MKTG Plan

Overview of Institution
Mission
Pawsitive Pups aims to start a fun and welcoming daycare that will treat dogs with love and
patience. Features of the practice will develop a dogs social interaction skills and facilitate
exercise. Further it will provide opportunities for adequate play and rest to help mitigate
boredom and reduce separation anxiety. Professionals trained in the psychological and
behavioural field will be employed to place pet dogs under proper supervision to foster a safe
and caring environment where they will be able to gain the trust of both dogs and owners.
Overall, Pawsitive Pups aspires to establish a widespread reach across Toowong and become
reputable on its ability to enrich the lives of dogs and relieve their owners of any concerns
they may have when they leave their pets at home.
Paddington Pups
Oz Wagtails
Lillys Doggy Daycare
Bow-Wow Doggie Day-cares Mission Statement
Vision
The vision of this suburb-oriented practice is to offer high quality services for grooming and
pampering by professional dog stylists that will maintain hygiene and proactively prevent dog
diseases and tailor itself to the individual needs of each pet. Training facilities will be
implemented for doggy daycare and puppy preschool with a low carer-to-dog ratio where
obedience and manners are encouraged (see Appendix for complete services package).
General social stimulation areas that cultivate the pets intelligence will be grouped in
accordance with the compatibility of a dogs personality and breed. Employees will be
qualified in veterinary practices, animal behavioural psychology and animal studies. Pawsitive
Pups will promote security and trust amongst customers in order for them to confident in
purchasing playing, feeding and bedding supplies from the practice (see Appendix for product
list). Customers who have busy schedules can take advantage of the pick-up and drop-off
services and enjoy additional short-term dog boarding services for weekend getaways or
business trips.
Paddington Pups
Oz Wagtails
Paws and Relax
Four Paw
The Pet Pad
Pooch Avenue
Situation Analysis
(a) Market situation (markets currently served by the institution, by segment and geographical
location, customers value perceptions and buying behaviour trends)
Despite a decline in the number of pets per capita, the veterinary industry has seen a
moderate expansion in the past five years. High-income earners have directed higher
expenditure levels to the steady price growth of veterinary services and increased uptakes on
pet insurance. Other areas of expenditure include merchandise, food, accessories and medical
supplements. Further, an increase in household numbers that is likely to witness a higher rate
of pet ownership has also uplifted demand for veterinary services to cater to more demands
of owners. Rates are higher in households with children under 18 or where children have left
home. Additionally, a surge in rental accommodation and housing of high-to-medium density
has stagnated growth in ownership because of heightened regulations and restrictions on
keeping pets. Particular regulations have regulated pet access to parks and beaches and
some have also placed limitations on the number of pets allowed in each household.
Nonetheless, increased demand has been facilitated by technological developments and the
availability of new medical treatments and procedures. Further, media attraction on animal
health issues have increased the awareness of pet owners and encouraged them to take steps
to prolong the life of their pets and visit the vet more often. In contrast, animal rights groups
have also gained publicity on the consequences and negative aspects of having domestic
animals as pets. Overall, profit margins have maintained growth amidst a slump in pet
volumes by increasing prices and lowering industry wages.

Ibis World

(b) Product situation (sales, product prices, contribution margins and profits over the last few
years)

What

The pet care industry in Australia is estimated to be worth $8.0 billion annually with
food being the biggest area of expenditure, followed by veterinary services.
The research estimates pet owners spend $3.04 billion on pet food a year, $1.6 billion
on pet products and accessories and $2.9 on pet-care services. Trips to vets cost $1.7
billion a year
The money people spend on their pets is largely determined by what type of pet owner
they are: utility, companion and child substitute. The latter two are more likely to spend
up big on their animals.
People who delay trips to the vet after finding and removing a paralysis tick will find a
desperate battle to save the pets life with antitoxin, fluids, hospitalisation and even
breathing support
Preventative medicine can save money in the long-run
A standard consultation with a vet will cost between $50 and $85. For a dog, annual
vaccinations cost around $120, flea treatments roughly $220 a year and worming costs
$40 a year
The main expensive of owning a animal come at the start of its life
When pets face medical emergencies, costs can surge. People often see their pet as a
member of the family and some will spend tens of thousands on specialist treatments.
Pet insurance is one way of keeping costs down. However, there is very little
information about whether its cheaper just to pay vet bills or to pay premiums.
Pet Australia says that for a medium-sized dog; expect to pay $650 a year if pooches
are groomed every eight weeks.
Pet sitting is more affordable than some boarding options. Clients may spend anywhere
from $50 for regular walks up to $800 for pet sitting visits during an extended holiday
Dog accommodation starts at $32 a day and luxury at $84 a day
Pet owners are becoming increasingly agitated over a lack of regulation for veterinary
and pet insurance industries.
price is your pet?

Key success factors: provision of appropriate facilities, with easy access for clients: veterinary
facilities should be in good condition, provide satisfactory working conditions and be
attractive to customers
Production of goods currently favoured by the market: vets should identify and target
the market segments that are most appropriate to the practice
Effective cost controls: Operating costs for veterinary practices should be controlled
and kept to a minimum to maximise returns. Rents, wages, purchase costs and other
miscellaneous expenses are included.
Appropriate pricing policies: veterinary pricing levels should aim to maximise revenue
and profitability in the longer term
Practitioner reputation: skill levels and the reputation of veterinary practitioners and
other staff can affect the attractiveness of a practices offerings

The industry cost structure estimates the average cost structure of all veterinary firms
in Australia. Although Greencross is the largest company in the industry, it does not
have a major influence over general industry pricing and other factors. With no single
firm dominating the industry, the cost structure is not disproportionately influenced by
any one business.

Industry profit accounts for 19.8% of industry revenue in 2015-16, up from 19.6% in
2011-11 due to lower industry wages, stable customer volumes and higher pricing
growth.
Pricing growth has been constrained by increased competition arising from more
establishments. It has been constrained by increased competition arising from more
establishments.
Veterinarians have been carrying out a greater number of advanced medical, surgical
and diagnostic procedures, which has also contributed to pricing growth.