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NON PREPARED Home Cooked Scraps Raw

Dog Treats and Mixers

Dog Mixers Dog Treats Economy Dry Dog Food Mid-Priced Dry Dog Food Premium Dry Dog Food Economy Wet Dog Food Mid-Priced Wet Dog Food Premium Wet Dog

Dry Dog Food

Wet Dog Food


Dog treats and mixers are special types of dog food given as a reward, not as a staple food source. Examples: Stylam Choostix, Dentastix


Commercial dog foods shaped like pork chops, burgers, or other meaty foods are called semi-moist foods. These kinds of foods are the least nutritional of all dog foods and contain many artificial flavours and colourings. They can be given to your dog as an occasional treat, but they should not be considered a diet in themselves, as they do not provide the nutrition that the pup requires.


Dry food is the most economical type of commercial dog food, and this is the reason that many owners choose it for their dog. It also lasts for a long time and does not need to be refrigerated.
Dry food can also help to keep the dogs teeth healthy, since chewing crunchy dry food helps to reduce tartar build up.

Most dogs love canned, or wet, food, and it has a long shelf life, and is easy to find at any supermarket, but it can be expensive. For some owners, its definitely worth the expense, but not every brand of commercial canned food provides the protein that the pup needs. Indigestible protein will pass through the dogs system without being broken down into absorbable nutrients, so it's pretty much useless to him.

Also, most canned food is about 75 percent water. The higher the water content, the less nutrient content, so the more food your dog must consume in order to get the nutritional value his body needs.

Some dog owners value the ability to be in complete control of their dogs diet. A home-cooked diet allows the owner to know for certain exactly what is in every thing their dog eats and to be absolutely sure that his nutritional needs are being met.

Feeding the dog a home-cooked diet is time consuming and expensive, but many owners think the extra effort is worth the peace of mind they gain.

A raw diet consists of raw meat, preferably with some bones (never cooked bones, only raw) and organs mixed in, as bones are a natural source of phosphorus and calcium. This type of diet works well for many dogs, since dogs have short intestinal tracts and strong stomach acids, both of which make it easy for them to consume and digest raw food


Dog food is expected to grow by a strong positive constant retail value CAGR of 14% Although many players are already there in the market, Indian pet-food market is still in its nascent stage. Almost all global players like Nestle, Royal canine, Hill, Lams, Ralston are fighting it out in the market. Pedigree is considered to be the brand that is expected to lead this market.

Competitor analysis is done keeping in mind 1) marketing segmentation 2) product differentiation 3) Communication strategy 4) Product line 5) Price 6) distribution Leading brands used for analysis- pedigree (mars food), royal canine(mars food)and petcare (tetragon chemie pvt. Ltd.)

1) Pedigree
Market leader, still competes with homecooked food market segmented into high-end, midrange, and low-end category Push strategy in use Product differentiation: quality of food Communication: focuses on the fact that dogs have a different digestive system and should not be fed home-cooked food

The slogan used for many years for Pedigree dog food is "Top breeders recommend it" with a current slogan of "We're for dogs internationally However, when launched in India the tag line was we care for the dogs Call their product as really good food, hence value proposition is the quality of food. TV commercials used for communication

Products- all the products are available for adults and puppies separately. Pedigree launched vegetarian dog food in India.
1. daily dry food for dogs 2. daily wet food for dogs 3. Pedigree professional- specific food for weaning, active, small and large breed dogs 4. snacks and treats- dentastix, rodio, springo 5. Gravy range- new category recently introduced, not available with competitors.

pricing1 kg dry dog food costs Rs.130 (average).Special meals cost more Distribution-Pedigree when entered Indian markets used pet stores as a point of sale. Retail store owners were made to advocate the product. Now it is available in retail stores (Big Bazar), pet-stores and medical stores.

2) Royal Canin
Market segmentation- only for high end customers Product differentiation- Focus on the nutritional value (carbohydrates, lipids, vitamins, proteins etc.) emphasis on clinical formulation, testing, manufacturing and marketing of a wide range of breed-specific and symptom-specific diets for dogs and cats Composition of food ensures well-being and health of every dog, according to his age, his size, his physiological condition and his breed.

Communication- Not advertised in commercial TVCs in India ads/tag lines??

Product-Product Category based on size of dog Mini for dogs with average adult size between 1 and 10 kg Medium for dogs with average adult size between 11 and 25 kg Maxi for dogs with average adult size between 26 and 45 kg For Giant Breeds over 45 kg Products available: Babydog milk, Starter Mousse, Adult, Junior, Mature kibble available for all three

Price more expensive than pedigree eg. 2 kg of Royal Canin Mini Adult costs Rs. 766, which is a little more than twice the price of adult dog food by pedigree. Distribution- The company shifted its marketing and distribution focus away from the supermarket circuit And shifted the appeal to specialist retail pet store circuit and garden and hardware centers, many of which featured large pet departments, while also continuing to target breeders and veterinarians.

