Welcome to my Whiskas presentation D Lemmer and Tom Dennison White

Whiskas presentation

Some history of WhiskasWhiskas is owned by mars

incorporated.

Whiskas was originally called Kal Kan foods but its

name was changed to Whiskas in 1988.

This was to try and increase market share. And to try and sell the product

internationally.

More history• The Whiskas brand is sold all over the world.

• Whiskas was created in 1936

• Produced in Mclean Virginia by the company pedigree petfood.

• On the 27th January 1999 Whiskas singles aired its first commercial.

• Mars pedigree pet foods launched whiskas in 1959 across europe.

• It was A healthy, meat-based cat food, Whiskas was the first brand to offer varieties of pet food. It became the major cat food brand in Europe, as well as in Australia and Japan.

• 1980’s cats were far more popular then dogs. • British whiskas sold 3x amount

• Mars saw opportunity in americian market

• Mars changed name and packaging same rec

• Lost ½ marjet share during transition so kal kan worked on expanding market in 1980’s

• gave mars international efficiency in marketing cat food.

Primary research

Advertising Stratergies• Used same stratergies other the years

• Used humour to make there adverts appeal and memorable to audience

• Maternal/paternal cat love owner would do anything to make there cats life better

• Security feel secure when cat is provided for

• Gluttony they make the food look nice for a cat to eat so owner buys it

• In 1998, Australian rules footballer Garry Hocking changed his name by deed poll to "Whiskas" to promote whiskas celebrity endorsement

Legislation

• Regulation (EC) No 1924/2006 on Nutrition and Health Claims made on Foods is complex and mandatory and seeks to protect consumers from misleading or false claims.

• Advertisements must not condone or encourage excessive consumption of any food.

• Authorised health claims in the Community Register or claims that would have the same meaning for the audience may be used in advertisements

• factual nutrition statements should not imply a nutrition or health claim that cannot be supported. Claims must be presented clearly and without exaggeration

• Claims that state or imply health could be affected by not consuming a food are not allowed

• Health claims that refer to the recommendation of an individual health professional. Health claims that refer to the recommendation of an association are acceptable only if that association is a health-related charity or a national representative body of medicine, nutrition or dietetics

Swot Analysis • Strengths: Whiskas canned is the number one pet selling

brand in the UK. It made 87.5 million last year. Mars master foods dominates the pet food market in the UK as it has a share of 45% of the market. Not many competitors

• Weaknesses The 3rd biggest brand is Nestlé’s Felix canned which made 82 million 32% share

• Opportunities you could argue that the pedigree canned food takes away some of the market share that Whiskas could potentially have combine the 2 and make whiskas stronger brand and more effeciant products

• Threats:?

Target audience

• The target audience for my product would be cat owners who want to make there cat healthy and happy

• The product will also be aimed at charities like RSPCA and people like vets who would use the product to help cats recover quicker

Summary of initial ideas and feasibility study

• www.imcluelessproductions.weebly.com

Proposal and budget for production

Dealings with the ASA

Whiskas was "eight out of ten owners said their cat prefers it". After a complaint to the Advertising Standards Authority,

this had to be changed to "eight out of ten owners who expressed a preference said their cat prefers it".

An advertisement for Whiskas Pouches moist cat food made a series of claims about cats' preference for this cat food: "Does your cat want to be fed differently? 90% of the cats we asked did" "In a nationwide test 90% preferred Whiskas Pouches to

tins everytime" "90% prefer Whiskas Pouches to tins"The following text was displayed in the commercial:"1.4 million

owners questioned. 173,219 responded.” complaint not upheld by BMP and DDM

Thankyou for watching My presentati on I will now

Take any questi ons you mayHave. Have a safe Christmas