Pedigree : IMC designGroup 8

Kirti Sana

SudiptaRohan

MandannaAnil

• Indian dog food market size - $20mn• Pedigree has a market share of 70% in India• Expected media expense of Pedigree - $2.8mn

Communication Mix

• TVC

• Print Advertisements –Magazines

• Direct Marketing

• Sales Promotions

PROMOTIONAL EXPENDITURE

Sales

TVCPRINTDIRECT MARKETINGSALES PROMOTION

30%

30%

25%

15%

TVC

Budget – $0.84mn10 Second slots at Prime time

Celebrity Endorser – Maneka Gandhi

Print Advertisements

Budget – $0.84mn

Name of the print media

Magazines• Good House Keeping• Femina• Health Plus

News Papers

• Selective National news papers.

Healthy Happy Dog For Life

Your pets deserve a much better diet

Dogs require 6 times more proteins and calcium than humans

Healthy Happy Dog For Life

Does your dog embarrass

every time at the Vets place?

A SOLUTION, DISTRACT !

Status is for the greedy!

Then again, Does your dog mind it?!

A Dog’s status is for Life, Pedigree

A Healthy Dog . . .

Is a Happy Dog.

Meri baari kab ayega ?Oh God…Mujh ko bhi thoda lift kara de …

Go to page no. 2

PEDIGREE DOG FOOD !AAPKE KUTTE KO BHI LIFT KARA DE

Contd.. From page 1

LIFTED

Direct Marketing

Budget – $0.42 mn

• Direct Mail - $0.07mn• Telemarketing-$0.05mn• Catalog – $0.2mn• Internet- $0.1mn

Sales Promotion

• Customer oriented – $0.3mn Samples Coupons

Trade oriented - $0.4mn POP display Trade allowance

Pet show

Thank You