that “every pet deserves the best life,” and as they provide low-cost food at a higher quality level than competitors, it seems an obvious choice.

Thirdly, but most importantly, Purina Dog Chow’s service differentiation renders our food the ultimate choice over competitors. Though the other two elements help Purina Dog Chow stand out, the convenience and accessibility of Purina’s additional service, the Stay Happy® auto-delivery program, makes Purina Dog Chow especially competitive. It opens up the possibility of cheaper food for many consumers. It makes Purina’s products more accessible and benefits those who have no access to large retail spaces, especially those without a car in big cities.

52% of our target market said they based food purchase on convenience, which means they are more likely to use this auto-delivery program.

Combined with even lower food price (45%’s most important in purchase location) Purina stands out. However, Amazon is beginning to offer the subscribe and save option for other dog foods, though most of these dog foods are not direct competitors. Instead expensive brands like Hills Science Diet and Purina’s more gourmet products are offered on subscribe and save, but not cheaper products like Purina Dog Chow.

For single 25-29 year olds without much money this option looks more even attractive. With the Stay Happy® campaign Purina Dog Chow can reach many others thanks to its convenience and time-saving nature; this makes us stand out over competitors the most.

What is its unique selling proposition?

Purina Dog Chow is unique because it is the only brand that delivers to your house, with 5% off and free delivery for first time buyers.

This shows we care about convenience, making time for you (which demonstrates care for our customers) and with a first delivery free it helps us build brand loyalty. The convenience of not More Time for What Matters

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having to go to a pet store for a busy single person is a big deal, especially if using public transport or foot. Additionally, it works if you are busy and don’t have time to go to the store.

But, our unique delivery system saves you this effort. Research shows that people respond to a positive action with another positive action.66 Therefore, if we make the first free shipping, customers will respond positively. This concept, known as reciprocity, will lead to brand loyalty and good associations with the brand (we are a friendly brand, we are a convenient brand.) An additional bonus to free shipping as our USP is the tendency for people to talk about freebies.

According to Time magazine, the rise of social media has led to a new importance on word of mouth marketing.67 The free component along with the convenience one will get our customers to say nice things about our product and brand, which is arguably as effective as traditional advertising and a lot cheaper.

What is our current and desired brand personality?

As if a dog itself, Purina Dog Chow presents itself as friendly, loyal, and determined.

Throughout their website they consistently promote healthy living in dogs, the idea that your dog deserves the best, and that dogs are a part of the family (or even a way to make your family stronger). Ultimately, this is how the brand wants to be perceived, but it can be honed and concentrated. Purina, like your dog, wants to be an undisputed part of the family, but it doesn’t need to shove their pet-loving philosophy down the consumers throat.

What is the brand’s current position and what is the desired position?

Purina Dog Chow’s current branding position is as a healthy dog food that does not compromise quality for affordability. They truly care about dogs and animals so want your dog to get the best possible for the least possible price.

However there is still a way to go to reach Purina Dog Chow’s desired branding position. Though they brand themselves as affordable and as high quality, the quality of their food is only high in comparison to other lower price brands.

However there are many higher end Purina products which satisfy this demand. So where should Purina Dog Chow aim to be positioned How will the product be differentiated if it already sits at the peak of lower cost high from the competition? quality chow? They should continue not cutting The main product differentiation lies in how Purina Dog Chow is cheaper, healthier and more corners on ingredients, continue making their food affordable, but also make sure the food is convenient to purchase than its alternatives, easier to access. Purina Dog Chow wants you though we will focus on the convenience of to depend on them as a loyal and dependable the product to emphasize how we differ from brand, like you depend on your dog for comfort the competition. The Stay Happy® autoand happiness. We want to boost this further by delivery program offers 5% off each delivery demonstrating our care for you, your family and to successfully differentiate the product: the your dog that makes up part of it. By saving you only other brands that offer auto-replenishment time and money on delivery with the Stay Happy are far more expensive like Hill Science Diet service, you can spend more time with your dog (approximately double the price). Healthy food and family for your personal enjoyment, without and a cheap price help Purina differ, but the incredibly convenient delivery system with further sacrificing extra money or your dog’s health. discount only differentiates us more!

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How will your product be branded? What is your branding strategy?

Currently Purina Dog Chow’s branding is petloving, high quality for less and health-oriented.

We plan on maintaining these same values, but want to also emphasise the convenience of our new free first time shipping and 5% off autoreplenishment services. We want to make it clear that Purina cares about your dog, so we’ll give you money off to make sure they are happier and you can spend more time with them.

What emotions or values do you want to link to the brand?

We want Purina Dog Chow to encompass many emotions and values, but mostly those that you associate with your dog. We are to you what your dog is to you; a companion that helps you through busy, financially stressful and hard times.

We are also loyal, and help you maintain your dog’s healthy lifestyle for less during these times.

Therefore we want to be associated with a stressfree, relaxing and homely values, because that is what we want you to enjoy. However we always wanted to be associated with the healthy, ecominded and outdoorsy lifestyle, because if you’re doing that, your dog can join you too.

Timing When will the campaign start and end?

The campaign will last one year, beginning in January 2020 and ending in December 2020.

January is a great time to start the campaign, as holiday ads are over and people will have more exposure to new advertisements. We are planning on using a continuous duration strategy, and implementing our advertisements year round, with little change within seasons.

We chose to do this because there are not any particular times during the year or seasons in which dog chow is more popular, therefore it makes the most sense to advertise steadily all year long. However, we may change the theme of our adverts to become more seasonal to align with market trends. One year of this campaign will allow our target to have time to see our advertisements, understand our message and our unique selling point of convenience, and then be able to take advantage of the benefits we advertise, such as free shipping and our 5% off deal.

What days of the week will have more emphasis?

The weekend will be a big emphasis for this campaign, but we will also advertise during the week. We know that our target audience will be working for most of the week, thus we have decided that the weekend is the best time to advertise, as they will have more free time and may be more inclined to spend time on social media and/or spend time with their dog.

