Imported Canned Food & Dog Food.

Summer Training Project report On Identification of Market Penetration of Dog Food & Mediterranean Basket In Delhi Jindal Tradex Pvt. Ltd. New Delhi

Submitted in Partial Fulfillment of the requirement for the Post Graduate Diploma in Management Under the Supervision of Mr. Amit Kapoor National Sales Manager

Submitted By: Kanika Aggarwal

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ACKNOWLEDGEMENT According to the definition of learning given by Stephen P. Robbins, “Learning is relatively given permanent change in the behaviour of a person as a result of some experience". We realize the true meaning of this definition during the project work. It was really a learning experience for us to work in the field of marketing to conduct a primary research. With gratitude and pleasure, we thank Mr.Amit kapoor (National Sales Manager) Jindal Tradex Pvt. Ltd. For providing us the opportunity to work with him as a member of his team for its world-class products and for being a source of all the patience, Inspiration, Knowledge and guidance and critical comments have helped me immensely. At the time of completion of this project I would like to thank Mr. Vikas Verma Director IPM Ghaziabad, Mr. Amit Tuli, Manager Corporate Relations and also Mrs. Veena Nandi Tiwari for providing me this opportunity to make this project as a part of Fourth semester curriculum. I am also Thankful to all of my colleagues in Jindal Tradex Pvt. Ltd. for providing me with necessary information required to complete this project. Without their help and support completing the project would not have been possible.

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PREFACE The imported food sector in India is growing strongly, albeit from a very small base, on the back of rising incomes, changing lifestyles and retail expansion. Market development will be dependent on importers taking a long-term view rather than shifting opportunistically from product to product. Changing lifestyles and the boom in organized retailing have resulted in growing demand for imported food and drink in India. The market for such specialty foods has only begun to take off in the last four to five years, and is growing at a rate of around 30% to 40% per annum. As import regulations have been relaxed and import duties reduced, big names like Godrej, Reliance Pantaloon, including JINDAL have moved into the market, selling imported foods such as canned peaches , pasta, olive oil, table olives , pasta sauces and dog food . Other factors behind the growing popularity of imported foods are rising incomes and increased foreign travel, while demand has also been swelled by the growth of specialty restaurants. However, the import market remains relatively small, with chocolates, olive oil, pasta, canned and preserved food, sauces and salad dressings, juices, and certain fruits and vegetables the prime categories. Demand for such products is restricted to higher-income consumers, as import duties (ranging from 25% to 50%) keep prices high. According to the statistical data, pasta imports reached US$5.5m in 2005-06, while imports of canned and preserved food stood at just US$0.20m. Another important product is olive oil, with imports rising to US$5.24m in 2005-06 from US$3.45m in 2004-05. The statistics also reveal the broad provenance of imported food in India. JINDAL TRADEX wants to place a strong emphasis on consumer education, something it has put into practice in building a presence in the imported olive oil, table olives, canned peaches segments for the Farrell and alcurnia brands respectively. It plans to launch pasta, pasta sauces, and dog food. "These are all very niche segments, and we see immense potential to develop the market “. In salad dressings, sauces, jams and jellies, dried fruits, canned foods, cookies, cereals and juices, almost 50% is imported and sales in imported food categories are growing on average by 30% to 35%. NOW, large companies expanding their food retail networks, the infrastructure will be developed further. So, it looks like the Indian market for speciality foods, and high value international food brands, is only just beginning to open up. And despite the higher prices and inconsistent supplies, demand remains strong.

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TABLE OF CONTENTS Acknowledgement Preface Table of Contents 1. Company profile 1.1.Jindal Tradex Pvt. Ltd. 1.2 About Jindal Group 2. Chapter –1 Introduction About India Imported market in India Dog food What is dog food? History9 Types of dog food Why dog food? Dog food labels Canned peaches in yellow syrup What are Peaches? History Global market of peaches Peaches in Spain Nutritional facts 3. Chapter -2 Research Methodology Defining research objective Formulate research hypothesis Data collection procedure Questionnaire Data analysis Analysis of dog food Chi-Square test & Z-test Veterinaries/ Breeders analysis Retailer’s analysis Analysis of Canned Peaches in Yellow Syrup Chi-Square test Retailer’s analysis

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4. Chapter -3 Analysis of Brand & price Comparative analysis of Dog food Brands Price matrix analysis Comparative analysis of canned peaches Brands Price matrix analysis 5. Chapter -4 Marketing Strategy Channel Sales and distribution Modus Operandi 6. Chapter -5 Findings Dog food Canned Peaches in yellow syrup 7.Recommendation 8. Conclusion

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9. Bibliography 10. Appencies

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Company Profile

Jindal Tradex Pvt. Ltd. is an initiative headed by Abhishek Jindal who is the first among a new generation of scion hailing from the Jindal family. The enterprises's constant endeavor would be to promote and market health products in the Indian market. Since the health products industry in India is still in its nascent stages and awareness about these products is very low, the need is to first cultivate the mindset of the consumer. Keeping in view this objective, the company hopes to build a space in the consumers mindset by first educating them and then offering them world-class products that provide the base for a completely healthy living. The strategy of the Jindal Tradex would be to promote and market reputed brands from the international market exclusively for the Indian Consumer. The marketing would focus on making the products readily available across the Indian continent. The first stage would include Olive Oil, Table olives, Canned Peaches, Energy drinks, Natural Juices, Chocolates. The company is in its launching stage grooming up with private label to promote and market the International products in India. Jindal Tradex is coming up with brand name Farrell in olive oil and table olives and Alcurnia in canned peaches in first phase. Further, once the market is sensitized and the products are gaining acceptance, more products including Dog food, baby diapers, cosmetics, pasta, washing liquid, cheese, sugar free tablets among others will also be launched. As this market is growing at a phenomenal pace and consumers are increasingly becoming more and more responsive with regard to the new product offerings in the market, we hope to get an edge over competition by garnering the preference of the consumer by assuring them of the best services through a product that is best suited to their needs. This coupled with the boom seen in the health sector would surely help in developing the marker extensively

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About Jindal Group

Late Shri Netram Jindal, in early 1952, formed under his guidance the Jindal Group of companies. The group flourished and has since made successful forays into several diverse sectors among which are manufacturing of steel pipes, photo and polyster films,thermal / hydro power generation, wind mills,mining steel,coal, cromium, tea gardens ,export trading house and others. The Group's greatest contribution to national development was in the emergence of the Indian steel industry. During its inception in 1952, with the reins of this industry being in only a few hands, the Jindal Industries Ltd. entered this sector by setting up several steel factories. This step by the Group not only changed the existing market structure but also diluted the monopoly of a few players and considerably changed the future outlook of the steel sector. As the marker leader in this segment, the Group set up its factories spanning the length and breadth of the country. Currently, it has Haryana (Hisar), Maharatshra (Nasik), Karnataka (Bellary, Hyderabad), West Bengal (Howrah), Uttar Pradesh (Hapur, Kosi Kala), Chattisgarh, Orissa, Gujarat (Silvasa) and Jammu among its many locations. Another novel and innovative venture was the development of Jindal Poly Films It is, since 1984, the World's largest single location plant for manufacturing packaging films, including polyester films, BOPP films, metalised films & coated films. Jindal Photo Ltd. as the flagship company of BC Jindal group is the market leader in the photographic business in India , having exclusive marketing & technical tie up with Fuji Photo film Corporation, Japan since 1986. Jindal Photo markets the products under the reputed brand name “FUJIFILM”. Today, the Jindal family and its relatives have interests, among others, in thermal projects , cement, real estate and food industry .With a commendable record of running successful business group and carrying forward its lineage, the B C Jindal group of companies are foraying into the food Industry with Jindal Tradex Pvt Ltd. headed by a young and dynamic entrepreneur Abhishek Jindal who is aiming at assembling a portfolio of reputed international FMCG brands and products for exclusive distribution in India .

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Introduction ABOUT MARKET IN INDIA The civilization of India is one of the oldest civilizations in the World, spanning more than 4000 years and witnessing the rise and fall of several Empires, and projecting a unique assimilation of various cultures and heritage INDIA – KEY ECONOMIC INDICATORS India is today a trillion dollar economy. India’s GDP, currently growing at 9.4 percent in 2006-2007, with some projections an economy that has expanded by an average 56 percent annually in recent years this, makes it one of the fastest growing economies in the world.The growing middle class--estimated at 20-50 million--has acquired new tastes, sophistication and demands. Economic Profile GDP at Factor Cost (current prices) Q3 of 2007-08 : Rs. 11,35,700 crore GDP at Factor Cost (constant prices) Q3 of 2007-08 : Rs. 8,24,075 crore GDP composition by sector: Services 55.1%, Agriculture 18.5%, and Industry 26.4% Exports: US$ 155512.49 million (April- March 2008) Imports: US$ 235910.73 million (April- March 2008) Key Indicators

Remarks 1.12 billion

Population (Urban population - 30 percent) Retail Mkt. Size

$286 billion (only 3.9 percent is organized retail). Retail trade is booming in the country due to increasing disposable incomes of middle and upper middle class

Growth of Malls

375 shopping malls by 2007 from 25 in 2003; Estimated space: 90 million sq.ft.

