Consumer Barrier
Price
While the Power Pet Electronic Dog/Cat Doors come with several
advantages to the consumer, they are amongst the most expensive.
Many consumers turn away from the Power Pet doors after hearing
the price, without any regards to product assets.
Necessity
The function of the Power Pet Electronic Pet Doors is
considered a convenience product. Because the purchase of a pet
and the purchase of a pet door are not tied together, pet owners
don’t find any pet door to be essential. And this is for any pet
door, much less a fully electronic one.
Objective Statement
Advertising will convince busy pet owners that installing a Power Pet
Automatic Electronic Dog/Cat Door will provide stress-free pet care
during the work day that mechanic doors cannot.
Support Statement
Support will be Power Pet’s automatic functionality is a necessity for
busy pet owners.
Tone and Brand Character
The overall tone of the campaign is lighthearted humor, with an undertone
of bitter honesty.
Power Pet doors function to prevent pets, both cats and dogs, from
creating messes in the home while the consumer is out of the house.
Therefore, the brand characters are the mess creators themselves.
Using
the
characters
provides
the
comedic
relief
while
the
mess
represents the underlying truth. These, combined, result in communicating
the need for a Power Pet Electronic Pet Door.
Slogan
The door is always open.
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