This presentation made by Hyper Island team Primavera in 2013 as a part of a Digital Media Management course. I was a part of this team. I was in different roles of PM, strategist, researcher, creative manager, illustrator, junior designer and facilitator.

1. PRIMAVERA

2. Tell me all about it

3. 2011 Share 2012 Share Change 2011-12
£m % £m % %
Pedigree (Mars Petcare) 140 20 139 19 -0,7
Bakers (Nestlé Purina) 127 18 131 18 +3.1
Mars UK Ltd
remains the leader
of pet care
distribution
UK Dog food
market:
+4%
Pedigree:
underperformed
against overall
market
Leading brands’ sales and shares in the UK dog food market
Source: Mintel. 2013. Pet Food and Supplies - UK - February 2012. London: Mintel.
the market

4. Although Pedigree is the market leader and reported good
earnings, they ended the year with negative growth.
Aggressive investments in product development and no
investments in customer innovations.
Opportunity to expand business to new market spaces.
why change?

5. Pedigree produces and sells: “We work hard to develop products that’ll keep
your dog happy and nutritious.”
Quality over Convenience: “All of this dedication, passion and love for dogs
goes into every single product we make. We never stop trying to do better.”
What made Pedigree successful in the past will continue to make them
successful in the future: “With over 75 years of experience making pet
food, we're proud of our products.”
Broadcast communication instead of interactivity: “Our campaigns
encourage owners to exercise with their pets.”
harmful beliefs

6. so... what does the customer want?

7. customer desired outcome
“To make the most of the relationship with my pet”
market space
“To make the most of people’s relationship with their pet”

8. what’s not working?
No motivation to walk the dog
No time to walk the dog
Lack of trust in the dog walker
How much should I exercise my dog?
How to track the dog’s movements and nutrition?
There is no way to collect data about my dog
No networks just for dogs and dogs’ owners

10. eco-system
Pedigree
GO LEAD
Mobile
Pedigree GO
Community
Pedigree
GO LEAD

11. Pedigree GO LEAD

12. saliva analysis doggie doo dissolverdog’s activity
ball harness
handle
Pedigree GO LEAD

13. How does the community interact?
Pedigree GO

21. Nike+
Cesar MillanWhistle Dog Collar
Jawbone
partners

22. Source: Vandermerwe, S. 2000. ‘How Increasing Value to Customers Improves Business
Results’. MIT Sloan Management Review: Volume 42:1. p. 27 - 37.
Revenue Model

23. Benefits for Pedigree
Achieving increased revenues through customer-focus
Receiving useful data from consumers that can
help to focus their strategy

24. Benefits for the CUSTOMERS
Traditional dog collar leashes also strain the dog’s neck and throat,
which can lead to breathing problems, gagging and irritated skin
The GO Lead creates a shift in the way dog-owners socialize and the
value that can be created for the consumer by walking your dog.
Saliva readings can give information on cancer, diabetes and hormonal
states, theoretically flagging symptoms before it’s too late
Source: http://www.plosone.org/article/info:doi/10.1371/journal.pone.0010809
Pedigree GO LEAD

25. Pet insurance policy transparency.
Promotes active lifestyle management to foster long, healthy and happy
relationships between dogs and their owners.
Treats the dog and customer as individuals.
Profiles allow Pedigree to better know your dog and understand its needs.
Facilitates the provision of all the facilities and care that your dog deserves.
Benefits for the CUSTOMERS
Pedigree GO

26. Benefits for the SOCIETY
Pedigree GO LEAD Facilitates cleaning after your dog in a simple
manner leading to cleaner streets for everyone
Through the community Pedigree GO dogs and dog-owners have an
effective network to interact with each other for mutual support
Transparency of data within ecosystem to best deliver breakthrough value
to all players involved
Automatic crowdsourcing engages local communities through virtual means

27. thank you!