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
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