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Precise Marketing Strategy of Purina- with STP Analysis and Campaigns

Updated on: Dec 1, 2022
marketing strategy of purina - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

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In our previous report, we learnt in detail about the marketing strategy of Mercadona. In this article, we will elaborate on the marketing strategy of Purnia.

The objective is to help you gain insights into Purina’s transition into becoming global a pet care company.

Marketing is an essential part of a business that may make or break it. Marketing has migrated to the digital area along with users from all over the world. Check out Free MasterClass on Digital Marketing 101 if you’re interested in modern digital marketing.

In this article, we’ll go over the marketing strategy of Purina in detail. Let’s start by studying the company’s history and target market before we dive in deep.

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About Purina – Company Overview 

marketing strategy of purina - purina logo

Source – 1000 logos

The Nestlé Purina PetCare Company was established in 1866 and has its corporate headquarters in Missouri’s St. Louis. A leader in pet nutrition, Nestlé Purina PetCare offers goods for small mammals, birds, fish, reptiles, dogs, and cats.

The product line offered by Nestlé Purina consists of snacks, wet food, dry food, supplements and speciality foods. The company Nestlé Purina is dedicated to offering pets all over the world high-quality, secure, and efficient goods.

The business first concentrated on producing dog biscuits but eventually diversified its offerings to include cat foods, treats, and vitamins.

Currently, Nesquik, Friskies, Pedigree, Meow Mix, Iams, Science Diet, Eukanuba, KMR, Whiskas, Healthy Choice, Evo, Innova, Purina One, Purina Pro Plan and Whiskas are just a few of the pet food, treat, and supplement brands produced by Nestlé Purina Pet Care, a multinational pet care corporation.

Nestlé Purina promotes its top-selling goods by sponsoring occasions like the annual World Dog Show. Additionally, they support the American Kennel Club (AKC) National Championship show.

The ASPCA, the Humane Society, and the Make-A-Wish Foundation are just a few of the philanthropic organisations Nestlé Purina is known for supporting.

An unlisted private firm Purina Petcare India Private Limited was established on August 3, 2017. It is a private subsidiary of a foreign corporation and is based in Delhi’s Central District. Its entire paid-up capital is INR 126.00 cr, and its authorised share capital is INR 130 cr.

The operating revenue range for Purina Petcare India for the fiscal year that ends on March 31, 2021, is INR 1 crore to 100 crores. Over the previous year, its EBITDA increased by 0.06%. Additionally, its book net worth has grown by 82.07%.

Quick Stats

CEO Nina Leigh Krueger
CMO Eric Willis
Area served North America, Asia, Africa, Europe, Latin America and Oceania
Industry Pet Food
Revenue 16.4 billion U.S. dollars (2021)
Vision Pets and people are better together. This is the guiding belief that motivates Purina to deliver life-changing nutrition to pets and world-class pet care expertise to pet owners and veterinarians every day.
Tagline Your passion our Passion

 

Marketing Strategy of Purina –

Before diving into the marketing strategy of Purina lets first look at its STP Analysis.

Segmentation, Targeting and Positioning 

Segmentation – They segment their products as they offer food and care for multiple pets like dogs, cats, and fish.

Targeting – Pet lovers, Pet Parents and retail chains like Walmart and amazon where they can sell their products.

 Positioning – Purina is positioned as a premium brand and great quality producer of pet food.

Marketing Campaigns 

A series of commercials for their current campaign that features dogs in various outfits have amassed over 1 billion views on YouTube.

1.“The Catfluencer Campaign” 

marketing strategy of purina - marketing campaign

Influencers have a significant fan base. Another prominent Instagrammer group that isn’t yet represented by an agency was founded by Purina. They approached the top 19 Dutch cats’ Instagram accounts, making them influencers.T the initial Purina catfluencer production.

The catfluencers created culinary content like true Instagram foodies by giving their human caregivers a high-end promotional kit, making Purina Gourmet the most adored culinary cat brand on social media.

