Term Paper on "Marketing Plan Over the Years Pet Grooming"

Term Paper 12 pages (4993 words) Sources: 6 Style: APA

[EXCERPT] . . . .

Marketing Plan

Over the years pet grooming business has turned out to be a lucrative one with increasing number of people engaging the services of a professional pet groomer driving the pet grooming business to grow at a steady pace. Pet owners consider that a properly groomed pet feels and remains in good health and cheer. Cashing on this market need, there has been proliferation of professional pet groomers offering their services. Therefore launching a pet grooming business would not only be a sound business proposition but also be fulfilling one as well. If the figures of National Industry - Occupation Employment Matrix, which was brought out the U.S. Bureau of Labor Statistics, show that by 2010, the demand for involving the professional pet groomer's services would enhance by 12%. ("Pet Grooming Products," n. d.)

Almost all professional pet groomers manage to groom on an average about seven to ten dogs on a daily basis remaining engaged for nearly five to six days on a weekly basis. The key to emerge successful in a pet grooming business are loads of patience, love for animals and a constant yearning to learn. Lack of marketing knowledge will spell disaster for pet grooming business. Hence the hallmark of building a capable pet grooming business are building a solid customer base which keeps returning and emerging as the top of the mind recall for customers. Once customers have information regarding the benefits of a particular pet grooming services, they will keep returning to the same company repeatedly. Hence a well groomed pet and a happy pet owner shall be the target of a serious businessman. Besides, it is seen that starting a mobile pet grooming business would be more advantageous as customers prefer that way. A 'pick and deliver pet grooming service' would come as a more convenient way. ("Pet Grooming Products," n. d.)

Before rolling out a pet grooming business, it would be useful to do all the home work and be armed with the basic skills needed for entering the pet grooming profession. A professional pet grooming certificate can be obtained from any pet school of repute. Besides, there are online courses on the subject. It pays to have a good background regarding animal psychology and a groomer must know the manner in which to handle them properly. One can also acquire knowledge regarding pet grooming as also the business of pet grooming by working under the guidance of a professional pet groomer besides checking out some of the collection of books and e-books available online about starting a pet grooming business. Having knowledge regarding pets will certainly beneficial in this business. Some of the indicative points which would be helpful for starting on a pet grooming business are (i) thorough information regarding the dynamics of the pet grooming business (ii) different aspects of running a mobile pet grooming business (iii) Start-ups costs of starting an independent pet grooming business (iv) details regarding pet grooming equipment, tools and supplies, wholesale dealers, pet grooming products etc. ("Pet Grooming Products," n. d.)

The 4Ps of Marketing:

By addressing all the 4Ps of marketing and adapting them to suit the needs of the customer, a proper marketing promotion can be developed for the pet grooming services that will generate the necessary customer traffic.

A i) Product:

While starting a business as a professional dog and cat groomer, evidently the prospects will be people owning breeds of dogs and cats requiring grooming. By undertaking some market research, it can be determined regarding the dog grooming needs that are likely in demand in the locality which are unmet. Parks and other local nature tracks where people happen to walk their dogs are suitable places to open up discussions and enquire regarding their pets and their grooming requirements. Besides, it can be a good platform for introducing about the pet groomer and his new grooming services. ("Marketing and Promoting a Dog Grooming Salon / Business," n. d.)

It is through devoting constant attention to the remarks perceived through discussions and making an analysis about the general reactions, a pet groomer will be able to establish in case he requires to make any changes to the array of services that the grooming business is going to offer, such that the groomer can align his new business to the demands that the people residing in the local area to the extent possible. By talking to the pet owners, it can be ascertained what are the grooming services which are mostly popular, having a rising demand, and the ones that are loosing their sheen before the customers. It is important to note that the needs of the customers constantly change and evolve over the period of time and are also impacted by the changing popularity of different breeds of dogs. Care must be taken that in case one overlooks the changes in preference; the pet groomer runs the risk of losing clients. The sole means to deal with this issue is keeping the tabs of sales for several grooming cuts and services to spot as regards the acceptance level among the customers. A successful pet groomer will have to be a keen observer and incorporate fine changes as they happen such that his business and services, and also it marketing develop in a continuous manner. ("Marketing and Promoting a Dog Grooming Salon / Business," n. d.)

Although a mobile dog grooming business has been in vogue for a considerable period of time, but it has witnessed a perceptible rise in popularity charts of late with the changing lifestyles. An increasing number of dog owners have a busy life making it inconvenient for them to bring them to grooming salons to drop and take their dogs within the official business hours. Hence, a lot of dog owners just like the idea of enjoying the ease of having the groomer visit their homes. Some of the dog owners are more open to the idea of the dog groomer visiting their homes since they discover that their dog is very much at ease with itself instead of an outside location such a grooming salon. ("Starting a Mobile Dog Grooming Business," n. d.) mobile dog grooming business as a product category enjoys some of the benefits which are (i) a mobile pet groomer gets to know his customers better on a personalized basis (ii) as a mobile pet groomer renders a personalized service and his customers realize that fees for a mobile dog grooming service will normally be higher compared to that paid at a dog grooming salon. (iii) There are increased chances that added business can be picked up during appointments when customer's neighbors and acquaintances might desire to utilize dog grooming service during appointment. (iv) There is no long-term promise for renting or buying premises. Besides, there are reduced interruptions from other customers coming and leaving as also fewer interruptions due to telephone calls. The positive outcome will be that the dog or cat will feel less under pressure. (v) Present customers fast spread the news regarding the unique and convenient dog grooming service. This helps in generating huge volumes for the determined capacity. ("Starting a Mobile Dog Grooming Business," n. d.)

The rising demand for pets contributes to rising demand for pet groomers. In the opinion of www.petgroomer.comthere are more than 4,000 dogs and cats for every U.S. grooming business and the demand for pet groomers is slated to jump 12% by the year 2010. The main service which will serve as the product is clipping and maybe styling the coats of dogs and cats, often to some of the very specific breed standards. There are some added pet grooming tasks that are also done which include nail clipping and washing. The basic advantage of this service is the huge market size with tremendous potential. Also it is a satisfying business and the results are seen to be believed that leaves behind a healthier and more charming pet. Besides, it is a breeze to add extra income by offering products like pet food or pet supplies. (Ratliff, 2007)

On the other hand, cats are known to take care of their own grooming, without requiring support from anyone else. Engaging oneself in the grooming of a cat nevertheless assists in strengthening the bond and gives an opportunity to verify for any manifestations of sickness. However, majority of the cats often get used to the habit of grooming and start enjoying it too. The advantages of grooming a cat are http://www.checkyourassignments.org/images/spacer.gif

For one, grooming not just stimulates the blood circulation and enhances the tone of the muscle and also reduces hairball in the stomach through the removal of loose hairs. Besides, it helps in smoothing down the fur to protect the body in a more efficient manner and stimulates the glands which are at the root of the hairs that waterproof the coat of the animal. It is important to make grooming a part of the daily routine of the cat and making it… READ MORE

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