Growing Middle-class

300 million and estimated to be growing at 5 percent annually

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$804 billion GDP (2006 estimates) GDP Growth

Estimated 9.4 percent or higher in 2006-07

Breakdown

Services equal 54 percent of the GDP; industry and agriculture equal 46 percent

Ranking

10th largest economy in the world and one of its fastest growing; fourth largest in purchasing-power parity terms

Per capita income

$720 in 2005-06, (double the figure of two decades ago). Of the 1.1 billion people, 39 percent live on less than $1 per day

Purchasing power

In 2006, approximately 180-200 million people had growing purchasing power, thus creating a growing middle-class consumer population

Youth Power

Over 58 percent of the Indian population is under the age of 20. That is over 564 million people, nearly twice the total population of the United States

CONSUMER AFFORDABILITY AND AFFLUENCE

According to the latest projections by National Council of Applied Economic Research (NCAER), significant numbers among the country’s consuming class will move up the affordability and affluence ladder by 2009-10. Structure of Indian Market (Urban & Rural) Income (Rs./Annum) /Year 10,000,001 & Above

Household in ‘000 1995-96

2001-02

2006-07*

2009-10*

5

20

52

141

5,000,001 – 10,000,000

11

40

103

255

2,000,001 – 5,000,000

63

201

454

1037

1,000,001 – 2,000,000

189

546

1,122

2,373

500,001 – 1,000,000

651

1,712

3,212

6,173

3,881

9,034

13,183

22,268

28,901

41,262

53,276

75,304

131,176

135,378

132,249

114,394

200,001 – 500,000 90,001 – 200,000 Below 90,000

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Demographic and economic indicators

GDP measured at purchasing power parity (million international $)

2004

2005

2006

2007

2008

2,176,961.36

2,440,752.61

2,780,556.67

3,117,709.08

3,431,739.91

7.89

9.13

9.75

9.21

8.00

3.77

4.25

5.80

6.40

5.20

399,305.03

457,744.23

501,993.67

611,396.24

639,881.46

Real GDP growth (% growth)

Annual rates of inflation (% growth)

Consumer expenditure (US$ million)

Lifestyle indicators 2004

2005

2006

2007

2008

Consumer expenditure on food (US$ million)

138,369.00

152,525.90

160,586.90

188,919.10

191,831.60

Dog and cat food Rs.(million)

824.66

947.52

1,056.60

1,198.64

1,352.62

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ABOUT IMPORTED

FOOD MARKET IN INDIA

India a crouching tiger, ready to take off and participate in world trade.Now, it is emerging as a significant power in Asia, and U.S.-Indian trade relations have improved. Its northern neighbour, China, has captured much of the limelight and significant levels of direct foreign investment, but wise businesses are taking a good look at this emerging market.

Market access has improved; The Indian government lifted its remaining quantitative restrictions on imports of foods and beverages. Processed foods are sold in small quantities suited to consumers limited purchasing power. Food products are sold in 3-4 million small grocery stores. Although with the change with time and a more open trading environment. The southern parts of the country (Mumbai, Chennai, Bangalore, etc.) have more developed chains; however, they also are not comparable to typical U.S. outlets. Super Market chains in India dealing in Imported food

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Local Markets and Retail Stores in India India has a variety of local food stores, from traditional wet markets to small stores and mini-supermarkets. Most food stores in India focus on one food category--fruits and vegetables, meats or other grocery items. These small stores generally have about 300 square feet of floor space, with items stacked high on shelves along the walls and behind counters. Competing stores offering the same assortment of goods often face each other or stand next to each other. The few grocery chains in India can have up to 4,000 square feet of floor space and stock meats, produce, bakery products and other items. Now, let us talk about Delhi, major part of India following are imported food stock market in Delhi . The list is by no means exhaustive but is just intended to give the an idea of the wide range of Delhi retail outlets. IMPORTED FOOD MARKET IN DELHI * I.N.A. in New Delhi: This is a traditional wet market, with an enclosed row of small stores with a range of groceries, dried goods, spices, fresh fish, poultry and meats, and a seemingly endless winding row of outside stalls covered with canvas offering fruits, vegetables and non-food items. There are only a few shelf-stable imported grocery items available at I.N.A. * Modern Bazaar in New Delhi: This is the city's only supermarket. It measures less than 2,000 square feet and has three aisles. It is located in a middle-class neighborhood shopping center that has a movie theater and other places of entertainment for teenage and young customers. The Bazaar is well organized and stocked with a wide range of imports. * Khan Market in New Delhi: This market is made up of approximately 40-50 small stores, 15 of which carry food items. This market is frequented by the expatriate community and upper-income Indians. The food stores have a wide selection of shelfstable imported goods including a varied assortment of imported fruits. Strategy for Entering the Indian Market While the Indian market has great potential, success requires patience and steady application. Companies need to prepare for a long-term investment; to develop creative marketing strategies; and to be open to partnerships, technology transfer and two-way trade arrangements. Companies need to do market research on the potential for their products and services before initiating sales. There are many qualified firms in India that can help with this service. Before selecting an agent, it is important to check the reputation, the customer base, flexibility and size of the potential partner. Also, it's not unusual to appoint more than one representative for different locations and markets

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Imported pet food industry The pet food industry is becoming a global industry, for the following reasons: • • • •

Easier movement. It is getting easier, faster and cheaper to move information, money and people around the world. Thus, the cost of adopting a global strategy is lower. Homogenized preferences. Pet owners are becoming similar in their pet food needs and wants. Increasingly, they are exposed to the same media messages (news, entertainment, sports, advertising). Big technology investments. Pet food product development is more sophisticated. Manufacturing process research is also becoming more important. Falling trade barriers. As barriers fall, pet food companies can use more efficient plants to serve groups of countries rather than build a plant in each country.

Retailers and manufacturers alike are hiking pet food prices, and the cost of kibble is only expected to climb even higher in the coming months. We note that other topselling brands such as Pedigree, manufactured by Mars, and Purina, made by Nestlé, have been shrinking the size of their bags. "We're getting price increases and package downsizing”. Pedigree's Complete Nutrition, which has shrunk from a 44 lb. bag to 40 lb. That bag sells for about 300Rs. (3kg). The Indian pet food market is projected to have crossed 50,000 tonnes and is growing at a rate of 10-15 percent. It is also estimated that 30 percent of this market comprises imported products while the remaining products are locally manufactured and the pet packaging market has grown at a rate of nine percent

Dog food (Rs million) 1600 1400 1200 1000 800 600 400 200 0

824.66

1

947.52

2

1,056.60

3

1,198.64

4

Dog and cat food (Rs million)

1,352.62

5

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Dog food Dogs are considered as dear members of the family and their well-being becomes nearly as important as that of your partner and children. But your dog is not a human being and his needs are different. What is dog food? Dog food is a material intended for consumption by dogs or other canines .Some people make their own dog food or feed their dogs meals made from ingredients purchased in grocery or health-food stores; many others rely on commercially manufactured dog food. World wide Sales Worldwide retail sales of dog and cat food topped US$45 billion in 2007, according to statistics. That figure represents a total growth of nearly 43% from the 2002 amount of US$31.57 billion. India Changing attitudes boost sales of dog food and dog care products Changing lifestyles in the form of the rise in nuclear families and double income households have encouraged the growth of pet ownership in urban areas of India. Increasingly, pets are being looked upon as companions and members of the family rather than as guard dogs for example. Pet owners have started to take an interest in their pet’s diet, health and grooming. A gradual shift towards prepared pet food was observed over the review period and pet owners have been more willing to spend on pet food and pet care products than ever before. This trend has spawned an entire industry, with a growing emphasis on pet care. Market In year2007, 1,198.64 Rs.million which on rising goes to 1,352.62 Rs.million.in india The market for Dog Care in India increased between 2001-2006, growing at an average annual rate of 9.3%. The leading company in the market in 2006 was Mars, Inc. The second-largest player was Royal Canin S.A. The Indian pet food market is projected to have crossed 50,000 tonnes and is growing at a rate of 10-15 percent. It is also estimated that 30 percent of this market comprises imported products while the remaining products are locally manufactured and the pet packaging market has grown at a rate of nine percent.According to a survey conducted by Euro monitor, the retail value of veterinary clinics went up to 747.2, pet shops were seen at 882.4 , supermarkets/hypermarkets at 148.6.

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History of dog food To most people, the concept of prepared pet food makes perfect sense and they don’t question it for a second. Pets eat pet food and people eat people food. Well, that wasn’t always the case. In truth, extruded pet food pellets as we know them today aren’t quite 50 years old. The history of commercial dog food is short in comparison to the length of time that dogs have been companion animals. The use of bagged and canned foods became popular in the United States after World War II. Most people born in the last fifty years do not have any memory of feeding dogs in any other manner. The notion of the term ‘dog food’ has become so entrenched in the vocabulary that most people state they would never feed their dog ‘people food’. The misunderstanding is that food is ‘food’, and that commercial dog foods are simply heavily processed ‘people food’ that is specifically made for shelf life and economy.Until commercial dog food grew in popularity, dogs generally ate whatever food was available in their environment. For farm dogs, this could include raw meat scraps, raw milk, eggs and food found scavenging. In 1860, the first processed dog food was introduced by James Spratt, of Cincinnati, Ohio who developed a biscuit made of wheat, beet root, vegetables and beef blood. The name of this new product was called Spratt’s Patent Meat Fibrine Dog Cakes. The sales of dry processed dog foods picked up considerably after World War II. Mill operators and grain dealers were finding a good source for their by-products in the dog industry. Then, in the 1950’s the Purina Company discovered an innovative new concept for dry dog food. Dry dog food was generally found in two forms prior to this. One was biscuit, or crumbled biscuit, known as kibble, which was baked. The other type was dog food made in pellets of which the ingredients had to be hand mixed. Purina’s new technique was called “extrusion”. The extrusion process consisted of combining and cooking the ingredients together in a liquid form, and then mechanically pushing them through the extruder, which expands the piece of dog food and then it is baked again. These dog food pieces were much larger and lighter than the pellets. The next trend in commercial pet food was called the “premium” dog foods. These foods are advertised to be more nutritional for dogs, and they offered different types of blends for all stages of life, including puppy diets, maintenance diets, performance diets and senior dog diets. This brought several new markets for pet foods, and lent a new sense of helplessness to the public. While these foods were advertised as ‘premium’. In the 1980’s, consumers were becoming more educated on nutrition for their own diets and reading labels on food products. With this information in hand, dog owners 15

began reading the dog food labels and questioning some of the ingredients in pet foods. The ingredients of most concern were the chemical preservatives. Due to the pressure from the public on the use of these chemicals, many pet food companies have eliminated them, and are now using vitamin C and vitamin E for preserving fat in dog food. This led to the next trend in commercial dog foods, which is marketing brands that are labeled as natural, either by offering organic foods, human grade foods or new forms of meat to pet foods, such as venison, fish or rabbit. Some even offer whole chickens as the main meat ingredient, and state they don’t use meat byproducts or other less nutritious ingredients. However, all the brands offered still continue to heavily process and cook all ingredients, and the food is still approximately 65% grains, grain fillers, fibers and grain by-products. In 1985, the National Research Council updated their guidelines for nutrition, instituting three important changes: The first was that the percentage requirement was removed for protein, and instead requirements for ten amino acids were listed by weight of the dog. These were developed for growth and adult stages. The second change was removing the word allowances from the guide, and replacing it with the word requirements. This was to provide information on the availability of nutrients in the food when eaten and digested. And third it also developed a chart that listed factors that could affect the bioavailability of the ingredients of the food chosen and mixed together for dog food. Since then, many “innovations” have been introduced by companies including natural pet foods, semi-moist, vacuum-packed, frozen, freeze-dried, and breedspecific pet foods. The pet food industry has grown in annual sales, dominated by multi-national corporations such as Heinz and Nestle. Ironically, as a result of dog health problems we’re now seeing a trend toward natural, holistic, raw, and yes, homemade, human-quality pet foods – not too different from the type of foods folks fed their pets before pet food ever existed

