Case study analysis comparing & contrasting the advertising approaches of two cat foods, FELIX & WHISKAS. Reviews the world-wide cat food market, discusses impact of advertising.
Written in 1996; 1,125 words; 5 sources; $ 39.95
From the Paper:
"The pet food industry has grown significantly over the past 40 years in both Europe and the United Sales. There are an estimated 31.7 million cat owners in the U.S. with cat food sales totalling close to $3.4 billion. However this market is also becoming more competitive. In the U.S. cat ownership is not growing as fast as it once was and in both Europe and the U.S. consolidation of pet food producers is taking place. In addition, both areas of the world have seen a growing diversity of outlets for cat food products. In Europe, and particularly Britain, supermarket sales still account for a significant proportion of cat food sales but, as in the U.S., mass merchandisers and pet store chains offer strong competition. Furthermore in both Europe and the U.S. grocery chains have been..."
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