Table of Contents

TABLE OF CONTENTS................................................................................................................................... 1

LETTER OF ACKNOWLEDGEMENT................................................................................................................ 2

EXECUTIVE SUMMARY................................................................................................................................ 3

MISSION..................................................................................................................................................... 4

MARKETING OBJECTIVES............................................................................................................................. 4

FINANCIAL OBJECTIVES............................................................................................................................... 4

CURRENT MARKET SITUATION.................................................................................................................... 4

MARKETING DESCRIPTION.....................................................................................................................................5
PRODUCT REVIEW............................................................................................................................................... 6
COMPETITIVE REVIEW........................................................................................................................................10

SWOT ANALYSIS....................................................................................................................................... 11

MARKETING STRATEGY............................................................................................................................. 12

POSITIONING....................................................................................................................................................13
PRODUCT STRATEGY..........................................................................................................................................13
PRICE STARTEGY................................................................................................................................................14
PROMOTION STRATEGY...................................................................................................................................... 15

MARKETING RESEARCH............................................................................................................................. 17

MARKETING ORGANIZATION.................................................................................................................... 18

ACTION PLAN............................................................................................................................................ 19

INVESTMENT BREAKUP............................................................................................................................. 20

INCOME STATEMENT................................................................................................................................ 22

BALANCE SHEET........................................................................................................................................ 23

CONTROLS................................................................................................................................................ 24

APPENDIX 1.............................................................................................................................................. 25

APPENDIX 2.............................................................................................................................................. 27

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 LETTER OF ACKNOWLEDGEMENT

Ms Faryal Salman
Greenwich University

Respected Ms:

We would like to thank and accredit you for providing us with the opportunity to develop a thorough
marketing concept, and enabling us to understand the various steps involved in devising a Marketing
Plan. During this exercise we have tried our utmost to remain unbiased, and objective. The Marketing
Plan presented here is for the proposed business ‘Bed-a-Pet’; a service that provides boarding, lodging
and other facilities to pets and pet-owners in the city of Karachi. Our business idea is unique, and we are
confident that it will be welcomed in the market; our aspiration is that this Marketing Plan persuades
you too of its appeal.

We hope that this report fulfills the requirement for this period.

Sincerely,

Zohaib Sikandar Noman Ghani

Fariha Tariq Sobia Kamal

Hina Amer

Executive Summary
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Bed-a-Pet is a service that provides boarding and lodging to pets when their owners are away
from home. Bed-a-Pet aims to provide first-grade service to all its animal clients in the form of
comfortable enclosures, balanced meals, exercise, grooming and the facility of an on-site vet. A
1000 square yards plot in Clifton, Karachi will provide the site for this business. This site will
house the facilities mentioned, as well provide animals ample space for play and exercise.
Presently, pet owners face the alternatives of leaving their pet with a servant, relative, or at a
vet that provides lodging. Bed-a-Pet is a far better option because it provides pets with a warm
and caring environment as pet owners would provide themselves. Our aim is to make the
experience of being separated and away from home, as easy as possible for both pet and
owner.

Bed-a-Pet will be the first facility in Karachi to offer professional grooming for animals on a
walk-in or appointment basis. A small retail store will sell animal food, supplies, and
accessories. A room on the facility will be leased-out to a vet. This will generate revenue and
also administer to the needs of our live-in pet customers. Lastly, Bed-a-Pet will offer the facility
for breeding of animals.

Our target market will be the upper-middle and elite classes of Karachi. Members of this group
spend a considerable amount on pet care and are concerned about providing extraordinary
care to pets. Much of this market will readily embrace the idea of a high-class per facility; a
certain portion will need to be persuaded that this is not a luxury but a necessity. For this
purpose, effective marketing will be vital.

Our primary objective is to function for the benefit of animals. There is a definite gap in the
market for adequate pet care when owners travel. Our secondary objective is to make the
services of Bed-a-Pet- most especially the lodging facility-into a necessity for all travelling pet-
owners. With this mission, we aim to break-even within the first year of business.

Mission

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Bed-a-pet mission is to provide the customer with the finest foster care services for the
animals. We exist to attract and maintain customers. When we adhere to this maxim,
everything else falls into place. Our services will exceed the expectation of our customers.

