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  • Whiskas Cat Food Market Research, Analysis & Recommendations

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    jaddan bruhn
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    The document discusses research into consumer attitudes towards environmentally sustainable pet food packaging and recommendations for Whiskas cat food brand. It analyzed samples based on gender, employment status, age and location regarding their priorities for cat food selection and views on environmental packaging. The research found that while most consumers aspire to buy green products, only a small portion actually purchase pet foods with sustainable packaging. The document recommends Whiskas pursue more sustainable packaging to gain first mover advantage, potentially reposition as a premium brand, maintain its brand position, and grow market share from consumers switching products.

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    The document discusses research into consumer attitudes towards environmentally sustainable pet food packaging and recommendations for Whiskas cat food brand. It analyzed samples based on gender, employment status, age and location regarding their priorities for cat food selection and views on environmental packaging. The research found that while most consumers aspire to buy green products, only a small portion actually purchase pet foods with sustainable packaging. The document recommends Whiskas pursue more sustainable packaging to gain first mover advantage, potentially reposition as a premium brand, maintain its brand position, and grow market share from consumers switching products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Flag for inappropriate content
    Download as ppt
    526 views14 pages

    Whiskas Cat Food Market Research, Analysis & Recommendations

    Uploaded by

    jaddan bruhn
    The document discusses research into consumer attitudes towards environmentally sustainable pet food packaging and recommendations for Whiskas cat food brand. It analyzed samples based on gender, employment status, age and location regarding their priorities for cat food selection and views on environmental packaging. The research found that while most consumers aspire to buy green products, only a small portion actually purchase pet foods with sustainable packaging. The document recommends Whiskas pursue more sustainable packaging to gain first mover advantage, potentially reposition as a premium brand, maintain its brand position, and grow market share from consumers switching products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT or read online from Scribd
    Flag for inappropriate content
    Download as ppt
    of 14

    PURPOSE

    Environmentally sustainable packaging Market acceptance of package innovation Main criteria for selecting cat food Attitudes towards environment Price expectations

    Sample - Gender

    Sample Employment Status

    Sample - Age

    Sample - Location

    Result

    Result

    Result

    Result

    Result

    Other Research
    Deloitte 2009 6,498 shoppers 95% aspire to purchase green Only 22% purchase green Only 11% of pet food purchases green Green is a tie-breaker where cost and quality parity between brands Sustainability characteristics drive product switching

    Sustainability Benefits
    Swedish pet food manufacturer DOGGY AB Mjau cat food brand Environmentally sustainable packaging 40% less shelf space at supermarket Better graphics on package 1 truck transports same product volume that previously required 15

    Recommendation to Whiskas
    First mover advantage Potential to reposition as premium brand Maintain brand position Grow market share from product switching

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