Mini Case 15- 2
Pitt Street Advertising is developing a marketing campaign for a cat food manufacturer. The manufacturer wants a pull strategy. The greatest emphasis has been placed on the design of a series of ads featuring cat owners and their cats. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the cat food manufacturer's share of voice is 28.6 per cent and its share of market is 31.4 per cent for its last ad campaign during which it spent $3 million. As part of this integrated marketing campaign, Pitt Street Advertising is also designing sales promotion activities. The cat food manufacturer wants to link the sales of its best- selling canned food to its new cat food that controls hairballs without cannibalising sales of the established product. This is the first- ever cat food that promises to control hairballs. As Pitt Street Advertising gears up for this campaign, the CEO of the cat food manufacturer announces he really wants to build community awareness of what the company does, especially its charitable work in the area of protecting wildlife and preventing cruelty to animals. This new promotional task is being added after most of the budget has already been allocated. Pitt Street Advertising is searching for a way to meet the CEO's goals within his current budget.
-Refer to Mini Case 15- 2. What would be the most likely advertising objectives for the two cat food products; that is the established product and the new product?

Question

Quizplus · Accepted Answer

The new product, being the first-ever cat food to promise control of hairballs, would likely require an informative advertising strategy to educate consumers about its unique benefits. The best-selling cat food, already established in the market, would benefit from a reminder advertising strategy to keep the brand at the top of consumers' minds.