...MARKETING EXCELLENCE Pedigree Making the brand a dog’s best friend Marketing Excellence 2 | About The Marketing Society About The Marketing Society INSPIRING BOLDER MARKETING LEADERSHIP The Marketing Society is a not-for-profit organisation owned by its members, with over 2500 senior marketers. Over the past 50 years it has emerged as one of the most influential drivers of marketing in the UK business community. The Society challenges its members to think differently and to be bolder marketing leaders by supporting the development of leading-edge thinking, and promoting the evidence of effective marketing. The Society does this through the Marketing Society Awards for Excellence; its publications Market Leader, Our Week and rich online Knowledge Zone; a national programme of world-class events; innovative professional development, such as the annual Marketing Leaders Programme; and extensive on-and-offline networking opportunities. www.marketing-society.org.uk Foreword | Marketing Excellence 2 | Foreword By Roisin Donnelly, President of The Marketing Society What is marketing excellence? Marketing excellence can drive breakthrough business results for the short and long term. Marketing excellence requires great strategic thinking, great creative thinking and perfect execution. But how do we assess marketing excellence? First we choose brilliant industry judges who are all experienced and successful practitioners of excellence and we ask them to pick...
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...company and its progress since the case was written. You must only use the information presented in the case. Adding outside information beyond what is in the case will reduce your grade! Pedigree Dog Food The Pedigree dog food brand is in a slump. Julie Smith, the marketing manager, is faced with preparing the 2005 marketing plan for the market share leading brand. What can she do to reverse the trends of the last two years? Please answer all questions 1. Is dog food an attractive category? In answering this question, please consider category size and growth rates, competitive intensity, competitive shares, advertising spending, and any trends you see. 2. The dog food category can be segmented in several ways. Please identify at least three ways the dog food category can be segmented and the implications for brand marketing. 3. a) Who are the influencers on brand purchasing and how has this changed? b) Is there high or low levels of brand loyalty and why? c) What is the implication of this for Pedigree? 4. In reviewing the Pedigree financial statements, how has the company been managing this brand? 5. a)What is the current positioning of Pedigree? b)What, if any, are there issues with this positioning? 6. a) What options does Pedigree see moving forward? b) What are pros and cons of each? c) What do you recommend and why? London Olympic Games Case Questions In the London Olympics case, management must decide on a...
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...a. This documentary reveals a hidden fact that many pedigree dogs are suffering from genetically inherited diseases or disorders. Syringomylia and epilepsy are among two examples of genetic diseases discussed in the film. b. Syringomylia, which is commonly found in cavaliers, occurs when a dog’s skull is too small for its brain, causing neurological damages and unbearable pain. On the other hand, boxers are the victims of epilepsy. c. Inbreeding may cause welfare problems because today’s dogs are simply breed to fit the breed standards for dog showing regardless of their health conditions and potential risks of developing health problems. Inbreeding has made a breed’s gene pool become narrower. As such, defective genes are more easily passed on within a breed, which could affect the breed population to a great extent. In this film, Margaret Carter, who is a cavalier breeder, discovered her dog had Syringomylia. Before then, the dog gave birth to many puppies who inherited the same condition. In class material that centers on ridgeback dogs, the inbreeding parents usually carry the same genetic defects and thus are at higher risk to give birth to a puppy with serious defects, though the desired ridgeback trait is retained at the same time. 2. a&b. Although the working German shepherd used by police force still looks very much like their ancestor, unlike the original German shepherd who have straight back legs, today’s show dogs tend to have a sloped back and dragged back...
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...Pedigree |IMC Tool : Advertising | |United States of America | |Objectives |Drive and build awareness of abandon dogs through national TV spots | | |Sought Donations and volunteers to support animal shelters and breed rescue organizations. | | |2008, The company have set additional objectives besides the above mentioned : | | |Raise $1 million for the Pedigree Adoption Drive Foundation | | |Increase unaided brand awareness by 2.2% and purchase intent by 3.5% during The Pedigree Adoption Drive period. | |Tools / Media Used |TV commercials portraying the situation of abandon dogs in the country, real life stories of shelter dogs were | | |shown through national TV spots. | | |Prints were run with the same information to enhance the message. ...
