Company: Mars Incorporated
Category: Pet foods
Background and Overview:
Mars incorporates is the NO 1 company in the pet food category worldwide. The company has close to 35 brands with 3 billion dollar brands namely Pedigree, Whiskas and Royal Canin. The global pet food industry is estimated to be $67 billion annually and in the United States alone it is estimated to be $20 Billion. Mars incorporated is the leader with approx. 14.7% market share (as of 2012). Pedigree is one of their leading brands which is targeted is the mid segment consumers. The brand Pedigree has always been positioning themselves as one brand which is for dog and has been targeting dog lovers with various causes. The brand has been standing true to their tagline of “We are for Dogs”. They have been a champion of various causes for the welfare of dogs. The 2 big initiatives of the brand are “The Pedigree adoption drive” and “The pedigree Feeding Brighter Future”. The brand has been extensively promoting the adoption drive through various TV, print and social media campaigns. They have also associated with the Broadway show Annie to promote the adoption drive. The brand did a huge media campaign which was for the search of shelter dog to play the lead role in the broad way show “Annie”. The initiative is a dual initiative which promotes the cause of helping shelter dogs find loving homes. So a dog lover can contribute to the cause by watching the broadway show. The Pedigree brand has been associated with the prestigious Westminster Kennel club dog show for 24 years as the lead sponsor. The pedigree brand has been promoting their adoption drive through this dog show. All the communication associated with “The Pedigree adoption drive” is done in heart touching manner. The previous communications were showing the pathetic conditions and sad state of living of the shelter dogs and urged the dog lovers to adopt the shelter dog and give them happy...
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