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Breeds of dog There are 28 breed recognized by FCI( federation cynologique internationale) Breed

Weight(kg)

Meal a day(gms)

Dog names

Mini

1- 10 kg

40-115gms

GreatDane, Newfoundland, mastiff)

Medium

11-25 kg

130-210 gms

Maxi

26-44 kg

210 -310

Germanshepherd, St.bernand, Doberman Boxer, bulldog

45-100kg

gms 335-800 gms

Giant

Spitz, dachshund

Types of Dog food Pet food comes in either dry form, also known as kibble, or wet canned form. Dry food contains 6-10% moisture by volume, as compared to up to 78% in canned food. Semi-moist foods have a moisture content of 25-35%. Pet owners often prefer dry food due to the convenience and price. Besides usually being significantly cheaper, dry pet food can also be left out for the animal to eat at will over the course of several days; whereas, canned food spoils or becomes unappetizing after several hours. On the other hand, canned food has a longer shelf life than most dry food .Pet owners often prefer dry food due to the convenience and price. Canned food has a longer shelf life than most dry food.

Dry dog food The average dry food is the least expensive, per pound, when compared to its canned (wet) or semi-moist counterparts. It may be beneficial in the prevention of tartar buildup, as well as being less likely to spoil quickly than an open canned food.

Wet dog food Wet, or canned, dog food is significantly higher in moisture than dry or semi-moist food.Because the food is sterilized after being canned (sometimes it is also cooked in the can), it is often easier to ensure the sterility of wet food. A given wet food will often be higher in protein or fat when compared to a similar kibble on a dry matter basis (a measure which ignores moisture). However, because water accounts for so much of the food, the canned food will generally be lower in protein and fat in terms 17

pug,

of actual content. Grain gluten and other protein gels are commonly used by steam cooking formulation in wet dog food to create artificial meaty chunks, which appears to look like real meat.

Alternative dog food In recent years, new types of dog food have emerged on the market that differs from traditional commercial pet food. Many companies have been successful with targeting niche markets, each with unique characteristic .These products are often priced higher and claim to yield a superior ingredient quality. Many critics have argued the price of these brands does not always out-weight the benefits. Homemade food Diet often comes in a bucket or tupperware-like package. Commonly thought to be a diet owners create themselves. However, recently many small companies has begun to home cook dog dishes and then sell them through specialty stores or over the internet.

Commercial dog foods Many commercial dog foods are made from materials considered unusable or undesirable These may include: • • • •

Meat by-products or digests (which is rumored to include euthanized animals, although any verifiable evidence has yet to surface) Meat-and-bone meals Grain by-products Horse meat

Less expensive dog foods generally include less meat, and more animal by-products and grain fillers. Proponents of a natural diet criticize the use of such ingredients, and point out that regulations allow for packaging that might lead a consumer to believe that they are buying a natural food when, in reality, the food might be comprised mostly of ingredients such as those listed above. Several pet food brands do not contain any of these ingredients.

Special varieties There are dog foods specially formulated for dogs allergicto common ingredients such as chicken, wheat, or corn. These foods usually contain "novel proteins" and substitute uncommon starches for the usual grains. Meats used in allergy formulas can range from the mundane, such as lamb, beefor whitefish, to the unusual, such as venison or duck Carbohydrates in allergy formulas are usually a less common grain, such as rice or barley, but such ingredients as potato and quinoa are sometimes used. Allergies are more likely to develop with consistent exposure to a protein (i.e. prolonged feeding of the same food). 18

It should be noted that the commercial approach to allergies in dogs is not the same as the veterinary approach. Prescription diets, purchased from a veterinarian, will often contain common ingredients that have been hydrolyzed to prevent them from triggering an immune response.

Why dog food not home made food? Homemade diets are not recommended because there is a good chance that all the necessary nutrients or the proper proportions will not be provided. Dog Food Nutrients Dog food that consists of the following seven groups of nutrients. • • • • • • •

Proteins Fats Carbohydrates Minerals Vitamins Fiber Water

Does this sound familiar? Isn’t this the same as what your body needs? But wait… hold on… before you invite your dog to join you at the dinner table and enjoy your home-cooked or take-away meals together (never mind how cosy this may sound to you), you may want to have a look at the differences between the two of you

Dog Biology - The Essentials Only • • • • •

Dog mouth: About chewing, saliva production and caries Dog esophagus: Getting from A to B (and back?) Dog stomach: Getting serious with acid and cutting enzymes. The essentials: Small intestines, pancreas and liver From the large intestines to the rectum and there they journey ends.

Energy Requirements for Dogs Every animal needs energy to support the various functions of his body, to build it, repair it, energy for walking and running and to maintain a constant body temperature. The exact amount of energy required depends mainly on the size of your dog and his activity level. 19

Energy comes from three sources: fat, protein and carbohydrates Fats Per gram fat, 36 kJ is released. Fat provides the most energy and this is also the only source that can be stored long term in large quantities for future use. Fats are broken down to free fatty acids that can travel to hungry cells via the bloodstream. If there are more free fatty acids than needed, these are converted back info fat and stored in fat pads all over the body. On a per gram basis, fats are the most important energy source for dogs. But as about 50% of dog food consists of carbohydrates, those are actually the biggest net energy source. Carbohydrates Per gram carbohydrate, 15 kJ is released. Carbohydrates provide less energy and are stored in small amounts in your dog’s muscles. Carbohydrates deliver energy that can be used for short and quick bursts of energy. Carbohydrates in dog food are broken down to glucose, which can travel via the bloodstream to the hungry energy requiring cells. Both fats and carbohydrates are ‘clean’ fuels.

Protein Per gram protein, 15 kJ is released (same amount as for carbohydrates). Proteins should be used to build and repair tissue and not as a primary energy source in dogs. Protein is not a clean fuel as a by-product needs to be excreted from the body via the kidneys into the urine. This waste is urea. How Much Dog Food to Feed Your Dog? 1. Weigh your dog (current weight) and score his body shape. 2. Compare your dog’s current weight to his ideal weight (which is breed and gender dependent). 3. Calculate the maintenance energy requirement. 4. Adjust for life stage, activity level and obesity issues. 5. Calculate the energetic value of the dog food you're feeding your dog. 6. Adjust for snacks, treats and table scraps you feed in addition to the dog food. At this point we won’t go into genetic differences. Energy requirements for dogs such as Siberian Huskies or Akita's are different than for dog breeds such as the 20

Greyhound. They differ in metabolic rate and energy conservation characteristics. One breed is just more efficient at producing energy and converting it to muscle power than the other.

Dog food labels By–products • • • •

‘With beef flavor’ means the flavor itself is detectable (from beef meal or beef by-products) ‘With beef’ means the product contains at least 3% of beef ‘Beef dinner’ requires the product to contain at least 25% of beef ‘Beef for dogs’ then at least 95% of the product must be beef (or 70% when counting the added water)

Other statements on dog food labels are as follows: •

• •

•

•

Premium dog food, Super Premium dog food, Ultra Premium, Mega Premium, Giga Premium, etc. Big statements but of little value as labeling products as ‘premium’ or ‘gourmet’ doesn’t require anything else than just to comply with the nutritional standards for ‘complete and balanced’ dog food. Artificial flavors. These are rarely added to the product with the exception of artificial smoke or bacon flavors in dog treats. Antioxidants. Naturally anti-oxidants are vitamin C and E. These are more expensive than artificial ones and reduce the shelf live of the product by about 50%. However, it is believed that artificial antioxidants, such as ethoxyquin, play a role in onset of cancer and other adverse effects. Ethoxyquin is already banned from use in dog food in Europe. Calorie content. Recently manufacturers are allowed to use calorie statements on dog food labels. This is done on a voluntary base. You can roughly calculate it yourself by multiplying the amount of carbohydrates by 4.2 kcal (kilocalories) per gram, the amount of protein by 5.65 and the amount of fat by 9.4 kcal per gram. To go from kilocalories to kilojoules, multiply the total with 4.184. Price per portion. Products can vary greatly in density. Comparing the price of one bag to another is difficult without doing some math again. Look at the energy values per 100 g or the prescribed amount of dog food per kg dog.

