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Pedigree Business Situation & SWOT Analysis for the whole organization and quality of the products.
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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
February 14, 2011
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
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
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)
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
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”
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
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
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)
Pet owners making their own dog food
Private label brands
Del Monte Foods Company
Popular brands: Gravy Train Kibbles & Bits Meow Mix