Zoom Pet Care

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Zoom Pet Care “Love Your Pet Like You Love Them”

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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




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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




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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.




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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.




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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




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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




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• 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




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– 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.




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• 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




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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.




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• 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.




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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




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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




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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




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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.




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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/

http://www.petshops.about.com/

http://www.wikipedia.org/

http://www.petsathome.com/

http://jabar.bps.go.id/

http://www.wikipedia.org/

http://www.petsathome.com/

http://jabar.bps.go.id/

http://www.petshops.about.com/

Zoom Pet Care

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