Pedigree Growth Strategy (A)

Pedigree Growth Strategy (A)

  • Case
  • Teaching Notes
  • Supplementary Resources
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.

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