Integrated marketing communication plan for Paw Natural

PAW NATURAWIMC Project Proposal

Laura Anthes. U01.

1. RESEARCHPAW NATURAW:• Strengths:

– USDA Organic certified– Only natural meat: No hormones…– No fillers, no supplements, all natural: No allergy– LABEL with all the ingredients– Handy small Zip bags (Women)– Price=Cheaper than homemade– ***No need for quarantine/irradiation by AQIS

because is USDA certified***– Testimonials: Healthier dogs– Food that you’ll eat

• Weaknesses– Price– Imported US– Messy cleaning– Difficult to implement– Most Vets against• They could work on their web page• They could introduce biodegradable packages

COMPETITORS:2 competitor’s segments regarding dog food: • Bones and Raw Food Diet (BARF diet)

– The Complete Pet Food Company***• They do seminars in Brisbane (pay: charity)

– or – Dr B’s RAW

• Drawback: Not certified• Advantage: 100% Australian

– Biopet• Drawback: No meat• Advantage: Certified Organic

• Premium/Super Premium Dog Food (We can’t ignore it because many of the prospective customers are on these brands: Intro Stage of the product)– Dick Van Patten’s:

• Certified Organic by OCIA - GMO and pesticide-free.• No RAW

– Organix:• Certified by USDA• No RAW

– Nature’s Gift

1. RESEARCH

• Opportunities• RAW + Humanisation trends.• TESCO distribution:

o Supermarkets are the fastest growing organic outlets.

o Now RAW dog food can be found mainly over the Internet.

• (Of the people who do not currently own a pet, 53% would like to own one in the future).

• Annual retail value growth rate of: • Organic food.• Premium dog food.

•

• Threats• Other brands AQIS certification• RAW diet discovered as non

convenient for dogs• People who shop organically

are conscious of other issues:• Buy locally grown organic

products: Farmers in their community.

• Less fuel is consumed in transport.

2. AUDIENCE

40%

45%

40%

26%

Dog ownership

18-2930-4950-64>65

39% of all adults own a dog

• At 63%, Australia has similar pet ownership as the USA:– 39% own dogs– 34% in New Zealand

• In about two-thirds of cases a woman is the main carer and

decision-maker in relation to the family pet(s).

She is married with children, living in the suburbs and most likely employed.

• 91% of pet owners report feeling ‘very close’ to their pet: Humanisation trend.

Primary Target Audience:• Women between 30-49 years old.

Married or in a couple, without or with small children. Average or high Income and educated. Urban and suburban (90%)

Secondary Target Audience:• Men between the same age. Mainly

the partners of the women in the primary target segment

Others:• Opinion Leaders

2. AUDIENCE

2. AUDIENCE

Why women?:

1. Women are the ones shopping in more than 60% of the cases.2. Women are in a high number of cases the main care takers. 3. Women are the main buyer of organic food (hand-in-hand with humanisation

trend):“(Demographic segmentation)• Female• They are under-represented in the $45 to 75K income range*• They are slightly more likely to be in the 25-54 age group than in the over 55 age group.• 40% of the kids in the household under 15.* The representation of organic consumers at the average income range is worth noting. The is buyers into both the high and low-income ranges”.

4. Organic food consumers are more tolerant with higher prices 5. AU and NZ strong coffee culture: Women go to cafes daily to meet with friends.

Product Life Cycle:Introduction.

User cycle: Innovators & Early adopters Opinion leaders.

3. OBJECTIVESObjectives:

1. To create awareness of the product.2. To inform and educate the customer:

• E.g Brochures.3. To change the customer’s beliefs

about RAW food and preference of our brand: • e.g. Free trials.

4. To induce the customer to buy.

3. OBJECTIVESColley’s (1961) DAGMAR Model:

http://www.businessadvisor.net.au/sales-and-marketing/segmenting-your-market/

‘Baby Substitute’ Demography – one small dog, no children, higher income, urbanPsychological – dogs fragile indoor animals, owners very attached to dogs, dogs are finicky eaters, great desire to give what the dog wants

‘Nutritionist’Demography – multiple dog owners, unlikely to have children, Australian urban, high/middle incomePsychological – very personally attached to do, dog belongs to woman, interested in nutrition, food is varied, least interested in cost

‘Functionalists’Demography – multiple dog ownership, usually children, lower incomePsychological – dogs outdoor, hearty, eat anything, no bother, little attachment to dog, woman not involved in dog

Others: Awareness (10%)

Primary Target: Awareness & Comprehension (40%), Conviction (20%), Action (10%).

Secondary Target: Awareness (15%), Comprehension (5%)

More than 1,000,000/Action: 100,000

4. STRATEGYPatti and Frazer (1988):1. Pre-emptive (Generic claim

about RAW food but our is brand superior)

2. Brand image***3. Positioning (Niche)*

1. Attribute2. Quality3. Product category

4. Affective5. Informational (Brochures)6. Push/Pull (TESCO/Innovators &

early adopters)

Considering target audience+objectives+product stage, main media channels:1. Internet

• Facebook• Web page• Sponsorship: Banners in Dog

Associations and NGOs (Pull: Influencers):• Australian National

Kennel Council• NZ Kennel Club, etc.

2. Posters & brochures• Dog friendly cafés, parks and

beaches• TESCO (Push)

3. Weekend Newspapers: e.g. Saturday Daily Telegraph.

4. STRATEGY Brand Identity

Brand as an organisation:1. Core+Extended identity. 2. Dog, people and family oriented.3. “Gives back” to the local NGOs:

– Donation to dog associations: • Dog Breeders and shelters.• Park and beach cleaning.

Brand as a product:4. Healthy for your dog5. Quality6. Certified“BECAUSE YOU KNOW BETTER”

Brand as a person (dog)/symbol:Chocolate Labrador Retriever with his sportive

green/health conscious owner.He’ll be healthy, shinny coat and “PEP IN his STEP”

Core identity:1. “Paw Naturaw’s mission arises from the belief that

humans, dogs and cats share a distinct instinct to love and an innate desire for a healthy existence”.

2. Organic & RAW high quality dog diets.3. Effective service (frozen food at arrival).4. Family business.5. Responsible with their community: Donations.

Extended identity:6. Friendly, down to earth brand.7. Happy relaxed personality: Aussie/Kiwi spirit. 8. Basis for relationships with other owners.9. Green/organic mentality.10. Symbol: Healthy Labrador Retriever.11. Online + TESCO.

Value proposition:12. Functional benefits: Healthy dogs Save in

veterinary. 13. Emotional benefits:

• Bonding with the dog through experience economy (events).

• By buying the brand you know you support the local community.

5. TACTICS1st Pre-campaign (Posters+Brochures): • Media channels, TESCO, Dog friendly cafés, parks and beaches.

2nd Campaign:Events in collaboration with dog friendly cafés, NGOs and pet associations:• Park and beach events.- Aussies and Kiwis enjoy sports and fresh air.- From September to the end of March (Long term:Every year Part of the brand identity).

Events will be focused on:1. Inform people about RAW diet 2. Speeches: Holistic vets & dog trainers. 3. Dog/owner bond activities (doggie wash)4. Distribution of free trials (log-in web page to

continue receiving packages for 15-30 days)5. Sales promotions: Free doggie kits

6. IMPLEMENTATION

7. CONTROL

Project Management:1. Work break down structure.2. Network diagram.3. Gantt chart.

•Pre-testing•While running the campaign: • Internet data: Number of registered people for samples/or not.• TESCO sales data + web page sales.• Questionnaires.

•Post-testing