8/2/2019 Trufflenet consumer insights for Nestle Purina

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Product promotions get Purina customers purring

1. Prompts of discussions about Nestle Purina

Samples

n = 385 n = 478

Promotions Recall

3. Products most frequently mentionedBenefulDog Food One Cat Food Dog Ch ow

2. Sentiment towards Nestle Purina

LikeLove Balanced Dislike

4. Locations of Twitter Users

US UK Canada Ireland Christianity PhotographyFoodPets

2.1% 10.2% 82% 4.4%

THE DIGITAL INTELLIGENCE SERVICE

Health Events Price

2.6%

Behaviour

4.4%

Hate

1.3%

0.8%

13.2%14.8% 1.3%42.6%

82.9% 7%5.8% 5.4%

Training Pads

3.9%

5. Bio interests of Twitter users

3.1%

The majority of results returned by the search consisted of people discussining retail promotions and the availability of free products at various out-

lets. Many people were also posting about the recent cat food recall; however, very little of this was presented negatively. Posts about health related

issues covered a broad range of problems in cats, dogs and horses - though the most frequently occurring concerns were about diets relationship to

feline diabetes, and a possible link to animal misbehaviour. The latter was especially true for dog owners who were seeking dietary advice on how to

even their pets temperament.

n = 257 n = 129

Americans love their pets, as well as talking about and spending money on them.

Those who commented online about Purinas products dont tend to come from

major US urban centres with many residing in more rural states such as Nebraska,

Utah, and Wyoming. The rest of the world was not a strongly represented, account-

ing for less than 20% of the total above- suggesting an opportunity exists for Purina

to expand its online prole in these markets.

As the most common household pets, products for cats and dogs dominated results.

However, a diverse range of products were mentioned by people talking about

Purina and these included feeds for horses and cattle. Other products which

returned strong results included Puppy Chow, items from the Pro Plan range and

some services such as pet insurance.

Methodology:

n = 53

Considering the nature of Purinas products, its not surprising that a large number of

Twitter users listed petsas their primary interest. The number of users who cited

Christianity as being a major par t of their lives was unusually high, though notably,

all of these individuals were American. Twitter users talking about Purina also tended

to be highly family orientated with many identifying themselves as full time parents.

The search used to form this analysis ran from 6 August to 7 August 2011, focused on

global english language content and produced 1,746 results, 478 of which were

relevant. A 'result' refers to the raw material our system generates when it scours the

Internet. A 'relevant result' is a result that is deemed relevant to the subject of the

analysis. 'Data' refers to a rened relevant result - a result that has been considered,

and topics and values applied to produce a piece of data. The 478 relevant results

used in this analysis produced 1,302 pieces of data, a ratio of 2.72 pieces of data per

relevant result. It should be noted that data is not linear, and not ever y result provides

data to every topic. The 'n' value (n = X) indicates the volume of data used in answer-

ing each topic.

Few people had good or bad things to say a bout Purina and of those who did, more indicated positive senti-

ment than negative. However, of the 5.7% of commentators who criticized the company, most made strong

claims about pet foods being harmful and making their animals sick. Statements in favour of Purinas pet

foods focused on them being less expensive than alternatives and pets liking the brands.

Of course there are!I favor Orijen, Innova, Wellness

Core, Instinct, and Blue Bualo. Ohand never feed him Purina, IAMS or

Pedigree, really bad brands and

can shorten your dog's life : GoodLuck :] ...

@sarahditum

@sparklybutteries

@

I give my cat Purina One

and Delicat. She is very healthy andhas a nice coat. She loves those too.

It is just as good as Nutro, EVO or

Science Diet. I think Purina realizedthat customers loved their pets and

wouldn't feed them garbage ...

I phoned Purina cat food

today as bought box of 12pouches to only nd 11. Lady on

the other end was terribly apolo-getic and said a letter of explana-

tion would be in post today and

with a voucher to replace mylosses

Copyright Truenet 2011. All rights reserved.

13%

7.4% 64.2% 9.4% 3.8%5.7%