MKG701: Pedigree Adoption Drive- The Underdogs Case Study- Case Study Assignment Help

Assignment Task:

The Mars Petcare division markets Pedigree dog food. To raise awareness of abandoned dogs in shelters, the company launched a series of onlne videos about homeless dogs called The Underdogs. The purpose of the videos was to create an emotional link between the target audience and homeless dogs. Mars Petcare and a not-for-profit partner, PetRescue, designed the videos of neglected dogs to be shared using the social media channels Facebook and YouTube. Each year, over 100,000 dogs are euthanized in Australia. The videos were an attempt to change the viewer’s perceptions about homeless dogs and to encourage them to adopt a homeless dog.

The online marketing communication activities were created to match potential owners with homeless dogs via mobile and a Facebook application called ‘Dog-A-Like’. The app connected people to  the PetRescue database of homeless dogs to enable the potential owners to find their preferred type of dog

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At the launch of the adoption drive, an ‘Underdog Day’ was held at Bondi Beach in Sydney where the profiles of dogs that were available for adoption were tied to yellow-banded dog leads that were strung along the beachfront. The profiles included an online code that people could enter into the PetRescue search engine to find out how to adopt a particular dog. The Dog-A-Like and Facebook apps used facial recognition software to create images that matched the person’s features with those of the dogs in the database; a popular ‘warm and fuzzy’ notion that dogs often look like their owners, and vice versa.

As a result of the campaign over 3,500 dogs were adopted. The Dog-A-Like app reached more than 5.8 million Facebook users, while the 200,000 bowls of dog food that were pledged were consumed in the first month. The success of The Underdogs videos led to the production of a second series aired in 2013.

Questions:

1. Discuss the market environment and thought process behind the strategic planning for developing the Pedigree marketing program by Mars Petcare. 

2. Proving financial return on investment from marketing programs is one of the biggest challenges for marketing managers. How could Mars Petcare leverage the Pedigree program to prove a financial return on marketing investment? 

3. What might be the key factors influencing consumer decision making for the pet food category? 

4. Discuss the pros and cons of such a social media-driven campaign.

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