Focus

Beneful
With every day comes a new adventure, best fueled by Beneful meals and treats that are 100% complete and balanced. Beneful is all about going beyond the food to promote a healthy, playful, active, and social lifestyle for dogs and their human companions. Their meals and treats that are simply made of the real good stuff- real meat, real vegetables, real fruit and real grains, and redefined their market through their food's color, texture,  shapes, and tastes.
Type of Food (1 slide should be dry wet treats, then a slide for each food-in depth product research)
Dry
Wet
Treat



Beyond the Food
Dog-Friendly Resource
Pruina Animal Insurance
Social Networking
Dream Dog Park




In the Purina Realm
Beneful is the completely healthy option, promoting nutritious food, a playful,  active, and social lifestyle, as well as really focusing on engaging interaction between dogs and their owners.
(play in this sense is more playful than just playing)
Beggin Strips is about the bacon, all about being silly, having fun and playing around.  This is Purina's most successful and iconic brand .
(play is really about playing)
Busy Bone, all about keeping the dog busy, the owner is happy when the dog is busy playing with these treats.
(play = dog is busy)
Friskies is about cats, is 2nd in the market and Purina wants to be first.
(play is playing with cats)




The Dog Treat Market
Beneful's major competitor is Milkbone but also competes with __________________
Beneful's approach in this market is through offering healthy, wholesome, and nutritious food, as well as promoting a effortlessly active and social lifestyle. Beneful is about being current, being trusted, being honest, and being real. Where happiness is through living well.
As a brand Beneful  is esthetically comparable to Kashi, interesting because their treats look ready for human consumption.
Milkbone, a timeless classic embraces its history on the shelves and uses its iconic red box and bone shapes for its treats.   There's a sense of nostalgia to the brand, promoting its reliability felt through generations and for that their treat taste goes unquestioned.
As a brand probably set the bar for most dog treat brands through their simple and bold, logo and look. Their brand and look is all they got going for them.
-do a pros and cons of each product
-compare  their ingredients, packaging and brand
(have this lead into the topic of shelf placement in retail settings)
-introduce a retail store, its floor plan, its circulation, product placement
-talk about the neighboring brands, color/product/packaging/brand analysis
-industry trends/consumer trends



Beneful
-bring in the brand promise
-tone of voice
-perception vs reality vs promise
-advertisements/online presence, etc...



Current Audience: The female baby boomers
-let's show an image here of a baby boomer with her dog, then in the "our take on Beneful" section we could add the same or different picture of the female baby boomer with her generation Y son/daughter. this shows that we're trying to extend Beneful's market and we are perpetuating their brand for years to come.

Interviews
Demographic
Behaviors

Our take on Beneful

Play(ful)
There's more to play than just playing, it's about feeling good.
Felt through healthy smiles and food, active  and social lifestyles, and simply felt through living well.





Target Audience: Generation Y
-insert generation y with baby boomer picture here

Dog personas
-maybe if we could add the dog in from the audience in addition to the 2 other dog personas

Areas of Potential
-Dog Parks (does anyone know who/where it said gen y would rather walk their dog than give their pet a treat? maybe fact could be added here)
-Dogs friendly areas are becoming more popular; this is in line with Beneful's approach at staying relevant, current, and here to stay.
-How could we fuse technology in this project?
-Bringing in the human element, what does this Idea of Treating mean? 

Explorations
-graphic language, style, type and photographic style explorations




Just trying to get some key words started for Beneful. key words that can drive our project too
Current, present, trusted, easy, effortless, sophistication though simplicity,
Healthy, nutritious, active, conscious,  honest, wholesome, real, transparent