Marketing plan for Dog Scrubs A-Go-Go portable grooming service

Marketing Plan

Dog Scrubs a-Go-Go: A Service and Retail Marketing Plan

Dog Scrubs A-Go-Go is a planned portable dog washing/animal grooming service and animal products retail selling business that incorporates the full service array available at a typical grooming establishment with the convenience of at-home service. A large van can be equipped with all of the necessary restraints, equipment, and supplies needed to accomplish most dog washing and animal grooming tasks, and of course maintaining a supply of retail products available for customer purchase would be relatively easy. With this set up and the proper marketing plan, a fair profit margin and a substantial living could be made from this venture. The following paragraphs present a brief marketing plan for the described Dog Scrubs A-Go-Go business that will help develop the brand's recognition and market share.

Situational Analysis

There are millions of pet owners living in the United States, and in urban areas especially pet density per square mile is quite high. People in urban areas often lead busy lives, as well, and though there are brick-an-mortar dog washing and grooming services available reliable at-home services that supply greater convenience. The unity and singularity of the operation are great strengths for the planned business, though of course being new in the business is a weakness that Dog Scrubs A-Go-Go must contend with. The many pets and pet owners in need of care services present a tremendous opportunity for the business's growth, and though economic uncertainty makes for some risk and threat it is negligible in comparison to the growth potential.

Target Market

Dog Scrubs A-Go-Go will strive for affordability not only to compete more effectively with traditional services but also to help target the appropriate market segment. Pet owners with some disposable income but who still have very full work schedules will be the target demographic for this company -- young and middle-aged professionals who own pets, essentially. As more and more people own pets but as more and more households have busier occupational schedules, the need for pet services and for greater convenience and time-saving is increasing. Dog Scrubs A-Go-Go will be positioned to reach out to this market and to capture a share of consumers through the value-added elements of at-home service and retail product delivery.

Positioning

Dog Scrubs A-Go-Go will be positioned as the affordable and time-saving alternative to traditional grooming and other pet service providers. Premium service offerings at lower prices will be possible with the lower expenses the company will face relative to competitors, allowing this dual positioning to actually be successful. The company will also be positioned as an all-natural and ethical alternative to many other services, increasing its differentiation and placing it further from a position within the traditional industry.

Marketing Strategies

Strong branding will help to secure the market share that Dog Scrubs A-Go-Go captures, with a recognizable logo and color scheme on the van and uniform worn, and eventually the brand could develop its own grooming products and washing solutions. Promotion will take place via print and Internet ads, primarily, with television and radio campaigns considered after some additional capital is raised through revenue. Customer feedback can be used both to adjust services and to further promote the business, and local dog parks, veterinary offices, and other areas the pet owners are likely to frequent will be targeted for promotional materials and even visits with the grooming van as possible/allowable. If the business is successful, multiple vans and perhaps even a franchise system can be put into place to distribute the service to a wider market and a larger population.