So tasty it makes your pet So tasty it makes your pet healthy and happyhealthy and happy

ADAD CAMPAIGN CAMPAIGN TITLETITLE

NutripetNutripet will be introduced to will be introduced to the market as the tasty and the market as the tasty and easy to administer pet dietary easy to administer pet dietary supplement. supplement.

It aims to inform pet owners about It aims to inform pet owners about the importance of supplements the importance of supplements and an easier approach in giving it and an easier approach in giving it to their pets. to their pets.

No more No more spoonsspoons, , capsules capsules or or droppersdroppers that causes reluctancy that causes reluctancy and even trauma of pets. Plus the and even trauma of pets. Plus the addition of addition of 100g & 50g 100g & 50g variants variants for consumer budget efficiency. for consumer budget efficiency.

NUTRIPETNUTRIPETABOUT ABOUT THE THE PRODUCTPRODUCT

Nutripet as a highly palatable source of calorie and vitamin supplementation recommended for inclusion in the diets of dogs and cats where levels may be low.

It can be used to overcome the animal’s reluctance of the intake of tablets by fully covering the tablet with Nutripet.

ObjectivesObjectives•The main goal of the campaign is to introduce the product to pet owners and also make them switch from their current brand.

•It also aims to increase sales.

•To inform pet owners to supplement their pets’ diet without using spoons, droppers, tablets & capsules in order to avoid pet reluctancy and medicine trauma. No more pet strategies like mixing with food that sometimes pets discard or mixing with water.

Target AudienceTarget Audience•Pet Owners•Per Breeders

Pet lovers, Employed & Self-Employed , Age 24 up, belongs to the Class A & B market.

Distribution ChannelsDistribution Channels•Supermarkets•Hardware Chains•Animal Shops•Veterinary Clinics

ApproachApproach

Nutripet ad will feature its new packaging and benefits. Another ad will include Karylle and one of her pets. Karylle has been a pet enthusiast since she was a kid.

She is the endorser of PAWS (Philippine Animal Welfare Society) and an active volunteer of the said organization.

PackagingPackaging

200g 100g 50g 20g

Original Packaging Proposed Packaging

Blue Orange Black White

yellow orange purple deep pink

Retained Colors

Additional Colors

Colors SchemesColors Schemes

Original Logo Proposed Logo

Original Packaging Clip Art Proposed Replacement Photographic image of dog and cat

Logo & ImagesLogo & Images

Copy Themes Copy Themes We will make new copy themes that are catchy and displays product benefits.

“100% Complete Daily Pet Supplement”

“So tasty it makes your pet healthy and happy”

PRINT ADVERTISINGPRINT ADVERTISING

PeriodicalsPeriodicalsPeriodicals will be used for product recognition and pet owner education.

Pet Magazines like Animal Scene and Pets Unlimited which offers product advertising with press release.

Newspapers especially Philippine Star’s Pet Lifestyle to promote the product to readers of the column. Ad Duration: 6 months - 1 year Ad sizes varies per magazine

Flyers (2 folds) with mini-sachet of Nutripet 20g.

This will be given on pet friendly locations like Eastwood, SM Mall of Asia, Tiendesitas, Serendra, Greenbelt, Greenhills, & Animal clinics.

Promo Duration: 2 months Size: 8x5 inches (folded)

Calendars with Nutripet logo and product.

Promo Duration: December to January 2010 Size: 8x13 inches (folded)

OUTDOOR OUTDOOR ADVERTISINGADVERTISING

Billboards will be placed near pet friendly locations.

Eastwood Mall, SM Mall of Asia, Serendra and Tiendesitas

Billboard sizes vary according to available placement. E.g. 60x30 ft

3 months – 6 months leasing of ad space.

Veterinary Clinic or Animal Shop Signage & Posters to let consumers identify the brand and achieve selling of the product.

Signage sizes vary according to available placement. E.g. 7x3 ft

Veterinary Clinic or Animal Shop Panaflex Signages

Signage sizes & height of post vary according to available placement . E.g. 3x5 ft

Kiosks will be put up on pet events sponsored by Nutripet or may ne used as a Redemption booth for Power Card Premium Items

Kiosk size: E.g. 6x5x3 ft

Posters and Tarpaulins Seen on the windows or doors of the Veterinary Clinic or Animal Shop, along with the signage consumers passing by could have an impulse to inquire or buy the product.

