swot analysis for pet food, Slides of Business Accounting

Download swot analysis for pet food and more Slides Business Accounting in PDF only on Docsity!

G R O U P 4 K A R I M C L E A N A B B Y M C I N T O S H J A H M E L A M C G H E E

Pedigree

Business Situation & SWOT

February 14, 2011

Business Situation

Brand Analysis – Product

 Line of products includes:

 Dog and puppy food – both wet and dry  An array of treats  “Dogs Rule” dog pride line of dog and people apparel

 Many varieties of food for different sizes, ages, and

health needs

 Newest line of dog food includes three specialty

nutrition dog foods for unique dog needs:  Healthy weight  Healthy joints  Healthy longevity

Brand Analysis- Price

 Consumer demand for healthier food led Pedigree to

offer healthy food options (such as healthy weight) at a reasonable price

 Pedigree pricing:

 Dry dog food $19.99 for 40lb bag (Adult complete nutrition)  Canned dog food $1.09 per can

 Pedigree is definitely a value brand in their category

Brand Analysis – Values

 Mars states the following Five Principles on its

website:  Quality  Responsibility  Mutuality  Efficiency  Freedom

 Committed to Animal Welfare

 Committed to Responsible Pet Ownership

 Supports school education programs to teach children about responsible pet ownership (in conjunction with local veterinary associations)

Brand Analysis - Positioning

 The “dog lover’s dog food”- makes dogs a “healthy

happy dog for life”

 Consumers trust Pedigree for good value in treating

their dogs to healthy tasty food

Brand Analysis – Online Brand Website

 Pedigree.com features:

 “All Things Dog” Interactive pet forums  Digital coupons  Information on dog ownership  E-commerce for apparel and dog food

 Adoption Website features:

 For every video viewed, Pedigree donates one bowl of food to a local shelter  Encourages visitors to adopt from local shelters by offering information and photos of impounded dogs in your area  Proud owners can send in a photo of their puppy to be a part of the "Million Dog Mosaic”

Brand Analysis – Online Social Media

 Pedigree also participates in social media through a

Facebook page, YouTube and Twitter  The Facebook page mainly promotes the Pedigree Adoption drive  Consumers share pictures of their adopted dogs  Consumers can donate to the adoption drive to donate “bowls”  Commercials featured on Pedigree YouTube Channel

Value Chain

 Consumers talk about

their pet adoption and pet experiences

 Users are

overwhelmingly positive towards pet satisfaction with Pedigree

Adoption Drive & Pedigree lead discussion on Facebook Pedigree Brand

Charity Adoption Drive General dog Discussion

Pedigree Source: WaveMetrix^ product

Nestle Purina PetCare Company

 Stands for passion, expertise and trust (purina.com)

 Past strategies: the Purina 30-day challenge

 In 2008, $3.8 billion sales in U.S. dry food category

 The world’s largest pet food producer (Hoovers)

 Has 30 brands

 Makes cat and dog litter products (Hoovers)  Products are sold internationally by mass merchandisers, supermarkets, pet supply stores and online retailers  They offer health insurance for dogs and cats

Competitive Analysis

Hill’s Pet Nutrition

 In 2008, $1.4 billion sales in U.S. dry food category

 One of the leading producers of premium pet food worldwide (Hoovers)

 Makes animal treats

 Products sold in the U.S., Japan and more than 90 other countries worldwide

 Partnered with Guide Dogs for the Blind in the U.S. and Canada (Hoovers)  Hill’s sponsors the group’s puppy raising and graduating programs  Has upped prices in response to the rising cost of agricultural goods and advertising expenses  Their mission is to help enrich and lengthen the special relationships between people and their pets (hillspet.com)

Competitive Analysis cont’d.

Additional Competitors

 Pet owners making their own dog food

 Private label brands

 Del Monte Foods Company

 Popular brands:  Gravy Train  Kibbles & Bits  Meow Mix

Industry Analysis cont’d.

 In 2009, the pet food business was the 2nd^ leading

category by size in the pet industry and is expected

to generate about $15.2 billion (bradenton.com)

 One segment of the pet industry that is showing a

slightly negative trend going forward is pet

grooming and boarding

 Pet parents continue to spend on supplies and

over-the-counter supplies (smallbiztrends.com)

 Pet services for your pets continue to grow

Industry Analysis cont’d.

 More and more pet businesses are online (smallbiztrends.com)

 Target and Wal-Mart are both expanding their pet

selection and services

 Pet-related blogs continue to grow their influence

 There is a huge interest in smaller dogs