Will the campaign focus on a certain time of day?

Because we are targeting the single 25-29 year old millennial generation, who usually have work hours during the week between 9 a.m. and 5 p.m., our campaign will be emphasized after these work hours, as well as on the weekends.

This age group doesn’t have much time during the week to relax, but will have much more free time on the weekends. Millennials are more likely to spend time on social media and streaming services after a hard week at work, thus that is when will target them. Many single 25-29 year olds also work on shifts so have a very flexible but unpredictable schedule. Their shift work is not always busy so they spend time on their social media, especially at non-peak times. Therefore we will focus our advertising on YouTube and streaming services in late evenings and weekends. Social media advertising occurs at similar times though more consistently throughout the day too as attention spans lapse at work. The young 30-34 market is also very similar, so we will use similar tactics to reach them.

Will the campaign be mroe prominent in a certain region or group of cities?

Our geographic focus will be on urban cities that generally have a concentrated population of young and ambitious 25-29 year olds. We have already had success with many regions in the South, so we have chosen to focus on cities that are in other parts of the country in order to reach more people. According to Simmons, 25% of single 25-29 year olds live in one of the top five cities in the US, including New York, San Francisco and Chicago.68 Targeting cities will also allow us to make use of the city as an advertising space, and use placement ads on places like public buses and billboards, that are low cost and have a high frequency of viewers. Billboards will work especially well with out 30-34 year More Time for What Matters

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old suburban young family target who will see billboards when going to work and dropping kids off at school. However, we must consider that the dog population is smaller in cities, although 43% of single 25-29 year olds own at least one dog8.

To target middle America would be difficult with social media and streaming services, but where the population is closer together it will be easier.

Therefore we will assess our campaign and base it on the prominence of dogs in the city. Some cities are more dog friendly than others like Portland and Seattle, so therefore we will target them more.69

What is the big picture idea for how your budget will be allocated? Will you emphasize certain campaign elements over others?

We plan to allocate a lot of our budget on our social media advertisements. According to Pew Research, 90% of all millenials, from ages 18-29, use social media, with YouTube and Facebook among the most popular sites.70 From this information, we have decided that social media engagement should be where the majority of our budget should be allocated. In order to ensure the most engagement with these advertisements, we have also allocated some of our budget towards hiring social media interns.

The remainder of the budget will go towards other miscellaneous advertisements, like indoor public transport adverts, suburban billboards, short 5 to 15 second adverts on YouTube or streaming services, small soundbite adverts on podcasts and music streaming services, but these will not be as emphasized in our campaign. We want to target the single millennial market the most, and we feel these are the most effective ways of doing so.

Creative Concept

BIG IDEA: Make More Time for What Matters.

The Message

Our main idea for our campaign is a focus on accessibility and quality for cost. Purina Dog Chow offers their consumers a quality product for a cost effective price, but we want to emphasise how much more convenient life can be with Purina Dog Chow too. By focusing on delivering convenience through our Stay HappyÂŽ shipping program, we hope to enhance our brand loyalty among our target audience. Hopefully this is a loyalty that continues as our target market gets 20

older and they start their own families with dogs.

Keyword: Convenience

Our campaign will highlight the convenience of Purina’s Stay Happy® shipping program, which delivers high-quality dog chow without the hassle. Our time-saving delivery service enables consumers to do more of what they love with the pets they love most. Our campaign will clearly illustrate how consumers spend the time saved with pets they love thanks to the convenience of our delivery service.

Target Audience

Our campaign is targeting an audience that cares for their pet, but cannot afford an expensive, customizable product. Our target market are single people aged 25-29 years old with an annual Household Income of $40,000 or more in larger cities (NY, Chicago, LA) and 30-34 years olds starting young families living in suburbs of large cities. We hope to appeal to our target audience by providing a quality product that is not only affordable but convenient for those who can’t go to a large retail store, or do not have the time to run to the store. People, like Sarah Smith, cannot carry their weekly shopping (especially enormous bags of dog chow) on the metro or bus, so we target these people who need help.

This target is unlikely to shop without a coupon or sale too, so Purina provides that option with 5% off the food with auto-replenishment. As this age group spends a lot of time on their phone, particularly young professionals in the technology sector, we speak to them through this medium. The 30-34 year olds also do not have much time (especially with young children, taking them to after-school activities and cooking their dinners!) so delivery saves them from having to drive to the supermarket, so they can spend more time caring after their new family.

They also trust and are used to shopping online, which boosts our market in this area as Purina Dog Chow is cheaper than the alternatives for delivery. We not only hope our target audience recognizes we offer an affordable, convenient, and high quality product, but that we also genuinely care for them and their dog. We’re here to make their lives easier, so they can enjoy time with their dog.

Our focus on delivery will hopefully grow our brand loyalty among our consumers. Research has shown that consumers respond to a positive action with another positive action. Our More Time for What Matters

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customers will be more likely to be brand loyal if we offer free shipping the first time they have their food delivered. Reciprocity will strengthen our brand loyalty and create positive associations with Purina Dog Chow.

What do we want you to do after seeing the campaign?

After we execute this campaign, we hope our target audience chooses to rely on the products and services we offer. We hope to expand our brand loyalty, so consumers don’t consider alternatives.

How should you feel about our brand?

We want our brand to be perceived as dependable, affordable, convenient and ultimately a brand that cares for their consumers and their dogs. We want our delivery service and ‘low price for quality product’ to persuade customers purchase Purina Dog Chow, and establish a connection with a brand that understands their needs. Even if and when our target market may have more income, we want to ensure they purchase Purina’s more expensive but customizable products, and continue their brand loyalty as they grow their family.

Campaign Strategy-Creative Brief Key Issues 1. Raise awareness of Purina’s convenient dog food delivery service which can make the consumer’s life easier.

2. Message conveys that Purina cares for consumer’s dog by giving them an easier way to care for their pets.

3. Establish brand loyalty among the younger millennial generation by providing a simple solution to their busy lives, which in turn, will become a brand they rely upon as they grow older.