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...Associate Program Material Genetics Worksheet Review the images below and answer the follow-up questions. Key: male affected with cystic fibrosis unaffected male female affected with cystic fibrosis unaffected female Generation I II III IV a a a A V Pedigree showing inheritance of cystic fibrosis A Key: male affected with cystic fibrosis unaffected male female affected with cystic fibrosis unaffected female Generation I II III IV a a a A V Pedigree showing inheritance of cystic fibrosis A Questions: 1. According to the pedigree, is cystic fibrosis inherited as a dominant or as a recessive traitKey: male with Huntington’s Disease unaffected male female with Huntington’s Disease unaffected female Generation I II III IV V Pedigree showing Inheritance of Huntington’s Disease Key: male with Huntington’s Disease unaffected male female with Huntington’s Disease unaffected female Generation I II III IV V Pedigree showing Inheritance of Huntington’s Disease ? Explain how you made your conclusion using evidence from the pedigree and the principles of genetics. According to the pedigree, the disease, cystic fibrosis is an inherited recessive trait. Each parent can be the carrier of the diseased allele and not have developed the disease themselves, but they do pass it on to the next generation. Any individual having two duplicates of this allele will develop cystic fibrosis. This means that...
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...= Huntington’s Disease = Huntington’s Disease Pedigree Worksheet Name ____________________________________ I 1 2 II 1 2 4 5 3 6 7 8 III 1 2 3 4 5 1. Which members of the family above are afflicted with Huntington’s Disease? _________________________________ 2. There are no carriers for Huntington’s Disease- you either have it or you don’t. With this in mind, is Huntington’s disease caused by a dominant or recessive trait? ____________________________ 3. How many children did individuals I-1 and I-2 have? _______________________________________________ 4. How many girls did II-1 and II-2 have? ______________ How many have Huntington’s Disease? ________________ 5. How are individuals III-2 and II-4 related? ________________________ I-2 and III-5? _________________________ 6. The pedigree to the right shows a family’s pedigree for Hitchhiker’s Thumb. Is this trait I I dominant or recessive? _______________________ 1 1 2 2 7. How do you know? _________________________ ___________________________________________ II II 2 2 1 1 4 4 3 3 8. How are individuals III-1 and III-2 related? ________________________ III III 4 4 3 3 2 2 1 1 9. How would you name the 2 individuals that IV IV have hitchhiker’s thumb? ___________________ ...
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...In recent years, the issue of poor breeding practices and inherited disorders in purebred dogs has been controversial. In response, breeding programs have incorporated diagnostic DNA tests to screen out susceptible individuals and to improve health concerns in purebred dogs. However, the prevalence of genetic diseases within the pedigree population has continued to rise, which poses the question: does the likelihood of inheriting a condition increase as the genetic variation in purebred dogs decrease? Therefore, deciphering the correlation between the genetic variation in purebred dogs and the presence of genetic disorders is of great interest. We employed PCR, gel electrophoresis and RFLP analysis to examine this question. Our work involved...
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...was in the middle of the chaos trying to help others. He holds those memories dear to his heart, and will continue to for many years to come. I did not detect any bias from him because he was speaking from his personal opinion, and experience. The commercial from the Pedigree website was also paid by Pedigree and its creators. In my opinion, there was no slant in the Pedigree commercial. The Pedigree commercial lets me know that Pedigree is just another type of dog food trying to persuade animal owners into buying their brand because they say it is healthy. I do not find Pedigree to be credible because there is no proof that they are healthier than other brands. In the Pedigree ad, they show a dog and a person in the car and the car tilts over claiming the dog is overweight. They are also claiming that their dog food is healthy for overweight dogs. After seeing this ad, consumers may have the desire to switch their dog food over to Pedigree because they have a new “light” version for dogs that need to be on a diet. I think this ad tries to create a new fear for consumers. Some dog owners might instantly think their dog is overweight and need to go on a diet, so this will cause them to switch to the new Pedigree Light. I think the ad uses an admirable animal to persuade consumers. The pug dog they use in the commercial is short and ‘fat.’ But if you do not know your animal breeds very well,...
