Brand : Pedigree
Company: Effem IndiaAgency: TBWA India
Brand Count: 188
consumers.The Indian pet food market is large estimated to be in the tune of Rs 1500 crore. It is estimated that India has around 4 million pet dogs and the consumption of petfoods is at 4 lakh tonnes per annum. That is a big market and is expected to grow at around 35% per year.
Although many players are already there in the market, Indian petfood market is still in its nascent stage. Almost all global players like Nestle,Royal canine,Hill, Lams, Ralston are fighting it out in the market. Pedigree is considered to be the brand that is expected to lead this market.
The petfood market is seeing comeptition not among the brands but these brands are competing with the home food that is given to the dogs. Unlike the West, Pet owners seldom look( aware) at the nutritional needs of their pets.
According to the petfood marketers, the nutritional needs of dogs is 5- 8 times higher than the humans. Hence giving the same food that we eat will create nutritional deficiancy in the dog. But ther
e are vetenarians who argue that commercial petfoods are harmful for the pets. The fight goes on..
Pedigree has embarked upon a comprehensive marketing campaign for developing its brand. Although well known across the globe, this brand has new challenges in the Indian market. The main challenge is to educate the pet owners that Pedigree offers more nutritional value for the dog than the ordinary food. Second is to convince spending a premium on petfoods. The cost of giving Pedigree to a dog works out to be Rs 25 per day.
Pedigree is positioned on the nutritional platform and the ads try to educate the consumer that ordinary food can make the dog lazy and inactive. Globally the brand is positioned using the tagline " We're For Dogs" while in India this has been modified to " We care for the Dog".The company have ensured a strong distribution network and is also trying to get the retailers to influence and educate the pet owners. The brand is also tapping events to popularise the brand.
Although now purchases are yet to pick up, the brand is now in a position to tap the growth curve once the market becomes positive towards petfood.
Although many players are already there in the market, Indian petfood market is still in its nascent stage. Almost all global players like Nestle,Royal canine,Hill, Lams, Ralston are fighting it out in the market. Pedigree is considered to be the brand that is expected to lead this market.
The petfood market is seeing comeptition not among the brands but these brands are competing with the home food that is given to the dogs. Unlike the West, Pet owners seldom look( aware) at the nutritional needs of their pets.
According to the petfood marketers, the nutritional needs of dogs is 5- 8 times higher than the humans. Hence giving the same food that we eat will create nutritional deficiancy in the dog. But ther
e are vetenarians who argue that commercial petfoods are harmful for the pets. The fight goes on..Pedigree has embarked upon a comprehensive marketing campaign for developing its brand. Although well known across the globe, this brand has new challenges in the Indian market. The main challenge is to educate the pet owners that Pedigree offers more nutritional value for the dog than the ordinary food. Second is to convince spending a premium on petfoods. The cost of giving Pedigree to a dog works out to be Rs 25 per day.
Pedigree is positioned on the nutritional platform and the ads try to educate the consumer that ordinary food can make the dog lazy and inactive. Globally the brand is positioned using the tagline " We're For Dogs" while in India this has been modified to " We care for the Dog".The company have ensured a strong distribution network and is also trying to get the retailers to influence and educate the pet owners. The brand is also tapping events to popularise the brand.
Although now purchases are yet to pick up, the brand is now in a position to tap the growth curve once the market becomes positive towards petfood.
source: businessline,magindia,pedigree.au
image:pedigree,agencyfaqs.
I bought Pedigree for my puppy and he eats it with the same enthusiasm, as we used to eat Gems in our childhood days. The sight of pedigree pellets makes him smart and obedient. He will do anything to get a mouthful of them. I think the ad agency’s positioning " We care for the Dog" is too plain, just like the dobberman soap, which has been in the market for years.
ReplyDeleteBut now I have stopped buying – simply because its priced high. I wish it were a masstige product (the product category, Harishsir mentioned on Jan 09 blog)
Sir,
ReplyDeleteI have a doubt on the brand extension of Nestle into dog food. Nestle is associated with food human consumer, how can it become associated with Pet food. Did it have an impact on Nestle brand in dog food category
Lissim;there will not be a dilution of brand equity because Nestle is the corporate brand that endorses all the company brands. in the food products, Nestle uses Maggi umbrella brand. Lik ewise there will be subbrand for each category.
ReplyDeleteyour answer has sufficed my doubt on subbranding. Thanks for your response .
ReplyDeleteMy pets simply love Pedigree stuff...especially Jack. He simply devours it..Thanks Pedigree
ReplyDeleteAwesome, whats the price of pedigree , chicken and rice?
ReplyDeletehello sir i don't think so that.. from other foods are dogs came lazy.. it's wrong... i m not satisfied
ReplyDeleteMy dog need quality food which is best suitable for his digestive system to avoid infections and food allergies that's why i am giving him Pedigree dog food. And belive me he loves it.
ReplyDeleteI wanted to know about
ReplyDeletepedigree dog food India.Thank you for sharing this information.