Doggie Daycare in Pakistan

Doggie Daycare & Pet Salon

When a dog barks at the moon, then it is religion; but when he barks at strangers, it is patriotism! ~David Starr Jordan 1

KASBIT

Consumer Behavior

Final Group Report

Group Members:

Date of Submission: 05/12/2010

1. Majid Bashir (4750) 2. Muhammad Sadeqain Ahmed (2354) 3. Muhammad Fayyaz (4398) 4. Nazeer ul Haq (4712)



EXECUTIVE SUMMARY

We have an innovative concept of introducing a Pet daycare in Pakistan first time. Our research is Exploratory As we said it a new idea and have opportunity for more growth in Pakistan there is no previous example of such business in Pakistan. The plan is above to launch new Pet daycare with name of Doggie daycare and Pet salon is going to be lunch on Dec 25, 2010. The Daycare is fully equipped latest safety tools, unique and comfortable atmosphere for pet. We have prepaid complete market strategies to lunch this new classic product will be promoted through TV Ads, Bill Board, and Newspaper & Road shows.



DEDICATION

We are dedicating our work to our parents and respected teacher Mr. Baseer Durrani, who have played a vital role in our studies and have guided us at every step with his precious ideas. No doubt this dedication is insufficient and we can never repay for the role they have played in our studies but we are sure that their work will prove itself an asset in our life



ACKNOWLEDEGMENT

We are very thankful and pay gratitude to all the students of Khadim Ali Shah Bukhari Institute (KASBIT) who gave us valuable information and their views about this new concept.

We are also very thankful to Mr. Muhammad Rizwan (Associate Manager IT) who helped a lot us by giving up to date information and tips.

We are very proud of our teacher Mr. Baseer Durrani whose help and instructions enable us to bind papers into project manner. We are very thankful to him.



PREFACE

“The great pleasure of a dog is that you may make a fool of yourself with him and not only will he not scold you, but he will make a fool of himself too.”

Samuel Butler, Notebooks, 1912

“A dog teaches a boy fidelity, perseverance, and to turn around three times before lying down.” (Robert Benchley)

This project is assigned to us by our respected teacher Mr. Baseer Durrani. Research was very descriptive and there is no previous research



Vision

Focusing on “satisfaction” (customers’, associates’ and shareholders’) with Challenging spirit and flexibility, we are dedicated to supplying State of Art Pet daycare with advanced technology, trained staff and competitive prices, along with Friendly and efficient Customer Relationship, maintaining “quality and friendly atmosphere” as core of all activities.



Table of contents 1. Literature Review……………………………….………..………………………………………………….…………..... 09