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...Q: 1a. What kinds of horns does Elvira has? A: no horns Q: 1b. What kinds of horns does Elvis has? A: horns Q: 2. Describe its unusual trait (phenotype). A: The unusual trait is that this is a unicorn. Q: 3. How did the pedigree represent the new trait? A: The pedigree represented the new trait by only being the one with one horn. Q: 4. Are genes responsible for the unusual trait? Using the chromosome tool, check out the Horns genes of this dragon. Notice the new allele that has been labeled HU (the U stands for Unicorn). Which combination of alleles (genotype) is responsible for the single horn of this dragon? A: HUh Q: 5. Where did that HU allele come from? Does anyone else in the family have this HU allele? Look at the Horns alleles in this...
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...company's net sales are estimated to be around $30,000 million. Mars is a private company and has not released its annual report. Therefore, its financial details are not available. Mars produces and distributes branded snack foods, main meal foods, drinks and pet care products. It also makes drink vending equipment and electronic automated payment systems. The company operates more than 130 factories, in about 75 countries worldwide. The company operates through six business segments: chocolate; petcare; Wrigley gum and confections; food; drinks; and symbioscience. The company's chocolate segment operates under brand names such as M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix. The major brands under the petcare segment include Pedigree, Whiskas, Sheba, Cesar and Royal Canin. In the Wrigley gum and confections segment, the company owns Extra, Orbit, Doublemint, Skittles, Starburst and Altoids. The company operates its food segment under the Uncle Ben's, Dolmio, Seeds of Change, Ebly and Masterfoods brand names. Its drinks segment includes Klix and Flavia brands. Furthermore, the company's symbioscience segment owns brands such as Wisdom Panel MX, Seramis and Cocoapro. 2 - SWOT ANALYSIS Mars is a privately-held company, primarily engaged in the manufacture and sale of confectionary products, pet food products, drinks and staple foods. The company owns an extensive portfolio of products and brands that it offers through its six segments including chocolate, petcare...
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...R1 TH R2 TH R3 TH PI S1 S1 S2 S1 S2 S1 S2 S3 Manufacturer Wholesaler Secondary Wholesaler Dispenser Trading partners pass product information and all prior transaction history upon each change of ownership. Electronic Pedigrees in California “Pedigree” means a record, in electronic form, containing information regarding each transaction resulting in a change of ownership of a given dangerous drug, from sale by a manufacturer, through acquisition and sale by one or more wholesalers, manufacturers, repackagers, or pharmacies, until final sale to a pharmacy or other person furnishing, administering, or dispensing the dangerous drug. The pedigree shall be created and maintained in an interoperable electronic system, ensuring compatibility throughout all stages of distribution. Pedigree includes: MFR name / address & registration number, drug name, quantity, dosage form and strength, transaction date, invoice number, container size, number of containers, expiry, lot number. California Law – Main features • Unit – case level serialization – Inference = Aggregation by MFRs and anyone downstream opening a case. • ePedigree by change of title – Exception is drop shipments – “buyer” is excluded from pedigree • Certification – Correct information – Penalties...
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...Cracks in the Pharmaceutical Supply Chain http://www.cio.com/article/print/16565 Print Article Close Window From: www.cio.com Cracks in the Pharmaceutical Supply Chain – Susannah Patton, CIO January 15, 2006 As an undercover agent with the Drug Enforcement Administration and the Food and Drug Administration, Aaron Graham saw firsthand how counterfeit drugs can slip into the pharmaceutical supply chain. Graham, now VP and chief security officer for Purdue Pharma, once posed as the manager of an "institutional pharmacy" selling drugs at a discount to secondary wholesalers who were then supposed to sell them to nursing homes. Soon after he began, his phone started ringing. Dozens of smaller pharmaceutical wholesale companies were calling, desperate to buy his drugs. These secondary or "gray market" wholesalers scour the country and the world for low-price drugs they can sell back to major wholesalers for a profit. In addition to trawling for institutional pharmacies, some secondary wholesalers have been known to purchase counterfeit drugs from criminal organizations in places such as China, Thailand or Colombia. Graham, who was part of a two-year FDA sting operation known as "operation gray pill," helped expose a system in which large and small wholesalers were taking advantage of multitiered pricing in the industry. Prescription drugs are sold at discounts to subsidized groups such as nursing homes and also exported at lower prices. Graham and his colleagues found...