Crude analysis. This statement (often found directly after the ingredient list) merely refers to product presence and doesn’t say anything about the quality of the nutrients, the digestibility or the bio-availability

Benefits of dog food Strong bones, Strong teeth, Healthy coat / fur , Less disease, Strong immune system, Healthy cell 21

Canned peaches in yellow syrup What are peaches? Peaches are believed to be native to China. They are cultivated throughout warm temperate and subtropical regions of the world. In the peach fruit, the stone is covered with a fleshy substance that is juicy, melting, and of fine flavor when matured and mellowed. The popular division of fruit varieties into clingstones and freestones-referring to the relative tendency of the flesh to cling to the stone-is by no means accurate. These two classes merge in different varieties, and even the same variety may be freestone and clingstone in different seasons. The nearly 300 varieties of peaches grown in America have been classified into five races, each with outstanding characteristics, ripening season, and uses. The nectarine is a variety of peach. The principal peach-growing state is California. World production totaled about 5.5 million metric tons annually; the United States and Italy were the leading producers. Types of peaches Non-melting peaches :Non-melting peaches remain firm after canning. They are selected to have orange flesh color with no red, and a distinctive taste a little like apricots. Most commercial canned peaches are non-melting types. Non-melting types are less subject to bruising during harvest than other peaches. All non-melting types are clingstone, meaning the flesh adheres to the pit when ripe. Melting flesh peaches : Melting flesh peaches have flesh that become soft over time when canned. They tend to have ragged edges when sliced during processing. Melting flesh types can be clingstone or freestone. (The pits of freestone peaches are easy to separate from the flesh) Some commercial melting flesh types have red flesh color near the pit and scattered throughout the flesh. Yellow and white fleshed peaches :Most peaches grown in the United States have yellow flesh. In some areas of the world such as Asia, white flesh peaches are preferred. The white-fleshed peaches have very light or white flesh. They are often red or pink near the pit. Growing Production output for canned peaches is determined in large part by the availability of fresh peaches suitable for canning. Clingstone peaches are the predominant variety grown for processing in both Spain and Greece. Unlike in the United States and most other countries where cling peaches are used almost exclusively for processing, consumers in Spain prefer cling peaches for fresh consumption, creating dual markets 22

for Spanish growers. Quality, however, also affects the market in which the peaches are sold. In Greece, although freestone peaches are the preferred variety for fresh consumption, higher quality cling peaches are often sold in the fresh market.

History of Canned Peaches Peaches were originally from an area near the city of Xian, China. They were cultivated in China at least 3,000 years ago. Wild peaches, called "Maotao" or "Yietao", still grow in remote areas of China. Peaches spread to Russia and Persia (present-day Iran) probably because Chinese traders dropped peach pits along their trade routes. Alexander the Great and his armies found the peaches in Persia and brought them to Greece. Most Europeans assumed that peaches came from Persia. Throughout the next centuries, peaches were spread all over Europe. The Spanish brought peaches to America. Today, the peach is grown in at least 64 countries worldwide. The U.S. produces about 20% of the world's peaches. Peaches are good for you because they are a source of vitamins A and C and they are a good source of fiber especially with the peal. Peaches are also a good source of potassium and contain some calcium, magnesium, phosphorus and folate. In China, where peaches originated, the peach has mystical attributes, and supposedly brings luck, abundance and protection. Originally growing in North China in areas of erosion and overgrazing, peaches became a symbol of fertility and of affection. Peaches were reproduced in porcelain and sung about in verse. Dumplings shaped like peaches were special for birthdays. Even the wood of the peach tree was carved into amulets. Today, brides in Japan and China carry peach blossoms, just as American counterparts would carry orange blossoms, and peach blossoms are used to celebrate the New Year. Perhaps T.S. Eliot was right in questioning if he dare eat so mystic a fruit. The scientific name persica, along with the word "peach" itself and its cognates in many European languages, derives from an early European belief that peaches were native to Persia (now Iran). The modern botanical consensus is that they originate in China, and were introduced to Persia and the Mediterranean region along the Silk Road before Christian times. The peach sliced in half is used as a symbolism for the vagina in many world cultures where the fruit is native (the middle and far east, especially). The visual similarity is sometimes used to replace what would otherwise be considered vulgar in description, or alternatively used in crude humor. Cultivated peaches are divided into "freestone" and "clingstone" cultivars, depending on whether the flesh sticks to the stone or not; both kinds can have either white or yellow flesh. Peaches with white flesh typically are very sweet with little acidity, while yellow-fleshed peaches typically have an acidic tang coupled with sweetness, though this also varies greatly. Both colours often have some red on their skin. Lowacid white-fleshed peaches are the most popular kinds in China, Japan, and 23

neighbouring Asian countries, while while Europeans and North Americans have historically favoured the acidic, yellow-fleshed kinds.

Global Market of canned peaches Major supplier countries, United States, the European Union, Greece and Spain, China, and Thailand. The United States is an important participant in the global market for canned peaches. In 2006, the United States was the world’s largest single country producer of canned peaches, with production of 302,400 metric tons accounting for 23 percent of global production. The United States is also both an importer and exporter of each of these products. In 2006, U.S. imports of canned peaches were valued at $62.3 million, nearly 18 percent of global imports, while U.S. exports, valued at $21.7 million, represented about 5 percent of global exports. Canned Peach Production in major supplier countries World canned peach production volume decreased by approximately 10 percent during 2002–06, totaling 1.3 million metric tons (mt) in 2006. Canned peaches: World production

24

Competitive position of major global canned peaches suppliers in the Indian market

Imports World imports of canned peaches generally increased during 2002–06, both in terms of quantity and market share. The trend in such imports during the period was influenced by a number of factors, including weather related supply shifts, a long term decline in demand for canned fruit in traditional metal cans, and a more recent increase in demand for fruit packed in plastic cups and jars. Imports generally captured market share in the retail market segment for fruit packed in plastic cups, tin cans and jars.

25

Canned peach imports through October (first five months in 2007/08 marketing year) total 2,022,002 cases, up 48% from last year’s 1,362,137 cases imported. China is supplying the vast majority of the imported product with shipments totaling 902,024 cases (up from just 309,158 cases last year.) Spain has narrowly edged out Greece for the number two position with 356,743 cases vs. 339,528 cases for Greece. The only other country with more than 100,000 cases of imports is Thailand with 233,967 cases this year vs. 116,795 cases last year. Imports also gained in the lower value institutional market segment for canned peaches owing mainly to lower costs. After falling in terms of quantity during 2006–07, Indian imports of canned peaches is very low .This resulted supply disruptions for producers in the traditional leading supplier, Greece and Spain , because of low demand during the period. The subsequent increase was supplied mainly by nontraditional sources, Thailand and China, and was accounted for mainly by imports of peaches packed in retail size containers . Such imports from Thailand (brand dole) and China consist mainly of peaches packed in plastic cups and jars. Among the major brands, Dole, which is an importer of canned peaches, has recently loose market share for its brand in the retail market because of high price, and it lags behind by Del Monte’s market share in India . Maximizing market share, or shelf space, at the store level is an important objective for fruit Canners and an important measure of their competitiveness, as individual firms and as an industry. In negotiating wholesale prices with advertised brand fruit canners, retailers have two growing sources of buying power: rising retail market share and increased availability of canned fruit supplies, both imported and domestic, carrying retailers’ private labels. Such buying power may cause downward pressure on revenues received by Indian canners for their own brands. Trade flow of major supplier countries in the world

26

Market in India Market of canned peaches in India is very low because of low awareness, low availability and high price.

The Industry of peaches in Spain Alcurnia from Spain Jindal Tradex is coming up with canned peaches with brand name alcurnia imported from Spain. Greece and Spain, the two largest canned peach producers in the EU, together accounted for more than 90 percent of total European Union (EU) production throughout 2002–06. Italy and France accounted for the remainder. The EU is a net exporter of canned peaches, with its member countries exporting roughly 40 percent of annual production.

Canned Production in Spain The Spanish canned peach industry, although only about one half the size of the Greek Industry is an important supplier in many global markets. During 2002–06, average annual Canned peach production in Spain was about 157,000 mt .

27

Spanish peaches production volume: 2002-2006

Spain, the world’s 4th largest exporter in 2006, exported $78 million of canned peaches, but 70 percent of those exports were to intra-EU markets. Spain was the 5th largest source of canned peach imports for the United States, accounting for approximately 10 percent of total U.S. imports. Process of canning The process of canning peaches, pears, and fruit mixtures involves a series of distinct stages.It starts with the delivery to the cannery of fruit. Upon entering the canning plant, the fruit is cooled and then cleaned, graded, sorted, and sent to various production lines. The raw fruit is cut and canned either according to specifications of the purchaser or to specifications based on estimated demand in the upcoming marketing season.Canned fruit mixtures may have various combinations of fruit, depending on the purchasers’ specifications. The production process is largely mechanized . Currently there are 17 canners in Greece and 15 canners in Spain. Domestic and foreign competition has forced the EU industries to manage their operations more efficiently and to modernize their processing facilities. How to Store: To ripen peaches, store in a brown bag at room temperature. Ripe peaches can be stored in the crisper bin of your refrigerator for up to five or six days.

Peach Gallery

Peach flower

Flavor crest peaches

Autumn Red peaches

A sliced peach

28

Halves Peaches in syrup

A peach dessert

canned peaches in

Peaches in syrup

canned peaches in tin packs

Nutritional Facts: · Fat-free · Saturated fat-free · Sodium-free · Cholesterol-free · High in vitamin A · A good source of vitamin Peaches are a tasty treat with modest calories, a good source of potassium, vitamins A & C, low sodium, no saturated fat. Peaches are a healthful snack and a smart, low calorie way to end a meal

Peach Nutritional Information Serving Size: 2 medium peaches (174 g), about 1 cup)

Calories

70

Total Fat Saturated fat Cholesterol

0 grams 0 grams 0 grams

% Daily Value (2,000) 0% 0% 0% 29

Sodium Potassium Total carbohydrate Dietary fiber Sugars Protein Vitamin A Vitamin C

0 milligrams 331 milligrams 19 grams 1 gram 16 gram 1 gram

0% 10 % 6% 4%

20% 20%

Benefits of canned peaches A medium size peach has about 35 calories - a perfect snack or dessert just as is. • • • •

•

Peaches are fine sources of Vitamin A as well as C and E. They are a good source of fiber. . Peaches are a healthful snack and a smart, low calorie way to end a meal. They are also rich in phytochemicals which act as antioxidants, ridding the body of free radicals. Phytochemicals are critical for healthy skin and can be thrown out of balance in the body by exposure to the sun's UV rays. Needless to add, peaches also count as part of nutritionists' recommended '5 a Day' plan of eating 5 servings of fruits and vegetables because of the speed of picking to processing, canned clingstone peaches are equally as nutritious as fresh peaches and are a great way to enjoy the sun-ripened flavor of summertime peaches all year long. Responding to the times, canned peaches today are packed in water, juice, light syrup or heavy syrup. Peaches

