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Research Details

Pedigree Growth Strategy (B)

Abstract

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.

Type

Case

Author(s)

Timothy Calkins, Ann Deming

Date Published

07/14/2016

Citations

Calkins, Timothy, and Ann Deming. Pedigree Growth Strategy (B). Case 5-110-010(B) (KEL498).

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