Pedigree Driven Adoption - Edited

Running head: PEDIGREE DRIVEN ADOPTION
Pedigree driven adoption:
The Name of the Class
Professor
The Name of the School
Date
2
PEDIGREE DRIVEN ADOPTION
Case study: Mars Petcare Inc.
Mars Petcare is the most profitable and productive company operating the pet food with
an estimated value of $33 billion dollars in the year 2013 (Mars Inc. company profile, 2014).
Pedigree is a part of world food manufacturer Mars in the United Kingdom. The marketing
strategy was behind the demonstration of the love of a dog is at the heart of the brand. “The
Pedigree Adaption Drive” was to help charities to home over 100,000 abandoned dogs in the
street each year in the United Kingdom. The pedigree adoption driven campaign was responsible
for dog ownership that is abandoned and in need of a loving home. However, donation of every
pedigree product sold during the campaign was used to rescue to help the campaign.
Pedigree always believed that dogs make our lives better. The campaign was launched to
ascertain that dogs should not be abandoned, however, they should be brought home and be
loved. The pedigree adoption driven campaign was a marketing strategy for mars petcare as
more dogs were adopted. The pedigree adoption increased sales of Mars Petcare Inc. dog food
product.
The campaign was sponsored by many brands and yielded to lifetime customer
relationship. Dog love was the core of the brand than caring of the dog which was the core
strategy of marketing where creating emotion for people to love the abandoned dogs and re-
home them. The campaign created a mobile application and a Facebook page called ‘Dog-A-
Like' which connected the owners and the homeless dogs. Through this campaign of homeless
dog finding owners, it increased the pet food sales product of Mars Petcare Inc.
Return of financial profit to the investors is one of the biggest challenges by marketing
managers. Mars Petcare Inc. ensured that there was a profit return to the investors through the
pedigree program. The marketing managers ensured that the cost of the advertisement was not
high and reached the targeted audience. The fixed cost was identified and included to all cost so
that the program could be profit feasible. The metrics to count and promote marketing campaign
were accounted for by the manager on how to bring abandoned dogs home will increase the sales
of mars petcare products.
Homeless dog on the street does not get care by owners and eat food from streets bins.
However, with the campaign for loving the homeless dogs and re-homing them, it will ensure
that the owners take care of the dogs. Additionally, the use of technology such as creating mobile
applications and Facebook page helped reach more audience. As a result of the campaign, 3500
dogs were adopted (Pedigree adoption drive, 2012). The mobile application and Facebook page
‘Dog-A-Like’ reached more than 5.8 million users and over 200,000 bowls of dog food were
consumed during the first month according to “Pedigree Adoption drive”, (2012). The campaign
led to the production of a second series which was aired in the year 2013. The use of the database
created the mobile application directly increased the sales as a new adopted dog owner was
identified and delivered dog food at a discount.

4
There are key factors that influenced customers in the decision of buying pet food as pet
ownership has become common in the modern world. It is becoming socially and culturally
acceptable to treat pets as children due to the rise of ‘pet parenting' trends (Ferdman, 2014). As
for how one can buy his or her child well, so is how one wants to treat his or her pets. This
includes feeding them well with the best pet food. The new pedigree program pet owners will
want to buy the pet the best quality food to demonstrate the love they have for the pet as
according to Lee (2013). Mars Petcare Inc. increased pet food product sales as a result of the
pedigree program as according to Armstrong (2014).
Price is another factor which determines the customers’ decision for purchasing pet food.
Good quality food which is affordable attracted pet buyers to buy more products from the seller.
Unlike the new pet owner who will target on quality pet food, the senior pet owners will target
on pet food that is affordable as argued by “Pet Food Manufacturing”, (2013). The culture of
keeping the pet as a way of keep rodent away as increased in many homes which have called for
the pet owner to buy the pet food. Pet keeping is calling for better care as from ‘pet parenting’
trend across modern society according to Ferdman (2014). Culture in the modern world is also
calling for pet ownership which yields to buying pet food.

The modern world is living on modern technology where adverts are being made through
social media platforms. There are many campaigns that are being driven through social media
such as ‘Pedigree Adoption Driven’ which was on mobile application and Facebook (Pedigree
adoption drive, 2012). There are pros and cons associated with the social media campaign. The
pros of social media campaign are low cost. There is no need for physical material publication
which cost a lot of money rather, the material is online and less cost is needed to create them.
Social media campaigns reach more audience as modern people have access to the internet all
over the world. The campaign is trackable and data mining is available as one can be able to see
how many views for a certain video or how may reaction made by the viewers. The social media
campaign allows for real-time interaction and feedback as viewers can comment on the content
and you are able to rely on them. This is a way of giving feedback.
On the other hand, social media campaigns have their own disadvantages associated with it. For
instance, there is no control of what the viewers will write or comment. The content has no
control over what kind of the audience to reach and sometimes it may be viewed as ethical racist
or viewers’ discretion not adhered to. The sharing of content in social media can make it land to
the wrong audience which is not targeted by the campaign.

6
References
AB Awards 2012 winner – Pedigree Adoption Drive', Marketing 21 August 2012
Armstrong, A. (2014, April 9). Mars buys P&G's pet food brands in a $2.9bn deal. Retrieved
August 2014, from The Telegraph: www.telegraph.co.uk
Ferdman, R. (2014, April 8). American's seem to think their dogs deserve better food than they
do. Retrieved August 2014, from Quartz: www.qz.com
Lee, H. S. (2013). Fast growing pet ownership in Mexico: A preliminary field study. Journal of
American Business Review, 2(1), 115-122.
Pet Food Manufacturing: Quarterly Update 9/30/2013. (2013) First Research Industry Profiles.
Austin: Hoover's Inc.

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Running head: PEDIGREE DRIVEN ADOPTION

Pedigree driven adoption:

The Name of the Class

The Name of the School

of mars petcare products.

identified and delivered dog food at a discount.

pedigree program as according to Armstrong (2014).

calling for pet ownership which yields to buying pet food.

the wrong audience which is not targeted by the campaign.

AB Awards 2012 winner – Pedigree Adoption Drive', Marketing 21 August 2012

August 2014, from The Telegraph: www.telegraph.co.uk

do. Retrieved August 2014, from Quartz: www.qz.com

American Business Review, 2(1), 115-122.

Austin: Hoover's Inc.

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