1.1 Dog’s relationship with man in history.............................................…... 09

1.2 The Kennel Club of Pakistan ………………………………………………………………. 09

1.3 German Shepherd Dog Club of Pakistan…………………….…………………..…... 09

1.4 Famous men with their dogs …………………….………………….…………………..… 11

2. Objective and Issues ………………………………..………………………………………………….…………………... 12

3. Focus Group outcomes and our business strategy …………………….……………………………………...13

3.1 Outcomes of Focus group……………………………………………………………………… 13

3.2 Conclusion of focus group……………………………………………………………………… 13

4. Project Introduction ………………………….……………………………………………………………………..……... 15

4.1 Doggie Daycare & Pet Salon……………………………………………………………………. 15

4.2 About Playtime at Doggie Daycare & Pet Salon………………………………………. 15

4.3 Doggie Daycare Services Include…………………………………………………………….. 15

4.4 Doggie Daycare Requirements……………………………………………………………….. 15

4.5 Boarding and Day camp pictures……………………………………………………………… 16

4.6 Spa Package pictures……………………………………………………………………………….. 17

4.7 Deluxe Package Pictures…………………………………………………………………………… 18

5. Fees ……………………………………………………………………………………………………………………….……….. 19

6. Office Hours ………………………………………………………………………………………………………………..…... 19

7. Safety/Health …………………………………………………………………………………………………………….……. 19

8. Booking schedule and peak session: 2010-11……………………………………………………………..……. 19

9. Marketing Strategy…………………………………………………………………………………………………………… 20

9.1 Positioning strategy………………………………………………………………………………… 21

9.2 Price Strategy…………………………………………………………………………………………… 21 9.3 Product Strategy……………………………………………………………………………………… 21

9.4 Promotion Strategy………………………………………………………………………………….. 21

10. Proportions through Constructive Societal Events……………………………………………………………….. 22

10.1 Sponsor the Stray Dog Management Campaign with City District Government……... 22

10.2 Sponsors the Janu Janwar: Geo TV program……………………………………………………………. 22

11. References…………………………………………………………………………………………………………………………….. 23



1. Literature Review: 1.1 Dog’s relationship with man in history: In 1975, jaw and teeth of dog found in a cave in Iraq established that domesticated dog's relationship with man goes back to 14000 years. It is said that dog is man's best friend and it is also true that as the first domestic animal, the dog is man's oldest friend. Dogs have served us in many ways. They have guarded our homes and property, they have been our comrades in winning wars, with police they have helped to keep law and order, and they have helped in the rescue operations and have saved many lives. During long history of man, one sees that man always kept dogs. Pure-bred dogs have been kept under very challenging conditions. In the face of threats, religious and social taboos, restrictive laws, war; famine conditions and so on, man has managed to keep pure-bred dogs. If man takes so many pains to keep a dog, there must be a reason for it. In fact there are many reasons, which all blend together and form a fabric of mystical man-dog relationship. To keep this fabric intact, it is important that pure-bred dogs are bred in a scientific manner for which it is important to track dogs and their offspring, in fact it is necessary to track the entire family history of the dog. This in mind, over the years, many countries formed their kennel clubs, England being the first country to form its kennel club in 1873.

1.2 The Kennel Club of Pakistan: The Kennel Club of Pakistan was formed in 1947 and soon the Kennel Club (England) gave it affiliation. A few years ago, the American Kennel Club, recognizing the status of KCP, made a reciprocal agreement with the Kennel Club of Pakistan. In 2006, the prestigious Asia Kennel Union gave Kennel Club of Pakistan membership. All these prestigious organizations give membership to only one kennel club from each country, which, according to their evaluation, best serves the canine interest in the country. The Kennel Club of Pakistan not only registers and tracks dogs and their offspring, but also offers events that are used to test if a dog is a suitable specimen of its breed. We fell that being able to track the pedigree of a purebred dog is important because responsible breeders are always seeking to better their breed. By examining pedigrees of the registered dog and looking at the accomplishments of the dogs, like dog shows and breed surveys, breeders can make good decisions about breeding their dogs. The two main functions of the Kennel Club of Pakistan are to register pure-bred dogs and to act as governing body for the sport of pure-bred dogs. Its other responsibility is educational-communications. The Kennel Club of Pakistan provides services to anyone interested in dogs, whether they are would-be owners trying to decide on the best breed to get or advanced breeder trying to breed better dogs. To keep up with modern day requirements, our all records have been computerized. Pedigrees, registration certificates, prefix registration, championship certificates, membership cards etc., all are issued in computerized form and are easily traceable at any time.

1.3 German Shepherd Dog Club of Pakistan:

The German Shepherd Dog Club of Pakistan was formed in 1980 after more than five decades of breeding GSDs under the auspices of firstly the Kennel Club of India, then, after partition, the Kennel Club of Pakistan. In the process it has been established without doubt that the German Shepherd Dog is the most popular breed on the sub-continent as it is in the rest of the world.



The GSD Club of Pakistan has as its prime objective the breeding, keeping and training of the German Shepherd Dog along the lines of the ideals and standards specified by the Welt Union für Deutsche Schäferhunde Vereine (WUSV), which came into being as an extension of the European Union in 1976. The GSDCP joined this prestigious summit organization as full-fledged member in 1981 and has played a significant role in its evolution over 25 years. Since the GSDCP's formation rapid strides have been made by the GSD in Pakistan and the age old maladies of fine boned, short-haired animals without undercoats or long-coated ones, snipey heads, bad temperaments, faulty structural construction and poor movement which dominated the scene, disappeared rapidly. Today, we are producing dogs of a very good type and construction that can do justice to the breed both here and internationally. A planned and far-sighted breeding program incorporating the best bloodlines available in the world has facilitated this leap forward. Vastly improved standards of rearing, handling and keeping of these dogs have played an enormous role in this development.



