Question-   ACG709 - Strategic Branding and Design

Solution-

ACG709
Strategic Branding and Design
Assessment 2: Project Proposa
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According to reports there is a 37% increase expected in the Asian-Pacific pet care market by 2023. This is due to the rise in pet humanization trend across the world. Roger Dooley says in a Forbes article that more than 85% pet owners consider their pet to be part of family and many refer to themselves as ‘Pet Parents’ rather that the term ‘Pet Owners’. And more than 94% of the of pet parents have a close relationship with their pets.
This report is exploring multiple brand strategies to brand a pet food company called Animal Nurti based in India. The UVP (Unique Value Proposition) of this small company is pet food designed specifically for each and every one of them apart from the common range. To finalize the composition of each feed, they consider the breed, physique and health of the pet to give them the ideal feed. The coming years will be a great opportunity for the company, despite the heavy competition in the market. To understand and explore suitable brand strategies for Animal Nutri, this paper will explore six different brands strategies.
This paper looks at three competing brands such as
1. Pedigree
2. Royal Canin
3. Purina
And three brands in different sectors for their unique packaging, social media strategy and brand strategies that can be used for our brand
4. Colgate
5. Dove
6. Nike
Pedigree:
Pedigree pet foods is a subsidiary of the Mars American group founded in 1957. Pedigree has always believed that dogs make our lives better, so everything they do is for the love of dogs and that they deserve to be fed well and have loving homes. This makes consumers view them as a thoughtful and warm brand for their constant help towards homeless dogs.
They launched a major corporate social responsibility campaign called ‘The Pedigree Adoption Drive’ as a part of their brand strategy. They constantly encourage dog ownership and raise awareness about abandoned dogs in need of homes. They provide grants for dog rescue organizations, dog shelters and dog adaptions. Along with re-homing over 100,000 dogs. This made the company receive massive PR in the UK.
Stakeholders of Pedigree are employees, shareholders, suppliers, distributers, competitors and pet owners.
Some of the touch points are listed below.
Figure Logo
Figure Pedigree Website
Figure Pedigree India Instagram
Figure Pedigree UK You tube ad
Figure Magazine ad
Figure Packing
Figure Adaption fair
Figure Adaption Campaign
Figure Display
Figure Brand Ambassador Brett Lee
Figure Customer service
Figure Annual report
Royal Canin:
Royal Canin is a French company that sells pet food. They also undertake research to provide breed and symptom specific nutritional requirement for dogs and cats. This company is very similar to the one I am trying to brand. While other brand seems so interested in pleasing the owners to show that whatever makes the owner happy is presumed to be good for the pet, Royal Canin focuses on the biological and nutritional needs of the pet. They give more importance to these criteria than the emotional needs of the owner. They strategy is rather blunt ‘owners who respect their pets will take the pet’s biological needs into consideration’. This can be a great strategy to use for my brand and let the owners know that each pet has different requirements according to their bodies.
They also actively sponsor National Pet championships to engage pet owners.
Stakeholders of Royal Canin are customers, advertisers, researchers, manufacturers and shareholders.
Below are the touchpoints
Figure Logo
Figure 16 Website
Figure Social media
Figure Ads
Figure Website
Figure Billboards
Figure Exhibitions
Figure Packing
Figure National Pet Championship
Figure Merchandise and Uniforms
Purina:
Purina is an American based subsidiary pet care brand of Nestle` founded in 2001. They have a range of pet foods like Pro plan, Purina dog chow, Purina ONE, Friskies and Beneful focused for different type of pets. In contrast to Royal Canin, Purina uses both emotional connection and personalized experiences to attract pet owners. They have a strong web interactivity and content publishing to create a pet loving community.
They educate their consumers about different pet-related issues and donate money to pet welfare organizations. Purina recently created a Street Vet campaign, where they installed urine detector poles in parks and encouraged to let the dogs pee on the poles to give health feedbacks.
Stakeholders of Purina are employees, sub brands, customers, shareholders, manufacturers and distributers.
Below are a few touchpoints
Figure Logo
Figure 16 Website
Figure Website
Figure Social media
Figure Ads
Figure Billboards
Figure Exhibitions
Figure Packing
Figure 50,51 Display at the veterinarian
Figure Sponsoring and community support
Figure Campaigns
Colgate:
Colgate is an American oral hygiene brand that was introduced in 1873. According to a research by Kantar Worldpanel in 2015, Colgate was the only brand in the world to be purchased by more than half of the households. They are still expanding their market every year with their marketing strategies.
Colgate creating trust.
Coming to their brand strategy, Colgate approached their market with an educational approach rather than only advertising the product. They educated people on the correct way to brush their teeth, flossing effectively and other oral hygiene issues. Though it seems quite obvious for an oral hygiene brand to do, Colgate were the first to implement if so effectively. Colgate educated their market and created trust on the brand as a whole. Most consumers love receiving free information that impact their lifestyles and health. Though this strategy seems rather simple, it is something that can be implemented by other brands as well. This strategy made them one of the most trusted toothpaste brands in the world.
Below are the touchpoints of Colgate
Apart form the advertisements, they have a really strong presence during the purchase phase with their professional educational pages, seminars and exhibits to make people engage with medical professionals. They also have various partners and also spencer for free dental check-ups for the poor and hold campaigns with social responsibility.
Their post purchase strategies are not as direst and strong compared to the pre and during purchase ones. Stakeholders of Colgate are customers, employees, advertisers, shareholders, researchers and store owners.
Some of the touch points are listed below
Figure Logo
Figure Website
Figure Ads
Figure Packing
Figure Billboards
Figure Social media
Figure Educational
Figure Seminars
Figure App
Figure Customer service
Figure Sponsoring and community support
Figure Annual report
Dove:
Dove is a personal care brand owned by Unilever, introduced in !957. Their products are sold in over 150 countries for women, men as well as babies. Dove has always focused on portraying real body and skin types in their ads, rather than unrealistic beauty and body standards of super models and actresses. This made the brand connect with real customers, who relate to the people on the screen. Along with this, they have successfully managed to create a unique and distinct image for Dove.
In this social media dominant society Dove stands out with their steady and impactful social message marketing. Dove has a really strong social media strategy. They have held various campaigns like #ShowUs and #RealBeauty to connect with real women. But the success has not come without controversies. They overcame this with ‘Courage is Beautiful’ campaign, which was more than just passive marketing during this pandemic. Their social media strategy can be used for Animal Nutri to promote awareness of violence against pets, adoptions and so much more. But Dove works like a female market brand and neglects to focus on their male consumers to a great extent.
Stakeholders for Dove are consumers, employees, parent company, store owners and advertisers.
Below are some touchpoints with visual examples.
Figure Logo
Figure Website
Figure Social media
Figure Ads
Figure Environment
Figure Campaigns
Figure Billboards
Nike:
Nike is an American multinational sports equipment corporation founded in 1964. Nike has a strong social media presence with their effective storytelling. Nike sells the stories which in turn helps in selling their products. Nike knows what attracts their consumers and target market the best and develop on it. They also promote fitness and health with multiple training apps focused at different things. Nike holds campaigns like ‘Equality’, ‘Find your greatness’, ‘Unlimited you’, ‘Dream Crazy’ and so on to encourage their audience. These campaigns show different people with different goals and skills and shows them fighting to achieve what they believe in. Consumers find this kind of stories are easy to relate to.
They also spencer many sports teams and athletes around the globe and encourage underprivileged athletes. They also have a wide range of creative packaging, which is not traditional in shoe and sports equipment packing.
Stakeholders for Nike are manufacturers, suppliers, employees, advertisers and sponsored athletes.
 

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