Preliminary Deck

Assignment 4
Elle Hathaway, Fredaye Wilkes, Emma Lehr, Nicole Aramboles
Insights
1. Pedigree is more than a food brand, it is a resource.
2. Hispanic dog owners want to be better pet parents.
3. Although Hispanic pet-owners live hectic lives, they prioritize and value
spending time with the ones they love most.
Target Market: Dina and her family

Dina is 30 year old working woman who lives in Los Angeles,

California. She lives in the suburbs with her husband Eric. She has
two pitfall dogs, Rafa and Sassy who make her family complete.
She views her dogs as her children. They complete the family. Both
Dina and Eric work full time jobs. Dina works as a retail manager at
Target, while Eric works as a carpenter. Between their two jobs
Dina and Eric try their best to be with Rafa and Sassy, but it is
often that when one of them is in the house during the day, the
other is out. The couple keeps very busy and independent lives.
One way the family bond together is by watching their favorite MEX
soccer team. During commercial breaks and half time, Dina and
Eric take the dogs out to run around in the yard and play. The
couple wishes they could spend more time together as a family
unit, but their busy lives make it very difficult. It is rare for the two to
have a sit down meal.
Target Market: Dina
At a glance:
Dina is wonderfully outgoing. She is not afraid to put
herself out there and is very passionate about her
work and personal projects. She starts each day with
great enthusiasm. Dina is loud and not afraid to be
seen. She wants to make an impactful difference in
what she does and she is not hesitant to speak her
mind. Dina is huge fan of popular culture. She loves
reading tabloids during her down time at work and
keeping up with celebrity gossip. Dina also likes to
stay current with trending fashion and products.
Target Market: Dina in Summary
Dina is TRENDY: Dina is OUTGOING:
“I like to buy the same products that celebrities “People will say my enthusiasm is
use.” (I = 170) contagious.” (I = 170)
“I am more likely to buy products from
“I like to stand out in a crowd.”(I = 142)
companies that sponsor sports teams and
sports events.” (I = 157)

“I really love to keep up with celebrity gossip.”

Missing pieces on information about target audience?
Our current findings provide a functional insight because we recognize that the target audience live busy lives but
highly values time spent with family. With this in mind, our target sees their pets to play a large part in their family
life. Our target, being Hispanic pet owners, want the best for their pets but do not necessarily know where in their
life they can change to be better pet parents. Pedigree assists in not only being a reliable and affordable pet food
brand for these families, but a resource in how to be a better pet parent as well. Whether that be a resource in the
pet adoption process or ways to keep you and your dog active, Pedigree is the brand that elevates your pet
parenting.

Although the target market are Hispanic pet owners, all pet owners could use improvement. That’s where Pedigree
comes in. We are here to assists all pet owners into continuously growing and caring for their furry friends.

Should it be expanded to another segment? If so, what's the story about the new segment and how is story related
to Pedigree?
Hypotheses
Living busy lives lead Hispanic pet parents to question whether or not they’re
doing enough for their pets.

Receiving support from a pet-owner community comfort pet-owners in knowing

they are becoming better pet-parents.

Pedigree can help Hispanic pet owners be a better parent to their pet(s).
 Research Design: Questions
Engagement Exploration

● Where are you from? ● What compelled you to become a pet-owner?*

● What does your family ● When did you decide to get your dog(s)?
household look like? ● How did you get your dog(s)?
Family members? How ● When you were in the market for a pet were you open to adoption?
many pets? ● What about your dog do you love most?
● What does day-to-day life ● What things do you love about being a pet-owner?
look like for you? ● What about your dog gets on your nerves?
● On a scale of 1-10 how good of a pet parent do you think you are?*
● What do you think makes a good pet parent?
● How often do you walk your dog?
● What pet food brand(s) do you buy?*
● How do you purchase your dog food?

Questions with * will be further explored with laddering technique

Research Design: Questions
Exploration (Cont.) Exit
● What was the process in deciding a pet
● Before we finish, is there anything else you would
food brand?
like to say about your pet or your relationship with
● What do you like about that brand?
your pet?
● Would you be open to trying another
food brand?
● If any, what challenges do you encounter
as a pet-parent?
● What is your relationship with your dogs?
● What are ways in which you think you
could improve being a pet parent?
● How do you think these changes can
help?
Research Design: Projective Techniques

Hierarchy of
Needs

Social Life Money Self Esteem Health

Respondents will be shown these images and be asked the questions:

● Based on your lifestyle right now, order these images in a way that
demonstrates their priority.
● Which one of these things could you use more of?

Treeman Method
Respondents will be shown this image and asked the question:

● Based on the following image, which person would best

describe your parenting experience as a pet parent?
Research Schedule
13 Respondents ● Victoria G.
○ Location: Zoom
○ Time: 11/22/21
● Matthew ● Angelica R.
○ Location: Zoom ○ Location: Zoom
○ Time: 11/23/21 ○ Time: 11/23/21
● Nairobi ● Sandra G.
○ Location: Zoom
○ Location: Zoom ○ Time: 11/20/21
○ Time: 11/23/21 ● Tommy
● Valentina ○ Location: Zoom
○ Location: Zoom ● Matis
○ Time: 11/20/21 ○ Location: Zoom
● Paola ● Curt
○ Location: Zoom
○ Location: Zoom
● Noah
○ Time: 11/20/21 ○ Location: Zoom
● Maria ● Zoë
○ Location: Zoom ○ Location: Zoom
○ Time: 11/22/21