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...Business 100 Introduction to Business Assignment 1 The Business Environment Due: February 3, 2013 Describe the role of business in the economy. Businesses are the growth engine of the most successful economy. Everything that you can possible think of relates to the economy is business. Retail, services, agriculture, manufacturing, health care, even political campaigning all involves business. Without businesses we would have to fend for ourselves for everything. We would need to find our own food every single day; we would have to gather materials to create shelter because there would be no store to buy them from. We would have to make our own clothes out of fabrics we weaved from raw materials. This type of society would not be practical at all. Compare and contrast the roles of for-profit and nonprofit organizations in the economy. For-profit organizations are businesses and other organization whose primary goal is making money. A non-profit organization focuses a goal such as helping the community and is concerned with money only as much as necessary to keep the organization operating. Both businesses rely on the four fundamental resources to achieve their goals, (1) natural resources; (2) capital; (3) human resources; and (4) entrepreneurship (McGowan, 2011) So while they are different they operate the same way. Discuss the impact of current fiscal and monetary policy on the economy. The fiscal policy refers to the government efforts to influence...
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...Aim C: Explore the factors that affect human health Assessment criteria met by this assignment: Awarded | Criteria | Descriptor | | 1C.7 | List the different biological, social and inherited factors that affect human health | | 2C.P7 | Describe how pathogens affect human health | | 2C.M5 | Explain how bacteria can become resistant to antibiotics | | 1C.8 | Identify measures that can be taken to prevent and treat infectious disease | | 2C.P8 | Describe two different treatment regimes: one used to prevent a disease and one used to treat a disease | | 2C.M6 | Explain the use of pedigree analysis | | IC.9 | List some benefits of exercise on health | | 2C.P9 | Describe how lifestyle choices can affect human health | | 2C.M7 | Discuss the advantages and disadvantages of vaccination programmes | | 2C.D4 | Evaluate the use of antibiotics, pedigree analysis and vaccination programmes in the treatment and prevention of childhood illnesses* | Scenario You are a Practice Nurse at West Middlesex Hospital in Isleworth. Following government health campaigns, the medical centre doctors want you to provide information to give to patients about the causes, symptoms and treatment of diseases, as well as guidance to help prevent illnesses. You will be preparing a leaflet to be displayed in the waiting room with basic information, as well as running a series of new parent classes to raise awareness of the treatment and prevention of childhood illnesses...
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...Aim C: Explore the factors that affect human health Assessment criteria met by this assignment: Awarded | Criteria | Descriptor | | 1C.7 | List the different biological, social and inherited factors that affect human health | | 2C.P7 | Describe how pathogens affect human health | | 2C.M5 | Explain how bacteria can become resistant to antibiotics | | 1C.8 | Identify measures that can be taken to prevent and treat infectious disease | | 2C.P8 | Describe two different treatment regimes: one used to prevent a disease and one used to treat a disease | | 2C.M6 | Explain the use of pedigree analysis | | IC.9 | List some benefits of exercise on health | | 2C.P9 | Describe how lifestyle choices can affect human health | | 2C.M7 | Discuss the advantages and disadvantages of vaccination programmes | | 2C.D4 | Evaluate the use of antibiotics, pedigree analysis and vaccination programmes in the treatment and prevention of childhood illnesses* | Scenario You are a Practice Nurse at West Middlesex Hospital in Isleworth. Following government health campaigns, the medical centre doctors want you to provide information to give to patients about the causes, symptoms and treatment of diseases, as well as guidance to help prevent illnesses. You will be preparing a leaflet to be displayed in the waiting room with basic information, as well as running a series of new parent classes to raise awareness of the treatment and prevention of childhood illnesses...
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