A marketing mix is a strategic tool for marketing products or services by an organisation. It includes decision related to the 4P’s of marketing i.e., Product, Price, Place and Promotion. Decisions regarding planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis are all covered under marketing mix. The major drivers to venturing into the Indian pet market can be the increasing pet ownership, enhanced consumer awareness, growth of organized retail sector in the country and low penetration of branded pet care products. However, the only challenge that poses is high import duties and recurrent bans on imports.
The brand name suggested for the pet food products is AMADO, which means ‘beloved’ in Spanish. This name is apt as the product is for people’s beloved pets.
The product can be defined as a tangible or intangible bundle of utility that satisfies a particular need of the buyer. It can be a good or service. Our product line is pet healthcare products. Indians have a fetish for foreign brands. The name appears to be foreign and it is easy to pronounce for the predominantly Hindi and English speaking population. Our product will target people who love and value their pets. Initially, we can launch food, shampoos, brushes & accessories for dogs and cats, as these the two most common pet animals in the Indian households with dogs comprising of 55 percent of the total pet population followed by cats. Hence, dog food dominates the Indian pet food market and consists of 80 percent of the total share and following next is cats with 15 percent. Remaining 5 percent consists of food for fish, bird, rabbits, guinea pigs etc. Then gradually introduce food for birds, fishes (only food) etc. Packaging is very important. Indians need trials for new products. So trail packs or packages ranging from 500 grams to 10 kilogram can be made available.