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1
RAM PANCHAL 221
TEJAS 207
PASHMEEN SAHNI 124
RAHUL SHARMA 152
ANSHU SURI 170
GANESH JAISWAL 200
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AA DogDog isis knownknown asas "man's"man's bestbest friendfriend
DogsDogs areare loyalloyal companionscompanions andand theirtheir presencepresencehelpshelps toto alleviatealleviate feelingsfeelings ofof loneliness,loneliness, boredomboredom
andand isolationisolation
InIn fact,fact, surveyssurveys showshow somesome interestinginteresting factsfacts aboutabout
petpet ownersowners:: 8484%% considerconsider petspets asas familyfamily members,members,9999%% talktalk toto theirtheir petspets andand 5454%% celebratecelebrate theirtheir pet'spet's
birthdaybirthday
Hence,Hence, wewe taketake aa stepstep furtherfurther toto pamperpamper ourour
friendsfriends cumcum familyfamily membersmembers..
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INTRODUCING A HEALTHIERINTRODUCING A HEALTHIER
DIET FOR OUR FRIENDSDIET FOR OUR FRIENDS
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DOGGIE DABBADelicious treatDOGGIE DABBADelicious treat
for your dogfor your dog
DOGDOG
BITEBITE
3
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AA dabbadabba serviceservice thatthat deliversdelivers freshlyfreshlycookedcooked mealsmeals forfor dogsdogs atat theirtheir ownersowners
doorstepsdoorsteps..
TheThe mealsmeals areare preparedprepared withwith utmostutmost carecareafterafter properproper consultationconsultation ofof vetsvets andand inin
accordanceaccordance withwith thethe nutritionalnutritional
requirementsrequirements prescribedprescribed byby themthem..
HealthierHealthier thanthan readymadereadymade packagedpackaged foodfood..
HassleHassle--freefree optionoption forfor peoplepeople withwith busybusy
lifestyleslifestyles..5
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OUR MOTTO IS:OUR MOTTO IS:
TO DO SOMETHING BETTERTO DO SOMETHING BETTER
THAN THE BESTTHAN THE BEST
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ToTo bebe anan acknowledgedacknowledged leaderleader inin thethe
manufacturemanufacture ofof cookedcooked petpet food,food, toto offeroffer aa
rangerange of of highhigh quality,quality, balancedbalanced mealsmeals toto
satisfysatisfy aa varietyvariety ofof dietarydietary requirementsrequirements..
To sustain customers delight throughTo sustain customers delight through
excellence in everything we do.excellence in everything we do.
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To help your dogs live a happier and a healthierTo help your dogs live a happier and a healthier
life through superior nutrition and worldlife through superior nutrition and world--classclass
pet products.pet products.
Being committed to the health and wellBeing committed to the health and well--being ofbeing of
pets, using only the highest quality ingredientspets, using only the highest quality ingredients
and standards of care in the formation of flavourand standards of care in the formation of flavour
products, whilst continuous developmentproducts, whilst continuous development
ensures that all our pet food reflects the latestensures that all our pet food reflects the latest
research into pet nutrition".research into pet nutrition".8
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CustomersNeeds and other
Segmenting
Dimensions
Business
Overview
CompetitorsCurrent &
Prospective
S.S.
W.W.
O.O.
T.T.
TargetTarget
MarketMarket
Targeting &Targeting &
SegmentationSegmentation
Positioning &Positioning &DifferentiationDifferentiation
ProductPlace
Promotion
Price
PeoplePackaging
Physical
Evidence
Process
9
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PetPet carecare businessbusiness oneone ofof thethe fastestfastest growinggrowing marketmarket inin
IndiaIndia
EstimationEstimation thatthat therethere areare 33..55 millionmillion petpet animalsanimals
acrossacross 2727 IndianIndian citiescities
PetPet industryindustry herehere hashas aa revenuerevenue potentialpotential ofof RsRs
350350 crorecrore (Rs(Rs 33..55 billion)billion)
TheThe marketmarket forfor petpet foodfood alonealone accountsaccounts forfor RsRs 250250
crorecrore (Rs(Rs 22..55 billion)billion)
TheThe petpet populationpopulation isis growinggrowing atat 2525--2626%% pp..aa..
