Comprehensive Communication Strategy to Support the Petextra Brand

Petextra is a pet food brand owned by PTFD Group. In November 2022, the company entered the Ozon marketplace with the first batch of cat pates and within a few months expanded its sales channels: offline outlets, Wildberries, Yandex Market. The company's financial performance has not reached the break-even point at the moment, operating with a zero balance sheet or minimal profit. The company's revenue for 2023 amounted to 7.8 million rubles, and expenses amounted to 9.3 million rubles. Nevertheless, the analysis of sales dynamics through online platforms demonstrates moderate but consistent growth. The goal of the project is to develop a comprehensive communication strategy that will help the brand to create a belief among consumers that food should not only be healthy and balanced, but also tasty. This will highlight the unique selling proposition of the company's products - high edibility, and will help to achieve the business goal and increase revenue on marketplaces. In order to distinguish the brand's products among competitors and persuade potential consumers to make a purchase decision, a number of communication tasks were solved: 1. To create a consumer's conviction that the choice of Petextra food provides an opportunity to diversify the diet and satisfy the taste preferences of even the most capricious pets. 2. To create a belief that Petextra food is not only healthy, but also has flavors that bring pleasure to pets. 3. To convince that Petextra food provides natural and biologically based nutrition that meets all of the pet's needs. 4. To communicate that the moment of feeding is a special way of interacting with the pet that brings joy to the pet. 5. To create associations between Petextra food and positive moments of interaction between owner and pet. The project included a preparatory period to diagnose the chosen communications format. This period included the New Year campaign and the organization of an ambassadorial program with Influencers. During the test implementation of the project the communication tools were tested, which gave their results, but did not achieve the set business goal. At the same time, the chosen strategy and positioning were evaluated, allowing for a more accurate assumption of campaign results, setting realistic goals and scaling the brand in the future.