Zoom Pet Care
-
Upload
fiqi-dipowicaksono -
Category
Documents
-
view
91 -
download
0
Transcript of Zoom Pet Care
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 1/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
1. Executive Summary
Human are social creatures, socializing is something absolute in human life,
because in life human need friend. Making friends is included as socializing.
Human needs friend, they often make their pets as one of their friend in their life,
they even love their pets very much that could make them becoming very sad if
they losing their pet (as has been mentioned by Dr. Michael W. Fox in his book
"Super Dog", that tells about the existence of animal psychologists and animal
behavior consultant to help people escape from sorrow, such as losing their dog).
By having pet as a friend, it can grow the sense of attachment between people and
their pet, the pets also may become very faithful, which is that is what people
want in socializing.
With the increasing of interest in keeping pets, the need for the pet
requirement from the feed, cage, accessories even clinics, training and salon also
increased. Based on those facts, the pet shop then would see this as an opportunity
to provide all those needs.
“Zoom Pet Care” is a pet shop located at Dago and Arcamanik, Bandung.
Zoom Pet Care offers the pet shop experience. It really is a paradise for pets and
pet owners. Zoom Pet Care provides the pet supplies, pet food, toys and
accessories and also pet treatment that customers and pet need at great value
prices.
All Zoom Pet Care staff are fully trained in pet care and dedicated to the
welfare of customer’s animals, with most of them being experienced pet owners
themselves. So whether customers are a new owner or an expert, Zoom Pet Care
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 2/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
store is on hand to help customer make the right choices. Zoom Pet Care also
providing customer a free information, offering help and advice on how to look
after customer’s pet.
2. SITUATION ANALYSIS
2. 1. Company Situation
Zoom Pet Care was established in 2004 by Mr. Enridzal. It has two
branches, one is located at Jl. Golf Barat Raya, Arcamanik and the other one
is located at Jl. Cikapayang, Dago. The main branch is the one that located at
Jl. Golf Barat Raya, Arcamanik. There is a little difference between
Arcamanik and Cikapayang branch, such as no exactly pet selling at
Cikapayang, their main business is providing, foods, accessories, pet-care and
pet grooming, while in the Arcamanik, they have all the services that
provided in Cikapayang branch, but also they do selling pets.
Zoom Pet Care Cikapayang also located right next to the veterinarian that
graduated from IPB (Institut Pertanian Bogor) that already practiced for
years, so the customer might do the treatment at the shop and check the
healthiness of their pets after or before.
Zoom Pet Care also has an at-home service package, so if the customer is
unable to visit the shop, they can ask the Zoom Pet Care officer to do the pet
treatment in their houses. But this service is limited due to the tools and
hardware limitation that can be brought when the officer do the at-home
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 3/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
treatment such as grooming and haircut. For the roentgen, laboring process
and surgery, the customers have to do it at the shop.
2.2. Competitor Situat ion
There are so many pet shop in Bandung, Zoom Pet Care is not one of the
biggest pet shop, but Zoom Pet Care still survived and doesn’t lose its market
share because of competition. Zoom Pet Care is already has its own loyal
customers, and Zoom Pet Care has a competitive price, so the chance of
losing its market share would be small. But the problem is lack of promotion
and the space of parking lot for car at the Cikapayang branch which is too
small, while for most other competitors, parking lot is not a problem, because
to bring animal to the pet shop is requiring a car.
These are some of Zoom Pet Shop’s competitors :
–
– Petshop n' Grooming
– 431 Petshop
– Aneka Hobby Pet Shop
– Bona Petshop
–Camelia Cat's
– Gilpa Petfoods
– Golden Petshop
– Mini Hamster
– Pet & Co Paris Van Java
– Etc.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 4/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
2.3. Customer Situation
Located at the central city of Bandung, Zoom Pet Shop Cikapayang
usually visited by office workers who wants to entrust their pets or people
who live in the downtown area, consider its location that very strategic which
is at the edge of the high road. Zoom Pet Care Cikapayang usually crowded
after office hour on weekdays. Different with the Cikapayang branch, Zoom
Pet Shop Arcamanik usually crowded at the weekends, knowing the location
that far from the downtown, Zoom Pet Care Arcamanik’s customers mostly
comes from the people who lives at the resident near Bukit Golf street.
