Pedigree Growth Strategy (A)

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.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.