Marketing Objective

 To maintain positive steady growth each month

 Experience an increase in new customers, who are turned into long term customers
 Be able to operate at capacity while decreasing marketing expenses

Financial Objective

 Operate in near capacity allowing Bed-a-Pet to make maximum profits

 Generate so much business that expansion is needed

Current Marketing Situation

Bed-a-Pet is the brainchild of a group of young entrepreneurs who are passionate about
animals and saw a gap in the market for their proper care. Several of the founders are pet-
owners themselves and possess an understanding of the market needs. With the current
recession underway, the financial position of our target market still remains sound. Our
research based on interviews and questionnaires has revealed a very high level of interest in
this service. Due to these reasons and the nature of the target group, little marketing will be
adequate to create awareness in the market.

Types of Pets Owned

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 10%
25% Dogs
20%
Cats
Birds/fish
Others
45%

Market Description

Bed-a-Pet’s market comprises the upper-middle and elite classes of Karachi. For the first
section-the upper middle class-of the market, this care comes in the form of the pet being well-
fed either on packaged or home-cooked ordinary food. The pet may live indoors and/or
outdoors and receives attention from the owner and family. Visits to the vet may be sporadic or
only when necessary. The pet is considered a pet; a creature that deserves basic food, shelter
and play/exercise if time can be spared. When away from home, this group is likely to leave the
pet at home in the care of a servant and/or relative.

The second target group comprises members who not only spend a considerable amount on
acquiring high-priced (even imported) pets, but are also concerned about providing
extraordinary care to these pets. This section of the market goes beyond general care by
providing for their pets, expensive store-bought food, treats, toys, kennels and specialized
trainers. The pet lives indoors and interacts with the family members on a personal level. Thus,
this latter section considers their domestic pet as a member of the family, and serves as a
particularly important target group for our business.

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When away from home, this group attempts to leave the pet/s in the care of a responsible
servant or preferably a family member who is also fond of animals. Another resort is to put the
pet in boarding at a local vet’s.

Alternatives of Pet Accommodation

5%
20%
Servant
Relative
Vet
55%
20% Other

Our market therefore, consists of pet-owners who are given a cost-efficient alternative to
leaving their pets with an uncaring or incapable attendant. Bed-a-Pet will also act as a one-stop-
shop by catering to all the needs of pets & pet owners alike.

Product Review

Bed-a-Pet seeks to fulfill the following benefits that are important to their customers:

Selection: Bed-a-Pet provides many options for pet-owners

Accessibility: The facility is located in the Clifton area which is easily accessible by residents of
Defence, where our primary market resides. For boarding guests, hours of pick-up and drop-off
are flexible and a pick-up and drop-off facility will be available for our animal guests.

Customer service: Patrons will be impressed with the level of attention they receive.

Competitive pricing: Bed-a-Pet’s pricing is quite competitive for the services rendered.

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Convenience: Bed-a-Pet will provide a variety of other services besides pet-lodging-all under
one roof.

Our main products are listed and described in the following section:

Pet lodging: Customers will have three packages to choose from that vary in price and services
provided. When questioned about their preference, most owners opted for the moderate
package, while an equal number opted for the least and most costly options. This reveals
customers’ readiness to pay a small degree extra if it brings many benefits.

Preference between Three Lodging Packages

26% 26%
A
B
C

48%

A. Package 1 (Economy): This package is priced at Rs. 500 per day. Animals will be kept in a
reasonable-sized enclosure that is well-ventilated, clean and allows movement. Food
provided will be a home-cooked, nutritious diet. In case of a dog, the animal will be
taken on two daily walks.
B. Package 2 (Executive): This package is priced at Rs. 750 per day. Animals will be kept in a
reasonable-sized enclosure that is well-ventilated, clean and allows some movement.
Food provided will be a choice between home-cooked or store-bought. In the case of
dogs, they will be taken on two daily walks & allowed play-time with other dogs & our
caretakers.