2.4. Market Situation
Pet business has a large market opportunity, along with the increasing
interest in the family circle in a big city. Besides pets, the potential market is
also open to provide animal food, medicines and accessories that become a
family hobby of the upper-middle class. The amount of pet enthusiast, can be
seen from the many families who spend money in a number of pet stores in
several major cities. The types of these popular pets are dogs, cats, hamsters
(a type of guinea pig), fish, turtles, birds and some other animal species.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 5/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
Pet shop business development showed an increase in recent years. It is
estimated that about 40 pet shops spread out in Bandung. The number was
bigger than in year 2000 that only about 20 stores.
(table 1.1 – Average Monthly Percapita Expenditure Percentage in West Java )
Judging from the data, it can be concluded that the pet shop has a large
potential market.
2.5. Market Size
Although it is not too large, but compared to other businesses, market size
for pet shop has a tendency to increase every year, this is because the target
market is people with middle and upper economic circles that are not directly
affected by the decline in GNP or economic crisis. In addition, most
consumers are interested in this field is as a hobby. As is known, if someone
does a hobby, not too concerned with costs to be incurred, let alone the size of
the pet shop to the public market among middle and upper economic
2.6. Market Share
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 6/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
The market shape in this kind of business is oligopoly, where this type
market shape is no attempt to exactly the same but similar efforts are still
there, depending on additional services offered. Market share that targeted are
animal lovers, especially dogs, cats, guinea pigs, and rabbits both men and
women and even children. For the number of competitors, it can’t be
separated on which areas to be a place of sale. Therefore, it needs a place or
region that there is little competitor or not at all.
2. Segmentation, Targeting & Positioning
3.1. Segment ation
Market segmentation of Zoom Pet Care is all animal lovers and those who
maintain it. Because the animal lovers on average have incomes above the wage,
then Zoom Pet Shop market segmentation are the middle class and above.
• Geographic
– Density : urban, rural
– Climate : tropical, subtropical, temperate
• Demographic
– Gender : Male, Female
–Age : 0 – 19, 20 – 40 , 41 – 60, above 60 years old
– Social class : Lower, Middle, Upper
– Monthly Expense : 1.000.000 – 3.000.000 , 3.000.001 –
6.000.000 , above 6.000.000
– Nationality : Chinese, Indonesian, Western, etc
– Race : Javanese, Bataknese, Padangnese, Sundanese, etc
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 7/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
• Psychographic
– Sports oriented, culture oriented, outdoor oriented
•Behavioral
– Occasion : regular occasion, special occasion
– Benefit : service, economy, speed, quality
3.2. Targeting
Selection of target market are those who raise animals in the form of
dogs, cats, guinea pigs, birds and rabbits and also are in the area around
the Zoom Pet Care (Arcamanik branch) and anywhere who lives or works
near downtown in Bandung (Cikapayang branch).
Based on the distribution income data for West Java, Bandung is
categorized as one of the areas with high income.
• Demographic
– Gender : Male and Female
– Age : 18 – 50 years old
– Social class : Middle – Upper
– Monthly Expense : 3.000.000 – 6.000.000
– Nationality : Indonesian
– Race : Sundanese, Javanese
• Psychographic
– Outdoor oriented
• Behavioral
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 8/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
– Occasions : Regular occasion
– Benefit : Quality, service
3.3. Positioning
Zoom Pet Care has a position as a pet shop that "love your pet like you
love them"
4. SWOT ANALISYS
Strength s
• Zoom Pet Shop has a branch that might switch in delivering the
services to customer, if the branch at Cikapayang is unable to service
the customer, the customer can get the service from the main branch at
Arcamanik.
