Pedigree Group 8
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This document outlines Pedigree's marketing plan in India, including a breakdown of their communication mix and promotional expenditures. Some key details are: - Pedigree has a 70% market share in India's $20 million dog food market. - The expected media expense for Pedigree is $2.8 million. - 30% of the promotional expenditure will go towards TV advertisements, including commercials during prime time with a celebrity endorser. - 25% will fund print advertisements in magazines like Good Housekeeping and Femina. - Direct marketing efforts include direct mail, telemarketing, catalogs, and internet promotions, with a total budget of $0.42 million.
Pedigree Group 8
- 1. Pedigree : IMC designGroup 8KirtiSanaSudiptaRohanMandannaAnil
- 2. Indian dog food market size - $20mnPedigree has a market share of 70% in IndiaExpected media expense of Pedigree - $2.8mn
- 3. Communication MixTVCPrint Advertisements –MagazinesDirect Marketing Sales Promotions
- 5. TVCBudget – $0.84mn10 Second slots at Prime timeCelebrity Endorser – Maneka Gandhi
- 6. Print Advertisements Budget – $0.84mn
- 7. Name of the print media MagazinesGood House KeepingFeminaHealth Plus News PapersSelective National news papers.
- 8. Healthy Happy Dog For Life
- 9. Dogs require 6 times more proteins and calcium than humansYour pets deserve a much better diet
- 10. Does your dog embarrassevery time at the Vets place?A SOLUTION, DISTRACT !Healthy Happy Dog For Life
- 11. Status is for the greedy! Then again, Does your dog mind it?!A Dog’s status is for Life, Pedigree
- 12. A Healthy Dog . . .Is a Happy Dog.
- 13. Meri baari kab ayega ?Oh God…Mujh ko bhi thoda lift kara de …Go to page no. 2
- 14. LIFTEDPEDIGREE DOG FOOD !AAPKE KUTTE KO BHI LIFT KARA DEContd.. From page 1
- 15. Direct Marketing Budget – $0.42 mnDirect Mail - $0.07mnTelemarketing-$0.05mnCatalog – $0.2mnInternet- $0.1mn
- 16. Sales PromotionCustomer oriented – $0.3mn Samples CouponsTrade oriented - $0.4mn POP display Trade allowance
- 17. Pet show
- 18. Thank You