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Word Count: 2,491
Mission Statement We love dogs and cats Thats why we come to work every day We never tire of watching them Trying to better understand them Working to enrich their lives as they enrich ours For over 75 years weve been finding new ways to help pets live healthier happier and longer lives Along the way weve made more progress in the advancement of pet care and pet nutrition than any other company in the world from research and product development to the support of local pet care initiatives and national events At Purina your pets are our passion Purinacom Company Background In 2002 Nestle and the worlds largest complete dog food company Ralston Purina merged together to form the brand Nestle Purina Pet care NPPC Purina became the largest pet food company in the world Within the UK Purina are number 2 when it comes to manufacturing Corporate Objectives Purinas main objectives are To make the company valued and understood in the UK - Build brand awareness within the UK A value share increase in grocery total coverage of 2 in each of the three product areas 1 Bakers Complete 2 Felix 3 Winalot Treats This is to cover the campaign time period of 2005 - 2006 SWOT Analysis Opportunities Cat food - growth of pouches market 41 Pouches seen as more convient fresher and easier to serve Growth of super premium dry cat food Life stage products - kitten senior Dog food - growth of premium dry food- less smell less mess and lighter Growth in dog treat market 57 Threats Highly complex market - many different formats are available from different flavors to life stages More cats in the south and dogs in the north so supermarkets will need to sell accordingly and dominate the one more popular Manufacturers must adapt their proposition to
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