Leader of the Pack Dana Schuermann Katlyn Kelly Elizabeth Gallagher

Theme and Slogan Purina is constantly exploring new trends that define the future of pet care. Our line is designed for the sophisticated, elite dogs with discerning taste. “For Your Cultured Companion” – Hints at the target customer/consumer Packaging – Modern, clean design with succinct texts

Products Replenishes B vitamins, zinc, and protein to provide the nutrients an active dog needs Ingredients include barley, rice, and potatoes for high energy; chicken for protein and and lean muscle; Omega 3 fatty acids for healthy skin and coat Focuses on healthy teeth, breath, and gums. Meets the AAFCO requirements for protein, fat, and carbohydrates *All products come in recyclable packaging*

Client/Advertiser o Nestle: $ 1.31 billion dollar company is currently the world's foremost nutrition, health, and wellness company o In 2001, Ralston Purina merges with Nestle o Quality is priority. All of Purina’s ingredients meets or exceeds FDA, USDA, or AAFCO standards for pet food

Objectives o Create annual sales of $2.5 million in the St. Louis area o To expand market to other major Midwestern cities: Kansas City, Indianapolis, Chicago, and Detroit o Gain recognition by sponsoring community events and fundraisers

Target Markets o Primary – Geographic Suburbs in St. Louis, MO Live within seven miles of a location that sells Leader of the Pack products – Demographics Pet owners that are married, of either gender, ages , Income: $75,000-$100,000 – Psychographics Health conscious individuals who exercise regularly and maintain a healthy diet

Target Markets o Secondary – Geographic Suburbs in St. Louis, MO Live within ten miles of a location that sells Leader of the Pack products – Demographics Pet owners that are single, of either gender, ages 21-28, Income: $40,000-$60,000 – Psychographics Health conscious individuals who exercise regularly and maintain a healthy diet

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EventWhen Bark After DarkMarch 28, 2009 Sampling BoothsApril 4-5, 2009 Visual Merchandising and DisplaysApril 1-30, 2009 Direct Mail CouponsMarch 1-31, 2009 Direct CouponsMarch 1-31, 2009 Schedule of Sales Promotion Planned

Schedule of Advertising Planned

Budget

Benefits to the Client o A new type of customer – Target market will be members of the upper class – Measured by: credit cards to determine wealth of the user o Health Awareness – Continuing Purina’s nutrition ideals o Measure by: increase in sales in Leader of the Pack and Purina One o Moving up with Competition – Organic and eco-friendly – Measured by: Differences in market shares

Benefits to the Client (Continued) o Brand Awareness – The recognizable Purina logo placed on the products will create brand awareness – Measured by: comparing Purina sales of all products before and after Leader of the Pack is released o Sales Increase – Sales will increase to $2.5 million in the St. Louis area – Measured by: monitoring Leader of the Pack sales after it is released