2.  “I Stand Behind Beneful”

marketing strategy of purina - marketing campaign

In the wake of a pointless class action lawsuit, the commercial, which was shot at Purina’s Atlanta facility, clears up misconceptions about the quality and safety of one of the company’s top brands by highlighting the care and accountability that go into every bag of Beneful.

With their cherished pets by their sides, Purina employees discuss their pride and faith in the food that millions of dogs consume each day in America.

Employees at Purina are united by a “not on my watch” attitude that adheres to the company’s core principles and standards.

3. “Million Mile Challenge”

marketing strategy of purina - marketing campaign

While many people and dogs have happily adapted to domesticated life, some still feel the call of the wild. A campaign which would encourage physical activity and raise money to support pets in homeless shelters.

Social Media Marketing 

  • Instagram – 144K – (purina) / 8K+ (purina.cl)
  • Facebook – 1.8M
  • LinkedIn – 20K 
  • Twitter – 60.7K 
  • Youtube – 14.3K subscribers (Purina) / 1.22K subscribers (Purina India)

They have the most followers on Facebook. They mostly post promotional content about pet care.

SEO Strategies

marketing strategy of purina - ubersuggest seo screenshot

Source – Ubersuggest

According to SEO analysis, organic keywords below 500 are bad, above 1000 are good and above 10,000 are amazing as you can see purina.com has 430K organic keywords which are notable. 

As far as monthly traffic is concerned above 20,000 is considered amazing and Purina has 10.4M monthly visits which are remarkable.

Influencer Marketing

This fantastic campaign, which aimed to raise awareness and attention for Nestlé Purina Fancy Feast, involved cat parents and pet micro-influencers.

 Influencer marketing was successful in sparking discussions that demonstrated product usage and intense interest. Overall, the Fancy Feast campaign over delivered both reach and engagement, with 72 content pieces created for the brand. 

No of influencers 18
Total Reach 1.3 M
Engagements 105K
ER 8%

 

E-commerce Strategies

Talking about the e-commerce strategies Nestlé Purina has its website from where they sell their products with special offers. Besides that, it has gone along with other delivery apps such as Amazon, Chewy, Petsmart, Petco, Walmart etc or any site or app those that provides pet care products.

Mobile Apps 

The Purina Pack (by NESTLÉ)

Purina Pack is an app or community where content has been specifically curated for Purina Pack members. You can keep up with the most recent news and events from Purina with Purina Pack. They have 5T+ downloads for this app on the Google play store.

Content Marketing Strategies

marketing strategy of purina - content marketing

Purina is aware that the main goal of content marketing is to be useful. Purina’s end goal is to move more dog food products, but the means to that end is not by selling, it’s by helping. 

They post articles with topics covering grooming exercises, and health to behaviour. The best resource for new dog owners is puppyhood.com.

This brings us to the end of the marketing strategy of Purina.

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What’s Unique about the Marketing Strategy of Purina?

The best thing that Purina did was that they focused more on building trust with their customers than on pushing any specific product. Building a relationship with someone that is based on trust and loyalty so that they will think of you first when it comes time to make a purchase.

For example, they made their website and blogs consumer friendly so instead of selling a product they focused on educating consumers about the food that they were feeding their dogs and how it would affect their health in the long run.

And this stemmed from Purina’s philosophy of “improving the lives of cats and dogs through quality nutrition and care”.

When customers could learn more about the products they were buying from Purina, they could be sure that they were getting good quality products at the best prices. This not only makes increases brand value but also helps develop customer loyalty.

The marketing strategy of Purina will have to keep changing according to the current trends. If you want to learn the current marketing strategy then IIDE’s Online Digital Marketing course is at your help.

Overall, the marketing strategy of Purina is excellent. They will have to find new ways to attract their consumers’ attention. Right now, they are doing a great job. If they continue working hard on it, they will reap many benefits from it.

We hope that this blog has given you good knowledge about the marketing strategies of Purina. If you want to read such insights about other companies, check out IIDE’s Knowledge Portal

And what do you think about the marketing strategy of Purina? Tell us what you think in the comments section below. Thanks for reading!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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