Pedigree is a subsidiary of its parent company Mars Incorporated. It is associated with food industry for pets. Pedigree is of American origins and was launched in year 1957. It faces competition from several companies who manufacture food items for pets like
- Proctor and Gamble
- Colgate-Palmolive
- Nestle
- Del Monte Foods
- Uni-Charm Corp
About Pedigree
- Type: Food company
- Industry: Pet food
- Founded: 1957
Founder: Forrest Mars - Headquarters: McLean, Virginia, United States
- Area served: Worldwide
- Key people: Alex Warner (Chairman) and John Elsner (CEO)
Number of employees: 40,000+
Table of Contents
Product in the Marketing Mix Of Pedigree :
Pedigree is one of the most trusted pet care brands and holds a prestigious position because of its brand value. It has implemented different packaging like small boxes to large bags of food items but with same color combinations of Yellow, Blue and Red. Pedigree product portfolio includes-
Canned Foods
- Pedigree Weight Management in Meaty Juices
- Pedigree + Healthy Weight Premium Ground Entrée in Meaty Juices
- Pedigree + Healthy Joints Premium Ground Entrée
- Pedigree + Healthy Heart Premium Ground Entrée
- Pedigree + Healthy digestion Premium Ground Entrée
- Pedigree Little Champions Puppy Complete nutrition
- Pedigree Little Champions Senior Complete Nutrition
- Pedigree Little Champions Meaty Ground Dinner
- Pedigree Little Champions Grilled Flavours in Sauce
- Pedigree Little Champions Chunks in Gravy
- Pedigree Little Champions Casserole Dinner
- Pedigree Little Champions Butcher’s Stew
- Pedigree Puppy Meaty Ground Dinner
- Pedigree Meaty Ground Dinner (chunky)
- Pedigree Meaty Ground Dinner (chopped)
Dry Foods
- Pedigree Healthy Weight food for Dogs
- Pedigree Active Nutrition for Dogs
- Pedigree Healthy Longevity Foods for Dogs
- Pedigree Healthy Joints Food for Dogs
- Pedigree Small Breed Nutrition for Dogs
- Pedigree Large Breed Nutrition for Dogs
- Pedigree Puppy Complete Nutrition for Puppies
Treats
- Jumbone Treats
- Breathbuster Treats
- Dentastix Fresh Treats
- Pedigree Goodbites Oral Care Snack Food for Dogs
- Marrobone Treats
- Pedigree Goodbites Hip and Joint Snack Food for Dogs
- Dentastix Beef Flavor
- Dentastix Treats
Place in the Marketing Mix Of Pedigree :
Pedigree is an American brand and has spread its product presence in several global countries like United Kingdom, Australia, Canada, Belgium, China, Denmark, France, Germany, Ireland, Italy, Korea, Japan, Mexico, New Zealand, Norway, Spain, Sweden, Thailand and India. Â It has manufacturing facilities at Birstall and Melton Mowbray in England with headquarters base located at Franklin in Tennessee.
Another factory was established in year 1974 at Shrewsbury Avenue in Peterborough. Pedigree utilises the distribution channel of its owner company Mars Incorporated to distribute its products successfully to consumer market. Its network includes services of wholesalers, retailers and distributors to reach consumers via supermarkets, hypermarkets, convenience stores, discount stores and petcare-food outlets.
Price in the Marketing Mix Of Pedigree :
A few years back people used to buy dog foods that were least priced. Pedigree has changed this concept by influencing the mindset of today’s generation. Via positive brand marketing, it has emphasised on quality food for pets and encouraged consumers to buy healthy and superior food items. Pedigree is seen by consumers as a dependable and affordable brand. It has adopted a value-based pricing policy and kept its price range affordable and pocket-friendly. Its qualitative products have helped the company in earning greater revenues because of larger sales figures.
Promotion in the Marketing Mix Of Pedigree :
Pedigree has become one of the most popular brand names related to pets in recent times. The company has adopted an aggressive promotional policy that is a combination of both ATL and BTL methods. It has launched several campaigns focussing on emotional and health aspects of dogs. Ads are shown via popular television channels, radio, newspapers, magazines and billboards. The company has also launched campaigns and awareness programs via social media portals like Facebook, Twitter, Blog and YouTube. Popular taglines of Pedigree are
We’re for dogs, Dog’s rule, Feed the Good and Top breeders recommend it. In the year 2008, a philanthropic organisation titled Pedigree Foundation was launched to find loving homes for dogs. Foundation also offers grants to several dog shelters and rescue organisations. It nudges dog lovers to volunteer, adopt and make donations. It has raised more than 4 million dollars and has distributed nearly 1.1 million dollars to 500 breed rescues and shelters.
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