C. Package 3 (Deluxe): This is the ultimate package to pamper the pet at a price of Rs.1200
per day. It provides a big enclosure that allows plenty of movement. The enclosure will

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 have toys and play equipment for the animal, as well as a cozy bed to sleep on. The
animal will be frequently given treats apart from its regular diet of store-bought
premium food; or home-cooked if preferred by the owner. In case of a dog, the animal
will be taken on two daily walks, as well as allowed play-time with other animals in our
play area. The animal will also interact with our caretakers, who will provide affection,
exercise and also training. The animal is also be groomed on a daily basis.

On-site Vet: The on-site vet will not only provide services to our resident animals, but also tend
to outside clients. This will also attract people to the facility’s other services. Unlike other vets
who are available only at particular times of the day, our vet will be on the site from 9-5 from
available on call 24/7 in case an emergency arises with any of the resident animals.

Grooming: Our grooming facility will cater to subscribers of our Deluxe package, as well as to
outside clients. Grooming will include nail-clipping, hair-trimming, brushing, bathing and special
fur styling. Most pet owners admit some degree of inconvenience in performing this routine.

Number of Pet-Owners Finding Grooming an Inconvenience

22%
Yes
No
58%
20% Some times

Number of Pet-Owners Interested In Professional Grooming

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 26% 26%
A
B
C

48%

Training camp: Professional trainers will be available to provide training to subscribers of our
Deluxe package. Outside clients will also be able to sign-up for and drop off their pet for
training and obedience schooling.

Retail store: The retail store will sell an array of pet products including food, treats, toys, safety
equipment, kennels, grooming products, etc.

Breeding facility: For those customers who are interested in mating their pets, Bed-a-Pet will
assist in finding likely partners. In addition, when the animals need to be confined together
and/or during the period of pregnancy, Bed-a-Pet will provide its accommodation and
caretaking services.

Competitive Review

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Bed-a-Pet is the first facility of its kind in Pakistan. However, the services it is collectively
providing under one roof are provided by individual businesses around the city. We also
consider to care given as home as an alternative to our services, and hence a competitor. A list
and review of our competitors is given below.

Dr. Pirzada: Dr. Pirzada is a local vet who sits in two different locations; namely, Defence and
KDA. Besides his facilities of a vet, he also provides boarding for pets. The animals are not kept
in the Khadda-Market clinic, but instead in an off-site location situated on 26 th street in Phase 5.
This site is a small apartment where animals are kept in cages, and given basic food and water.
They are not let out for exercise or given any opportunity to play. An attendant is present to
oversee the animals. Dr. Pirzada charges Rs 400 per day for lodging.

Dr. Isma Gheewala: Also a local vet, Dr. Isma has a limited number of cages for accommodating
pets.

Domestic servants: Domestic servants are relied upon to feed pets, take them for walks and
care for them in the absence of the owner. This care is usually given resentfully, however it is
the cheapest care available and most convenient. Servants are already on the payroll and pet-
care simply makes up an extra duty; they are not paid extra for it. Domestic servants are also
relied upon to take the animal for vet-visits, administer medication and much more. They are
the most hassle-free and cost effective pet care-takers.

SWOT Analysis

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The analysis captures key strengths and weakness within the company and relate to the
external opportunities and threats faced by Bed a Pet.

Strengths

 Ideal facility with quality services and proper hygiene

 A scheduled day for the animals
 Vet facility present at all times
 In house pet store with pet accessories
 Pet grooming, exercising and training, health care and breeding, feeding and sleeping
arrangements
 Bigger sleeping and resting areas
 Educated and enthusiastic staff
 Security 24/7
Weaknesses

 Lack of visibility by the community

 Human incompetence’s
 A limited Capacity
 Overall lack of instability in the city my affect the business as people may not find it a
secure place
Opportunities

 A unique and first of its kind facility

 A growing community of pet owners
 Catering to a niche market for customers who love to spend on their pets
 Expansion to other cities namely Islamabad and Lahore
 Fixed costs that reduce when spread over multiple animals

Threats

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  An economic down turn may reduce people’s income, thereby reducing their
opportunity to travel
 The reduction in income will also suppress expenditure the pets
 Being copied and new competitors might realize the true market potential
 People might not understand the concept.

Marketing Strategy

Bed-a-pet’s marketing strategy is based on a positioning of service differentiation. Bed-a-pet’s

marketing approach will be using guerrilla marketing tactics to be as cost effective as possible
which include press releases, general networking, etc.