30

RESEARCH METHODOLOGY Research means a systematic investigation, including research development, testing and evaluation, designed to develop and contribute to generalise knowledge .Activities which meet this definition constitute research for purpose of this policy whether or not they are conducted or supported under a program which is considered research for any other purpose. For example some demonstration and service program may include research activities. PROCESS OF DOING RESEARCH 1. Defining research process. 2. Review literature. 3. Design the study and development of your method. 4. Formulates research hypothesis. 5. Designing research. 6. Collect data. 7. Analysis data. 8. Interpret the report. DEFINING RESEARCH OBJECTIVE The growth in the imported food market in coming five years is expected to be stronger, driven by changing lifestyles and by strong income growth, which in turn will be supported by favorable demographic patterns and the extent to which organized imported food companies succeed in reaching lower down the income scale to reach potential consumers towards the bottom of the consumer pyramid. Growing consumer credit will also help in boosting consumer demand. By taking imported market of Delhi as the venue, we shall analyze the behavioral patterns of consumers of various age groups, income group belonging to various culture and subcultures in order to get valuable insights on the following points: THE RATIONALE OF THIS STUDY IS TO UNDERSTAND •

To understand change in consumer behavioral patterns with fierce competition from the other big groups indulged in dog food and imported food item

•

The attributes such as price, qualities, availability, ingredients affect consumers purchase intentions of particular brand.. 31

•

Whether these variables affect consumers purchase intentions significantly?

•

Is there any variable that has a greater impact on consumer intentions of purchasing imported product?

FORMULATE RESEARCH HYPOTHESIS Null hypothesis to test the significance level H01: Is their any significant association between the dependent( brands) and independent ( attributes) variable while taking purchase decision for dog food. H02: There is an impact of different variants on purchase intension of dog food H03: Is their any significant association between the dependent( brands) and independent ( attributes) variable while taking purchase decision for canned peaches in yellow syrup. DEVELOPING THE RESEARCH DESIGN Research design specifies the methods and procedures for collection of requisite information and its measurements and analysis to arrive at certain meaningful conclusion at the end of the proposed study. We conducted this research with the help of Questionnaire and from the initial stages, to the final designing of questionnaire; we conducted our research through exploratory research design. It aims to specify the current market condition of dog food & canned peaches in Delhi market. Universe of the study: In dog food whole population of dog clinics, veterinary doctors , breeders , dog food retailers & distributors and In canned peaches modern trade, retailers, mom& pop stores Sampling Design: Sample Size

: Sample size of 250 Consumers in dog food & 250 Consumers in Canned peaches. 32

Sampling Technique : As no sampling frame of the population was available, Samples for the study were chosen by using random sampling due to its time and cost feasibility. Interacted with the customers at random on one to one interaction to gain

.

the information Data Collection .

: A structured questionnaire with ordinal, nominal scale is

Statistical Tools Used objectives.

: Chi square test & Z-test is used as a test to verify the

used to collect primary data

DATA COLLECTION PROCEDURE In our research we have made use of primary data. The present study is based on the survey method. An interview questionnaire was prepared and administered on randomly selected consumers .About 500 respondents on both surveys.

Area surveyed The survey has been conducted in Delhi by preparing a Beat plan North Delhi, West Delhi, Central Delhi , East Delhi for product from Mediterranean basket canned peaches and East Delhi for searching potential market in dog food. Marketing strategy is built on segmentation, targeting, and positioning The strategy which we adopted was as follows:Introducing ourselves to retailers. Making him aware of the product. Making him aware of the profitability.

Beat Plan IN Central Delhi Monday

: Moti nagar, Ramesh Nagar , Panjabi Bag

Tuesday

: Khari Boali, Fateh Puri, Tilak Bazar

Wednesday

: Patel Nagar, Rajenger Nagar

Thursday

: Narayna Vihar, Indra Puri

Friday

: Sadar Bazar, Bazar Sita Ram, and Darya Ganj 33

Saturday

: Paharganj, Bangali Mkt, cannught place

In other parts of Delhi Monday

: Roop Nagar, Kingsway Camp

Tuesday

: Uttam Nagar, Hari Nagar

Wednesday

: Goal Mkt, Karol Bag, Kamla Mkt

Thursday

: Rajori Garden, Rohini, Pitampura

Friday

: Vinod Nagar, Mayur Vihar, Sakkerpur

Saturday

: Geeta Nagar, Laxmi Nagar, Preet Vihar

34

Data Analysis

DATA ANALYSIS OF DOG FOOD

Veterinaries / breeders questionnaire 35

Tabulation and Data Analysis Sample size: 250 Testing of Hypothesis level of significance 0.05 i.e. -1.64 to +1.64 Using Z-Test as Sample Size is Large Z-Test :

Z test = x-µ √ σ n Testing of Hypothesis Degree of freedom = (r-1) (c-1) Level of significance at 0.05 degree of freedom(12) Using chi square for analysis

Chi square=

Testing of Hypothesis Objective1: Is their association between the dependent( brands) and independent ( attributes) variable while taking purchase decision. Using chi – square test testing hypothesis These two variables were cross tabulated from a sample of 156 respondents for the sake of this data . A cross tabulation with a chi – square was done to get the result . The cross tabulation shows the number of respondents falling into each cell( a cell is the combination of one attribute category with one brand category for example “39” respondent says that they had chosen Royal Canin brand because of Quality. Is there a significant association between the attributes and brand during purchase intension? NULL HYPOTHESIS H01: Is their any significant association between the dependent( brands) and independent ( attributes) variable while taking purchase decision. Sample size: 156 36

Level of significance 0.05 at degree of freedom(12)is Input data: The input data is calculated by providing code to different brands and attributes in the cross tabulation form , the main objective is to find out the significance of attributes in purchase intension of consumers in choosing the brand to feed their dogs. Attributes Brands Price Ingredients Quality Availability Total Royal Canin 3 (12%) 19 (33%) 37 (65%) 2 (2%) 60 Pedigree 12 (46%) 9 (16%) 12 (26%) 5 (16%) 43 Eukanuba 2 (8%) 6 (43%) 5 (36%) 1 (7%) 14 Propett

5

(19%) 8

(26%)

17 (55%)

2

(3%)

31

Any other

4

(15%) 2

(25%)

4

2

(25%)

12

Total

25

43

(50%)

76

Output data: Chi –square

Chi –square

Degree

(Calculated) 21.03

(Tabulated) 21.26

freedom 12

12

156 of Rejected/not rejected Not rejected

Conclusion & analysis of Z-test Chi- square calculated < Chi –square tabulated i.e. 21.03 < 21.26 Null hypothesis is not rejected. Chi- square test basically answers, the null hypothesis is rejected or not at 0.05 significance level. We have the result of Chi-square test at the significance level is showing a significant association between the dependent( brands) and independent (attributes) variable while taking purchase decision at 95% confidence level. From the out put tables, we can conclude that there is a significant relationship between brands and attributes while taking purchase decision. Thus, we can conclude that the attribute plays an important role in the purchasing intension of a particular brand of Dog food. CROSS TABULATION OF BRANDS & ATTRIBUTES Availability

100% 80%

Quality

60%

Ingredients

40%

Price

20% 0%

Royal Canin

Pedigree

Eukanuba

Propett

Any other

37

Using Z-test testing hypothesis NULL HYPOTHESIS H02: There is an impact of different variants on purchase intension of dog food .ALTERNATIVE HYPOTHESIS H12: There is an no impact of different variants on purchase intension of dog food. Sample size: 250 Level of significance 0.05 and confidence level 95% the value of Z cal is 1.96 Input data: The input data is calculated by providing rank to different variants, the main objective is to find out the impact of different variants on purchase intension of consumers in choosing the variant to feed their dogs. This helps us to know which variant is most preferable to launch in the market Factors

Rank I

Rank II

Rank III

Chicken

109

53

37

Egg

28

29

79

Beef

32

67

54

Meat

68

82

43

Rice

6

13

25

Cereals

7

6

12

Output data: This shows the result of the input data. Mean Assumed Standard Standard 41.6

Mean 40

deviation 36.5

Error 37.08 – 46.12

Z-calculated

Z-tabulated

0.693

1.96

Conclusion & analysis of Z-test Z-calculated < Z-tabulated i.e. 0.693<1.96 Null hypothesis is not rejected. Z- test basically answers, the null hypothesis is rejected or not at 0.05 significance level. We have the result of Z-test at the significance level is showing at significant the impact of variant on purchase intension at 95% confidence level. From the out put tables, we can conclude that there is a significant relationship between VARIANTS and purchase intension Thus, we can conclude that the variant plats an important role in the purchasing intension of a particular variant for dog food. DOG FOOD VS. HOME MADE FOOD 38

From the survey we concluded that most of the veterinary doctors, breeders prefer dog food rather than home made food on the other hand dog owners go for mixed answer. Why doctors prefer dog food?

food 27%

dog food home made

73% Wholegrain Cereal, Chicken, Cereal & Vegetable by-products and Proteins, Vegetable Oils, Iodised Salt, Essential Vitamins & Minerals Preservatives, Antioxidants & Flavours

PARAMETERS ON WHICH DOG FOOD IS PROVIDED

Dog food is provided according to life stage, activity level, breed & age as it differs from dog to dog and plays a major role while introducing dog food

(sample size: 156)

Attributes

Frequency

Percentage

Weight Breed Age

11 7 9

7% 4% 6%

All the above

129

83%

39

parameters of feeding food 7%

4%

6%

83% ¿ Í ð

Í ,

=Í

iÍ ÅÝ All t

All the parameters are taken into account while providing dog food. While purchasing / advising the dog food they prefer?

( sample size : 156)

Factors

No. of respondents

Percentage

Price

25

16%

Ingredients

43

28%

Quality

76

48%

Availability

12

8%

No. of respondents 8%

16% Price Ingredients Quality

48%

28%

Availability

Quality and ingredients plays major role while purchasing the dog food.