If we provide a simple solution to help busy new consumers increase happiness, specifically with their dogs, we hope they will stay loyal, even when they have more disposable income.

Intertwined with this core idea, we want our brand’s philosophy to push through: we care for your dog by giving you an easier way to care for them.

What do we expect our target to do, feel or understand as a result of this advertising?

Through our multi-channel marketing campaign, we expect our target market to relate to our brand. Our campaign will highlight the business of our target market’s lives, and our product will offer a convenient solution to take care of their furry friends. The content will offer comfort and portray the message that what Purina cares about most is you and you pet’s happiness. That comes with quality time with your pet, which Purina offers you for free.

What is the key insight that we have into our consumers?

The key insight we have into our consumers is the concept of reciprocity. We also know our target markets are very busy, do not have much time to shop, or have the desire to carry their shopping without a car. Therefore, as stated above, we will follow the research that shows consumers are likely to respond to a positive action with another positive action. By making our consumers lives easier, we provide further value beyond just dog chow. To enhance our brand loyalty, we are offering a convenient shipping service to our consumers who don’t have access to or time to go to large retail stores to purchase dog food. By offering first-free shipping and other shipping benefits with orders over $50, we hope to demonstrate our care for our consumers and their pets. Our campaign highlights that Purina cares the most about consumers and their pet’s health and happiness.

What is the strategic “one thing” we need to communicate?

We need to communicate to our target audience that Purina offers a more convenient and inexpensive dog chow product and delivery service to ensure their time is well spent. We want to depict the idea that our customers shouldn’t worry about how and where they’re going to purchase their dog food, but spend more time with their beloved pet. Purina understands their time is valuable, and we want to worry about providing high-quality dog chow so consumers do not have to. With Purina Dog Chow, there is no compromise needed for an affordable, high quality and convenient food.

What tone will the campaign strike?

Our campaign is hoping to achieve a positive, relatable and genuine tone. We want people to 22

believe in our message and recognize Purina Dog Chow as an affordable, high-quality and convenient product that they can always rely on. The messaging will be relatable, which will allow consumers to see the need they have for our product. The campaign hopes to engage consumers to spend more time with the pet they love, and leave the rest of the hassle up to us. Consumers will be more loyal to a brand that understands and meets their needs, so Purina is focusing on providing convenience to those with a busy lifestyle.

billboards on highways will be effective. They will see them on the way to work, dropping kids off at school or even on the way to the supermarket.

This will emphasize the convenience of delivery.

The effect will also be furthered with radio adverts targeting specific areas, so they hear about our product and offers when they are fulfilling tasks they don’t enjoy, at the same time they see the billboard.

How will the campaign be executed?

What media will be used?

Our multi-channel campaign will use social channels such as Instagram, Facebook and YouTube. We will also use Spotify, Amazon, and other streaming service advertising, as the target market uses these platforms. Social media advertising will be a primary focus because our target market is very receptive to digital ads and spend a lot of time on social media. Through short-five second videos, we will optimize our online presence and expose consumers to messages in a reduced time period allowing for our advertisements to engaging. We feel that a campaign towards the target demographic of 18-34 year olds presents a great opportunity to increase sales among a younger market. Through the use of visual elements and strategic messaging, our advertisements will convey a relatable depiction of this generation’s busy lifestyle. The goal is to illustrate ways in which Purina’s dog chow made our consumer’s day just a little bit easier, while also allowing time for quality time with their healthy and happy pets.

Additionally, we are targeting consumers in big cities who primarily use public transportation, so we will focus on advertising on subways and buses. Our target market does not have access to cars, which makes public transportation a more convenient commute than walking.

We will remind consumers how difficult it is to bring shopping and heavy items on public transportation, and direct them towards our auto-replenishment program. This idea can be reinforced by buying advertising on music streaming services and podcast websites, which people often listen to while on-the-go. They will emphasise how much better and simpler life can be for you and your dog with Purina and our cheap, convenient delivery system. However, for the suburban 30-34 year old market, a focus on More Time for What Matters

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MEDIA PLAN

Objectives Our media plan will target unmarried 25 to 29-year-olds that live in urban areas and make around $40,000 annually, a group that is a specific demographic of our primary customer base. The objective of this campaign is to reach 85% of our target audience and increase brand recognition and loyalty by 15% among this target group by using media outlets that are most commonly used within this group, and reinforce the idea that Purina Dog Chow is the most convenient and worthy brand for these customers.

In order to support the goals of our campaign strategy, our media plan uses a high target reach and high-frequency approach to optimize the exposure of our brand to our target audience.

Based on our market research, our target audience uses digital media at much higher rates than traditional or impact media, thus the majority of our budget will be used to gain high reach and frequency for digital media.71 Our plan centers heavily around digital media outlets, with some emphasis on impact media and a very light emphasis on traditional media. Traditional media such as television and print are decreasing in use for our age group, and we want to stay as relevant as possible for our young target audience, by promoting ourselves on the radio and engaging with sites that they are familiar 24

with and visit often.

Media Aperature Our campaign will 12 months long- beginning in January 2020 and ending in January 2021.

January is an ideal time to start our campaign, as holiday ads are over and people will be experiencing less clutter, allowing our customers to allocate more attention to our campaign.

We will be implementing a mostly continuous duration strategy, with a steady stream of advertisements all year long on every media platform. We chose continuous over other methods such as flighting or pulsing because it is always a good time to purchase Purina Dog Chow- it is a product that is needed continuously for dog owners. Although we are using continuous, we will be pushing our radio advertisements at a slightly higher frequency during January and February, as this is our only national advertising we will be using and we feel that a slight push will result in better reach for the rest of the year. For the rest of our digital and impact media, we will use only a continuous method.

For the duration of our campaign we will be emphasizing the weekend for advertisements.