Our primary target market is the upper-middle class of Karachi who treats domestic pets with
compassion, and provides them with basic care. Currently the pet care in this group is largely
dispensed by servants. The funds spent on pets range from moderate to limited. The secondary
target market consists of elite class of Karachi who treats pets as their family members. Our
marketing strategies convey differentiation to the target markets identified here.

Positioning

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Using a strategy of service differentiation, we will provide the best quality pet care without any
compromises to cost. We are animal-lovers first, and a business second. Bed-a-Pet is the first
hotel in Pakistan which offers pet lodging, grooming, on-site vet, training, retail store and
breeding facilities all in one facility. In particular, our differentiating features will be the quality
of our working staff and our customized environment.

Product strategy

Bed-a-pet will include all the services that have been described in detail in the Product Review.
These include our core service of pet accommodation, as well as grooming, on-site vet, retail
store & breeding facility.

Unlike other alternatives of pet-lodging, Bed-a-Pet’s enclosures are spacious, well-lit, clean and
properly ventilated. The ventilation system will help to keep dogs and cats from sniffing each
other out, and maintaining a pleasant environment. Cozy beds with blankets will help pets feel
more comfortable. In addition, for the safety of all the animals and the pet owners, each pet
will be inspected by the vet and a trainer to ensure it is problem-free. Moreover, we make sure
that the pets that come to stay with us are trained to interact with other animals. If they are
not, we will first train them and allow interaction under most carefully monitored conditions.
The pets will also be given obedience schooling by our professional trainers so that they learn
how to behave and interact with their owners as well. The pets will be kept in a scheduled
routine in which their playing, walking and sleeping time are fixed.

Our staff will comprise of employees who are properly trained regarding handling and caring of
pets. It will also be imperative for the staff to themselves be fond of pets. Only by hiring the

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right personnel, can be guarantee the highest-quality service to our customers; human and
animal.

At Bed-a-pet, we concentrate on every aspect of an animal’s wellbeing, and these are never
compromised even at the risk of a cost to us. All our services-from diet to grooming-are to put
the animal in better in condition than it was brought to us in. Exercise, walking and playing
needs of the pets are equally emphasized to keep them healthy and happy.

Pricing Strategy

For its core service of accommodation, Bed-a-pet offers three different packages for its two
different target groups. Our aim is that good pet-care should be attainable to all pet-owners
with varying budgets. Research on prices reveals that almost half of pet-owners spend less than
Rs.1000 per month on their pets.

Average Monthly Expenditure on Pet

10%
15% 1000 or less
45%
2000-3500
3500- 5000
5000 or more
30%

We aspire is to provide competitive prices along with admirable services to all our customers to
drive customer satisfaction and hence increase our total customer base. By keeping small profit
margins and providing superior service, we aim to generate revenue in terms of customer
turnover.

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These prices reflect a strategy of (1) attracting desirable customers (2) taking market share from
the other alternatives providing pet care. Price of pet-care is considered an important element
by most pet-owners.

Price Consideration for Quality Pet Treatment

26% 24%
Very Important
Some what important
not imprtant

50%

Promotion Strategy

The marketing approach for Pet a bed is using guerilla marketing tactics. That is to be as cost
effective as possible. Guerilla marketing techniques are techniques that cost little or next to
nothing at all. Therefore we will be adopting various promotion techniques that are extremely
cost effective yet will reach out to a great number of potential clients.

Firstly, we will give an advertisement in “Sunday Dawn” and “The News weekly” advertisements
in the Kennel section. We will also use the monthly magazine called “Expose”.

Attractive flyers will be distributed in front of Schools and colleges like Karachi Grammar
School, Bay View Academy, Karachi American School, British Overseas School, Greenwich
University, SZABIST, to name a few. We have gathered some information regarding pet
ownership by the students of these school and their families. After the analyses of this
information we have come to the conclusion that 20% students in a class own at least one pet.

15 | P a g e
Also these families travel history related that at least once in 2 years the entire family takes a
holiday for at least a week in summer as well as in winters. So we believe that creating
awareness in these institutes will be vital for building our market.

