Pedigree is a subsidiary of Mars,Incorporated.It has now become the biggest pet food manufacturer in the world by obtaining consumers’ trust with its profession in pet caring and a positive publicity.

One of Pedigree’s slogan is that every dog deserves professional nutrition. The company developed recipes based on research from THE WALTHAM Centre for pet nutrition. All of its products are designed to solve different problems of dogs of different breeds and ages.For example, the product for adult dogs have a special formula that can provide mature dogs with complete nutrition and nourishment. For puppies, Pedigree provide the special puppy recipe that includes DHA for healthy brain development and phosphorus for healthy teeth and strong bones development. In this way, Pedigree wins consumers’ trust and gains a huge market share with its profession.

Pedigree also differentiates itself by making a dog lover image. Recently, the giant company has launched a donation and adoption campaign for homeless dogs. On the official website of Pedigree, it is not hard to find the videos for the campaign. The videos make viewers pretty impressive by telling stories of abandoned dogs that can make people moved deeply. This is not all Pedigree has done for building its brand position. Pedigree’s official website provides not only introduction of its specialized products but as well professional tips and knowledge for pet keepers of how to keep their pets both mentally and physically healthy.No wonder why can Pedigree dominate the pet market.

Reference: Pedigree Official Website(http://www.pedigree.com/03Adoption/)

Pedigree Petfoods, Wikipedia