Our target audience has a steady job during the week, and is able to relax more on the weekends, thus having more free time to scroll

through social media, stream videos and audio on the internet, and spend time with their dog. Due to the work hours of our target audience, usually from 9 a.m. to 5 p.m., our digital and radio media outlets will be emphasized outside of these hours.72

Geographic Location Our campaign will focus on highly populated urban areas across the United States. Since we already have a large customer base in many regions in the South, we are focusing on cities in other parts of the country. According to our research, 25% of single 25-29 year olds live in one of the top five cities in the US, including New York, San Francisco and Chicago.73 Our advertising will be targeting these cities, as well as other cities that have a high population of our target audience. Targeting these cities will allow us to implement an important part of our impact media outletstransportation and billboards. Public buses are more popular in urban areas and cities, so our bus wraps will be have a high frequency of

exposure to our target audience. Billboards are also common in cities, especially in metropolitan areas where our target audience might work.

Cities such as Portland and Seattle are known to be more dog-friendly than others, so we will be sure to increase the number of ads within these cities.74

Media Expenditure & Budget Allocation Our total budget is $20 million. Of this, 25 percent ($5 million) has been put into our contingency budget. The contingency budget will be used for any possible risk/crisis management needs and any media adjustments needed. We will spend about 18 percent on impact media, 75 percent on digital media, and 7 percent on traditional media.

Media Expenditure

Impact Media Expenditure

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Impact Media Billboards. We will use billboards in 5 markets for 12 months. We chose to use billboards in the top five concentrated cities with the highest population for unmarried 25-29 year olds, which is New York, Chicago, San Francisco, Los Angeles, and Washington, DC.75 We are choosing to implement billboards in only the top five most populated cities since it is not our main media outlet, and will most likely be most effective in areas that have the highest target reach.

According to our Simmons data, 41 percent of our target audience notices large billboards while driving.76 Although this is not the majority, we feel that if we use billboards in the most populated cities, they will be a good way to catch the attention of our audience. Billboards will be placed along the busiest avenues that lead into the most populated metropolitan areas. Since this is a risky investment, we will only be using it in the top five cities, but have confidence that it will be successful.

Bus Wraps. In addition to billboards, we will be using bus wrap advertisements. Similar to our billboards, we will be using this method in six selected markets- the top six cities for our target audience.

We will be using two different types of bus wraps to grab the attention of our target audience, who are frequently around public transportation. These select markets will have continuous advertising on 10 buses per month, for 12 months.

Digital Media - Fixed Cost SEM. We plan to focus on 10 keywords for Google searches: dog food, Purina, puppy chow, Purina Dog Chow, dog, dog nutrition, dog food delivery, healthy dog, pet food, dog food brands. We 26

Digital Media - Fixed Cost

Digital Media - CPM Cost Expenditure

Traditional Media Expenditure

believe that these are keywords that our target audience would search on Google on their computer or phone.

We are having our search engine marketing be consistent throughout the year, with 10 keywords per month, in order to maintain a steady presence in the lives of our target audience.

SEO. We will be hiring someone within our agency to manage our search engine optimization in order to make sure our content is relevant to our campaign strategy, our website is ranked high on search algorithms, and traffic to our site is increased.

Amazon Video Ad. We plan to use a video ad on Amazon because it is a site highly used by our target audience. According to Simmons, almost 50 percent of our target audience has used Amazon in the last 30 days, and 35 percent within the last seven days.77 These video ads will show up on the side of the site when the user searches on Amazon. Using Amazon

Impact Media Flowchart

will also correlate with the message of convenience in our campaign, as Amazon is a delivery service that offers easy shipping of Purina Dog Chow.

Digital Media - CPM Cost

Digital Media Flowchart

YouTube video advertisments will be streaming on YouTube year round, as YouTube is a popular website for our target audience.

According to Simmons, 63 percent of our target audience has visited YouTube in the last 30 days.78 The top watched channels for our target audience are beauty and lifestyle channels, and pet channels, so we will focus on shows within these channels.79 These video ads will relate to our target audience, which will keep their attention when viewing them.

Hulu allows us to stream Hulu video advertisements year round, as our target audience is more likely to use Hulu than the average consumer, according to Simmons. Hulu’s streaming service has advertisements that engage the user and more likely to keep their attention, making them a good channel to use.

Combined Media Flowchart

Pandora- We will be streaming Pandora audio advertisements year round, as about 1/3 of our target audience listens to Pandora monthly.80 According to Simmons, 63 percent of our target audience has visited Pandora in the last 30 days.81 Pandora has captive listeners, as they are often unable to skip ads if they are streaming music while doing other activities, such as driving.

Facebook will be used to target audience through our Facebook ads for the duration of the campaign. Facebook is one of the most popular social media websites for our target audience, and More Time for What Matters

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social media website that is browsed often by its users. We will implement instagram ads throughout our campaign, as about 1/3 of our targeted audience uses Instagram monthly, according to Simmons.

Spotify will be used to stream audio ads continuously year round, as about 25 percent of our users use Spotify monthly. Similar to Pandora, most users be a captive audience if they are doing other activities while listening to Spotify, and will be more attentive to the advertisement.

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Traditional Media National Radio Morning and Evening Ads. We will place advertisements for national radio in the morning and evening drive time to target our audience that works from 9 a.m. to 5 p.m. during the week. The stations chosen will be based on the most popular music and news stations within each geographic location.82 Based on the Simmons OneView data, our target audience listens to the radio most often from 6 a.m. to 10 a.m. and from 3 p.m. to 7 p.m.83 We will place advertisements in national FM stations, because although our campaign is mostly in select cities, this method will give insight as to how regions that are not included in our campaign will react to our advertisements.

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PR PLAN

As discussed in the situation analysis, the public opinion on Purina Dog Chow is very split. Some consumers say their dog looks very healthy while using the product, others claim it is poisonous.

Recently in the news, Purina Dog Chow’s parent company has been accused of causing dogs deaths with their product Beneful.82 While this is not directly Purina Dog Chow, a hit to Purina’s image trickles down to the brand. It is important to fix this issue with a very public change in ingredients.