1.4 Famous men with their dogs:

The dog has a long history of close relationship with man. This relationship is not new, in one form or the other, dog's association with the man is as old as the history of man itself. Dog man relationship is very complex and to a very large extend is influenced by culture, religion and customs. There is no other animal with which man has had such an intimate relationship. Many famous men have kept dogs purely for companionship and why not; after all, dogs are nonjudgmental, give unconditional love, and can be trusted with our most intimate feelings and emotions. A companion dog, according to medical research, can lower a person's blood pressure and mitigate the effects of loneliness; what else famous people need

The founder of Pakistan, Mohammad Ali Jinnah (commonly known as Quaid-e-Azam, meaning the greatest leader, was a dog lover. Here he is shown with his pet Doberman and his Scotty

General Musharaf is very fond of dogs. He keeps Pekingese.

Bill Clifton, former US President, is seen here with his famous chocolate Labrador 'Buddy'.



2. Objectives and Issues

The objective of our Doggie Daycare & Pet Salon is to introduce the executive class a new thing for their piece of mind

To promote our new product in the Market

To introduce safety and health measures

To introduce new concept of pet care that include their daycare service with excellent interior and exterior environment

To create fully awareness campaign among children and all ages

To protect environment by contributing in Societal Events.

Future of Pakistan and my potential client



3. Focus Group Outcomes & Our Business Strategy:

For the purpose of focus group we conducted three different sessions with KASBIT student. Around 10 students in a group since one month; we discuss with them following main points to check their views and opinions about our upcoming project.

1. Is there any pet in your family? 2. Who likes more pet, you, your parents or grandparents. 3. Any incident occurs in family when you went on vacation and your pet was alone at home. 4. Did you hear any idea of pet daycare in Pakistan? 5. If we have pet daycare then at what price you will be willing to pay for a day for your pet

boarding? 6. In your opinion which one is best place for cats and dogs daycare?

3.1 Outcomes of Focus group:

Attitude and Involvement in Pet:

As per the feedback from majority of the pocus group they like three types of pets in Pakistan (1) Dog (2) Cats (3) Birds

Most of group member’s wants to keep their dogs or different pets at home but have major problem that who will take care of them if they went to school or university.

Values and norms of society:

School going teens are interested in the pets but their parents have conflicts with them. Like to keep pets at home is not good. It is something against the freedom of pet. But children love to have some pet.

Perception about pet and pet daycare concept:

Most of the people think to keep pet is a very difficult job, especially for their health, feeding issues are critical in our society.

People believe that the pet presence in their home is not good for their children health as some disease become harmful.

People want to see how will be the new daycare concept, but convincing on our object and motive they love to see such project in Pakistan.



3.2 Conclusion of focus group:

1- Get a good feedback for our start up, so we plan to start full flag daycare for Dogs and some pets like cats and birds will also be entertained.

2- Location of target audience will be in posh areas like Clifton and Defence. 3- Fee structure initially will be pretty attractive and cheaper. We will not compromise on quality

but we mentally face some loss in our profit. 4- Staff will be trained and cooperative. 5- We will launch product awareness at large scale. 6- Marketing strategy will product awareness as market and product both are new for the

customers so we suppose to launch an awareness campaign with good budget.



4. Project Introduction:

4.1 Doggie Daycare & Pet Salon:

Our Doggie Daycare Services are specifically designed for dog owners with busy schedules. We understand that most people work long hours and hate to leave their dogs alone all day. We have created a facility where dogs can socialize, exercise and develop positive behaviors all in a safe, cage-free environment. Your dog will get to play with his or her friends all day, instead of sitting at home lonely and bored. When you come home exhausted from a long day, your dog will be just as tired and ready to cuddle up with you for the rest of the night!

4.2 About Playtime at Doggie Daycare & Pet Salon:

Playtime at Doggie Daycare & Pet Salon was created to offer pets, with owners who love them, a place where they can enjoy themselves with other dogs and our staff. Our facility was designed to be safe, warm, and stress-free. Just like a "home away from home" for your pet. We accomplished this through a cage-free environment, a loving staff, classical music and aromatherapy. All of our services ensure that your pet will have a "happy" experience whether they are just receiving a hydro-massaging bath or playing with their doggie friends all day. Playtime Doggie Daycare & Pet Salon is dedicated to loving your pet just as much as you do!