40

Which variant of dog food is popular while feeding the dog? (Sample size: 156) Factors

No. of respondents

Percentage

Chicken

56

34%

Egg

22

14%

Beef

32

20%

Meat

36

23%

Rice

10

6%

Cereals

4

3%

No. of respondents 60 50 40 30 20 10 0

No. of respondents

Chicken

Beef

Rice

Chicken is the most popular variant between doctors and breeders as a non-vegetarian source it contains all the 7 nutrients required in the dog food. Rank the comparative brands according to their preference? (Sample size: 156) Brands

Rank I

Rank II

Rank III

Royal Canin

49

(46%)

11

(30%)

0

(0%)

Pedigree

34

(32%)

7

(19%)

2

(15%)

Eukanuba

5

(5%)

7

(19%)

2

(15%)

Propett

18

(17%)

9

(24%) 4

(31%)

Any other

0

(0%)

3

(8%) 5

(39%)

Royal canin with 46%is most preferable among doctors/ breeders because of its best quality, list of ingredients even as it is a imported brand and have high price.

41

Brand Prefrence 100% 80% 60%

Rank III

40%

Rank II Rank I

20% 0%

Royal Canin

pedigree

Eukanuba

Propett

Any other

Which pack size is most preferable among for different breeds? Sample size: 156 Pack Size

Large breed

Small breed

1-5 kg

3

(2%)

146 (93%)

5-10 kg

5

(3%)

6

(4%)

10-15 kg

69

(44%)

3

(2%)

15-20 kg

79

(51%)

1

(!%)

RESPONDENTS

MOST SALEABLE PACK SIZE

160 140 120 100 80 60 40 20 0

Large breed Small breed

1-5 kg

5-10 kg

10-15 kg

15-20 kg

Among large breeds 15-20 kg are most saleable where as in small breed1-5 kg is preferred among breeders How much and how many times a meal is provided in a day? (sample size :156) Provided meal

Daily

Alternatively

Once

89

66

Twice

98

57 42

Thrice

39

26 meal in a day

re sponde nts

120 100 80

Daily

60

Alternatively

40 20 0 Once

Twice

Thrice

Mostly doctors advice twice in a day.

RETAILER’S QUESTIONNAIRE Sample size: 30 Are you trading in imported food or Indian dog food? Imported dog food

21 (70%)

Indian dog food

9

(30%)

Mostly retailer prefer imported dog food because now, customers are Changing lifestyles in the form of the rise in nuclear families and double income households

dog food

30% Imported dog food Indian dog food

70%

43

Rank the most saleable variant in dog food? (Sample size: 30) Factors

Rank I

Rank II

Chicken

21

Egg

0

Beef

1

Meat

8

Rice

0

0

-0

Cereals

0

0

0

(70%)

Rank III

4

(13%)

0

2

(6%)

11

(3%)

6

(20%)

13

(43%)

(26%)

18

(60%)

6

(20%)

(36%)

100% 80% 60%

Rank III Rank II Rank I

40% 20% 0%

Chicken

Egg

Beef

Meat

Rice

Cereals

Chicken is the most saleable variant among dog owners , doctors and breeders as a non-vegetarian source it contains all the 7 nutrients required in the dog food. Which brand shares maximum market capitalization? (Sample size: 30) Brands

Respondents

Percentage (%)

Royal Canin

5

17%

Pedigree

16

53%

Eukanuba

3

10%

Propett

4

13%

Any other

2

7%

44

MARKET CAPITALIZATION 7%

13%

17% Royal Canin Pedigree Eukanuba Propett Any other

10% 53%

Market capitalization in Delhi is done by Indian brand “ Pedigree” because of low price, good advertisement, availability & positioning in the market but in South Delhi market share of royal canin is quite good. In which season dog food is having lowest sales? Factors

No. of respondents

Percentage

Summer

19

63%

Winter

11

37%

Both

0

0

In summer season sales decreases where as in winter it is increases but there is no change in consuming of variants

LOWEST SALES 0% 37%

63%

Summer Winter both

45

Maximum shelf life in dog food? Factors

No. of respondents

Percentage

One year

22

73%

Two year

8

27%

More than one year

0

0

SHELF LIFE 0%

27%

One year Two year More than one year

73%

Maximum shelf life of dog food is one year but 27%talks for 2 years shelf life After opening the pack life of dog food? Factors

No. of respondents

Percentage

One month

0

0

15-20 days

13

43%

Less than15-20 days

17

57%

After opening the pack its life is less than 15-20 days as in contact of oxygen the palatability of the food decreases that’s why air tight packing is done. PACK LIFE OF DOG FOOD 0% One month 43% 15-20 days 57%

Less than15-20 days

46

DATA ANALYSIS OF CANNED PEACHES IN YELLOW SYRUP.

Retailer’s questionnaire

Testing of Hypothesis Objective1: Is their association between the dependent (brands) and independent (Attributes) variable while taking purchase decision. Using chi – square test testing hypothesis These two variables were cross tabulated from a sample of 38 respondents for the sake of this data . A cross tabulation with a chi – square was done to get the result . The cross tabulation shows the number of respondents falling into each cell( acell is the comnbination of one attribute category with one brand category for example “2” respondent says that they had choosen brand dole because of price. Is there a significant association between the attributes and brand during purchase intension? NULL HYPOTHESIS H03: Is their any significant association between the dependent( brands) and independent ( attributes) variable while taking purchase decision. Sample size: 38 Level of significance 0.05 at degree of freedom (8)is Input data: The input data is calculated by providing code to different brands and attributes in the cross tabulation form, the main objective is to find out the significance of attributes in purchase intension of consumers in choosing the brand Attributes Brand 5 (26%) 2 (11%) 9 (47%)

Brands Dole Druk Delmonte

Price 2 (13%) 1 (7%) 3 (20%)

Kaytis

8

(53%)

3

RFF

1

(7%)

0

0

1

Total

15

19

4

38

(16%)

Availability 0 0 1 (25%)

Total 7 3 13

3

14

(75%)

Output data: 47

Chi –square

Chi –square

Degree

(Calculated) 15.51

(Tabulated) 10.95

freedom 8

of Rejected/not rejected Not rejected

Conclusion & analysis of Z-test Chi- square calculated < Chi –square tabulated i.e. 10.95 < 15.51 Null hypothesis is not rejected. Chi- square test basically answers, the null hypothesis is rejected or not at 0.05 significance level. We have the result of Chi-square test at the significance level is showing a significant association between the dependent( brands) and independent ( attributes) variable while taking purchase decision at 95% confidence level. From the out put tables, we can conclude that there is a significant relationship between brands and attributes while taking purchase decision. Thus, we can conclude that the attributes plays an important role in the purchasing intension of a particular brand of Canned Peaches in yellow syrup.

Attributes by purchase prefrence of brands

100% 80% Availability

60%

Brand Price

40% 20% 0%

Dole

Druk

Delmonte

Kaytis

RFF

Sample size: 250

48

No. of consumers : 100 No. of traders :150 No. of traders dealing in canned peaches: 38 Consumers awareness level in canned peaches in Delhi

Sample size: 250 Aware

38

Unaware

212

5%

aware unaware

95%

Hardly, 5% of consumers are aware about canned peaches in yellow syrup. Are you trading in canned peaches in yellow syrup?

Sample size: 150 Yes

38

No

112 TRADERS AWARENESS LEVEL 25% Yes (aware) No

(unaware)

75%

This graph suggests that the traders of Canned peaches in Delhi but, very low i.e. 25%. Still we found 75% are not trading in canned peaches where as they trade in other imported food products. We found that South Delhi (Khan market, INA market, 49

GK1, GK2, Kailash Colony Market, Defence Colony etc.) is the most suitable market as far as the consumption of Canned peaches is concerned. Which brand is most saleable & preferable brand in market? Sample size: 38 Brands Dole Druk Delmonte

Most saleable 8 3 11

Percentage 21% 8% 23%

Preference 7 5 15

Percentage 18% 13% 40%

Kaytis

13

34%

6

16%

RFF

3

8%

5

13%

Brand Prefrence

Respondents

20 15 10

Most saleable

5

Preference

0 Dole

Druk

Delmonte

Kaytis

RFF

The most saleable brand according to retailers under canned peaches is kaytis with 34% as it is an Indian brand cheapest and easily available in India. But in imported market the most preferable brand is Delmonte with 40% it is an U.S. brand available in market. Which is the most saleable quantity in the market? Sample size: 38 Pack Size 425 g 850 g 3000 g

Respondents 13 24 1

Percentage 34% 63% 3%

50

Most Saleable Packs 3% 425 g

34%

850 g 3000 g 63%

63% retailer says most saleable pack size is 850g As a retailer what do you thing is more important? Attributes Price Brand Availability

Respondents 15 19 4

Percentage 39% 50% 11%

ATTRIBUTES 11% 39% Price Brand Availability 50%

50% retailers go with brand name in the imported canned food category. Rate them according to the preference given by customer from 1-4 basis? Attributes Price Brand Availability Positioning

Rank I 9 (20%) 20 (46%) 11 (25%) 4 (9%)

Rank II 18 (40%) 14 (30%) 7 (15%) 7 (15%)

Rank III 7 (7%) 4 (10%) 19 (46%) 11 (27%)

Rank IV 4 (17%) 0 1 (4%) 19 (79%)

51

Most preferable attributes while purchasing

100%

Positioning

80%

Availability

60%

Brand

40%

Price

20% 0%

Rank I

Rank II

Rank III

Rank IV

In most preferable attributes in canned peaches are brand name(46%) , availability (25%), price (20%) and positioning (9%) What is the level of satisfaction about these brands available in the market? Satisfaction level Very satisfied Satisfied Some what satisfied

Most saleable 8 9 11

Percentage 21% 24% 28%

Dissatisfied

4

11%

Can’t say

6

16%

Satisfaction level about brands 16%

21%

Very satisfied Satisfied

11%

Some what satisfied Dissatisfied

24%

Can’t say

28%

We have got the mixed experience from the traders about the satisfaction level about the brands available in the market.

