Analysis of Pedigree Adoption Drive: A Marketing Management Report

This report provides an in-depth analysis of the Pedigree adoption drive, a marketing campaign launched in Australia to connect homeless dogs with potential owners. The report examines the strategic thought processes behind the campaign, focusing on how Pedigree leveraged social media platforms like Facebook and developed a mobile app to facilitate adoptions. It explores various ways to maximize the marketing program's return on investment, including the use of videos, apps, and other social media channels. The report also delves into the key factors that influence consumer decisions regarding pet food, such as income, tastes, and education. Finally, it assesses the pros and cons of the social media campaign, highlighting its benefits like high credibility and rapid reach, while also acknowledging potential drawbacks like the need for careful planning and internet access. The report concludes by emphasizing the campaign's effectiveness in promoting dog adoptions and its innovative approach to marketing.

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
Strategic thought process undertaken by Pedigree................................................................3
TASK 2......................................................................................................................................3
Ways to leverage the marketing programme.........................................................................3
TASK 3......................................................................................................................................4
Key factors influencing consumer decision for pet food.......................................................4
TASK 4......................................................................................................................................5
Pros and cons of social media campaign...............................................................................5
CONCLUSION..........................................................................................................................5

INTRODUCTION
The Pedigree adoption drive was an innovative initiative undertaken with the
assistance of a non profit organisation Pet Rescue. The main objective behind this initiative
was to improve the conditions of euthanised dogs and provide home to all the homeless dogs.
Thus, this plan was originated in Australia so that such dogs can be provided with good
owners which were proved very successful. The campaigns were organised with the help of
social media platforms.
TASK 1
Strategic thought process undertaken by Pedigree
The major objective of Pedigree adoption drive was to make communication with
large number of people so that they can be made aware of over 100000 conditions. Further, it
was intended through this process to bring changes in the perceptions of people about dogs
living in shelter so that more adoption can be encouraged. This programme was launched as a
result of declining numbers of people visiting shelters. Therefore the said agency took
initiative and put dogs and people face to face so that they can also experience the conditions
of dog. This thought process required a unique idea so that a bond can be created between
dogs and people with an emotional touch which can come out with more number of
adoptions. For this purpose, initially, the agency built a search engine which made an attempt
to centralise the information system of all dogs living in shelters of different places into a
single database. The next step taken by the institution was designing of apps and channelizing
through social networking sites like Facebook called Dog-A like at its core. This was aimed
at getting dogs and people closer so that it can become easier to find potential owners of dogs
by match making as per the demands of people. This was supported by many online videos as
well which helped in creating a stronger and emotional bond between both.
TASK 2
Ways to leverage the marketing programme
The campaign programme run by the company is quite potential to leverage the return
on investment which is evident from its success under which 3500 dogs were adopted. As a
result, it led to production of next series in 2013. The organisation used the videos, mobile

app on IOS and Android operating systems along with Facebook application. Here, the firm
can uplift its financial return on investment by making its programme aimed at mass number
of people by using various other sites. This includes Twitter, Tumblr, Blogs etc. as these
social networking sites are getting more trending nowadays which can be a better medium to
attract large number of people with this objective. Further, the company must use innovative
technologies that can present creative ideas to represent the dogs. This can make easier to
find desired dogs and for people. In addition to this, the show has a smart way to create a
emotional bond that can ensure shelter for dogs with good owners. The agency can make
efforts to build a burning platform so that sell can be done more aggressively. The videos
uploaded in the internet helped a lot in raising funds for these dogs. The idea behind this is
based on leverage revenue models according to which a part of profit that is earned by
advertisement on internet is given to owner of it. Thus, this new mechanism is helpful in
raising funds and make return on investment.
TASK 3
Key factors influencing consumer decision for pet food
Apparently, it has been noticed that animal lovers who own various pets have a strong
bond with them. They give a lot of love to them and remain very conscious for them. They
always make sure that they can provide better and quality food to them. Apart from this, there
are many factors which can affect their buying decision of pet food. In this, the major ones
are their income level, tastes and choices and their educational level. According to these
factors, the quality of food they are purchasing will differ. As per the budget, an individual
will buy the food for his pet. Similarly, a rich class person would like to buy high quality and
branded food product for pet. Some buyers have their choices according to which they go for
a particular brand more preferably. They always try to make purchase different products in
various new changes in that with similar brands. On other hand, there are some buyers who
have a good educational level. These types of buyers make decision of purchase on a rational
and logical basis. They collect various information about nutrients and other ingredients
contained in the food. As per this analysis, they buy those products which are good for
making their pets healthy. Thus, they ensure quality products along with the health benefits
for the pets.

TASK 4
Pros and cons of social media campaign
The campaign programme that is used by most of the companies nowadays using
social media and similar online platforms can be termed as viral marketing. In this type of
marketing, consumers are fostered to share wide information about different good and
services of a company through internet. There are some benefits as well as some drawbacks
of this type of marketing. The Pedigree adoption drive also took help of this marketing idea
for which some of the pros and cons can be described as follows:
Pros
 This type of marketing offers high credibility at lower cost. The marketing campaign
made by this medium can address large number of people at once rapidly and with
more efficiency. This marketing can also result into buzz marketing in which people can use word of
mouth for making the products more famous. Thus it helps in communicate more
people.
Cons
 This needs a good planning as it requires more investments at initial level which can
go waste if not planned properly.
 Apart from this, this type of marketing is useful for customers who are active on
internet. Thus, it becomes of no use for those people who are not familiar with
internet or do not have its access.
CONCLUSION
The report about marketing management states the case of Pedigree adoption drive
which is a campaign programme launched in Australia to raise funds for homeless dogs and
provide them their owners. This was launched by the initiative of a Non profit organisation
Pet Rescue with the help of social media like Facebook and an app launched on IOS and
Android. This showcases the best way of marketing strategy with an objective of saving dogs
who were homeless.