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Case
Pedigree Growth Strategy (A)
Author(s)
Julie Smith, brand manager for dog food manufacturer Pedigree, has to determine how best to jump-start growth in the slumping business. The (A) case centers on the debate over which type of strategy to pursue, brand building versus in-store activity, while the (B) case focuses on the concept of cause marketing as a growth strategy.
Date Published:
04/01/2010
Discipline:
Marketing;Non Profit;Strategy
Key Concepts:
Marketing, Marketing Strategy, Branding, Cause Marketing, Advertising, Fast Moving Consumer Goods, Pet Food, Established Business
Citations:
Calkins, Timothy, Ann Deming. Pedigree Growth Strategy (A). 5-110-010(A) (KEL497).
