MKT10007 FUNDAMENTALS OF MARKETING Semester and Year 1,2021 Assignment Number and Name: Assignment 2 Brand Analysis Date of Submission: 25 April 2021 Akhil Inesh Shreedharan (102761095)
Table of Contents 1.0 Introduction 1 1.1 Brand Summary. 2 1.2 Product 3 1.3 Price. 4 1.4 Place. 5 1.5 Promotion 6 2.0 Microenvironment. 7 2.1 Macroenvironment. 8 3.0 Persona. 9 3.1 How Purina is triggering need recognition for consumer segment. 10 4.0 Conclusion. 10
1.0 Introduction This report is research-based on a well-known pet food brand, Purina Petcare. In-depth research will be conducted on a subcategory of Purina Petcare, which is the Purina dog food. This report will begin with a brand summary of Purina's background in Malaysia. The report will then cover the 4ps of marketing for Purina, microenvironment and macroenvironment factors that are giving risks and opportunities for Purina, a fictional persona and how Purina is triggering need recognition for a consumer segment. Finally, this report will end with a brief conclusion. 1