Poster size: 18x35 inchesTarpaulin size: 4x2.5ft or 6x4ft

POINT OF POINT OF PURCHASEPURCHASE

To identify product easily and cater an impulse from a consumer.

Eye-catching gondola shelving to be an easy access to the product. With LCD to display infomercial, product features & TVC.

Sizes would depend on the availability of space within the target placement. E.g. 6x7ft

Another gondola which is an easy access to the product.

Size: 3X5.5ft

Limited Edition Paper bags

Size: 6.5x3.5x2.5 inches

Shelf advertisements like wobblers, price tags and mini-posters.

BROADCAST MEDIABROADCAST MEDIA

Television Commercial will feature the benefits of the product such us 100% Balanced Pet diet and the advantages of Nutripet as a gel form supplement. A demonstration of giving it to the pet will be done by either a model or an endorser.

TVCs will run on weeknights where most people of buying power tend to relax and watch TV. We will not limit to just GMA7 or ABS-CBN, we will consider smaller networks like QTV, Studio 23 and TV5 as broadcasters of the TVC.

A happy pet is a healthy pet – a feature of pet that’s grown with Nutripet

With narrowcasting the programmer or producer assumes that only a limited number of people or a specific demographic group will be interested in the subject matter of a program. In many ways, this is the essence of cable television's programming strategy.

Following the format or characteristics of specialized magazines, a cable television program or channel may emphasize one subject or a few closely related subjects.

Narrowcasting TVCs on Animal Planet

DIGITAL MEDIADIGITAL MEDIA

Internet Advertising: Specifically target a certain country, group and gender to display ads.

Facebook and Google Adwords Advertising.

Static & Flash animated ads that circulate over CPM (Cost per 1,000) or CPC (Cost per Click) systems.

This will be seen on different profiles and websites that hold Google AdSense.

Facebook AdFacebook Ad

Side Ads 110x80 pixels (25 characters for the title and 135 characters for the body)

Google AdsGoogle Ads

Ads sizes varies. 160x728 pixels or 250X250 pixels Ad Duration: 6 months - 1 year

Website ThemeWebsite Theme

Pet website themed with Nutripet for a month. E.g. Pinoypetz.com, PinoyPetFinder.com

Official WebsiteOfficial Website

Display all the information about Nutripet and interact with the pet community.

LCD Advertisements will be placed inside friendly locations like Eastwood Mall, SM Mall of Asia, Serendra and Tiendesitas. Select MRT & LRT Stations will also be targeted.

OTHER STRATEGYOTHER STRATEGY

Uniforms & T-shirts: T-shirt for the sales person of Veterinary Clinic or Animal Shop for brand identification.

Dress up K9 dog units with uniforms with logo of Nutripet.

EventsSponsorship on pet events of PAWS and other pet organizations. Events like animal awareness, pet fashion shows and pet medical missions.

A small booth with tarpaulin and module to display products. Give away flyers about the product. Display TVC and testimonies of pet owners on LCD Screen. Give free samples in sachet and introduce Power Card.

Power CardFor a total of Php5000 worth of accumulated receipts within one year, consumers can avail it at participating stores. Exciting perks and privileges awaits the card holder – VIP pet treatments at select grooming shops & animal clinics, invites to pet events, & premium point system in select stores.

Sample Point System: 200mg - 5 points 100g - 3 points 50g - 1 pointRewards: 100 points – pet costume 50 points – pet bowl 30 points – pet mat 20 points – pet collar 10 points – pet toy

Buy One Take One Promo – Buy 200g and get 50g for FREE. Promo runs in accordance with store sale or when sale is too low.

Volume Discount for wholesalers and regional distributors.

Nutripet Brand Stationery to be given at veterinary shops.

Prescription receipts, pens, notebooks & folders.

Covert Advertising

Nutripet will be featured on any upcoming TV Show or movie. Part of the scene is either the actor gives his pet Nutripet or the

product being displayed together with the pet of the actor.

E.g. Karylle’s TV Soap on ABS-CBN which airs at primetime will include a scene that she administers the product to her pet.