The assignment aims at studying and analyzing the feasibility and profitability of venturing into the Indian pet care market and also determines the marketing strategies best suited for launching pet food products, initially, for dogs and cats. India, by all respects, has established the fact that it is the ideal target market for launching the pet care products of an international brand. Indian economy is on a growing spree and has shown growth even in critical times of global recession. Social cultural framework works favorably in evolving a positive outlook towards having pets and caring for their health care and maintenance. However, the market for branded pet food and health care products is confined to the urban areas of the country.
The sector has tremendous potential and is growing at a steady rate. It is the right time to launch the product. Marketing decisions like product categories, distribution, promotion etc. are determined after an in depth analysis. The pet care industry is under tapped and there is a lot of scope of growth and market capitalization. Product must be initially made available in trail or small packing so that people readily buy it to try it and then repeat the purchases with larger size packaging. Availability of the product has to be ensured through sound logistic function. Price needs to be highly competitive. Product must be launched through contract manufacturing to leverage the cost optimization benefits and avoidance of high import taxes and frequent bans on imported readymade food products and once the brand is established in the country, the business can be elevated to any other format as per the scenario and strategic suitability.