Marketing Strategy : Segment Attractiveness

Marketing
Strategy

MARKETING STRATEGY 1
Board 1: Segment Attractiveness
In the case study, it has been seen that the company provides the various facilities and
accessories of dogs to consumers such as dog food, accessories and the others. The segmentation
of dog food was found as the positive target as well as negative for the company. It has been seen
that the first segment of dog food is prices or incomes. There are three categories set by the
company in prices such as low, slightly high, premium and super premium. It is considered as
the positive segments for the company as the consumer can afford the every price of food. The
dog food deliver through three channels such as grocery stores, mass merchandisers, and
specialty stores. It is considered as the negative aspect for the company as retailers take 15% of
margin to deliver the foods that affects the profit amount of Pedigree (Venter, Wright, and Dibb,
2015).
Board 2: How well is Pedigree doing?

MARKETING STRATEGY 2
There are many competitors of Pedigree those provides the dog food to consumers for their pets
such as Mars, Nestle, P&G and the others. It is observed that the companies invest in promotion
activities to attract the consumers towards them. Earlier, the companies spent the money on
traditional outlets such as outdoor, radio and the web. But nowadays, the companies invest the
large amount in the advertisement tools such as P&G invest $35 million in advertisement in the
year 2004, Nestle invest $55million on advertisement. Not only the company invests in
traditional outlets but it also invest the amount in different categories of advertisements such as