Whiskas 'Tiny Tiger'
Brand Name: Whiskas Product Type or Description: Cat foodCategory for this Entry: Major change of strategy for existing product or servicesCampaign: Whiskas 'Tiny Tiger'
I. The marketing situation
Over the last few years, the cat food market has become more and more competitive. Overall value growth rates are nearly zero, and most product offers are similar in feeing performance.
WHISKAS had been successful with the proposition 'WHISKAS is the preferred food for cats'. However, in the meantime competition had improved. WHISKAS was loosing its competitive edge and its...