• The employees that been hired and work at Zoom Pet Shop are people
from the colleagues that already known by the owner, so the
communication between them can be happen kinship.
• An experienced veterinarian that serves customers next to Cikapayang
branch that graduated from the IPB (Institut Pertanian Bogor) which is
a reputable university.
Weakness es
• Shortages of land and space, especially the parking lot at Cikapayang
branch is really small, it might bring the uncomfortable feelings among
customers.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 9/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
• Lack of promotion. Zoom Pet Shop, has not a great promotion
strategy, they didn’t put advertisement at media, they didn’t have a
billboard advertisement, they also didn’t have a web page, they only do
promotion using WOM (Word Of Mouth) which is not a long last
promotion strategy.
Opportunities
• One of the main opportunities that Zoom Pet Shop has is the location
that is very strategic, which is located at Jl. Cikapayang, Dago (central
city) so it is easy to be accessed and the other branch is located at Jl.
Golf Barat Raya which is near to the residential houses that possibly
have pets at their house.
• Zoom Pet Shop name that already well-known among Bandung’s
animal lovers, so it has a good image.
Threat s
• Delays in supplies when the stocks run out, so customers have to wait,
this can lead to customer migration to competitors.
• Emergence of many competitors, especially the E-business competitors
which will be cheaper in providing the product.
Key Issues
As a pet shop that already been in the business for almost seven years,
Zoom Pet Care facing some issues that really need to be concerned of, such as
by the time this kind of business is growth, there will be many competitors
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 10/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
showing up, so the management have to be more creative running the
business, the lack of promotion and the unwillingness from the owner and
management of using social media network as the part of promotion strategy
is the main issue that would be necessary to be paid attention to.
5. Marketing Mix Elements (7P)
1. Product / Services
( Picture 1.1 – The Product)
• Treatment that suitable for dogs, cats and rabbit such as grooming,
haircut, bathing, ears cleaning, nails trimming and lice or fungus
cleaning, hair clipping and conditioning.
• Selling and buying the animals (trade-in)
• Animal care service (dogs, cats, birds), for those customers who wants
to traveling outside the city or country for a long time.
• Veterinary treatments, nutritional advices, health checks.
• Medical care, surgery, labor process, roentgen from experienced
veterinarian.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 11/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
• At-home grooming service that intended to customers who do not
have time to visit the Zoom Pet Care shop.
• Affordable exclusive and imported pet treatment product such as,
calcium vitamin booster, fur fertilizing vitamin and daily
multivitamin.
• Accessories, toys, cages, dogs or cats leash, foods
1. Price
The range of prices offered by Zoom Pet Care salon is very
competitive. For those customers who've been bringing their pet to the
pet groom, they would be tempted to do any treatment to their pet
because the price is quite cheap compared to other pet groom. For
grooming the cat or rabbit, the customers only need to spend at 40.000
Rupiahs to 45.000 Rupiahs, for dogs, only 50,000 Rupiahs to 55.000
Rupiahs. All prices were already included the overall treatment
package.
If the customers want to give just a few treatments to their pet, it
also can be done. To care for a cat dreadlocks cut, it cost 55.000
Rupiahs, for dogs, 75.000 Rupiahs. To clip the nail care course, it will
cost 15,000 Rupiahs. For the animal care services, it will cost
customers 40.000 Rupiahs a day for cats, and for dogs, it will cost
50.000 Rupiahs a day. To care and feed during customers trip, allowed
to bring the animal's equipment, because the cost was already included
food and care every day.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 12/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
For the product prices, such as food that would be around 75.000
Rupiahs to 300.000 Rupiahs, depends on sizes and quality of the food.
For the accessories such as drink bottle, food plate, cages, toys,
leash, snack and bells, the price that given would be around 12.000
Rupiahs to 500.000 Rupiahs.