Purina Dog Chow currently runs monthly campaigns to create awareness for dog related issues. In September, Purina and Purina Dog Chow ran a month-long campaign supporting service dogs for veterans. With videos on their website and social media content, “Service Dog Salute” has generated media attention and raised awareness of the importance of service dogs for helping PTSD. In October, Purina has focussed on Domestic Violence Awareness month. Purina raised awareness of the issue on their social media accounts. Purina participated in the Purple Leash Project, part of their mission to bring and keep pets and people together. This is similar to the mission of Purina Dog Chow.

Now, Purina is focussed on the 18th Annual National Dog Show. Overall, recent messaging from and about our brand and our parent 30

company has been positive. While most reviews have been encouraging, it is important to constantly express our values so that we can best market ourselves to new and exciting demographics.

Stakeholder Analysis 1.

• • • •

Nestlé and its stakeholders Largest food company in the world Owns Purina Cares about sustainability83 We will work with their ideals to the best environmental practices

2. Purina Employees • Purina is the parent of Purina Dog Chow • Employ more than 8,000 people in the U.S.84 • Care about the company’s success because it impacts their job security, pay, etc.

• Wants to help feed pets in animal shelters • Wants to raise awareness of dog related issues • We will manage opinions about these issues through promoting new social initiatives 3. Farmers • Produce parts of the final product • Need to maintain a stable level of demand for ingredients

4. Retailers • Stock Purina Dog Chow • Make a profit

press will have free entry to all Purina Dog Chow events. Lastly, Purina Dog Chow’s press and media kits will be updated constantly.

5. Purina Dog Chow’s Customers (dogowners) • Feed the product to their pups • Want healthiest ingredients • We will emphasize quality of ingredients and health aspects • Value convenience in their busy lives • Campaign is centered around shipping and convenience • We will target commercials and other ads toward busy family lives

Media Contacts

Media Relations Strategy

Local TV Gary Baxter, General Manager (Sinclair National - Fox 47 News) gary.baxter@fox47news.com 517-394-9310

Media is incredibly important to Purina Dog Chow’s brand as they expand their consumer base with two new target audiences. Both young families and young single adults will use social media, which allows Purina Dog Chow to share content on their page to connect with consumers as well as the media themselves. The company will additionally foster a positive relationship with our media contacts through continuously reaching out with pitch emails for relevant and exciting news. Before, during, and after events, Purina Dog Chow will maintain an open dialogue with media contacts. At every event, there will be dogs, which is a great motivation for attending events but if that incentive is not enough, the

Purina Dog Chow is focussed on a transmedia campaign which is similarly reflected in their media contact choices.

National TV Nicole VanderPloeg, Senior Manager of Publicity at Animal Planet nicole_vanderploeg@discovery.com 212-548-5176 |

National Newspaper John Smalley, Editor at the Wisconsin State Journal jsmalley@madison.com 608.252.6104 National Newspaper Kaitlyn Wells, Freelance and writer at the New York Times kaitlyn.wells@wirecutter.com More Time for What Matters

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Local Newspaper Paul Fanlund, The Capital Times pfanlund@madison.com Magazine Jason Mailliard, National Advertising Director at Dogster Magazine jmailliard@belvoir.com 203.857.3170 Magazine The Bark Magazine Advertising Department ads@thebark.com 510.704.0827 Influencer Tyler Macke, Owner of twitter account WeRateDogs @dog_rates partnerships@weratedogs.com Personal account @mackemode Influencer Jason Nolen, Owner of Dogs of Madison Instagram account @dogs.of.madison @jasonnolen, jnolen@ssc.wisc.edu Blog Top Dog Tips Youtube vlog with over 40K Subscribers,dedicated to dog tips ranging from health, nutrition and training. stuff@topdogtips.com

49% more likely to use Instagram on a frequent basis than people aged 30-34. Additionally, people aged 30-34 are 48% more likely than the average population to use Facebook on a frequent basis.85 Social media pages will also have links to the website and news about the product. The mission will be to respond to questions and concerns and retweet, share, or like posts that positively connect with the brand. This will help with relationship management for both customers and stakeholders. It will be a vehicle to prove our worth through replying and interacting with valued customers.

Purina Dog Chow will manage their brand personality by imagining they are a person. This is a great way to make sure every response has the same tone. The person we are going to mimic is Chrissy Teigen. She is funny, sassy, but well educated and informative. We will respond to Purina Dog Chow consumers with this in mind.

For example, if a customer tweeted “Percy won’t go near Purina Dog Chow,” the brand would reply with “Do better, Percy.”

Many of the contacts listed are in the blog and social media industry. Because a new target is the young professional age range, many of them will use social media: specifically Twitter and Instagram. Youtube is also very popular in this age demographic. The other contacts are media from interesting some of our reader’s favorite magazines, newspapers, and TV shows.

Social Media Strategy Social media will take both an interactive and supportive role for Purina Dog Chow. The brand will work with our newest campaign initiative to target two new audiences. The social media will feature lots of rich media ads for the most impact and utilize ads in line with our campaign to emphasize the ideas of convenience and bringing people together. Twitter and Instagram will mainly target young adults. Facebook will be ideal for connecting with young families.

According to Simmons, people aged 25-29 are 32

Advertisment for the Dog Adoption Tour.

Additionally, if the tweet was more positive, like “Milo can’t get enough Purina Dog Chow!” we would favorite the tweet and respond “Milo = a good boy!”

To engage with stakeholders, Purina Dog Chow will start by following all their social media pages. Social media will be an easy point of contact. Purina Dog Chow will also message stakeholders via direct message for birthdays, events, and occasions. Lastly, liking and sharing posts is crucial to maintaining a mutually beneficial relationship with stakeholders.

