Pedigree Growth Strategy (A)
Publication date: 20 January 2017
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.
Keywords
Citation
Calkins, T. and Deming, A. (2017), "Pedigree Growth Strategy (A)", . https://doi.org/10.1108/case.kellogg.2016.000255
Publisher
:Kellogg School of Management
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