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...

MKG701 TASK 3 CASE STUDY 6
Mkg701 Task 3 Case Study
Questions: 1. Discuss the market environment and thought process behind the strategic planning for developing the Pedigree marketing program by Mars Petcare.
The marketing environment is changed since the dawn of internet. Therefore, it is a clear strategy by the Mars Petcare to adopt the internet features to promote the product. The case study reveals that social media platforms are crucial elements considered by Marc Petcare. The company is well aware about the fact that target audience generally visit to online social sites and therefore company went for social media marketing campaign. The reasons are many such as prevalence of social network, interfaces, advanced mobile devices, online social network, powerful search engines and peer to peer communication mediums (Shankar et al., 2011). There is existence of
and community (George & Mink, 2012) and those people keep empathy for strayed dogs may share a community as well. They form a social groups and this way the attachment towards products and
ands are affected (Muniz, &Schau Jenson, 2007). Therefore, the environmental factor suggests that technological environment evolvement and access by people motivated the company to run a campaign online. The social environment is also supportive for strayed dogs as some community members understand dogs’ pathetic conditions and are willing to adopt them. The videos are shared on the Facebook and YouTube and both these channels are reliable channels and very well known by users. The social preferences towards these mediums have also prompted the company to choose these mediums to promote the message. The
and loyalty towards the Facebook and YouTube is high and promoting special events on these platforms can promote social buzz as well amongst the target customers. One thought behind promoting the app dog a like is to match the characteristics of an owner to the dog as it is a popular thinking adopted by the people before purchasing a dog. Therefore, these reasons propel the company to run campaigns on the social media platform.
2. Proving financial return on investment from marketing programs is one of the biggest challenges for marketing managers. How could Mars Petcare leverage the Pedigreeprogram to prove a financial return on marketinginvestment?
The company Mars Petcare can take these steps to leverage the program well for financial gains. It must make sure that the product or the dogs’...