반려묘 사료 브랜드 분석을 통한 패키지 디자인 제안 -반려묘 사료 Top 10 브랜드를 중심으로-

Abstract

As the number of DINK people and single-person families continues to increase, the number of people raising cats is also increasing. In order to study the brand design of the Korean cat food market, the market and its status were investigated and analyzed. Based on the results of the analysis, a new cat food package design plan is proposed. In this study, data on domestic and international brands in the 2020 domestic sales ranking of cat food were collected, and after precedent study on brand design elements was organized, package design elements (brand logo, naming, color, illustration, layout, container type) were analyzed. Using the cat food brand survey, STP analysis, SWOT analysis and positioning analysis, after grasping the market strategy and market position of competing brands, based on the results of the analysis, a marketing strategy plan was established and a new brand design for cats was proposed. It created a new brand called “nutrition formula”, a brand is based on Hangeul, and proposed a more competitive package design with a clear market direction that is distinct from other brands in terms of design. A preference survey was conducted on consumers with experience in purchasing cat food, and the final package design plan was selected through this. As can be seen through the cat food brand research and analysis, a cat food package design requires a design and development constantly in the constantly changing market environment. In order to successfully develop a competitive package design, it is necessary to further expand the cat food brand target and provide assistance and support for future research.