In January 2016, Ishmeet Singh Chandiok, a dog food retailer, was browsing the Internet at his home in Mumbai, India. He was trying to understand the growth rate of Indias dog food industry by accessing reliable secondary sources. He came across some interesting statistics on the dog food industry: (i) the domestic product market of pets in India was expected to grow at a rate of 1015 per cent; (ii) every year, almost 600,000 pets were adopted in India; and (iii) the sale of dog and cat food products was expected in 2016 to be worth $102.89 million. The leader was Mars International India Pvt. Ltd. (MarsInternational), with a revenue share of 70 per cent in2014.

Though Chandiok was encouraged by the industry trend, he was still worried. Chandioks major concern was avoiding the continuation of a trend he had detected: the declining revenue and net profit of Harleys Corner, his dog food business, from 2014 to 2015. He wanted to understand the probable rationale behind the change in customers attitude toward Harleys Corner and address this issue before things worsened, but he did not know how to go about doing so. Chandiok had worked hard to build on Harleys Corners imagefocusing on a unique selling point and positioning elementsbut he needed to learn where he may have gone wrong in his positioning, whichmighthaveaffectedcustomerspreferenceforHarleysCorner, and then improve his positioning. To craft a suitable positioning for Harleys Corner and to address the issue, he hired a marketing research team, which conducted a survey of 300 Mumbai-based Harleys Corner customers using all the positioning elements (see Table 3 for the information collected during the study) to capture changes in customers preference. The team analysed the data and attain the objective of evaluating the impact of positioning elements on customers preferences (See Tables 4, 5 & 6 for detailed data analysis results). As a marketing researcher, your job is to help Mr. Chandiok to interpret the data analysis and its results, and also to generate suitable managerial insights for brand positioning.

Codes Price Product 1 is Table 3: Positioning Elements Used in the Study 1. Please rate your perception about the following image attributes of Harley's Comer as developed using its positioning elements: Price offered by Harley's Comer is Wet dog food without preservative as offered for pets by Harley's Comer Dry Kibbles for pets Vegetarian diet offered by Harley's Comer for pet Availability of variety under Harley's Comer Overall quality of products offered by Harley's Comer is Overall perception about the brand name of Harley's Comer Buying pet food directly from Harley's Comer (retailer in the present case) Buying pet food online from other retailing sites (e.g., Amazon) Print media in creating awareness about Harley's Comer Product2 Product3 Product4 Products Product6 Channel 1 Channel2 Promotion 2 Social media in creating awareness about Harley's Comer Promotion 2 Sales promotion in creating awareness about Harley's Comer Promotion 3 Packaging offered by Harley's Comer Packaging 2. Future preference of consumers for Harley's Comer's products Future Preference Note: A Likert scale is the sum ofresponses on several Likert items. It is a psychometric scale commonly involved in research that employ's questionnaires. It is the most widely used approach to scaling responses in survey research Table 4: Model Summary (Preference) R R Square Adjusted R Square 0.97 0.95 0.95 Std. Error of the Estimate 0.121 Table 5: ANOVA (Preference) Sum of Squares Regression 71.16 Residual 3.82 Total 74.99 Mean Square 5.47 0.01 F 409.45 df 13 286 299 Sig. 0 t Sig. Table 6: Coefficients (Preference) Unstandardized Coefficients Standardized Coefficients B Std. Error Beta (Constant) 11.39 0.16 0 Price -0.19 0.01 -0.26 Product 1 -0.09 0.02 -0.07 Product2 -1.07 0.04 -0.92 Product3 -0.11 0.03 -0.07 Product 4 -0.49 0.02 -0.82 Product 5 0.05 0.02 0.07 Producto -0.03 0.01 -0.05 Channel1 0 0.02 0 Channel2 0.04 0.02 0.04 promotion1 -0.05 0.03 -0.05 promotion2 0.15 0.02 0.17 promotion 3 0.04 0.02 0.04 packaging 0.03 0.02 0.04 Note: dependent variable: future preference 73.01 -14.16 -3.82 -26.05 -3.98 -24.9 2.76 -2.91 -0.15 1.55 -1.8 7.31 1.7 1.99 0 0 0 0 0 0 0.006 0.004 0.884 0.123 0.073 0 0.091 0.047 Codes Price Product 1 is Table 3: Positioning Elements Used in the Study 1. Please rate your perception about the following image attributes of Harley's Comer as developed using its positioning elements: Price offered by Harley's Comer is Wet dog food without preservative as offered for pets by Harley's Comer Dry Kibbles for pets Vegetarian diet offered by Harley's Comer for pet Availability of variety under Harley's Comer Overall quality of products offered by Harley's Comer is Overall perception about the brand name of Harley's Comer Buying pet food directly from Harley's Comer (retailer in the present case) Buying pet food online from other retailing sites (e.g., Amazon) Print media in creating awareness about Harley's Comer Product2 Product3 Product4 Products Product6 Channel 1 Channel2 Promotion 2 Social media in creating awareness about Harley's Comer Promotion 2 Sales promotion in creating awareness about Harley's Comer Promotion 3 Packaging offered by Harley's Comer Packaging 2. Future preference of consumers for Harley's Comer's products Future Preference Note: A Likert scale is the sum ofresponses on several Likert items. It is a psychometric scale commonly involved in research that employ's questionnaires. It is the most widely used approach to scaling responses in survey research Table 4: Model Summary (Preference) R R Square Adjusted R Square 0.97 0.95 0.95 Std. Error of the Estimate 0.121 Table 5: ANOVA (Preference) Sum of Squares Regression 71.16 Residual 3.82 Total 74.99 Mean Square 5.47 0.01 F 409.45 df 13 286 299 Sig. 0 t Sig. Table 6: Coefficients (Preference) Unstandardized Coefficients Standardized Coefficients B Std. Error Beta (Constant) 11.39 0.16 0 Price -0.19 0.01 -0.26 Product 1 -0.09 0.02 -0.07 Product2 -1.07 0.04 -0.92 Product3 -0.11 0.03 -0.07 Product 4 -0.49 0.02 -0.82 Product 5 0.05 0.02 0.07 Producto -0.03 0.01 -0.05 Channel1 0 0.02 0 Channel2 0.04 0.02 0.04 promotion1 -0.05 0.03 -0.05 promotion2 0.15 0.02 0.17 promotion 3 0.04 0.02 0.04 packaging 0.03 0.02 0.04 Note: dependent variable: future preference 73.01 -14.16 -3.82 -26.05 -3.98 -24.9 2.76 -2.91 -0.15 1.55 -1.8 7.31 1.7 1.99 0 0 0 0 0 0 0.006 0.004 0.884 0.123 0.073 0 0.091 0.047