52

Comparative Brand Analysis How does your Dog Food Brand compare? Are you concerned about the dry food your dog is eating? Looking for detailed information about certain food ingredients? Confused about inconsistent information about dog food from pet food manufacturers? Need help comparing dog food brands and finding a better one? Good nutrition is the foundation for good health!

Imported / Indian Indian

Imported

Imported

Indian

Imported

Brands

Nutripet

Eukanuba

Size

1-20 kgs

1-20 kgs

marketed & manufactured Pet care privateLtd. manufactured in india Bharat international Ams divison –p&g (argentina)

Propett

300gms- 25 kgs

Pets mart pet products pvt ltdGuabi – mogiana(brazil)

Pedigree

500gms - 20 kgs

Mars (india ) , new delhi Effem india pvt limited

Royal Canin

in Giant 1-20 kgs in mini 60 gms- 8 kgs

reproduction-starter

These are major Indian & Imported competitors sharing the good market share in Delhi some other brands are also there in the race of competition they are: • • • • •

Dog Chow Regale dog food First Diet Happidog Hill's Pet Nutrition 53

Dog Food Brand and Price Matrix

Brands (Imported / Indian) Pedigree

Variants Adult Dog-Chicken in Jelly Regular. Adult Dog- Chicken and Vegetables Regular.

r i c e

price Rs 90.00 (400gms) Rs.275.00 (3kg)

Adult - Meat and Rice Regular

Rs.275.00 (3kg)

Pup - Chicken Meat Regular

Rs.310.00 (3kg)

Pup - Meat and Milk Regular.

Rs. 370.00 (3kg)

Pup - Chicken Rice Gravy Regular.

Rs.35.00 ( 85 gms)

Pedigree-adult-active dog

Rs.450.00 (3kg)

Pedigree-adult-small-breed

Rs.375.00 (3kg)

Pedigree-large-breed-pup

Rs.495.00 (3kg)

Pedigree-puppy-junior

Rs.630.00 (3kg)

Pedigree-puppy-weaning

Rs.630.00 (3kg)

54

Propett

Propett

adult-large-breed

Rs.699.00 (3kg)

adult-small-breed adult-large-breed

Rs.725.00 (3kg)

puppy-large-breed

Rs.699.00 (3kg)

Rs.759.00 (3kg)

adult-small-breed puppy-performance

Rs.725.00 (3kg) Rs.820.00 (3kg)

puppy-large-breed Eukanuba

Eukanuba

adult-large-breed

Rs.675.00 (3kg)

adult-Light

Rs.630.00 (2.5kg)

Adult-Medium-Breed

Rs.675.00 (3kg)

Adult-Premium-Performance (small breed)

Rs.750.00 (3kg)

adult-senior

Rs.750.00 (3kg)

adult-small-breed

Rs.700.00 (3kg)

puppy-performance

adult-large-breed adult-Light

Rs.759.00 (3kg)

puppy-large-breed Adult-Medium-Breed

Rs.820.00 (3kg)

Rs.675.00 (3kg) Rs.630.00 (2.5kg)

Rs.675.00 (3kg) Rs.675.00 (3kg)

puppy-large-breed

Rs.150.00 (450gms)

puppy-medium-breed

Rs.800.00 (3kg)

Adult-Premium-Performance (small breed) adult-senior

Puppy-Small-Breed

adult-small-breed

Rs.750.00 (3kg) Rs.750.00 (3kg)

Rs.150.00 (450gms)

Rs.700.00 (3kg)

puppy-large-breed

Rs.675.00 (3kg)

puppy-large-breed

Rs.150.00 (450gms

puppy-medium-breed

Rs.800.00 (3kg) 55

Puppy-Small-Breed

Rs.150.00 (450gms

Royal canin

babydog-ultra-sensible-30

Rs.1298.00 (4kg)

dog-giant-adult-28

Rs.1012.00 (4kg)

dog-giant-puppy-34

Rs.1095.00 (4kg

dog-junior-31

Rs.1089.00 (4kg)

dog-labrador-ret-30-adult

Rs.3691.00 (12kg

dog-maxi-adult-26

Rs.776.00 (4kg)

dog-maxi-junior-32

Rs.1089.00 (4kg)

dog-medium-junior-32

Rs.1089.00 (4kg)

Small-Breed

Rs.800.00 (3Kg)

Puppy-Small-Breed

Rs.935.00 (3kg)

Giant-Babydog

Rs.1298.00 (4kg)

giant-dog-junior-31

Rs.1012.00 (4kg)

Labrador-Junior-1

Rs.990.00 (3kg)

Medium-adult-25

Rs.1001.00 (4kg)

mini-dog-adult

Rs.589.00 (2kg)

reproduction-starter

Rs.726.00 (2kg)

56

Price Matrix Analysis With the help of the these price matrix we have compared the brands accordingly for different categories like adult breed , small breed , medium, different variants Price matrix according to dog breeds ”0” means not available in the market. In price category Pedigree is cheapest as it is an Indian brand and royal canin is the costliest as it is an imported brand available in the market under dog food category.

1200 1000 800 600 400 200 0

Pedigree

large

medium

small

Pedigree

495

0

375

Eukanuba

Eukanuba

699

0

725

propett

propett

675

675

700

Royal canin

1012

1089

800

Royal canin

This graph shows price matrix according to the age of the dogs of different breeds. 1200 1000 800 600 400 200 0

Pedigree

adult

junior

puppy

Pedigree

275

630

310

Eukanuba

Eukanuba

699

820

759

propett

propett

675

0

675

Royal canin

1012

1095

1089

Royal canin

Comparative Brand Analysis of Canned Peaches In Yellow Syrup. 57

Jindal Tradex Brand

Alcurnia, Yellow canned peaches from the Mediterranean sun. sun. Available halves

peaches in yellow syrup 850 g in tin pack –Rs.150 Imported from Spain

Price

Indian/ Imported

Category

825g

160

Imported

Most sellable

800g

125

490g

99

Bhutan

840g

150

Sunny select

-

425g

70

Kaytis food

Indian

840g

72

Brands

Country

Packing

Delmonte

Greece

RFF

South Africa

Dole

Druk

Thailand

Imported

Imported

Imported

Imported

Indian

Average

Costliest

Cheapest

Average Cheapest

58

PRICE MATRIX ANALYSIS Price plays an important role in market capitalization of different brands. Price Kaytis food Sunny select Druk Price

Dole RFF Delmonte 0

50

100

150

200

Delmonte

RFF

Dole

Druk

Sunny select

Kaytis food

160

125

99

150

70

72

Price

Market capitalization of brands in Delhi according to their price. Market capitalization in delhiaccording to price 180

14

160

12

140

10

120 100

8

80

6

60

4

40 20

2

0

0 Delmonte

RFF

Dole

Price

Druk

Sunny select

Kaytis food

market share

59

Marketing Strategy of Jindal Tradex Pvt. Ltd. Marketing strategy is built on segmentation, targeting, and positioning of the brand in the market as the company is in launching stage so, Marketing Mix Variables (Product, Price, Place, Promotion) plays important role. Company is its launching stage they had strategically entered into the market .by analyzing the whole available market in India. Now, let us analyze all 4 P’s of marketing mix place, price ,product , promotion.

Product Jindal Tradex is assembling a portfolio of top-line international brands to cater the Imported products in India in reasonable price, good quality, and imported from Spain. In the global business world Spain is the leading producer in canned food with healthy quality ingredients. Olive oil & table olives with brand name “Farrell” Canned Peaches in yellow syrup with brand name “alcurnia”

Place Company had started with metro cities and measurably focused on mordern trade, like sabka bazaar, subhiksha etc.mom & pop stores, institutes as the rise in economy gave rise in mordern trade as the no. of malls and retail outlets are increasing as 375 shopping malls by 2007.

Price Company had adopted competition based pricing & psychological pricing like Rs. 99 for all varities of table olives . Psychological pricing helps in attaining the customers as it psychologically put impact on customers analytical mind and it starts analyzing the product.

Promotion Company is using appropriate promotional strategy to promote the brand in the available market its going for Advertisements basically at launching stage going for BTL( Below the line activities)like T-shirts for sales & training team .

60

Channel and Distribution Indian retailing, though enjoys many unique features, is still done in a primitive way. Barring a few exceptions, Indian retailers, particularly FMCG retailers, are not in a position to implement world class practices of supply chain management. The concepts of Quick Response or Efficient Consumer Response are unheard of in Indian retailing. The two bases of modern retailing management, the Electronic Data Interface and a mutually respectable partnership among retailers and suppliers (the manufacturers) are missing to a great extent in Indian context. Also, Indian marketing channel members are performing some unnecessary tasks, which make the channel structure heavy and inefficient. Though these inefficiencies are observed in all retailing irrespective of industry, the symptoms are more evident in Indian FMCG retailing. Inefficiency in retailing leads to lower profitability of the retailers and lower service outputs for the consumers. Ways and means to strengthen the position of the retailing and Fmcg industry, doing away with the causes for the inefficiencies, therefore, are to be taken up in an urgent manner. Such measures may include establishment of retailers co-operatives, merger and buy-out, use of technology to the greatest possible extent, setting up of non store retailing centers and increase in franchisee network. Indian retailing and Fmcg industry is characterized by certain attributes. •

The network of retailers reaches every nook and corner of the country. So any product produced anywhere in the country can be easily accessed by the buyers from any location. Thus the spatial convenience of Indian retailers is varying high.

•

Secondly, in India the retailing industry is an unorganized lot consisting of, in most of the cases, small entrepreneurs. And the virtual omnipresence of the Indian retailer can be attributed to these small entrepreneurs only.

61

The second attribute gives rise to the following characteristics •

Power of the retailers, as such is very less, and in many cases it is negligible. This weakness has been exploited by the manufacturers and the stronger partners of the marketing channel. The retailers, in general, abide by the terms and conditions set by the manufacturers and other "big brothers" of the channel.

