Introduction

This report speak about Petfood. More exactly, it has for objective to present a Direct Marketing Communication Program for Nestle Purina Pet Care, to cross promote Purina products, to build sales among existing customers. Objectives for this program is to reinforce Purina brand values, brand loyalty, to educate, inform and persuade customers through methods and medias. This program is important for NPPC because the Purina brand is relatively new and unknow in the UK.

A/ Breakdown of Target Audience

For my report, I have decided to choose a specific target, retired people living in the South West. I have found in Mintel that people who lived in this area are more likely to own a pet (a cat or a dog or both). I find out that 5,2 million people live in the South West and there are 22,5% of retired people (National Statistic Online), that represent 1,17 million, it’s the highest proportion of older people in UK. I assume that 80% own a pet , that give 936,000 to target in South West. I target all of this population, because even if Purina is consumed by people in this group, I want to make retention and acquisition of customers.

Profile

The profile of this target is retired people, they have 60 years old or over for women and 65 and over for men. Their lifestyle is characterized by a life rather solitary, they are lonely or in couple. Retired people do not work any more thus they are no more active persons and do not have dependent children anymore. They have a lot of free time .

Why to target them?

Older people, especially those living on their own, are more likely to be isolated (Phillipson,C. Scharf T, 2004). It’s why having a pet for retired people is more reassuring and they don’t have the feeling to be alone and isolated (Hart,L.A. ,1995). Retired people have more times, also having a pet allow this people to spend a lot of time with their pets. I decided to target this group because I think that those in younger age have not a