Case Detail

Case Summary

Pedigree Growth Strategy (A)

Case Number: 5-110-010(A), Year Published: 2010

HBS Number: KEL497

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Authors: Timothy Calkins; Ann Deming

Key Concepts

Marketing, Marketing Strategy, Branding, Cause Marketing, Advertising, Fast Moving Consumer Goods, Pet Food, Established Business


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.

Learning Objectives

The case examines the common challenge of building a very well-established business, and can be used to teach established business growth strategy, advertising, and cause marketing.

Number of Pages: 14

Extended Case Information

Teaching Areas: Marketing, Non Profit, Strategy

Teaching Note Available: Yes

Geographic: United States

Industry: FMCG: Pet Food

Organization Name: Mars, Inc. and Pedigree

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Brand Manager

Decision Maker Gender: Female

Year of Case: 2004