4.3 Doggie Daycare Services Include:

Your dog will get to meet and play with many other dogs which, in turn, will increase his or her level of socialization in a cage-free environment.

Hours of exercise that will help your dog lose weight, tone muscles and strengthen their cardiovascular system leading to a much healthier pet.

We will help reinforce and sharpen the training your dog already has. Your dog will be asked to "sit", "stay" and "lie down" on command throughout the day.

4.4 Doggie Daycare Requirements:

Your dog must be friendly towards other dogs and people

Up-to-date on all shots including: Rabies, Distemper, Parvo, and Bordetella.

In general good health and free of any contagious diseases.

On a heartworm, flea and tick program

Puppies are invited to participate when they are 6 months old and have had at least two sets of shots.

All Dogs must be spayed or neutered in order to participate in Daycare.

All Dogs must be temperament tested prior to participating in Daycare.



4.5 Boarding and Day Camp



4.6 Spa package



4.7 Deluxe package



5. Fees

The Paws Resort features two-room suites with raised beds, comfortable bedding, "at home" furniture and maid service as often as needed. Each guest suite features indoor and outdoor areas, allowing guests to enjoy the best of both environments at their leisure. All meals, twenty minutes of daily individual play times and lots of one on one attention are included. Additional services are available for a nominal fee:

Boarding and Day Camp

Rs. 200/day | Two in same run Rs. 150/day

Basic grooming

Rs. 1000 short haired | Rs. 2000 long haired

Spa package

Rs. 5000/ month

Deluxe package

Rs. 7500/month

Cats

Rs. 300/day | Two in same Rs. 200/day

Birds

Rs 100day per cage (owner supplied cage)

Small Animals

Rs. 80/day per cage (owner supplied cage)

6. Office Hours

Monday – Friday: 8:30 a.m. until 6:00 p.m.

Saturday: 9:00 a.m. until 12:00 noon

Sunday: 5:00 p.m. until 7:00 p.m.

7. Safety/Health

Upon arrival each guest will receive a pre-entry screening. Our staff will conduct a visual check of each guest to include eyes, teeth, ears, skin and coat. Please bring any ongoing medical issues to our attention when checking in. All guests should be free from external parasites (fleas). If during the pre-entry screening fleas are discovered, the guest will need to receive treatment. The cost for treatment will be included in the final bill.

For our Doggie Day care and Pet Salon following vaccinations are Required: Dogs: Rabies DHLPP or current Titers blood test report for DHLPP Bordetella Cats: Rabies, FCRCP (Feline distemper)



8. Booking Schedule and Peak Sessions: 2010-11

New Years Holiday (A) January 1, Friday

January 2, Saturday

January 3, Sunday

Closed

Open from 3 pm to 5 pm only


Easter Sunday (A) April 4, Sunday Open from 3 pm to 5 pm only

Spring Break (A) Peak Season

April 3 – 23

Normal business hours

Memorial Day Weekend (A)

(Summer Season Begins)

May 30, Sunday

May 31, Monday

Closed


July 4th Holiday (A) July 3, Saturday

July 4, Sunday

Closed


Labor Day Weekend (A)

(Summer Season Ends)

September 5, Sunday

September 6, Monday

Closed


Thanksgiving Holiday (B) November 24, Wednesday

November 25, Thursday

November 26, Friday

November 27, Saturday

November 28, Sunday

Open 8 am to noon only

Closed

Closed

Closed


Christmas Holiday (B) December 23, Thursday

December 24, Friday

December 25, Saturday

December 26, Sunday

December 27, Monday


Closed

Closed


Normal business hours

New Years Holiday (A) December 30, Thursday

December 31, Friday


Closed

2011

New Years Holiday (A) January 1, Saturday

January 2, Sunday

January 3, Monday

Closed


Normal business



9. Marketing Strategy

9.1 Positioning Startegy:

Doggie Daycare is a new concepts in Pakistan with the help of its different resource of research we come to this point that we are going to establish our Daycare at “Clifton” and “Defence” area in Karachi. Then after that we will expand it to Lahore and Islamabad as well.

We choose these main two areas for initial launch because our target market locates in this vicinity and we would like to promote at with respect to our place as well.

