Marketing Communication Case Analysis: Fancy Feast
Marketing Communication Analysis #3
Fancy Feast
Michele M. Chenette
Excelsior College
Abstract Cats have been known to delight their owners for many years. A recent study indicated cat owners are less likely to die of a heart attack or stroke than people who do not own cats. (McClatchy Newspapers, 2008). While that statistic is interesting, people do not adopt cats because of their health benefits. Many people, like me, are life long ailurophiles. We just cannot get enough of the furry little creatures. Cats are known to be persnickety, willful and downright stubborn. But their beauty and grace and distinct personality possessed by each are traits cherished by cat fanciers. Here are some quotes by famous cat fanciers (Catquotes.com, n.d.):
“What greater gift than the love of a cat?”. – Charles Dickens
"Thousands of years ago, cats were worshipped as gods. Cats have never forgotten this.” - Anonymous
“The Smallest feline is a masterpiece” - Leonardo DaVinci The quotes illustrate that ailurophilia has existed throughout the history. Sure, cats had their dark days when they were associated with witchcraft. But today, the cat is very popular and outnumbers dogs in terms of ownership. Cats can be left alone for long periods of time because they can relieve themselves in a litter box. This is attractive to people who lead busy lives, and spend late hours on the road or at the office, but still crave the companionship of a pet. Cats also make great pets for those who live in apartments as they do not require a lot of room or even a yard. The Food and Drug Administration regulates cat food (and other animal feed) be pure and wholesome, safe to eat, produced under sanitary conditions, contain no harmful substances, and be truthfully labeled. (FDA, 2009). Purina has been in the business of animal feed since 1893, when it was founded by William H. Danforth. Danforth’s sales promotion skills were ahead of his
Fancy Feast
Michele M. Chenette
Excelsior College
Abstract Cats have been known to delight their owners for many years. A recent study indicated cat owners are less likely to die of a heart attack or stroke than people who do not own cats. (McClatchy Newspapers, 2008). While that statistic is interesting, people do not adopt cats because of their health benefits. Many people, like me, are life long ailurophiles. We just cannot get enough of the furry little creatures. Cats are known to be persnickety, willful and downright stubborn. But their beauty and grace and distinct personality possessed by each are traits cherished by cat fanciers. Here are some quotes by famous cat fanciers (Catquotes.com, n.d.):
“What greater gift than the love of a cat?”. – Charles Dickens
"Thousands of years ago, cats were worshipped as gods. Cats have never forgotten this.” - Anonymous
“The Smallest feline is a masterpiece” - Leonardo DaVinci The quotes illustrate that ailurophilia has existed throughout the history. Sure, cats had their dark days when they were associated with witchcraft. But today, the cat is very popular and outnumbers dogs in terms of ownership. Cats can be left alone for long periods of time because they can relieve themselves in a litter box. This is attractive to people who lead busy lives, and spend late hours on the road or at the office, but still crave the companionship of a pet. Cats also make great pets for those who live in apartments as they do not require a lot of room or even a yard. The Food and Drug Administration regulates cat food (and other animal feed) be pure and wholesome, safe to eat, produced under sanitary conditions, contain no harmful substances, and be truthfully labeled. (FDA, 2009). Purina has been in the business of animal feed since 1893, when it was founded by William H. Danforth. Danforth’s sales promotion skills were ahead of his
References: (2008, February 27). Dallas News Life/Travel Pets. Retrieved February 22, 2009, from Study finds health benefits to owning cats Web site: http://www.dallasnews.com/sharedcontent/dws/fea/pets/stories/022208dnlivcats.23b81fd.html (2009). cat-lovers-gifts-guide. Retrieved February 22, 2009, from Cat quotes - famous quotes, funny quotes Web site: http://www.cat-lovers-gifts-guide.com/cat-quotes.html (2009, February 5). U.S. Food and Drug Administration Center for Veterinary Medicine. Retrieved February 22, 2009, from Pet Foods Web site: http://www.fda.gov/cvm/petfoods.htm (2008, March 17). The humane society of the United States. Retrieved February 22, 2009, from U.S. Pet Ownership Statistics Web site: http://www.hsus.org/pets/issues_affecting_our_pets/pet_overpopulation_and_ownership_statistics/us_pet_ownership_statistics.html (n.d.). Pet Food Manufacturer: Ralston Purina Pet Food Company. Retrieved February 22, 2009, from History/Timeline of Ralston Purina Company Web site: http://www.purina.com/company/History.aspx (n.d.). Purina Fancy Feast Gourmet Cat Food. Retrieved February 22, 2009, from Fancy Feasts Elegant Medleys Web site: http://www.fancyfeast.com/elegant-medleys/ (n.d.). Purina Fancy Feast Gourmet Cat Food. Retrieved February 22, 2009, from Confessions of love: true tales of feline devotion Web site: http://www.fancyfeast.com/confessions/#/1917 (n.d.). Zadzadz. Retrieved February 22, 2009, from Fancy Feast Elegant Medleys Chefs Commercial Web site: http://www.zadzadz.com/Fancy-Feast-Elegant-Medleys-Chefs-commercial