3) Tetragon Chemie Pvt. Ltd (PETCARE)

PETCARE is an independent business division of Tetragon Chemie Pvt. Ltd., that exclusively caters to the needs of dogs and cats and specific demands of pet lovers across the country Indian company to export pet care products in 30 countries Acquired by Provimi first and then later by pfizer. These International brands instead of competing with the Indian brands decided to overtake them.

Market segmentation- serve only dog lovers. Treats all the dog- lovers equally Product differentiation- PETCARE holds the distinction of being the first to introduce binomial anthelmintics, acaricides, nutritionals, therapeutic supplements and pet food in Indian Market.

Communication- Do not believe in traditional marketing and communication means, but rely building emotional relationships with customer and the pet. Highly dedicated to pet care. Form pet clubs for active involvement of pets and pet lovers. Encourage involvement of pet lovers by pet astrology clubs, sharing pet bulletiens, giving breeding information, FAQs for new dog owners, have dog memberships and competitions. motto is "YOUR PET. OUR CARE.

Product- they manufacture pet care products(shampoo, soaps) , pet medicines (Drontal Plus worm killer tablet)as well as pet food dry dog food available as nutirpet infant, nutripet junior, nutripet adult, nutripet supra(international standard protein and calcium rich pet food) Price- Rs 440 for 3kg. Therefore, cheaper than royal canine, but comparable to pedigree dry dog food.


Dry & wet food, snacks, treats

Dry food, shampoos, medicines

Nutritional food


130/kg approx

110/kg approx

250/kg approx


Low, medium, high range 42.4

No segmentation Only for elite

Retail value share % Tag line



We care for the dogs

Your pet, our care

Breed health and nutrition

Market Demand
Table 1 Dog Owning Households: % Analysis 2005-2010 Year 2005 2006 2007 2008 2009 2010

Households (%)







Source: Official statistics, trade associations, trade interviews, Euromonitor International estimates

Table 2 Dog Population 2005-2010 '000s of animals Year 2005 2006 2007




Dog 5972.8 6241.5 6480.4 6824.4 7296.8 8026.4 Population Source: Official statistics, trade associations, trade interviews, Euromonitor International estimates


Potential Market:

potential market is the set of customers who possess some interest in a product or to whom the product is potentially relevant The Population of India = 1155347700 (source : world bank) Number of members per household = 4 (assumption) Number of households owning a dog = 3.2 % (Euromonitor
International : Country sector briefing)

Hence number of people owning a dog = potential market = (1155347700/4)*(3.2/100) =9242781.6

Target Market: consumers represent potential prospects for the product plus
existing customers

The dog food market is divided into 3 major markets

Dry Dog Food Wet Dog Food Dog Treats & Mixers

Total volume of market = 1.3 % of dog owners use prepared food (table 3) = (1.3 /100 ) * (9242781.6) = 120156.1608 Total volume of consumption (table 4) = 14383.4 Market of each category :
dry = 12892.9 / 14383.4 = 89.6% wet = 65.5 / 14383.4 = 0.5 % treats = 1425 / 14383.4 = 9.9 %

Other Features:

dry dog food preferred over wet dog food as it is perceived to be healthier, cheaper, convenient in serving, more brands n variety available, stored for longer period dog treat expected to grow by 13% due to growing awareness

Current Market: consumers who are currently purchasing in

the mark

Current Consumers = 1.3 % of dog owners = (1.3 /100 ) * (9242781.6) = 120156.1608

assumption : entering values in Rupees instead of Dollars , taken average cost across brands Dry = Rs250/- ; Wet = Rs300/-; Treats = Rs1500/-

Current Competition: firms who are currently

serving existing customers in the market.

Top 3 Firms

Total Volume(2010) = 14383.4 tons

Mars = 6098.6 tons(42.4%) Tetragon = 1596.56 tons(11.1%) Ruskin = 1165.05 tons(8.1%)

Total Sales(2010) = 2087.1m

Total Sales for Mars = 884.93m (42.4%) Total Sales for Tetragon = 231.67m (11.1%) Total Sales for Ruskin = 169.05m (8.1%) Mars = 50946.212 Tetragon = 13337.34
Ruskin = 9732.65

Total Customers = 120156.1608 (Table 1)


The current market penetration is very low as compared to its size. This implies that future market potential is very high.

The dry dog food market makes for 93% of the total market value. However, the best opportunity lies with the treats market as it growing at a very high rate of 13%.

Customer Share
Mars Tetrago n

Dollar Share

Market share