•

The manufacturers cannot directly reach all retailers in a particular geographical area. Therefore, the manufacturers cannot maintain the desired relationship with the retailers, which in turn, make management of the channel complicated. This also makes the possibility of a direct feedback loop from the retailers almost remote.

•

Therefore, the member operating between the manufacturers and retailers become more powerful as they can block the channel of communication between the two. So the dependence of retailers on other channel members increases to a high extent. Thus the participation of retailers in the flows of marketing mix becomes lower than desired

•

The financial strength of the Indian retailers, in general, is very low and hence the investment capabilities. This makes the retailers more dependent on the other channel members.

Channel Channel Sales and Distribution Sales and Distribution

62

Modus Operandi

Manufacturer (IMPORT) PRIVATE LABEL (Jindal Tradex Pvt.Ltd.) C&F (carrying& forwarding)

b2b b2b

Modern Trade

b2b

Distributors b2c

b2c

Institutes (consumers)

Retailer b2c

End User

JINDAL TRADEX PVT. LTD., launching the new range of imported products, which is being imported from the manufacturers (Olive Oil, Table Olives, Canned Peaches, Pastas, Pasta Sauces) from Spain. Then it is distributed to all the main regions of country under Private Label. In Delhi, first it comes to the office then distributed to distributors. In modern trade company handles the direct marketing. As Modern trade are the most potential markets for imported products, because of High Income family’s demand. Previously Imported food was considered as a Premium segment product but as the economy is growing and per capita income is raising peoples is capable to purchase expensive products at the same time due to awareness in healthcare people are moving towards the consumption of natural and low calorie food.

63

Findings of dog food On the basis of our research project we found following : India has made tremendous growth in terms of the pet food industry during the last few years. With changes in lifestyle, economic growth, and increase in disposable incomes, pet adoptions in the country have increased. According to veternaires / breeders & retailers  73%veternaires & breeders prefer dog food rather than home made food  48%Quality and 28%ingredients plays role while purchasing the dog food.  Chicken with34?% is the most popular variant between doctors and breeders as a non-vegetarian source it contains all the 7 nutrients required in the dog food.  Royal canin with 46%is most preferable among doctors/ breeders because of its best quality, list of ingredients even as it is a imported brand and have high price.  Among large breeds 15-20 kg are most saleable where as in small breed1-5 kg is preferred among breeders.  70% retailer prefer imported dog food.  53%Market capitalization in Delhi is done by Indian brand “ Pedigree” because of low price, good advertisement, availability & positioning in the market.  In summer season sales decreases where as in winter it is increases but there is no change in consuming of variants.  Maximum shelf life of dog food is one year but 27%talks for 2 years shelf life  According to 57% respondents After opening the pack life is less than 15-20 days as in contact of oxygen the palatability of the food decreases that’s why air tight packing is done. The market for Dog Care in India increased between 2001-2006, growing at an average annual rate of 9.3%. The leading company in the market in 2006 was Mars, Inc. The second-largest player was Royal Canin S.A. According to a survey of market trends in the pet industry, it was estimated that the pet food and pet care products industry is growing at an unprecedented rate in India. The pet food market shares a huge chunk of the profit.

64

Findings of canned Peaches in Yellow Syrup. On the basis of our research project we found following :  5% of consumers are aware about canned peaches in yellow syrup.  This report suggests that the traders of Canned peaches in Delhi are very low i.e. 25%. Still we found 75% are not trading in canned peaches  The most saleable brand according to retailers under canned peaches is kaytis with 34% as it is an Indian brand cheapest and easily available in India. But in imported market the most preferable brand is Delmonte with 40% it is an U.S. brand available in market.  63% retailer says most saleable pack size is 850g  50% retailers go with brand name in the imported canned food category  In most preferable attributes in canned peaches are brand name(46%) availability (25%), price (20%) and positioning (9%)  In canned peaces we found that the brand availability is very low. Since from last 2 months peaches are not available in Delhi market  Canned peaches in Yellow syrup had “2” years shelf life but after opening the pack 4-5 days if putted into proper freezing condition.

65

Recommendation On the basis of our research following may be the suggestions that can help Jindal Tradex to reach the upper corridors of market share and to sustain good amount of market share in future. As the company is at the launching phase1. Proper advertising should be done through ATL (above the line activities) through different forms of media such as T.V, Newspapers and Banner should be hanged on the retail stores. 2. Provide Samples to retailers for display. 3. Pricing should be done by keeping the price of other competitors in mind. 4. In today’s scenario retailer wants some scheme or discount. So in future they should provide attractive schemes or attractive discount to retailers. 5. Sales executives should visit the retail stores properly to get an idea about the stock availability and customer demand. 6. Proper distribution channel should be maintained in the company. Six important factors to capitalized the pet food market in India are as follows:  New Product Trends (hyper-premium products, fresh/baked foods, new product forms).  Cultural

Shifts

(human-pet

relationships/pet

ownership,

pets

as

fashion/identity statement, specially trained pets)  Product Pricing (premium/value-added vs. economy/mid, price/quality value ratio, availability of ingredients.).  Globalization supplier/marketer,

(import/export

trends,

foreign suppliers

production

outsourcing,

selling into developed markets,

information flow)  Branding (introduction of new brands, brand support through consumer advertising/promotion)  Packaging (convenience, package sizes, single-serve, pouched foods) into market

66

CONCLUSION The research work has been successfully completed and it has helped us to understand the mindset of the consumers regarding the imported food product and the ways in which we should follow to always retain and acquired the customers Jindal Tradex Pvt. Ltd. is launching a new product range of imported foods and a dog food in the market for a while their is a tough competition from other brands available in the market As the Economy is Improving and Per capita Income is Raising people are having enough money in their pocket and they are not hesitant to buy premium class products like olive oil, table olives, canned peaches in yellow syrup, pasta , pasta sausces in their diet. Also demand and condition of channels are improving as the retailers are changing their perception according to the condition of markets. Soon people become more aware about their health. As there is a boom in Indian Pet Industry Most of the mid-priced and premium pet food brands in India are imported. The government reduced import duties on pet foods in 2007, which provides a boost to foreign manufacturers and retailers. Now, this is the time to invest in this market.

67

Bibliography Books: Marketing Management – Philip Kotler Research Methodology – C.R.Kothari Marketing research by Rajendra Nargundkar • The Fruit Manual- Robert Hogg • • •

Websites: • • • • • • • •

Article on canned peaches , healthy pets eat well by www.google.com Research report :changing pet food market in India By www.euromonitor.com How to Grow Peach Fruit Trees:- research report By www. bbc research.com, The changing face of India: by AgExporter Author: Nemeth-Ek, Maria With pet food owners by Swetha Kannan .

Peaches: Luck, Abundance, Protection by Diana Serbe “Do I dare to eat a peach?" T.S. Eliot

68

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, GHAZIABAD

Questionnaire on Dog foods

Veterinaries/ doctors Questionnaire Name of the person: Occupation of Person :

Contact No.: Address:

1. What Type of Dog Food You Prefer to feed your Dog? (a) Home Made Food (b) Dog Food 2. While Purchasing or Advising Dog food what do you see? (a). Price (b). Quality (c) Ingredients (d) Availability 3. Which Food Are Popular in Feeding the Dog? (a) Chicken (b) Egg (c) Beef (d) Meat (e) Rice (f) Cereals 4. What brand you Prefer? (a) Royal Canin (b) Pedigree (c) Eukanuba (d) Propett

(e) Any other__

5. Dog food is Provided According to(a) Weight of Dog (b). Brand (c) Age (d). All of the Above 6. How Many Times They have a Meal in a Day? (a). Once (b). Twice (c). Thrice (d). Frequently 7. Dog Food is Provided? (a) Daily (b) Alternatively

(c) Other

8. After opening the pack life of dog food? 69

(a) one month

(b) 15-20 days

(c) less than 15-20 days

Retailer’s Questionnaire Name of the person: Occupation of Person :

Contact No.: Address:

1. Are

you trading in dog food?

Yes

□

2.No

□

If yes, which type of dog food you prefer? (a) Imported dog food

(b) Indian dog food

2. If yes, which Brand you prefer to deal? a. Royal canin c. Eukanuba e. Others

b. Pedigree d. Propett Specify…………………

3. Which Food Are Popular in Feeding the Dog? (a) Chicken (d) Meat

(b) Egg (e) Rice

(c) Beef (f) Cereals

4. Which Pack Size is Most Sellable in Mkt.? (a). 1-5 kg (c). 10-15

(b) 5-10 kg (d). 15-20 kg

5. In Which Season is having the Lowest Sales? (a) summer (b) winter (c) Both 6. Shelf Life of Dog Foods ? (a) one year (b) two year

(c) more than two year

7. After opening the pack life of dog food? (a) one month (b) 15-20 days

(c) less than 15-20 days

70

INSTITUTE OF PRODUCTIVITY & MANAGEMENT, GHAZIABAD

Questionnaire on Canned Peaches Name of the person: Occupation of Person :

Contact No.: Address:

1. Are

you trading in canned peaches?

Yes

□

2.No

□

If yes, which type of canned peaches you prefer? (a) Imported Canned Peaches

(b) Indian Canned Peaches

2. If yes, which Brand you prefer to deal? b. Dole d. Delmonte e. RFF

b. Druk d. Kaytis food f. Others Specify……………

…… If no would you like to deal in canned peaches? 1. Yes

□

2.No

□

3. Which brand is the most saleable brand in market? a. Dole e. Delmonte e. RFF 4. What quantity you prefer to sell? a. 425g

□

b.

b. Druk d. Kaytis food f. Others Specify………………… 850g

□

c. 3000g

□

5. How you rate the following on 1 to 4 basis? a. Price □ b. Brand □ c. Availability □ d. Positioning □ 6. As a retailer what do you thing is more important? a. Price □ b. Brand □ c.

Availability

□

7.What is your level of satisfaction about the products? 71

a.. Very satisfied □ b..Satisfied □ c.some what satisfied □ d.Dissatisfied □ e.Can’t say □

72