IncreaseIncrease inin businessbusiness ofof petspets insuranceinsurance BajajBajaj AllianzAllianz
www.pedigree.com/Report on pet market 2010, Hindu business line etc.10
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Source: Indian Pet Journal, 2010
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Primary ResearchPrimary Research:: Data Collection MethodData Collection Method SURVEYSURVEY
Data InstrumentData Instrument QUESTIONNAIREQUESTIONNAIRE
1.1. Total no. of respondentTotal no. of respondent -- 240 Pet owners240 Pet owners
2.2. CatchmentsCatchments -- South Mumbai, Bandra,South Mumbai, Bandra,
JuhuJuhu
3.3. InterviewersInterviewers -- Group MembersGroup Members
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Secondary Research:Secondary Research:
Magazines & Websites: Magazines & Websites: Indian Pet Journal,Indian Pet Journal,
The Indian Kennel Gazette, www.showdogThe Indian Kennel Gazette, www.showdog--
magazine.com & www.dogspot.inmagazine.com & www.dogspot.in
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Q. What do you prefer to feed your dog,Q. What do you prefer to feed your dog,
home cooked food or ready packed doghome cooked food or ready packed dog
food?food?
15
Sample size: 240
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Q. Have you heard of a dabba service of homeQ. Have you heard of a dabba service of home--
made food for dogs that will be delivered eachmade food for dogs that will be delivered each
day to your residence?day to your residence?
16
Sample size: 240
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64%
36% Great ideaGreat idea
Doesn't soundDoesn't sound
goodgood
Q. Whats your take on such services?Q. Whats your take on such services?
17
Sample size: 240
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Q. How often would you use suchQ. How often would you use such
kind of service?kind of service?
18
Sample size: 240
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Q. Where do you leave your petsQ. Where do you leave your pets
when you go out of town?when you go out of town?
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Sample size: 240
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Q. Would you like to use such servicesQ. Would you like to use such services
when you go out of town?when you go out of town?
20
Sample size: 240
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SEGMENTATIONSEGMENTATION
TARGETINGTARGETING
POSITIONINGPOSITIONING
DIFFERENTIATIONDIFFERENTIATION
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Geographic
DemographicAge, gender, family size andlife cycle, or income
PsychographicSocial class, lifestyle, or
personality
BehavioralOccasions, benefits, uses,or responses
Nations, states,regions or cities
Places within SouthPlaces within SouthMumbaiMumbai
All kinds of dogs, RangingAll kinds of dogs, Ranging
from Middlefrom Middle High IncomeHigh Income
Group pet ownersGroup pet owners
Upper Class, Busy butUpper Class, Busy but
lavish lifestyles, Petlavish lifestyles, Pet
lovers, ideal forlovers, ideal for nichenicheproducts etc.products etc.
Nutritious specially cookedNutritious specially cooked
meals for dogs, great relief tomeals for dogs, great relief to
pet ownerspet owners22
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UpperUpper--Middle class to Upper class peopleMiddle class to Upper class people
Residents of South MumbaiResidents of South Mumbai
Pet Shops, Vets, Pet Trainers and othersPet Shops, Vets, Pet Trainers and others
Vegetarian owners who are not able to provide nonVegetarian owners who are not able to provide non--veg.veg.
meals to their dogs.meals to their dogs.
People who have dogs but a busy lifestylePeople who have dogs but a busy lifestyle
Dog owners and dog loversDog owners and dog lovers kids, adults, families etc.kids, adults, families etc.
Audience that is aware of the importance of nutritiousAudience that is aware of the importance of nutritious
food for their dogs.food for their dogs.
Security Agencies which keep sniffer dogs.Security Agencies which keep sniffer dogs.23
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ColabaColabaWorliWorli
LowerLower ParelParel
CuffeCuffe ParadeParade
Napeansea RoadNapeansea Road
PrabhadeviPrabhadevi
WalkeshwarWalkeshwar
FortFortTardeoTardeo
MahalaxmiMahalaxmi
Dadar etc.Dadar etc.