We have also planned to organized activity based days in primary schools. This will be done to
promote owning pets and teaching children how to care for them. This will give us an
opportunity to display the competence of our hired staff and our care based services for the
pets. It will also give the children a chance to come closer to nature and appreciate Gods
different creatures. We will ask pet owners to bring their pets to school on this special pet day.
Of course this will be done with the consent of the school administration.

Another method that will be used is by sending advertisement along with the newsletter of
some reputable clubs like Sindh Club, DHA Golf Club, Karachi Gymkhana, etc. This will be
facilitated with the help of the owners who are members of the respective clubs.

In addition to this posters will be placed at the clinics of renowned Vet clinics like, Dr Isma
Gheewala, Dr Mohan Lal and Dr Pirzada. We will also give several free 1 day coupons to these
Vets so they can give them to their regular clients. When these clients come back with a
positive feedback it will help in creating a customer bank in two ways; firstly people ask for
referrals from their veterinaries for good pet related service providers, secondly, veterinaries
are very likely to recommend a foster care setup that they clearly recognize its benefit relative
to other services being offered

We will also create a web site and advertise it on sites like “karachisnobs.com” and “apna
Karachi.com” as these sites are frequented by a large number of Karachities and people from
other cities and countries as well.

To build our customer base we will also use direct marketing technique. The sales letter will
highlight features of Bed-a-Pet, as well persuade pet-owners to explore our business. The Sales
letter (see Appendix 1) will be personalized by name, and posted to homes of potential clients.

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Lastly an open house will be arranged for friends, family, acquaintances, neighbors and
veterinaries (this will include some local magazine and newspaper critics) to have a firsthand
idea about Bed a Pet and its exquisite characteristics. Snacks and beverages will be served and
of course pet will be most welcome to accompany their owners.

Marketing Research

When launching a new business in the market it is very important to do market research in
order to gain an awareness of market conditions and opportunity available for the related
business. Since the concept of a pet hotel and grooming center is a new one in Pakistan, there
was little market information available and collection of primary data was imperative.

Based on existing knowledge supplied by certain group members who are familiar with the pet-
owning group of Karachi, a market was clearly present. However, to gain a more thorough
understanding of the market’s demands in terms of price and different product needs, research
through questionnaires was carried out. From the data collected, we identified our two target
markets as belonging to upper-middle class and upper class. The Questionnaire -developed by
our experienced pet-owning members- was floated among people who have pets. Questions
range from the type of care given to pets, to potential interest in our various services. For a full
version of the questionnaire, please refer to (Appendix 2).

Research Type: Primary Data collection

Method used: Questionnaires

Questions Type: Mostly closed-ended

Sample Size: 100

Sampling Technique: Convenience Sampling

Area Floated: Defence and Clifton

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Data gathered from our research was checked for validity and reliability, before being
organized. The findings have been showed in graphical form throughout the report, to support
the strategies put forth for Bed-a-Pet.

Continuous research regarding customer feedback and new demands will be carried out.

Marketing Organization

Bed-a-Pet’s marketing officer, Farina Tariq, holds overall responsibility for all the marketing
activities. Since our inception is as a small business (partnership), extra personnel will not
initially be hired. Instead, all marketing will be carried with the help of the other partners.
Tariq’s main job will be to coordinate the marketing activities, plan its execution and determine
its success. The analysis of its effectiveness will be measured against the projected sales by the
end of first quarter. Since this is a small set-up the partners will be fully involved in the
functioning of Bed-a-Pet, until a time when they can take the role of Directors and hire
externally.

A small review of what each member will be responsible of is given below;

Fariha Tariq Marketing Officer

Hina Amer Activity Planner and Designer

Zohaib Sikandar Manager Supply Chain

Sobia Kamal Accounts Manager

Noman Ghani Operations

Besides these specific duties all the partners will have the common duty of looking after the
animals visiting and boarding at Bed- a- Pet.

Action program

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Bed-a-Pet will be launched in April 2010. We have chosen this time as people are planning their
summer vacations. We want to give our potential customers an opportunity to plan for their
pets’ lodging while they are planning their own vacations.

In the second week of February we will start placing advertisements in Newspapers already
mentioned earlier. This will be done for three to four consecutive weeks. Also the website and
advertisement through websites mentioned earlier will be placed during this time.

