Goal: You will demonstrate understanding of breadth of knowledge and application of marketing theory.Product: Case studyFormat: The Final Assessment will be made up of Case Study Questions. • Case study questions • Maximum 1000 words • 40 marksCriteria • demonstration of breadth of knowledge of theory and concepts of marketing strategy by answering multiple choice questions • critical analysis and evaluation of a case study and a demonstration of a strong understanding of strategic marketing through application of theory and concepts to arrive at creative solutions to case study questions
MKG701 Task 3 Case Study Please read through the following short article and then answer the four questions following that relate to the article. With an overall maximum of 1,000 words, you should aim for around 250 words per question relating your answers to the relevant course theory (referencing not required). Pedigree adoption drive: The Underdogs 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 a mobile and 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. 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. Source: ‘AB Awards 2012 winner – Pedigree Adoption Drive’, Marketing 21 August, 2012 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. MKG701 Task 3 Case Study Please read through the following short article and then answer the four questions following that relate to the article. With an overall maximum of 1,000 words, you should aim for around 250 words per question relating your answers to the relevant course theory (referencing not required). Pedigree adoption drive: The Underdogs 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 a mobile and 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. 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. Source: ‘AB Awards 2012 winner – Pedigree Adoption Drive’, Marketing 21 August, 2012 Questions: 1. Discuss the market environment and thought process behind the strategic planning for developing the Pedigree marketing program by Mars Petcare. Possible response inclusions: An environmental analysis would identify a need to differentiate in a mature highly competitive market where it is generally a low involvement purchase decision – create a competitive advantage through an emotional connection using Cause-Related Marketing · Provides brand outcomes for awareness, enhanced image and reputation – the sponsorship is a good fit and would help establish top of mind brand awareness (mental availability), brand loyalty through engagement and connection (lifetime customer relationship) · – they utilised create lower cost many to many marketing – social buzz – to support an IMC mix that included special events 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? Possible response inclusions: Proving financial return on investment from campaigns is one of the big challenges for marketing managers. Here we are looking for answers that tactically close the loop between brand promotion and sales revenue. So answers could include (but we should be open to creative ideas from the students) - · Broader product availability, · in store promotions through product augmentation (trackable/redeemable on-pack promotion) · use the database for CRM and direct marketing, · link the level of Mars donations to product sales 3. What might be the key factors influencing consumer decision making for the pet food category? Possible response inclusions: Would be good to see answers framed using the 5 step consumer decision making process then discussing the usual consumer behaviour influences but with relevance to this product category Internal, social and situational influences Cultural, social, personal and psychological Price, convenience, time, mind and place availability, emotion, value for money proposition, quality, perceived value for money, group influences, opinion leaders A really good answer would differentiate the note that there are many different market segments for pet food so the influences will vary in priority depending on the target market (eg seniors may be more price sensitive to younger people who have just made their first pet adoption and want to buy quality to demonstrate their love of the new pet) 4. Discuss the pros and cons of such a social media driven campaign. Possible response inclusions: Pros: Low cost, broad exposure, trackable stats, data mining opportunities, real time interaction and feedback, deeper brand engagement Cons: Diminished message control, lack of access to some segments, content needs to be meaningful to be shared or could be open to parody/backlash, privacy and ethical constraints, disaffection through over exposure, resource intense monitoring