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Cosmopolitan PopulationCosmopolitan Population
Costliest area in the city of MumbaiCostliest area in the city of Mumbai
High Disposable IncomeHigh Disposable Income
Plush area, preferable for niche productsPlush area, preferable for niche products
Homes of the rich and famousHomes of the rich and famous
Maximum number of pet ownersMaximum number of pet owners
Lack of leisure time due to busy routinesLack of leisure time due to busy routines
Greater concern for pets wellGreater concern for pets well--beingbeing25
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H
igh Quality
Low Quality
Low
Price
High
Price
Saves cooking time & hassleSaves cooking time & hassle
Provides complete nutrition for dogsProvides complete nutrition for dogs
Best Quality ingredients usedBest Quality ingredients used Value for moneyValue for money
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DOGGIE DABBADelicious treat forDOGGIE DABBADelicious treat foryour dogyour dog
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Does not containDoes not contain additives, preservatives, pooradditives, preservatives, poor--qualityquality
toxic meat bytoxic meat by--products or ingredients that dogs shouldproducts or ingredients that dogs should
not ingest.not ingest.
Nutritious balanced diet for dogsNutritious balanced diet for dogs
Does not contain any artificial flavours or colours and isDoes not contain any artificial flavours or colours and is
safe for puppies as wellsafe for puppies as well
Easy leak proof packing which can be disposed off afterEasy leak proof packing which can be disposed off after
useuse
Free Home delivery, quick serviceFree Home delivery, quick service
Attractive offers, freebies and discountsAttractive offers, freebies and discounts
Customized meals also availableCustomized meals also available
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PRODUCTPRODUCT PLACEPLACE
PRICEPRICE
PROMOTIONPROMOTION
PEOPLEPEOPLE
PROCESSPROCESS
PACKAGINGPACKAGING
PHYSICAL EVIDENCEPHYSICAL EVIDENCE
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Vegetarian
Vegetarian MealMeal::
Rice,Rice, brokenbroken wheat/oatswheat/oats andand rotisrotis alongalong withwith aa
greatgreat choicechoice ofof vegetablesvegetables andand delicaciesdelicacies cookedcooked
togethertogether withwith paneer,paneer, cheesecheese forfor dogsdogs eatingeating onlyonly
vegveg.. foodfood ..
ItIt containscontains thethe correctcorrect mixmix ofof cereals,cereals, vegetables,vegetables,
fruitsfruits andand nuts,nuts, milkmilk andand oilsoils (for(for coatcoat conditioning)conditioning)..
Each Meal whether Veg. or NonEach Meal whether Veg. or Non--veg. has been designedveg. has been designedkeeping pets nutrition requirement in mind at the samekeeping pets nutrition requirement in mind at the same
time providing yummy delicacies for them to relish!!!time providing yummy delicacies for them to relish!!!
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NonNon--vegetarianvegetarian MealMeal::
MeatMeat portionportion cookedcooked withwith assortedassorted vegetables,vegetables, rice,rice,
brokenbroken wheat/oatswheat/oats andand rotisrotis..
ItIt containscontains aa portionportion ofof chicken,chicken, mutton,mutton, beefbeef oror eggseggs
andand mixmix ofof cereals,cereals, vegetables,vegetables, fruitsfruits andand nuts,nuts, milkmilk andand
oilsoils (for(for coatcoat conditioning)conditioning)..
CustomizedCustomized MealsMeals areare alsoalso availableavailable
dependingdepending onon thethe dogsdogs breed,breed, size,size, needsneeds andand foodfood
preferencespreferences.. ForFor ee..gg.. fishfish etcetc..
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Location: Dadar (West); proximity toLocation: Dadar (West); proximity toSouthMumbaiSouthMumbai
Point of sale will be at our customersPoint of sale will be at our customers
house as the service will be delivered athouse as the service will be delivered attheir doorsteptheir doorstep
Home delivery provided using: PublicHome delivery provided using: Public
Transport,Mini Van & MotorbikesTransport,Mini Van & Motorbikes
Targeting South MumbaiTargeting South MumbaiDADAR
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Leaflet /Pamphlet distribution outside parks and veterinaryLeaflet /Pamphlet distribution outside parks and veterinaryhospitals where pet owners are seen with their petshospitals where pet owners are seen with their pets
InIn--store signagestore signage
Inserts in Newspapers and magazines (Inserts in Newspapers and magazines (Indian KennelIndian KennelGazetteGazette,, Dogs and PupsDogs and Pups, and, and Creature Companion)Creature Companion) forforanimals, distribution of brochures etc.animals, distribution of brochures etc.
