Is Your Dog A Cheesehead Case Analysis Essay
Case Analysis – Is Your Dog a Cheesehead? Targeting the Premium Pet Market
Kayla Weyer
Doctor Jones
Marketing 310
Consumer Behavior
Spring 2015
April 13, 2015
Case Analysis – Is Your Dog a Cheesehead? Targeting the Premium Pet
Market
ATTITUDE CHANGE STRATEGIES – COMPANY WEBSITE
Complete Natural Nutrition’s website is clean and modern. It displays white and green colors which portrays a healthy vibe. The site is informative and easy to navigate. Ease of use is a must when it comes to a website. The consumer must be able to find the information they seek.
As soon as I entered the website, I could tell right away that everything is organic and natural.
Complete Natural Nutrition has done a great job with their messaging. There is a section on the …show more content…
To successfully market to this group, Complete Natural Nutrition will need to keep this in mind. Demographics is a key part of a psychographic analysis. According to the DDB Lifestyle
Data, cat or dog owners are typically aged 4554 and their occupation is most highly a precision worker. Since this this age group is most often an “empty nester” it makes sense that one would put so much care and attention into a pet. This stage of life allows them more time to spend with their pet, and also it allows them to spend more money on their pet since they have more disposable income. A typical pet owner brings in $70,000 to $100,000 per year. A dog owner’s self concept is masculine, and a cat owner’s self concept is affectionate. Both of these concepts are somewhat based on emotion, which will be a driving force for marketing campaigns.
According to the DDB Lifestyle data, men and women who owned a cat or dog tend to be tech savvy. The potential customer for Complete Natural Nutrition is always up on the latest trends and innovations. This person will usually have the latest and greatest technology on the market. BEST TARGET MARKETS BASED ON DEMOGRAPHIC DATA
The premium pet products and services market is growing to be very large. There is a group …show more content…
Products that will appeal to this audience include ones that are specifically featuring health and wellness aspects as pet health becomes the major trend within the industry. These “parents” will most likely spend a great deal more on their pets, and in order to capitalize on this aspect, the communication appeals must be geared to their personal preferences and feelings about the services and products that are being offered. Because not only are these owners worried about the quality of the items bought for their pets, causerelated marketing will be a huge aspect in gaining an even larger audience and even more revenue as this group is also worried about the surrounding environment. They are more apt and willing to spend money on products that promote and sponsor a cause.
ADVERTISING CAMPAIGN AND MARKETING APPROACH FOCUSED ON THE
AFFECTIVE COMPONENT OF ATTITUDE
The advertising campaign will be focusing on an affective component of attitude. There are several reasons for this: consumers have an emotional relationship with their pet,
Kayla Weyer
Doctor Jones
Marketing 310
Consumer Behavior
Spring 2015
April 13, 2015
Case Analysis – Is Your Dog a Cheesehead? Targeting the Premium Pet
Market
ATTITUDE CHANGE STRATEGIES – COMPANY WEBSITE
Complete Natural Nutrition’s website is clean and modern. It displays white and green colors which portrays a healthy vibe. The site is informative and easy to navigate. Ease of use is a must when it comes to a website. The consumer must be able to find the information they seek.
As soon as I entered the website, I could tell right away that everything is organic and natural.
Complete Natural Nutrition has done a great job with their messaging. There is a section on the …show more content…
To successfully market to this group, Complete Natural Nutrition will need to keep this in mind. Demographics is a key part of a psychographic analysis. According to the DDB Lifestyle
Data, cat or dog owners are typically aged 4554 and their occupation is most highly a precision worker. Since this this age group is most often an “empty nester” it makes sense that one would put so much care and attention into a pet. This stage of life allows them more time to spend with their pet, and also it allows them to spend more money on their pet since they have more disposable income. A typical pet owner brings in $70,000 to $100,000 per year. A dog owner’s self concept is masculine, and a cat owner’s self concept is affectionate. Both of these concepts are somewhat based on emotion, which will be a driving force for marketing campaigns.
According to the DDB Lifestyle data, men and women who owned a cat or dog tend to be tech savvy. The potential customer for Complete Natural Nutrition is always up on the latest trends and innovations. This person will usually have the latest and greatest technology on the market. BEST TARGET MARKETS BASED ON DEMOGRAPHIC DATA
The premium pet products and services market is growing to be very large. There is a group …show more content…
Products that will appeal to this audience include ones that are specifically featuring health and wellness aspects as pet health becomes the major trend within the industry. These “parents” will most likely spend a great deal more on their pets, and in order to capitalize on this aspect, the communication appeals must be geared to their personal preferences and feelings about the services and products that are being offered. Because not only are these owners worried about the quality of the items bought for their pets, causerelated marketing will be a huge aspect in gaining an even larger audience and even more revenue as this group is also worried about the surrounding environment. They are more apt and willing to spend money on products that promote and sponsor a cause.
ADVERTISING CAMPAIGN AND MARKETING APPROACH FOCUSED ON THE
AFFECTIVE COMPONENT OF ATTITUDE
The advertising campaign will be focusing on an affective component of attitude. There are several reasons for this: consumers have an emotional relationship with their pet,