...MARKETING EXCELLENCE Pedigree Making the brand a dog’s best friend Marketing Excellence 2 | About The Marketing Society About The Marketing Society INSPIRING BOLDER MARKETING LEADERSHIP The Marketing Society is a not-for-profit organisation owned by its members, with over 2500 senior marketers. Over the past 50 years it has emerged as one of the most influential drivers of marketing in the UK business community. The Society challenges its members to think differently and to be bolder marketing leaders by supporting the development of leading-edge thinking, and promoting the evidence of effective marketing. The Society does this through the Marketing Society Awards for Excellence; its publications Market Leader, Our Week and rich online Knowledge Zone; a national programme of world-class events; innovative professional development, such as the annual Marketing Leaders Programme; and extensive on-and-offline networking opportunities. www.marketing-society.org.uk Foreword | Marketing Excellence 2 | Foreword By Roisin Donnelly, President of The Marketing Society What is marketing excellence? Marketing excellence can drive breakthrough business results for the short and long term. Marketing excellence requires great strategic thinking, great creative thinking and perfect execution. But how do we assess marketing excellence? First we choose brilliant industry judges who are all experienced and successful practitioners of excellence and we ask them to pick...
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...PURINA Background: 社会上出现的流浪猫狗、猫狗遗传病和基因缺陷问题、以及商贩为盈利对猫狗进行乱配种,对猫狗造成例如,折耳猫都有拥有遗传病基因,软骨令耳朵向下折、却因此有机会令全身的骨骼发育不健全、关节功能退化、免疫系统功能下降、肌肉和呼吸系统发展不良等,潜在的发病率很高;国牧羊犬就有髋臼发育不良的缺陷,吉娃娃就有囟门闭合不良的缺陷……都是由于人类缺乏对猫狗科学的认识。 Current process:冠能价值观——我们对宠物无比挚爱 YOUR PET. OUR PASSION. 美国冠能 https://www.purina.com/meet-purina/about-us#/past-and-present 英国冠能 https://www.purina.co.uk/ 中国冠能 http://www.purina.cn/dogs/proplan.html 目前有对冠能宠优学院(宠物饮食营养知识、驯养教育服务以网络视频形式) Aim: 作为世界知名宠物粮食品牌,拥有广大客户人群,发展宠物繁育知识普及教育服务、宠物配种服务、宠物联谊服务更能利于宠物成长,有利于人与宠物和谐相处。在PURINA Pets Care service过程中,能为PURINA树立良好品牌形象、塑造好的口碑、获得销售狗粮猫粮额外利润。 折耳猫基因缺陷Scottish Fold disease – osteochondrodysplasia The Scottish Fold breed of cat has a genetic mutation that affects the development of cartilage. The most obvious outward manifestation of this is making the ear cartilage fold so the ears bend forward, giving the cat its characteristic appearance. Unfortunately, the genetic defect that causes abnormality of the ear cartilage also causes severe abnormalities of the cartilage of bones – there will be defective bone development and severe bone and cartilage abnormalities in all cats with folded ears. These bone abnormalities lead to severe and painful arthritis. The genetics of osteochondrodysplasia The mutation causing osteochondrodysplasia results from a single autosomal dominant gene, although the gene may have incomplete penetrance, and thus the abnormalities may vary in severity between one cat and another. All Scottish Fold cats suffer from...
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...for any other type of agreement, such as 1st pick pup, 2nd pick pup, etc.) Stud owner shall have the right to inspection of the female for the purpose of confirming pregnancy no later than 45 days of the first mating with female. Unless otherwise stated herein, owner of stud dog shall have the right in person of 1st pick puppy of the litter when the puppies reach the age of 8 weeks. One or more puppies living up to 4 weeks of age will be considered a litter. Int.______ Int. ______ The following terms and conditions are understood and agreed to by both parties: 1. Prior to breeding, the owner of the female must provide a completed JRTCA veterinarian form or JRTCA Registration Certificate, a copy of the female’s pedigree, a record of current vaccinations, proof of worming within six months of the breeding date, and a negative Brucellosis test. 2. Payment of a stud fee is due at the time of the first service unless otherwise specified in the initial arrangement for breeding. 3. If there is a tie, or the breeding is otherwise consummated, there will be no refund of the stud fee in whole or in part. 4. If the female fails to whelp, the owner of the female must notify the stud dog owner of this fact within 10 days of the...
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...I became aware of an unethical incident within the dog breeding industry in 2013, after I adopted a Japanese Shiba Inu named Goldie. Originally a French dog-breeder named Cathy Louche purchased Goldie for £1,200, from prize-winning breeder Liz Dunhill. Although, months later Louche requested compensation, asserting that a veterinarian had discovered a hereditary condition affecting Goldie's knee. Consequently, Dunhill sent a replacement dog whilst Louche shipped Goldie back across the channel. However, following Goldie’s subsequent adoption and assessment by a vet, no heredity problem was identified. Instead, her knee problem was a result of trauma, likely a dog-attack, which was left untreated thus lead to malformation and rheumatism. Therefore,...
