dog bite final

8/2/2019 Dog Bite Final

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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

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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

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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?

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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?

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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?

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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?

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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?

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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

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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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dog bite final

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