NOCOV Petwipes

William Payne and Liam Gabriel: P&G

Information:

Target Market: Must be pet owners. Primarily those worried about the impact of COVID-19 so elderly and young pet owners. Also focusing on areas that are greatest affected by COVID-19 such as California and New York.

Marketing Plan: We need to determine where we can best reach our target audience and by which media is the best to do it. By completing surveys before we are launching the product, we can have a better idea of where we can reach our audience. It is crucial to not only market through one media, and to diversify our reach by covering multiple outlets.

Product Advertisement: Video Advertising idea, “50s style advert to tie into our photo advertisement. Have music from the 50s, Put Your Head on my Shoulder while an elderly woman wipes her dog’s fur and is able to live normally with her beloved pet.

Possible Issues: Unknown effects of chemicals in wipes. How were these wipes tested? Is there a danger to the substance from the wipe entering one’s system? Will these wipes damage the coat of my pet’s fur?

Discussion:

The Slogan for the product is "COVID is barking up the wrong tree."The idea being a pun or play on words to distinguish pets as the primary recipients of this product.

The target market must be pet owners. Primarily those worried about the impact of COVID-19 so elderly and young pet owners. Also focusing on areas that are greatest affected by COVID-19 such as California and New York. To reach pets, one must reach pet owners for the product to succeed. This would primarily succeed in Urban areas where the virus is taken more seriously. And where pets are valued more. In other words farms would not be a target for this product at all.

For our marketing plan, we need to determine where we can best reach our target audience and by which media is the best to do it. By completing surveys before we are launching the product, we can have a better idea of where we can reach our audience. It is crucial to not only market through one media, and to diversify our reach by covering multiple outlets. Social media, maybe TV, though ways in which to reach younger adults as well as elderly people are the primary goal. Social Media and newspaper ads would be ideal for this method.

As for the product advertisement, our video advertising idea, a “50s style advert to tie into our photo advertisement. Have music from the 50s, Put Your Head on my Shoulder while an elderly woman wipes her dog’s fur and is able to live normally with her beloved pet. Either that or an "older" sounding sample to avoid paying royalties and a simple "happy" sounding track with a VoiceOver speaking in a calm voice. The idea being the appearance of neutrality in advertising, while also trying to reach out to those who would care or want to use this product. General TV ads would be more universal in terms of outreach.

Some possible issues are, unknown effects of chemicals in wipes. How were these wipes tested? Is there a danger to the substance from the wipe entering one’s system? Will these wipes damage the coat of my pet’s fur? Cost and availability. Any type of percieved target or deception in the claims of the ad. Hence why there will be no claims about it aside from helping eliminate covid on surfaces like animal fur. The idea being it kills Covid on surfaces, not some magic wipe that cures it.