For vitamin, shampoo, deodorant, talc and other home treatment
product, the price would be around 10.000 Rupiahs to 130.000
Rupiahs.
2. Place
Located in two potential and strategic place, one is at Jl
Cikapayang No 7 Dago, which is at the central city area of Bandung,
and the other one is located at Jl. Golf Barat Raya No. 22 Arcamanik,
Bandung, which is located near the resident of Bukit Golf.
3. Promotion
What Zoom Pet Care already done is quite good for promoting in
order to build the customer’s brand awareness, such as giving a
member card, support or open booth at animal contest event, no
additional charge payment for at-home treatment, but since it’s the era
of information technology, Zoom Pet Care have to put a few step up to
gain their promotional strategy, they might using social-network
facility such as have a fan page on face book, so if the potential
customer wants to know further about any information regarding to
pets, they can do it by browsing using internet. Using twitter as a
media to promote Zoom Pet Care’s promo is one of an outstanding
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 13/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
idea, the customers who follows the Zoom Pet Care twitter account
can easily update what promo is currently Zoom Pet Care is having. It
will increase more brand awareness and potential loyal customers.
4. People
Zoom Pet Care employees provide services quickly and precisely,
they do it with a smile and friendly. Zoom Pet Care staff are do their
work with responsibility and if there is something not desired by
costumers relating to employee service, the employee will be
immediately warned. Same rule also occurred to veterinary or coach
that would do with friendly service.
5. Physical Evidence
(Picture 1.2 – Physical Evidence)
Since Zoom Pet Care is mostly deliver products and services at the
store, a clean, neat and good smell place is important, so costumers
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 14/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
will feel comfortable picking out products that will be purchased.
Layout that been used and the service aims to facilitate consumer
convenience.
6. Process
Activities that been done within the service to customers is very
simple, such as
• Ordering food can be done by phone, then the staff will deliver
it to customer’s places or they can directly visit the store.
• Ordering accessories, cages can also be done by phone for
later on delivered to customer’s place or they might directly
visit the store.
• For veterinary services only can be done by visiting the store.
• Grooming and treatment can be done at customer’s place or
house but with limited treatment, in order to have a full service
treatment, customers have to visit the store.
• The operational days is from Monday to Sunday from 08.00 –
21.00
6. Marketing Strategy
The key to success in this business (according to some pet shop owners)
turned out to be knowledge of the animals that been sold. So it is not merely to
sell dogs or cats or hamsters or birds, without knowing the character of the
animals. Ideally, pet shop owners should work with the breeders and
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 15/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
veterinarians, which Zoom Pet Care already done by having their own breeders
and veterinarian. By doing co-work with breeders and veterinarians, the owner
and staffs can continue to get new knowledge from an expert. And the pet shop
owner could pass on his knowledge about animals to costumers (prospective
buyers of animals), such as animal characters, constraints, type of illness, how to
maintain it properly. Customers love it when the staffs or the owner shares the
knowledge about pets. They can be talk about it until hours, just to find out their
favorite animal characters, asking what food is appropriate for the growth of the
animal, which the vet for consultation etc.
7. Marketing Objectives
• Reached all the targeted customer allover Bandung area (Achieve a
steady increase in market penetration)
• Maintain the positive growth each month
• Attract the customer to buy the products which is gives more profit to
the company
• Experience a growth in new customers who are turned into long-term
customers.
5/12/2018 Zoom Pet Care - slidepdf.com
http://slidepdf.com/reader/full/zoom-pet-care 16/16
Zoom Pet Care “Love Your Pet Like You Love Them”
2011
`
References:
- Kottler, Keller, Hoon Ang, Leong, Tiong Tan (2007), MarketingManagement – An Asian Perspective fourth edition.
- http://www.petshops.about.com/
- http://www.wikipedia.org/
- http://www.petsathome.com/
- http://http://jabar.bps.go.id/