An integrated marketing campaign for Vet Naturals

• Main Author: Macapagal, Kharleigh Louisse R.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4897
• Institution: De La Salle University

The continuous growth of the pet population across regions has led to the growth of the pet care industry in the previous years. Forecasts reveal that this upward trend is driven by rapid urbanization, shrinking household, rising disposable income and pet humanization. In terms of sales volume, the US remains the key market for pet care but emerging markets are already catching up. Competition is also tougher in the pet food category with the increased number of players and the presence of economic pet food. UNAHCO, as the most-trusted holistic animal care company in the Philippines for over 40 years sees this growth as an opportunity not only to expand the business but also to increase its reach in the pet care market. This campaign, then, will help UNAHCO launch its first ever wet dog food brand in the market through integrated marketing efforts across platforms and medium. By promoting the heritage of the mother brand and its expertise, this campaign will be able to build credibility around VetNaturals- the first grain-free dog food in the country that most veterinary physicians recommend. Since research shows that the key driver of consideration is only through expert recommendation, existing partnerships with retailers, breeders and doctors will be maximized through direct product endorsements. These endorsements are expected to counter the main barrier of trial, which is the consumers extreme loyalty to their existing brand. Specific to the allocation of resources, a bulk of the budget will go to digital, with support from print and direct marketing. The objective is to create a credible perception about UNAHCOs VetNaturals by using a scientific and clinical approach in all communication materials. In terms of scope, the priority of this campaign will be potential buyers who are currently residing in urban areas in the Philippines. All efforts are especially designed and customized for dog owners to ensure targeted communication and efficient spending.