A few social media promotions to look forward to include the already popular 5% off autoreplenishment services as well as a new shipping related initiative: free shipping for first time purchases. Purina Dog Chow wants to make it clear that the consumer’s time is a priority, so much so that the brand will offer useful discounts to make sure everyone can spend more time with those who matter. Another exciting promotion is centered around adoption: free packs of Purina Dog Chow when you adopt from local shelters. This promotion will not only benefit young families but also shelters that struggle to feed all the dogs they care for.

While these promotions will mainly be featured on our social media, they can also be found on our website and in our many advertisements lining public transportation, radio space, and commercials.

Public Relations Tatics Our first promotion will be the Dog Adoption Tour. For these events, we are partnering with local adoption shelters to assist them in finding suitable homes for their canine friends. Similarly to the promotion above, we are emphasizing convenience through hosting the event in 20 cities. When people adopt, we will give them a free pack of Purina Dog Chow for their newest friend. This will harken back to the idea that we are an affordable brand and create loyalty to the product. This event is perfect for young families, our other target audience as pets bring a family together.

The kickoff event will start January 10th, 2020 on the National Mall in Washington, D.C..

The Dog Adoption Tour will be covered by

Dogster Magazine and the Animal Planet. On social media, we will work to start trending #PurinaPupAdoption. We will favorite anything positive with this tag to best interact with participants and fans.

Another promotion is the Doggy Double Date tour. These events will connect singles and their dogs in 20 different cities across the U.S.. The Doggy Double date will feature carnival games, live music, treat stands for dogs, and other fun match making activities. We will also start the tag #ChowDoubleDate. Encouraging singles and their pooches to document their love stories on social media will generate buzz for our brand.

Because we are traveling to so many cities, it highlights the idea of coming to you and overall More Time for What Matters

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convenience. It is perfect for one of our target audiences: young working professionals in the big city.

The first event will take place February 15th, 2020 in Central Park, New York. The New York Times and We Rate Dogs have confirmed their attendance. 20% of the proceeds made from the Doggy Double Date will go to animal shelters near the city of the event. This will incentivise people to show up as well as boost social media engagement. struggle to feed all the dogs they care for.

While these promotions will mainly be featured on our social media, they can also be found on our website and in our many advertisements lining public transportation, radio space, and commercials.

Promotional Activities On Twitter, Facebook, and Instagram there will be monthly contests to engage consumers. The pages will post photos and quotes from events of happy customers and fans of the product.

Additionally, the brand will send out free dog treats as gifts to dogs that post photos with Purina Dog Chow on their birthdays. Purina Dog Chow will feature polls on Instagram stories to engage with followers. The brand will also generate memes for the younger crowd to share.

In general, people tend to like cute dog photos, they are ultimate thumb stoppers, so Purina Dog Chow is excited to better their social media to best promote the brand.

Our new campaign will use a continuous media strategy. At the beginning of the New Year, we will begin a monthly Instagram contest. We will change our contest monthly, asking customers to post photos of their pups with a new hashtag.

For the month of January, for example, our tag will be #NewYearNewMe to connect to New Year’s resolutions. Our first post is shown below. We will repost our favorite pictures on our page. The contests will always be funny, something that is very important to shares and likes for the young professional and young family demographics.

Our next promotion is helping dog owners spoil their best buds on their birthday. We will encourage customers and fans to post photos of their dogs on their birthdays. When they use the 34

tag #PurinaBirthdayPup, we will Direct Message them for an address, and send over a free dog treat to help them celebrate. An example is shown below. This will remind our consumers that we care about their dog’s happiness as well as their own.

These promotions echo our belief that dogs are more than just pets, they are family. We, like everyone, love dogs, especially when they are doing something silly, so we know this will become an instant thumb stopper. Purina Dog Chow wants you to depend on them as a loyal and dependable brand, like a consumer would depend on a friend and these promotions align with that sentiment.

Budget Press Kit: $30,000 x 2 = $60,000 (Doggy Double Date and Adoption Event) Media Relations: 50,000 x 2 = $100,000 Event Marketing: $1 million x 20 = $20 million (Doggy double dates for 20 cities) Event Marketing: $500,000 x 20 = $10 million (Adoption event for 20 cities) Consumer Promotions: $50,000 (dog treats social media give away for birthdays) We are unsure of the extent to which people will engage with the social media give away. Each dog treat costs $3.24 and shipping will vary based on location.

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Media Kit

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C R E AT IV E B R I E F

Our Primary Market

Secondary Target Audience: The O’Hoolahan family is a middle-class family of four living in suburban Chicago, Illinois. They make an annual Current Situation/Background Currently, Purina Dog Chow and the Nestle Petcare household income of $55,000, and with two Company are enjoying healthy sales in a booming kids, they are extremely busy. The parents work 9 to 5 jobs and drive their kids to and from all pet food industry. However, the Dog Chow brand their activities. As a result, they don’t have a lot needs to remain relevant to young, budgetof time to shop around for the most affordable conscious consumers who are being presented and convenient products. This middle-class with an increasingly large amount of personalized family living in a relatively expensive Chicago pet food options. The trend of humanization in suburb sees value in the convenience and the industry, where many consumers are starting affordability of the Stay Happy delivery service. to shop for their pets as another full member of the family, is leading to increasing popularity Key Message of customized pet food that tends to be quite Purina Dog Chow is now more convenient than expensive. Purina Dog Chow needs to double ever with our Stay Happy auto-replenishable down on its core consumer base and market itself delivery service anywhere in the United States. as an affordable, convenient alternative that still offers a healthy choice for dogs.

Why and How The Purina Dog Chow Stay Happy delivery Objective service is important for young professionals To highlight our quick and easy solution to whose busy lifestyles make running errands shopping for dog chow through our convenient difficult, or for young families who do not have Stay Happy auto-replenishment delivery service. time to stop at the store in between soccer practice. This service crosses one more thing off Target Audience their to-do list, allowing more time to be spent Primary Target Audience: Sarah Smith is a single 27 year-old making $40,000 per year living in New with those they love (like their furry friends!).