Our one-day-free coupons will have already been distributed to the popular Veterinary clinics in
February. In March attractive flyers will be distributed to educational institutes and clubs. We
feel that by doing so, we will have the impact we need on the market. It will coincide with the
word-of-mouth account presented by the ones who have visited us through the coupons along
with ads and flyers. At this time Sales letters will also be mailed to potential clients to create
awareness of the business, and persuade them into trying the service.

By Mid-March we will be approaching educational institutes like Bay View academy and British
Overseas School, etc. to arrange activity based days and further reinforcement will be done
with giving out flyer.

The first two days of Launch in April will be an Open House for everybody, this will be pet lovers
or otherwise. We feel that by this time we will have extensively covered our target market and
left an ever lasting impression on them.

Investment Breakup

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  We will be taking a house on rent in Clifton

 Rent Rs 30,000 (6 Months advance) Rs180, 000

 Renovation Work for the House Rs150, 000 (This will include the cost of furniture)

Cages

Size Price

For Dogs

10 Cages (10*10) Rs 120,000

10 Cages (5*5) Rs 80,000

For Cats

2 Compounds (10*10) Rs 24,000

For Birds

5 Cages (6*6) Rs 40,000

10 Cages (3*3) Rs 30,000

For Fishes

2 Aquariums Rs 20,000

Total Rs 314,000

Inventory

Dog food

20 kg bag (5 bags) Rs. 17,500

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Other food stuff for home made meals Rs, 10,000

Cat Food

Highest quality (Rs. 170 a box*50 boxes) Rs 8500

Good quality: (Rs. Rs. 195 a box*21 boxes) Rs 4000

Other food stuff for home made meals Rs 10,000

Birds

Feed (Different Variety for different Birds) Rs 20,000

For Fishes

Feed Rs 10,000

Pets Accessories Rs 50,000

Total Rs 130,000

Total Investment

Cages Rs 314,000

Inventory Total Rs 130,000

Rent Rs 180,000

Renovation Rs 150,000

Marketing and Promotion Rs 426,000

Total Investment Rs 1200,000

Income Statement

  INCOME STATEMENT  
     
  Title of Account  Year 1
    Rs.
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 748,0
  Revenue 00
   
Les
s Expenses  
250,5
  Food Expenses 00
180,0
  Rental Expense 00
30,0
  Utility Expense 00
Commercial Expense ( phone, fax & 20,0
  post ) 00
13,0
  Depreciation Expense 00
168,0
  Salaries (7000*2*12) 00
661,5
  Subtotal 00

  -
  Net Income Rs 86,500

 
   
  Revenue Breakup  
    Year 1
Package 1 (Economy)* 200 Animals Rs 100,000
Package 2 (Executive)* 160 Animals Rs 120,000
Package 3 (Deluxe) * 140 Animals Rs 168,000
Income From Vet Doctor (Rs 15000*12) Rs 180,000
Income From Sale of Accessories (Rs 15000*12) Rs 180,000
Total Revenue Rs 748,000

 
 
     
  Food Breakup  
    Year 1
For Dogs  
Food for dogs *20 bags Rs 70,000
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 Material for Home Cooked food for dog Rs 30,000
For Cats  
Highest quality (Rs. 170 a box*250 boxes) Rs 42,500
Good quality (Rs. Rs. 195 a box*300 boxes) Rs 58,000
Material for Home Cooked food for cats Rs 20,000
For Birds  
Feed (Different Variety for different Birds) Rs 20,000
For Fish  
Feed   Rs 10,000
Total Expenditure Rs 250,500

Balance Sheet

 
Balance Sheet for the Initial Year  
       
Assets   Partners' Equity  
Current assets   Zohaib's Investment Rs 240,000
Cash & Bank Rs 672,500 Fariha's Investment Rs 240,000
Food inventory Rs 150,000 Hina's Investment Rs 240,000
Accessories inventory Rs 150,000 Sobia's Investment Rs 240,000
Total Current Assets   Noman's Investment Rs 240,000
       
Fixed assets   Add Net Income Rs 86,500
Cages Rs 314,000    
Total Fixed Assets Rs 314,000    
     
       
Total Assets Rs 1,286,500 Total Capital & Liability Rs 1,286,500

Controls

With respect to the nature of this business, control of physical environment will play the most
vital role. Any neglect in this area will result in a loss of customer satisfaction, loss of sales, and
eventually a loss in revenue.

