Marketing Mix Of Pedigree and 4Ps (Updated 2023)

The Marketing mix of Pedigree analyses the 4Ps of Pedigree, including the Product, Price, Place, and Promotions. Pedigree is a subsidiary of its parent company, Mars Incorporated. It is associated with the pet food industry. Pedigree is of American origins and was launched in 1957. It faces competition from several companies that manufacture food items for pets, like

• Proctor and Gamble
• Colgate-Palmolive
• Nestle
• Del Monte Foods
• Uni-Charm Corp

About Pedigree

• Type: Food company
• Industry: Pet food
• Founded: 1957
  Founder: Forrest Mars
• Headquarters: McLean, Virginia, United States
• Area served: Worldwide
• Key people: Alex Warner (Chairman) and John Elsner (CEO)
  Number of employees: 40,000+

Pedigree Product Strategy

Pedigree is one of the most trusted pet care brands and holds a prestigious position because of its brand value. It has implemented a growth strategy with different packaging, from small boxes to large bags of food items, but with the same color combinations of Yellow, Blue, and Red.

Pedigree offers a comprehensive product line and mix tailored to meet the nutritional needs of dogs. Their products are designed to cater to dogs of different ages, sizes, and dietary requirements.

The new Product Mix of Pedigree in 2023 is as follows (Source).

1. Dry Dog Food (Kibble): Pedigree offers a variety of dry dog food formulas designed for different life stages (puppy, adult, senior) and sizes (small, medium, and large breeds). These products focus on providing balanced nutrition and often include specific formulas for weight management, oral care, and coat health.
2. Wet Dog Food (Canned): Their wet food range includes canned and pouch meals with various flavors and textures, such as chunks in gravy or pate. These are often used as a complete meal or mixed with dry food to enhance palatability.
3. Puppy Food: Specifically formulated for puppies, these products support rapid growth and development. They typically have higher protein and fat content and include essential nutrients for healthy development.
4. Senior Dog Food: Designed for older dogs, these formulas are adjusted for lower calorie needs and enhanced with joint-supporting nutrients. They often have softer textures to accommodate senior dogs with dental issues.
5. Special Diet Formulas: Pedigree offers formulas for dogs with specific dietary needs, such as grain-free, high-protein, or limited-ingredient diets. These cater to dogs with food sensitivities or special health considerations.
6. Dental Care Products (Dentastix): A famous line of Pedigree products includes Dentastix, which are dental chews designed to promote oral health. These chews help reduce tartar build-up and maintain healthy gums.
7. Dog Treats and Snacks: Beyond main meals, Pedigree provides a variety of treats and snacks suitable for training or as occasional rewards. These include meaty treats, biscuits, and chewy snacks.
8. Health-Specific Products: Some Pedigree products are formulated to address specific health issues like digestion, weight management, and joint health. These products often include additional supplements or nutrients to support these particular needs.

Pedigree’s product mix demonstrates its commitment to providing a wide range of options to meet dogs’ nutritional and health needs at every life stage. Their focus on variety, quality, and specialized nutrition helps them maintain a strong position in the pet food market.

Pedigree Place Strategy

Pedigree is an American brand and has spread its product presence in several global countries like the United Kingdom, Australia, Canada, Belgium, China, Denmark, France, Germany, Ireland, Italy, Korea, Japan, Mexico, New Zealand, Norway, Spain, Sweden, Thailand and India. It has manufacturing facilities at Birstall and Melton Mowbray in England, with its headquarters in Franklin, Tennessee.

Another factory was established in 1974 at Shrewsbury Avenue in Peterborough. Pedigree uses the distribution channel of its owner company, Mars Incorporated, to distribute its products successfully to the consumer market. Its network includes services of wholesalers, retailers, and distributors to reach consumers via supermarkets, hypermarkets, convenience stores, discount stores, and pet care food outlets.

Here’s the place strategy of Pedigree.