9.2 Pricing Strategy:

Our prices are very low as we discuss in the above section of fee. We are offering different packages as well. Where clients will feel free to compare our daily and monthly prices with the facilities we are providing at Karachi. Customer can also compare with international market as well; we are much cheaper in prices than any international pet daycare.

9.3 Product Strategy:

As it’s a new product in the industry so we want to promote our product at each level of consumer. We will place our programs for awareness from School, colleges, Universities and different clubs will enjoy our discounted offers.

9.4 Promotion Strategy

Advertising:

The main purpose of the advertisement is to increase the awareness in general public and enhance company image.

We have prepared three ways of advertisements Doggie Daycare and Pet Salon

1. Print Media: Printed ad campaign will be on -air. On first January 2011 in all leading

news papers of country

2. Electronic Media: Attractive documentary will be released on all news channels for one month.

3. Road Shows: Advertising Company will conduct road shows and sponsor different shows on FM- Radios and Televisions to attract the new customer.



10. Proportions through Constructive Societal Events:

10.1 Sponsor the Stray Dog Management Campaign with City District Government.

The stray dogs of Pakistan need your help!

There are over a 100,000 stray dogs roaming the streets of Karachi, Pakistan. In an attempt to combat the spread of rabies, civic authorities have been killing these dogs by strychnine poisoning and shooting with guns. They have even involved the general public in this by offering cash as reward for every dog killed. The proof? The dog’s tail…

Not only are these methods cruel and excessive, they are also ineffective in reducing animal populations as well as prevention in the spread of rabies. The WHO (World Health Organization) recommended long term strategy of catch/neuter/vaccinate/release is the only effective and humane method for dealing with rabies and stray populations.

10.2 Sponsors the Janu Janwar: Geo TV program:

Director/Producer: Mahera Omar Production Assistant: Tanveer Akhtar Host: Rabab Hashim

Synopsis Get a glimpse into the wonderful world of the animal kingdom! Janu Janwar is a fast-paced, magazine-style program in appreciation of animals; designed to honour our wonderful furry, and sometimes not so furry, friends. Profile You can choose your friends, but you can't choose your family - except, of course, for the family pet. Janu Janwar aims to highlight aspects of life with the many different kinds of animals people keep as pets, from dogs, cats, horses, ducks, budgerigars and hamsters to many more. Viewers get a glimpse of the owner's lifestyle and how the pet in their home enriches their life. Your Janu Janwar can also be a superstar! If you have an interesting animal story, a photograph or a funny home video of your pet, do share it with us!



11. References: http://www.gsdpk.com/ http://www.kcp.com.pk/HOMEx.html http://www.kcp.com.pk/Famous_Dogsx.html http://www.kcp.com.pk/Puppy_Topicx.html http://www.wspa.org.uk/wspaswork/default.aspx http://www.geo.tv/geotv/program.asp?pid=213 http://dogs.about.com/cs/generalcare/a/dog_daycare.htm http://www.startadogdaycare.com/ http://www.gsdcp.org/contact.html http://pawspakistan.org/resources/ http://www.petsit.com/pet-sitters-international-releases-state-of-the-industry-survey-and-research-data http://www.petsit.com/pet-sitters-international-survey-shows-increasing-demand-for-professional-in-home-petcare

http://www.gsdpk.com/

http://www.kcp.com.pk/HOMEx.html

http://www.kcp.com.pk/Famous_Dogsx.html

http://www.kcp.com.pk/Puppy_Topicx.html

http://www.wspa.org.uk/wspaswork/default.aspx

http://www.geo.tv/geotv/program.asp?pid=213

http://dogs.about.com/cs/generalcare/a/dog_daycare.htm

http://www.startadogdaycare.com/

http://www.gsdcp.org/contact.html

http://pawspakistan.org/resources/

http://www.petsit.com/pet-sitters-international-releases-state-of-the-industry-survey-and-research-data

http://www.petsit.com/pet-sitters-international-releases-state-of-the-industry-survey-and-research-data

http://www.petsit.com/pet-sitters-international-survey-shows-increasing-demand-for-professional-in-home-petcare

http://www.petsit.com/pet-sitters-international-survey-shows-increasing-demand-for-professional-in-home-petcare

Doggie Daycare in Pakistan

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