Banner Activity at local catchments (i.e. Banner boysBanner Activity at local catchments (i.e. Banner boysholding banners)holding banners)
Mascot Activity at Sea Face & Marine DriveMascot Activity at Sea Face & Marine Drive
Society No Parking BoardsSociety No Parking Boards
SMS Marketing, Just dial, RadioSMS Marketing, Just dial, Radio
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CrossCross PromotionalPromotional tietie--upsups::
OrganizingOrganizing seminarsseminars forfor petpet ownersowners inin thethe nearbynearbylocalitieslocalities forfor creatingcreating awarenessawareness regardingregarding petspets nutritionnutrition&& thethe benefitsbenefits ofof freshlyfreshly cookedcooked dogdog foodfood
TieTie--upsups withwith vets,vets, retailretail storesstores providingproviding dogdog food,food, dogdog
trainers,trainers, petpet shops,shops, petpet articlearticle shops,shops, petpet salons,salons, insurersinsurersetcetc..
CreatingCreating awarenessawareness throughthrough DogDog showsshows && TT..VV.. channelschannelslikelike NDTVNDTV GoodGood TimesTimes whichwhich hashas aa serialserial forfor petspets calledcalledHeavyHeavy PettingPetting
Corporate Social ResponsibilityCorporate Social Responsibility::
2 Rs. Per dabba will be donated to animal welfare charitable2 Rs. Per dabba will be donated to animal welfare charitable
hospitals, NGOs like PETA, KRUPA etc.hospitals, NGOs like PETA, KRUPA etc.
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CustomerCustomer LoyaltyLoyalty ProgramProgram::
10% discount on monthly subscription.10% discount on monthly subscription.
Our regular customers will get 10 points for everyOur regular customers will get 10 points for everypouch purchased. 25% discount will be offered on twopouch purchased. 25% discount will be offered on twopacks when 100 points get accumulatedpacks when 100 points get accumulated
Place an order for two months (above 3500 & getPlace an order for two months (above 3500 & getdoggie accessories worth Rs. 800 absolutely free)doggie accessories worth Rs. 800 absolutely free)
Place an order for six months & get a free medicalPlace an order for six months & get a free medicalcheckcheck--upup
Free dog belt on the purchase of first dabba by any dogFree dog belt on the purchase of first dabba by any dogownerowner
Use of Social networking sites, blogs, wordUse of Social networking sites, blogs, word--ofof--mouthmouth
ViralMarketing:ViralMarketing:
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QuantityQuantityProductProduct
250 gms250 gmsRegularRegular
500 gms500 gmsLargeLarge
MonthlyMonthlyRegularRegular
MonthlyMonthlyLargeLarge
ChickenChicken Rs 45Rs 45 Rs 80Rs 80 Rs 1215Rs 1215 Rs 2160Rs 2160
MuttonMutton Rs 65Rs 65 Rs 115Rs 115 Rs 1950Rs 1950 Rs 3450Rs 3450
BeefBeef Rs 55Rs 55 Rs 100Rs 100 Rs 1485Rs 1485 Rs 2700Rs 2700
Veg.Veg. mealmeal Rs 35Rs 35 Rs 65Rs 65 Rs 1050Rs 1050 Rs 1755Rs 1755
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****CustomizedCustomized MealsMeals pricesprices maymay varyvary dependingdepending onon thethe dogsdogs breed,breed,
size,size, needsneeds andand foodfood ingredientingredient preferencespreferences.. ForFor ee..gg.. fishfish etcetc..
