Mancarea pentru animale – sau despre cum se comunica au ba
Dupa cum stiu multi dintre cei ce ma cunosc imi plac animalele. Am de altfel doi pisica, Beauty si Zbgzy, si o caine: Maxie. Da, evident, corect e ca am doi motani si un caine – dar… nu pot sa nu ma amuz putin de modul in care suna prima varianta.
Sunt bucuria fiecarei zile – si intotdeauna acolo fara sa pretinda nimic in schimb. Stati fara griji: nu o sa incep cu o lunga pledoarie pentru animale – nu acesta e scopul insemnarii de azi. Fireste pentru toti trebuie cumparata mancare speciala. In orice hypermarket gasesti mancare de la cateva marci. Aceste marci se promoveaza si la televizor, in presa si asa mai departe. Fac campanii pentru cei ce iau animale pui, campanii pentru alte varste, concursuri, campanii de informare si educare. Chiar am scris mai demult despre una dintre activitatile de promovare ale Whiskas aici.
Si acum ajungem la situatia pe care vreau sa o infatisez. Daca mergi la un doctor – sau stai de vorba cu un veterinar sau cu cineva care a mers la un medic veterinar – vei afla ca mancarea cea buna provine de la alte marci (precum Royal Canin sau Hills). Afli diverse despre celelalte produse.
Cu toate acestea, la nivel de comunicare, nu vezi actiuni apartinand Royal Canin si Hills. Daca la Friskies, Whiskas si Kitekat si marcile corespunzatoare de mancare pentru caini chiar vezi diverse – de la promotii la raft pana la actiuni de educare, concursuri, comunicare directa – la cele despre care se spune ca sunt sanatoase nu vezi nimic.
Nu am fost in niciun fel convinsa sa iau mancare de la aceste marci. Mai mult, mancarea nu se gaseste in hypermarketurile cele mai vizitate cand se cumpara mancare. Royal Canin am gasit de exemplu doar la Hornbach. Chiar si asa, mancarea speciala – cum ar fi de exemplu cea pentru motani seniori se gaseste doar la cabinetele veterinare.
Avem asadar argumentul autoritatii (medicului) in favoarea Royal Canin si Hills. Avem toate celelalte argumente de partea celorlalte marci – inclusiv pretul (deloc de neglijat).
De ce au ales aceasta strategie cei de la Royal Canin si Hills? Si care e adevarul legat de mancare si de substante?
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