Marketing Strategy Report: Analyzing Pedigree Dog Food's Performance

This report analyzes the marketing strategy of Pedigree dog food, focusing on segment attractiveness, competitive landscape, advertising campaigns, and strategic recommendations. The report examines the positive and negative aspects of market segmentation, the competitive environment including key players like Mars, Nestle, and P&G, and the evolution of advertising from traditional to digital platforms. It also explores the role of pets in families and how this influences consumer behavior. The analysis includes an evaluation of Pedigree's current advertising messages and suggests strategic steps for the company, such as pricing adjustments, product diversification, and product development to enhance its market position and revenue. The report references academic sources to support its findings and recommendations.

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

MARKETING STRATEGY 3
Pedigree spent $57 million in television and print advertisement, $38.9 million in consumer
promotions, and $8 million in breeder promotion programs. The major changes comes in the
advertisement is that the companies also invests in trade promotion.
The pets have different role in the family as it’s relies on the behavior of owner. The owners treat
their pet as a child, grandchild, and friend. The dogs plays the role as per the behavior of the
owners although, the dogs are so haunting and protecting for the families. Dogs very love
member for the family that is why; owners always want to gives the healthy food for them. The
companies give the messages to the consumers that the food is prepared with the superior
ingredients which help the dogs to live longer and healthier lives. This message attracts the
consumers towards the products of the company.
As per my opinion, the advertisement campaign of Dogs should be attractive so that the owner
will attracted towards the food. In the advertisement, it is required to represent the healthy dogs
while doing the different activities such as playing, dancing, fighting and the others (Hollenbeck,
Moorthy, and Proserpio, 2018).
According to the case study, Pedigree focused on two key messages while promoting the
products such as it is made from meat which is long term beneficial for dogs and the second
message of claimed by the brand is that it is developed with vets and recommended by top
breeders. According to my opinion, it is the right message which is delivered by the company to
its consumers as it is essential for customers to know about the product before giving to their
pets (Pae, Tai, and Samiee, 2015).
Board 4: – What should they do now?

MARKETING STRATEGY 4
Pedigree should take care about the quality of food with the prices. It should take the action
towards their prices. It has been seen that the company set the low prices as compare to other
companies due to it earns the low revenue even it is famous for dog food that is why; it has to set
their prices as per the market situation and its quality of food so that it can earns the high
revenue.
The company has to implement the diversification strategy at the workplace in which it will
prepare the wide variety of flavor and types of foods for healthy dogs (Bowen, Baker, and
Powell, 2015). It helps to attract the owners of pets towards the organization. It helps to gain the
competitive advantage in the market.
It also has to implement the product development strategy. As per this strategy, the company has
to introduce the new products of food for dogs in the new market by using its strong brand image
to attract the consumers towards it.

MARKETING STRATEGY 5
References
Bowen, H.P., Baker, H.K. and Powell, G.E. (2015) Globalization and diversification strategy: A
managerial perspective. Scandinavian Journal of Management, 31(1), pp.25-39.
Hollenbeck, B., Moorthy, S. and Proserpio, D. (2018) Advertising strategy in the presence of
reviews: An empirical analysis. Rotman School of Management Working Paper, (3076239).
Pae, J.H., Tai, S. and Samiee, S. (2015) Standardized versus Localized Advertising: The
Consumer Perspective. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual
Conference (pp. 316-316). Springer, Cham.
Venter, P., Wright, A. and Dibb, S. (2015) Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), pp.62-83.