MKT10007 Fundamentals of Marketing Semester 1, 2022 Assignment 2 BRAND ANALYSIS ® PURINA Your Pet, Our Passion. (Source: Dog Food Heaven, 2022) Name: Vinh Xuan (Vanessa) Nguyen Student number: 103524969 Tutor: Rumi Shah Tutorial: Tuesday 10:30 Date of submission: 25/04/2022 Word count: 1535
TABLE OF CONTENTS: Introduction 3 Brand summary 3 2.1 Overview 3 2.2 Marketing mix 5 Analysis of micro and macro environment factors 7 3.1 The Macro Environment: 7 3.2 The Micro Environment: 8 The 'persona' of the ideal customer segment 9 Triggering need recognition 10 Conclusion 10 Reference list 11
1. Introduction This report will focus on analysing Nestle Purina as a Dog food brand to assess its market abilities within the petfood industry in Australia, particularly dry dog food being the main discussion. The marketing intelligence analysis will begin with a brand summary, applying the workings of the Three Levels Theory, then followed with an evaluation of its macro and micro environment factors that contribute to the brand's health; and finally a hypothesis of an ideal target customer, a 'persona' to represent the consumer segment. 2. Brand summary 2.1 Overview In 2022, the pet food industry was worth AUS$3.9 billion and is expected to grow by 2.7% in the next 5 years (Mordor Intelligence, 2021). Within the category, dry pet food has the largest market share and dog food accounts for 83,4% of dog care market's total value in Australia (Marketline, 2022). About 61% of households in Australia own pets, and 40% of which are dog owners, followed by 27% of cat owners. (Mordor Intelligence, 2021) Market Summary CAGR 2.7% Australia Pet Food Market: Market Share (%), Dry Pet Food, 2022 Dry Dog Food Dry Cat Food Source : Mordor Intelligence Source: Mordor Intelligence AN (source: Mordor Intelligence) William H Danforth established Purina in St Louis, Missouri, USA with an aim to build a company that would provide the purest nutrition for animals in convenient and easy-to-use foods. (Purina Our History, n.d)