To prove the importance of this service, our York City. She’s extremely likely to trust product information she sees on social media and does not creative work will picture Stay Happy saving have great access to major big box retailers due to busy families and young professionals time so her location, so she is likely to find value in the Stay they can spend it with someone important.

Happy delivery service where she will pay a fair Tone price and have her dog food delivered straight to Our tone is light-hearted, informative, playful, her door.

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loyal and family-friendly. Much like the loyalty and playfulness of man’s best friend, Purina Dog Chow will express a consistent brand voice through our creative work, ensuring it resonants as a welcoming and relatable brand.

Mandatories Each creative work will include the brand logo, slogan, and a call to action, thus ensuring clarity and consistency in our brand messaging.

Recommended Strategy By depicting busy schedules in various advertisements, our target audience can relate to the scenarios they see in our ads and discover how affordable and convenient Purina Dog Chow’s Stay Happy delivery service truly is. Our advertisements will be relatable and engaging and encourage our target audience that they not only want Purina Dog Chow’s Stay Happy delivery service, but that they need it.

Medium Social Media Instagram. The intended message of our Instagram post is that Purina Dog Chow is that we can save you time while you live your life.

Aren’t you glad we deliver, so you can spend more time with your family, including your dog?

Our posts will emphasize how convenient and affordable it is to Stay Happy with Purina Dog Chow. Instagram posts will allow for direct engagement with our customers through hashtags, comments, and direct messages.

Our Instagram posts are targeted both at our primary and secondary audience. Our primary audience is likely to trust product information they see on social media. Our target audiences will pay attention to this message because both audiences value their limited time and appreciate an affordable product.

Facebook. The intended message of our Facebook posts is that Purina Dog Chow cares for your family and your pets. We want to make your life easier through our delivery service so you have more time to spend with your dogs More Time for What Matters

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and family. Your time is valuable, and we can make life easier through our convenient and affordable products and services. This message is intended for both our primary and secondary audiences but will mainly target our secondary audience who is more likely to use Facebook.

Our intended audience will pay attention to this message because they value convenience and time spent with their families.

Streaming Services Youtube, Amazon, Hulu, Spotify, Pandora/Radio.

The intended message of our advertisements for streaming services, such as Amazon Video and Hulu, is to promote our delivery service and emphasize the convenience and affordability of our dog chow and delivery service. Our intended target audience for our streaming service advertisements is both our primary and secondary target audiences. Our target audiences will pay attention to our streaming service advertisements because both audiences can relate to having a busy schedule. Everyone can relate to having a day that just will not quit.

They will be able to picture themselves in the exact situation depicted in the advertisement

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Foreground:

Background: Sounds of children crying, dogs barking, and traffic whooshing by.

VO:

Always in a rush?

Feel like your days are never ending, but you somehow never get everything on your to do list done?

Sounds of dogs barking, people laughing, dog park noises.

VO:

Make more time for what matters, with Purina Dog Chow’s Stay Happy Auto-replenishment program for 5% off your purchase and free shipping on your first order. We want to help you make more time for what really matters in your life.

Make more time for what matters.

Spotify and Pandora Ads

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YouTube, Amazon & Hulu Advertisment More Time for What Matters

Scene 1: A climatic, yet soft music that grows throughout the commercial until characters return home Shows 3 people on their day-to-day lives: woman is a corporate employee, man is a server/bartender, and the other man is a teacher with family.

NATS: City noise, restaurant chatter, children talking, office noise Scene 2: Woman pauses to look at a photo of her pet on her desk. The server watches from the window as a passerbyer walks by with their dog.

The teacher watches one of his students draws his family and their new puppy, which reminds him of his own dog.

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Scene 3: The three people finish their days work and take public transportation home.

NATS: Sounds of the city and subway can be heard amongst the the shuffling of feet clicking on the cement.

Scene 4: The three people arrive to their homes -- the woman lives in her NYC apartment, the server/bartender lives in a studio with roomates outside of Manhattan, and the teacher arrives home to his wife and young child in a suburb.

Each are greeted by their dogs as they walk inside.

NATS: Package opens, dog barks, sound of dog chow hitting the metal bowl.

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Scene 5: Logo and Purina Dog Chow Ad appears on screen.

VO: With Purina Dog Chow’s delivery service, there’s now more time for what matters.

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and learn of Purina Dog Chow’s convenient and affordable products and delivery service.

Transportation Billboards & Bus Wraps The intended message is to promote our delivery service with the slogan, “Aren’t you glad we deliver? Make more time for what matters.” The message will portray relatable, challenges that occurs within the target market’s daily lives. Purina Dog Chow will offer a simple solution to those everyday issues. The intended target audience will mostly be our primary target audience who is a young professional, aged 27 years old, lives in an urban city and commutes to work on public transportation.

The advertisements will be placed throughout public transportation systems which will directly target the busy, captivated audience to and from their workplace. While they are commuting, our advertisements will present the issue in its context such as an advertisement depicting

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a man carrying a large bag of dog chow in a cramped subway car. The solution: Stay Happy auto-replenishment delivery service.

Message Our message will focus on our slogan,”Aren’t you glad we deliver? Make more time for what matters.” This will inform consumers of the convenience of our delivery service.

Timing The campaign will last one year, beginning in January 2020 and ending in January 2021.

Pros (Strengths) Time of Year: Our campaign will start at the beginning of January 2020 and run through January of the following year. Beginning in January will allow our ads to run in a decluttered environment once holiday ads are over. Using a continuous duration strategy, we will run our ads year-round with little fluctuation throughout the course of the campaign. We chose a continuous duration strategy because of dog food’s consistent demand throughout the calendar year, there isn’t one specific season where dog food will be in higher demand than another.

One full year of advertising will allow for ample opportunities for our target audiences to be exposed to the campaign, understand our core message and unique selling point.

Time of week: While our ads will run throughout the week, specific emphasis will be placed on the weekends as members of our target audiences are likely to be very busy throughout the week.

Therefore, we’ve decided to increase our ad frequency on the weekends as consumers will likely have more free time and may be more inclined to spend time on social media and/or streaming services.