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...“It’s just a dog,” my colleague said to me eleven years ago as I lamented about how my new puppy was home in her crate more than I wanted. “It’s not like it’s a baby. It will be fine.” She was the first, but certainly not the last person to say those words to me over the past decade. She was right. She was just a dog. Because she is just a dog, she always forgave me when I was running late, when I couldn’t spend as much time together because I had three small babies, when we moved her from the only house she knew. Because she is just a dog, she loved me at my worst, thought a walk was a gift, and only needed food, a cool place to lay down, and a butt rub to have the best day ever. Because she is just a dog, she never let me down, never held a grudge, never got mad. She was...
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...Activites 4 * Dog owner emotional engagement fuels potential market growth 4 * Awareness of Dog Food benefits 4 a) TV advertising campaign 4 b) Point of Purchase material 4 c) Consumer Promotions 5 d) Sponsorships 5 e) Product Innovation 5 Conclusions 5 References 6 Introduction Nowadays, trends are changing and people are caring most of their pets and its health, nutrition, long and happy life. Dogs are probably the most common and numerous pet in World, and Mexico is not the exception for this rule. The purpose of this work is to analyze the characteristics of the demand for the dog food business in Mexico. This business has shown a CAGR of 3% during the last six years. Dog Food business is divided in three categories based on food type: Dry Dog Food, Wet Dog Food and Treats / Mixers. The most important category is Dry Dog Food with 89% far followed by Wet Dog Food with the 6%. There is another category division based on price: Super Premium, Premium and Standard. In terms of Market players there are 13 competitors in this category: The most important producers are EFFEM with 48% of market share and Nestle with 21%. Regarding brands, the most important are: Pedigree: 33%, Dog Chow 7%, Perfect Fit 5% and Eukanuba with the 5%. DogFood Brand Shares % 2008 DogFoodCompanyShares % 2008 Methodology For the analysis of the dog food market, it was necessary...
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...CHAPTER 3: THE MACRO ENVIRONMENT MGMT 488 – STRATEGY AND POLICY OVERVIEW The macro environmental analysis is the first step in creating the Environmental Analysis. The macro environment examines the general business climate as it relates to the organization, but has nothing to do with the organization itself. The macro environment is primarily concerned with major issues and upcoming changes in the environment. The acronym for the macro analysis is “STEEP.” The five areas of interest are Socio-cultural and demographics; Technology; Economic conditions; Ecology and physical environment; and Political and legal. SOCIO-CULTURAL AND DEMOGRAPHICS Societal values and lifestyles change over time, and the most important of these should be discussed. For example, over the past generation, it has become acceptable for women to work outside the home – or not; smoking is not as acceptable as it once was; people are not retiring at 65; students going to college are older; and people are more aware of the environment and healthful living styles. The changes in values and lifestyles may come from many sources: medical (smoking, healthy eating, exercise); science (global warming, going “green”); economic (people working longer, women in the workforce); cultural diversity (music preferences, foods, living accommodations, medicine); and technologies (Internet dating, biodegradable plastic) are just a FEW examples. Some changes in values and lifestyles will be important to the industry...
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...In recent years, the issue of poor breeding practices and inherited disorders in purebred dogs has been controversial. In response, breeding programs have incorporated diagnostic DNA tests to screen out susceptible individuals and to improve health concerns in purebred dogs. However, the prevalence of genetic diseases within the pedigree population has continued to rise, which poses the question: does the likelihood of inheriting a condition increase as the genetic variation in purebred dogs decrease? Therefore, deciphering the correlation between the genetic variation in purebred dogs and the presence of genetic disorders is of great interest. We employed PCR, gel electrophoresis and RFLP analysis to examine this question. Our work involved...
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...In English Submitted to: Ms. Shaira C. Pavo Submitted by: Gerard C. Balazo Table Of Contents I. A Dark Brown Dog II. A Haunted House III. Araby IV. The Winepress V. A Dark Brown Dog Stephen Crane A child was standing on a street-corner. He leaned with one shoulder against a high board-fence and swayed the other to and fro, the while kicking carelessly at the gravel. Sunshine beat upon the cobbles, and a lazy summer wind raised yellow dust which trailed in clouds down the avenue. Clattering trucks moved with indistinctness through it. The child stood dreamily gazing. After a time, a little dark-brown dog came trotting with an intent air down the sidewalk. A short rope was dragging from his neck. Occasionally he trod upon the end of it and stumbled. He stopped opposite the child, and the two regarded each other. The dog hesitated for a moment, but presently he made some little advances with his tail. The child put out his hand and called him. In an apologetic manner the dog came close, and the two had an interchange of friendly pattings and waggles. The dog became more enthusiastic with each moment of the interview, until with his gleeful caperings he threatened to overturn the child. Whereupon the child lifted his hand and struck the dog a blow upon the head. This thing seemed to overpower and astonish the little dark-brown dog, and wounded him to the heart. He sank down in despair at the child's feet. When the blow was repeated, together with an...
