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Is dog food an attractive category? In answering this question, please consider category size and growth rates,
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competitive intensity, competitive shares, advertising spending, and any trends you see.
- The dog food category can be segmented in several ways. Please identify at least three ways the dog food category
can be segmented and the implications for brand marketing.
Case Questions
In answering the questions for any case, DO NOT do any research on the company and its progress since the case was written.
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Pedigree Dog Food
The Pedigree dog food brand is in a slump. Julie Smith, the marketing manager, is faced with preparing the 2005 marketing
plan for the market share leading brand. What can she do to reverse the trends of the last two years?
Please answer all questions
- Is dog food an attractive category? In answering this question, please consider category size and growth rates,
competitive intensity, competitive shares, advertising spending, and any trends you see.
- The dog food category can be segmented in several ways. Please identify at least three ways the dog food category
can be segmented and the implications for brand marketing.
- a) Who are the influencers on brand purchasing and how has this changed? b) Is there high or low levels of brand
loyalty and why? c) What is the implication of this for Pedigree?
- In reviewing the Pedigree financial statements, how has the company been managing this brand?
- a)What is the current positioning of Pedigree? b)What, if any, are there issues with this positioning?
- a) What options does Pedigree see moving forward? b) What are pros and cons of each? c) What do you recommend and
why?