1. Wide Retail Distribution: Pedigree products are extensively distributed across various retail outlets, including supermarkets, pet stores, and big-box retailers. This extensive reach ensures that Pedigree is accessible to many customers, making it a convenient choice for pet owners.
2. Online Sales Platforms: Recognizing the growing trend of online shopping, Pedigree has a strong presence on various e-commerce platforms, including specialized pet supply websites and general online marketplaces. This online availability caters to the convenience of modern consumers and expands the brand’s reach.
3. Veterinary Clinics and Animal Hospitals: Pedigree collaborates with veterinary clinics and animal hospitals to offer its products, tapping into a market of pet owners seeking vet-recommended food for their dogs. This placement not only boosts sales but also adds a layer of credibility and trust to the brand.
4. Global Presence: Pedigree has a significant international presence, offering its products in numerous countries worldwide. This global strategy allows the brand to cater to diverse markets and adapt its products to different regional preferences and dietary needs of dogs.
5. Strategic Partnerships and Sponsorships: Pedigree often engages in partnerships and sponsorships with animal welfare organizations, dog shows, and pet-related events. These partnerships increase brand visibility and position Pedigree as a brand deeply connected with dogs’ overall well-being and happiness.

Pedigree Pricing Strategy

A few years back, people used to buy dog foods that were the least expensive. Pedigree has changed this concept by influencing the mindset of today’s generation. Via a positive brand marketing strategy, it has emphasized quality food for pets and encouraged consumers to buy healthy and superior food items. Consumers see Pedigree as a dependable and affordable brand. It has adopted a value-based pricing policy and kept its price range affordable and pocket-friendly. Its qualitative products have helped the company earn significant revenues because of more prominent sales figures.

Pedigree’s pricing strategy is a finely tuned blend of market awareness and consumer insight, skillfully positioning the brand within the competitive pet food industry. Let’s explore this strategy with a marketing lens:

1. Competitive and Value-Oriented Pricing: Pedigree adopts a competitive pricing model, ensuring its products are affordable to a broad consumer base. This approach is crucial in a market where pet owners seek quality food without overspending. Pedigree balances cost-effectiveness with nutritional value, making it an attractive choice for budget-conscious consumers seeking the best for their pets.
2. Product Segmentation and Tiered Pricing: Pedigree offers a range of products across different price points, catering to diverse consumer needs and financial capabilities. From basic nutrition options to more specialized formulas (like grain-free or high-protein diets), the tiered pricing structure allows Pedigree to attract a wide range of customers, from those seeking economical options to those willing to pay more for specialized dog food.
3. Promotional Pricing and Discounts: The brand frequently uses promotional pricing strategies, such as discounts, bundle offers, and loyalty programs. These tactics are designed to boost sales volume, encourage trial among new customers, and foster brand loyalty among existing ones.
4. Dynamic Pricing in Different Markets: Understanding the dynamics of global markets, Pedigree strategically adjusts its prices based on regional economic conditions, competition, and consumer purchasing power. This localized pricing strategy helps Pedigree stay competitive in international markets.
5. Premium Pricing for Specialized Products: For its specialized product lines, such as veterinary-recommended formulas or advanced health-specific diets, Pedigree employs a premium pricing strategy. These products are priced higher, reflecting their specialized ingredients and targeted health benefits, appealing to consumers who prioritize their pets’ specific health needs.
6. Cost-Plus Pricing for Consistent Quality Assurance: Pedigree maintains a cost-plus pricing approach to ensure consistent quality across its product range. This method covers production costs while ensuring a standard profit margin, facilitating ongoing product development and quality control investment.

Pedigree Promotion Strategy

Pedigree has recently become one of the most popular brand names related to pets. The company has adopted an aggressive promotional policy that is a combination of both ATL and BTL methods. It has launched several campaigns focussing on dogs’ emotional and health aspects. Ads are shown via popular television channels, radio, newspapers, magazines, and billboards. The company has also launched campaigns and awareness programs via social media portals like Facebook, Twitter, Blog, and YouTube.

We’re for dogs, Dog’s Rule, Feed the Good, and Top breeders recommend it. In 2008, a philanthropic organization titled Pedigree Foundation was launched to find loving homes for dogs. The foundation also offers grants to several dog shelters and rescue organizations. It nudges dog lovers to volunteer, adopt, and make donations. It has raised more than 4 million dollars and has distributed nearly 1.1 million dollars to 500 breed rescues and shelters.

Some Recent Video ads and Print ads for Pedigree are:

Liked this post? Check out the complete series on Marketing Mix