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PersonnelPersonnel NumberNumberFinance In chargeFinance In charge 2 2
Marketing In chargeMarketing In charge 2 2
Administration In chargeAdministration In charge 2 2
Delivery BoysDelivery Boys 7 7
Cleaning and MaintenanceCleaning and Maintenance
StaffStaff
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Kitchen StaffKitchen Staff 4 4
** The Functions of FINANCE, MARKETING & ADMIN. are handled by** The Functions of FINANCE, MARKETING & ADMIN. are handled by
the partners themselves.the partners themselves.36
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Customer Calls Executive
takes order
Order
Preparation,
Packing and
labeling
Customer
Database and
Account Details
Dispatch and
delivery
Inventory
Check
Finance
Department
Enters details
Passes
Order
37
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Neatly packed meal in an aluminium foil pouchNeatly packed meal in an aluminium foil pouch
Handy packHandy pack -- Easy to hold and pourEasy to hold and pour
Carries a tag showing the pet owners name, mealCarries a tag showing the pet owners name, meal
type, quantitytype, quantity
DisposableDisposable
Sealed leakSealed leak--proof pouchesproof pouches
Microwave and refrigeratorMicrowave and refrigerator--safesafe
Available in 2 different sizesAvailable in 2 different sizes 38
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________________________
NONNON--VEGVEG
(CHICKEN)(CHICKEN)LARGELARGE __________________
VEG.VEG.
REGULARREGULARDOG BITEDOG BITEDOG BITEDOG BITE
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A TakeA Take--away Outlet with kitchenaway Outlet with kitchen
Staff uniformsStaff uniforms
Visiting CardsVisiting Cards
PamphletsPamphlets
Branded packaging for deliveryBranded packaging for delivery
BillsBills
Packed meals ready for deliveryPacked meals ready for delivery
Raw materials & ingredients storageRaw materials & ingredients storage
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WEAKNESSESWEAKNESSES New Brand nameNew Brand name
Target Area Limited toTarget Area Limited toSouthMumbaiSouthMumbai
Limited product lineLimited product line
Lack of awareness amongLack of awareness amongpet ownerspet owners
STRENGTHSSTRENGTHS High Quality/Unique ProductHigh Quality/Unique Product
OfferingOffering
Highly trained & customerHighly trained & customer
oriented stafforiented staff
Large Area CoverageLarge Area Coverage
Tested & Reliable ProductTested & Reliable Product
Strong relations with vendorsStrong relations with vendors
like pet shops, vets, doglike pet shops, vets, dog
trainers, grooming centers, etc.trainers, grooming centers, etc.41
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THREATSTHREATS
Competition from existingCompetition from existing
brands like Pedigree, Royalbrands like Pedigree, Royal
Canine etcCanine etc
Competition from new playersCompetition from new players
in marketin market
Attack of Diseases like bird flu.Attack of Diseases like bird flu.
Rise in prices of raw materialsRise in prices of raw materials
due to inflationdue to inflation
OPPORTUNITIESOPPORTUNITIES
Scope for marketScope for market
developmentdevelopment
Expansion/ DiversificationExpansion/ Diversification
FranchiseesFranchisees
Additions to product lineAdditions to product line
Increase more servicesIncrease more services
Growing pet marketGrowing pet market
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Contribution (Rs.) = SalesContribution (Rs.) = Sales Variable costVariable cost
= Rs. 2150000= Rs. 2150000 Rs. 1579000Rs. 1579000
= Rs. 571000.= Rs. 571000.
Profit Volume RatioProfit Volume Ratio = Contribution/ Sales= Contribution/ Sales
= 571000/2150000= 571000/2150000
= 0.2655.= 0.2655.
Break Even Point (Rs.) = Fixed Cost/PVRBreak Even Point (Rs.) = Fixed Cost/PVR
= 750000/0.2655= 750000/0.2655
= 2824859= 2824859 (Sales).(Sales).
****Break Even point is in 15Break Even point is in 15--16 months from commencement.16 months from commencement.
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LONGLONG TERMPLANSTERMPLANS
FranchiseeFranchisee
Expanding Target AreaExpanding Target Area
Guide our company into anGuide our company into anorganized market and establishorganized market and establish
a brand identitya brand identity
Website DevelopmentWebsite Development
EE--Commerce TieCommerce Tie--upsups
Plan to open a poultry farmPlan to open a poultry farm
SHORTSHORT TERMPLANSTERMPLANS
10% growth per month10% growth per month
Expand customer baseExpand customer base
Variation in product categoryVariation in product category
To earn and retain loyalty ofTo earn and retain loyalty of
customers and other peoplecustomers and other people
related to our companyrelated to our company
Build awareness on Pets andBuild awareness on Pets and
their nutrition.their nutrition.
Order on SMSOrder on SMS46
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