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...CHAPTER 3: THE MACRO ENVIRONMENT MGMT 488 – STRATEGY AND POLICY OVERVIEW The macro environmental analysis is the first step in creating the Environmental Analysis. The macro environment examines the general business climate as it relates to the organization, but has nothing to do with the organization itself. The macro environment is primarily concerned with major issues and upcoming changes in the environment. The acronym for the macro analysis is “STEEP.” The five areas of interest are Socio-cultural and demographics; Technology; Economic conditions; Ecology and physical environment; and Political and legal. SOCIO-CULTURAL AND DEMOGRAPHICS Societal values and lifestyles change over time, and the most important of these should be discussed. For example, over the past generation, it has become acceptable for women to work outside the home – or not; smoking is not as acceptable as it once was; people are not retiring at 65; students going to college are older; and people are more aware of the environment and healthful living styles. The changes in values and lifestyles may come from many sources: medical (smoking, healthy eating, exercise); science (global warming, going “green”); economic (people working longer, women in the workforce); cultural diversity (music preferences, foods, living accommodations, medicine); and technologies (Internet dating, biodegradable plastic) are just a FEW examples. Some changes in values and lifestyles will be important to...
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...Pedigree |IMC Tool : Advertising | |United States of America | |Objectives |Drive and build awareness of abandon dogs through national TV spots | | |Sought Donations and volunteers to support animal shelters and breed rescue organizations. | | |2008, The company have set additional objectives besides the above mentioned : | | |Raise $1 million for the Pedigree Adoption Drive Foundation | | |Increase unaided brand awareness by 2.2% and purchase intent by 3.5% during The Pedigree Adoption Drive period. | |Tools / Media Used |TV commercials portraying the situation of abandon dogs in the country, real life stories of shelter dogs were | | |shown through national TV spots. | | |Prints were run with the same information to enhance the message. ...
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...Pedigree the Breed of a New Threat Since the dawn of humanity, humans have tried to mimic the archetype of creation. Even though we do not have the power to create as an omega, we sure have indulged in creating abominations. These abominations are not seen as defects but are ironically praised and called purebreds. As a matter of fact, these abominations are even called a man’s best friend. Dogs, or to be more precise, pure-bred dogs, are these abominations. However, these purebred dogs do not have the fault to be born with defective genes but are rather victims of an old practice called inbreeding or artificial breeding. Inbreeding or artificial breeding on dogs is causing a lot of genetic disorders, as a result, dogs are having physical and...
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...American Kennel Club has the mandate of registering dogs to ensure that there is a certified printed or electronic document that will show the dog’s family alongside other detailed information about the pedigree of the puppy. Currently, there are over 160 breeds of purebred puppies recognized by the AKC. These breeds are further subdivided into groups. The groups pinpoint the reason the dog was bred for; whether for enjoyment, herding, or even hunting. The Sporting Group This group includes dogs thatt have special instincts for woods and water. Most of the members found here are very active in hunting missions and field activities as well. They have easy going temperaments. They need revitalizing exercises on a regular basis. The group...
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...help others. He holds those memories dear to his heart, and will continue to for many years to come. I did not detect any bias from him because he was speaking from his personal opinion, and experience. The commercial from the Pedigree website was also paid by Pedigree and its creators. In my opinion, there was no slant in the Pedigree commercial. The Pedigree commercial lets me know that Pedigree is just another type of dog food trying to persuade animal owners into buying their brand because they say it is healthy. I do not find Pedigree to be credible because there is no proof that they are healthier than other brands. In the Pedigree ad, they show a dog and a person in the car and the car tilts over claiming the dog is overweight. They are also claiming that their dog food is healthy for overweight dogs. After seeing this ad, consumers may have the desire to switch their dog food over to Pedigree because they have a new “light” version for dogs that need to be on a diet. I think this ad tries to create a new fear for consumers. Some dog owners might instantly think their dog is overweight and need to go on a diet, so this will cause them to switch to the new Pedigree Light. I think the ad uses an admirable animal to persuade consumers. The pug dog they use in the commercial is short and ‘fat.’ But if you do not know your animal breeds very well,...
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...friend for over 10,000 years. The domestic dog has lived within villages and towns, working, guarding, protecting, and even healing people. Lives are shared with dogs more than any other animal. After many DNA tests and diagnostics, it has been found that dogs most indubitably have descended from the wolf. Dogs are domesticated trainable animals that depend on humans for their survival, the relationship does not need to change whether they are or are not descendants of the wolf. This is scientifically discovered proving how much the development of dogs has progressed. The canine species “are the only animals who will answer to their name and recognize the voice of the family”(Piny...
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