Time of day: Due to the busy schedules of our target audiences, we will place our ads to run outside the common work hours of 9 a.m. and 5 p.m. Our target audience is also likely to be working outside of these normal work hours, so we will focus our advertising on YouTube and streaming services in late evenings and weekends. Our social media advertising will occur at similar times, however they will be spread out more consistently throughout the day as attention spans lapse at work.

A weakness in having the campaign last for a year is ensuring its relevancy and originality.

Our creative work must connect with our consumers and providing them with fresh content throughout the year, so we will measure what work reacts well with our target market and continue to push the same message,”Aren’t you glad we deliver? Make more time for what matters,” just displayed in an original and visual way.

Opportunities By highlighting our delivery service and its convenience to our target market of young millennials, we are hoping to connect with them and establish brand loyalty as they continue to grow their families. The effectiveness of raising awareness of our brand will determine the reality of this opportunity.

Rationale for Recommendation This is the best strategy to accomplish highlighting our quick and easy solution to shopping for dog chow through our convenient Stay Happy auto-replenishment delivery service because each advertisement will engage the consumer and encourage them to relate to the scenario they’re seeing, hearing or watching.

Because of our target audience’s busy lives, they will be able to relate to the scenarios we depict in our advertisements, encouraging them to purchase our delivery service.

Bus wrap advertisements highlight the convienence of Purina Dog Chow.

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APPENDIX

Situation Analysis 1. http://www.fundinguniverse.com/companyhistories/purina-mills-inc-history/ 2. https://www.bizjournals.com/stlouis/ stories/2001/12/24/focus9.html 3. https://www.purina-arabia.com/meet-purina/ history 4. https://www.petfoodindustry.com/articles/2153how-nestla-purina-petcare-earned-the-malcolmbaldrige-award 5. http://newscenter.purina.com/2010-09-17-NestlePurina-Completes-Acquisition-of-Waggin-TrainDog-Snacks-Business 6. https://www.merrickpetcare.com/news-room/ merrick-pet-care-announces-purchase-agreementby-nestle-purina-petcare-company/ 7. https://clients1-ibisworld-com.ezproxy.library. wisc.edu/reports/us/industry/industryoutlook. aspx?entid=4347 8. http://web.b.ebscohost.com.ezproxy. library.wisc.edu/ehost/pdfviewer/ pdfviewer?vid=4&sid=dce4de68-c961-427bb17c-ff1b165fc924%40pdc-v-sessmgr04 9. https://www.pawdiet.com/ingredients/kibbles-nbits-dog-food-ingredients-review/ 10. https://www.pawdiet.com/reviews/pedigreeadult-complete-nutrition-chicken-flavor-dry-dogfood/ 11. https://www.adbrands.net/us/nestlepurina_ us.htm 12. https://www.purina.com/articles/dog/health/5tips-separation-anxiety

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13. https://www.purina.com/articles/dog/nutrition/ quality-and-safety 14. https://www.purina.com/about-purina/betterwith-pets/articles/8-causes-purina-loves-tosupport 15. https://www.dogingtonpost.com/despite-dogdeaths-illnesses-judge-sides-with-beneful-in-classaction-suit 16. https://adage.com/creativity/work/purinastreet-vet/2165891 17. https://www.ispot.tv/brands/IL7/kibbles-n-bits 18. https://www.clickz.com/kibbles-n-bits-servesgeo-social-with-print-ads/52983/ 19. https://www.cbsnews.com/news/kibbles-nbits-other-dog-foods-recalled-over-lethaldrug/ 20. https://uwmadison.app.box.com/s/ mtyjj3gjvvj2uo18fq5r6gf2v4ci83vu 21. https://www.pewresearch.org/facttank/2019/07/23/key-takeaways-state-of-thenews-media-2018/ 22. https://uwmadison.app.box.com/s/ mtyjj3gjvvj2uo18fq5r6gf2v4ci83vu 23. https://www.nestlepurinacareers.com/toolkit/ brand-standards/brand-essence-core-values/ 24. https://www.purina.com/about-purina/betterwith-pets/pet-welfare/domestic-violenceshelters 25. https://youtu.be/MrH6NLNHb_Y 26. https://search-proquest-com.ezproxy.library. wisc.edu/businesspremium/

Campaign Strategy 1. https://oneview-simmonsresearch-com. ezproxy.library.wisc.edu/main/# 2. https://www.pawdiet.com/reviews/pedigreeadult-complete-nutrition-chicken-flavor-drydog-food/ 3. https://www.pawdiet.com/ingredients/kibblesn-bits-dog-food-ingredients-review/ 4. https://www.sciencedirect.com/science/ article/pii/S0899825605000254 5.

http://business.time.com/2013/06/24/5-wayscompanies-win-by-giving-stuff-away/ 6. https://dogtime.com/dog-health/general/4360-dogfriendliest-cities-list 7. https://www.pewresearch.org/internet/fact-sheet/ social-media/

Media Plan 71. Simmons OneView 72. Simmons OneView 73. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/# 74. https://dogtime.com/dog-health/gener

al/4360-dog-friendliest-cities-list 75. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/# 76. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/# 77. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/#

78. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/# 79. https://digiday.com/media/demograph ics-youtube-5-charts/ 80. https://oneview-simmonsresearch-com.ez

proxy.library.wisc.edu/main/# 81. https://oneview-simmonsresearch-com.ez proxy.library.wisc.edu/main/#

PR Plan 84. https://www.thedailybeast.com/purina-sued-for- allegedly-killing-thousands-of-dogs-with-toxic- food 85. https://www.petfoodindustry.com/arti

cles/8694-purina-petcare-supports-land-olakes- sustain 86. http://newscenter.purina.com/2017-09-27-Nestle- Purina-to-create-as-many-as-240-jobs-in-Hart- County-Georgia 87. Simmons Oneview

THE OL’ RAZZLE SOCIETY

theolrazzlesociety.com 888-888-8888

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