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All animals-residents and nonresidents-that visit the facility will be checked for health and
possibility of disease. Their behavior and temperament will also be carefully evaluated before
they are allowed to interact with Bed-a-Pet employees or other animals. If an animal is deemed
‘unsafe’ by our trainer, it will be constrained before being handled. Health and safety regulation
will need to remain an utmost priority at all times; even during non-business hours.

Periodic checks will be carried out on the quality and making techniques of the home-made
food. In case of store bought food, all packages will be checked for damage, contamination and
expiration dates. Cleaning, airing and disinfecting of grooming equipment and animal
enclosures will be carried out at least twice daily, and more often if required. Taking precaution
and extra care with sick animals will be mandatory. On checking-in, all pets will undergo a
medical evaluation which owners must sign-off on. This will ensure that Bed-a-Pet is not
wrongly held responsible for an animal’s sickness.

Customer satisfaction is of vital importance to us. We will be asking our clients to fill a comment
card upon leaving which will give us feedback regarding our performance, weaknesses and
shortcomings, and how we can further improve our performance. This will help us evaluate the
quality of services we are providing. If clients highlight an aspect of pet care that is lacking,
Bed-a-Pet will make it their next objective to achieve.

SALES LETTER APPENDIX 1

Dear …………………………..:

Your pet is your best friend. Next time you leave home, know that your best friend is in the
most caring hands.

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Whether you spend hours at work, or days away on vacation, you worry about the four-legged
(or two!) creature you’ve left behind. Let Bed-a-Pet ease you of that worry.

Bed-a-Pet is a large customized facility that offers first grade pet-care service to loving pet-
owners such as yourself, Mr……………………… You can even help us take care of your pet just right
by customizing his diet, grooming and exercise needs. Dogs, cats, birds, fish, even snakes! Bed-
a-Pet allows you to fill-out a form, select your pet’s favorite room and even offers a pick-up and
drop-off service.

Visit Bedapet.com to explore our facility and the numerous packages offered-from day care to
overnight stays; from grooming to retail therapy. Our employees are selected on the basis of
their passion for animals. For a minimal cost, your pet will be treated like the royalty it is.
Whether it barks, meows, chirps or hisses, Bed-a-Pet speaks all languages!

Sincerely,

Ms. Fariha Tariq

Marketing Officer

Questionnaire Appendix 2

Q1) Which pets do you own and how many?

Type Number Type Number

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 Dogs Birds, fish

Cats Other

Q2) Where do your pets stay when you travel? In case of other, please specify.

At home with a servant With a relative At the vets Other…………………

Q3) How often is your pet groomed (bathed, brushed, nails-clipped, etc)?

1-2 times a month 3-4 times a month Everyday Other………………

Q4) Do you find it an inconvenience or a chore to groom your pet/pets?

Yes No Sometimes

Q5) What is your average monthly expenditure on your pet (per pet)?

Under Rs.1000 Rs.2000-3500 Rs.3500-5000 Over Rs.5000

Q6) Do your pets live:

Indoors Outdoors Both

Q7) Has your pet ever stayed at a vet’s clinic while sick or when you were away? If so, please describe
your experience and level of satisfaction.

…………………………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………………………….

Very satisfied Satisfied enough Somewhat satisfied Dissatisfied

Q8) When it comes to giving your pet quality treatment (in terms on food, health care, affection) , how
important is price consideration?

Very important somewhat important Not important

Q9) How interested would you be in the services of a pet groomer?

Very interested somewhat interested Not interested

Q10) Do you provide toys for your pets?

Yes No Sometimes
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Q11) Do you reward your pet with treats (i.e. something special that is not part of its daily diet)?

Yes, always Yes, frequently No, never No, only rarely

Q12) In your absence, what kind of care would you like your pet to be given? Please pick one of the
following:

a) Food; and a cage allowing some movement (least costly)

b) Food, exercise and a specious cage allowing more movement (more costly)
c) Food, treats, exercise, play time with people and other animals, in a non-cage like enclosure,
and grooming facility (most costly)

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