Abstract

The marketing campaign, irrespective whether this process is online or offline, is a fundamental task that requires increased attention, so it is important to firstly define the product and establish the competitive advantages, but also very important it is to identify the benefits of the product in relation to the consumers’ needs. In my case, namely the development of the market segment for pet products, we need to know that marketing campaign is aimed not only for the animals but it is aimed especially for animal lovers and owners. These campaigns are based on the relationship and affection between the animal and the human being, the animal's healthy lifestyle, its happiness and the emotion transmitted to the public. In my research paper, I will analyze and compare a series of pet products companies and the resources used by them to reach both the owners and their animals.