A Unique Service Concept

8/21/2019 A Unique Service Concept

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Service Concept

Life is getting busier and busier for people around the world. Consumer needs have changed and

so have their preferences in terms of product or service delivery. More and more consumers now

want convenience and flexibility. Especially when it comes to services, consumers prefer a

service, which will cost them less in terms of time and effort. This preference has created room

for services that customers receive at their doorstep without any hassle of going to the service

facility and incur other non-monetary costs.

Most humans have always adored animals and loved to keep them as pets. As easy it may seem

keeping a pet, it actually is not. Keeping a pet requires constant care and attention. Pets have

special needs that need to be catered for starting from the food they eat to the place they sleep to

their vaccinations; everything needs to be well thought out. With increase in the number of pet

owners, the need to pet related services being commercially available has also increased.

One of the hassles with keeping a pet is keeping them clean, prim, and proper. This not only

includes pet baths but also nail and hair trimming. It gets difficulty for extremely busy people to

take their pets to a veteran every few weeks for nail cutting or hair trims. Some even find it

difficult to make time for bathing their beloved pets. Nonetheless, need to keep ones pet clean

is not repressed by lack of time anymore. We introduce a new service that will help busy petowners to get their pets cleaned and groomed at their doorstep while they take rest or work.

Pamppetsis a mobile pet wash and grooming service plus vaccination for Dogs and Cats, which

are the most common pets in Pakistan. The idea is to make pet owners worry free about the

hygiene of their pets and to pamper the pets hence the name Pamppets. All they need is to make

an appointment with Pamppets and a service van will reach their doorstep to deliver the required

pet care. The service will entail supplementary services to enhance the value customers will

derive from the core service and facilitating services to help them get the desired benefits.Pamppets will be one of its kind services in Pakistan. Now pet owners will have the choice

among going to veteran for grooming services, doing it themselves or calling an all in one

service provider at their home. This service is what our clientele needs if they do not know it yet,

we will position our service as a must experience service.


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Logo

The position we aim to take in the market is one where clients trust our service to pamper their

pet at the most and to treat them as a royalty. The crown in the logo relates to the royalty part

where as the paw shows that the pets will be treated as the royalty. The focus of Pamppets will

be to make owners believe in the quality of service delivery and to make pets comfortable when

receiving the service so that owners are retained.


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Competitors

The service will be directly in competition to all pet service provider facilities or vet centers in

Islamabad. There are currently two highly equipped veteran centers in Islamabad by the names

of Pets & Vets and Rana Vet Clinic. These two clinics do not provide the convenience we tend to

provide to our clientele. Making time out of a busy schedule to take the pet to the veteran is

difficult and a void in the market that our service wants to cater for, and fill. The lesser number

of competitors makes it easier for our service to take a market pie tapped or untapped.

Supplementary services

For a service to be highly appreciated and demanded, certain value added factors need to be

attached to it. These factors need to increase the value of the core product that customers receive

for their money. Our service will entail these factors in form of supplementary services, which

will either help our clients take more benefit out of our services or enhance the service

experience by adding extra valuable services to the core service.

Core Service: Pamppets focuses on providing at home service to pet owners and as the name

suggest pampering their pets. The major parts of the core service would be giving pet washes,

haircuts, nail cutting and vaccinations.

Supplementary services can be divided into two parts. They either facilitate or enhance the use ofthe core service.

Facilitating

Services

Information

Order-Taking

Billing

Payment

Enhancing

Services

Consultancy

Hospitality

Exceptions


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Information: The clients will have all the relevant information on our Facebook page. The

details of the services we provide and the areas we cover in Islamabad will be provided on

Pamppets official page and website. Contact information for further queries will be also

highlighted. To avoid misleading consumers and miscommunication, we will encourage our

clientele to follow our page and website regularly for changes in service, service delivery process

or prices.

Order taking:Order processing will be done on automated basis so there will not be any issue

of overbooking or under booking with Pamppets. Pamppets will be taking orders both online and

via telephone. Orders will be confirmed right away after checking the availability of time slot

and day in the database. Order taking will be polite, fast and efficient so to save the clients time

and effort. The person taking the order via telephone will be a woman, because it is generallysaid that customers are a little more understanding towards a woman taking an order and listen to

her more compared to a male receiver. She will politely take the order confirming it once the

time slot is sure available. The whole order taking process will take place in 5 minutes maximum

in which address and a working phone number will be taken from the client, service to be

delivered explained clearly and price been stated so there is no confusion for the client when the

service is actually delivered and payment is made.

Billing: Billing will be easy and logical making sense to the client. Pamppets aims to make

long-term trust-based relationship with its customers and a clear billing will be one important

step towards the attainment of this goal. Charges for each service delivered will be separately

mentioned and no hidden charges will be added. Charges that have already been communicated

to the client at the time of order taking will be clearly mentioned leaving no room for confusion

and misunderstanding.

Payment: Either Client can pay before receiving the service via credit or debit card or they can

have the option of paying after the service has been delivered. Both options are open for the

clientspreference.

Consultancy: Pamppetss knowledgeable veteran will help clients understand the needs of

their pets. We will provide consultancy in all pet related issues from what to feed pets to what

kind of bed to make them to sleep. This consultancy service will make the lives of pet owners


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easier because they will be able to find appropriate answers to their questions on a personal

basis. Pets have a better chance at healthy life if their needs are well catered for. There are few

pet related issues/problems that every pet owner seeks answers to. Clients can have an

appointment for just consultancy via Facebook page by the name of Pamppets (discussed in the

promotion and education section) or by calling our service representative.

Hospitality: Our personnel with their excellent technical skills will also be trained in

interpersonal and people skills. Hospitality in terms of greeting and farewells will be taught to

them. When a client or its pet will interact with the service personnel, they will find the

personnel in a very warm and welcoming mood because they will be trained to do so. Shifts of

personnel will be managed in such a way that they will not get too tired and as a result agitated

with the clients. We want to position ourselves as a service that clients can trust and are satisfied

with in every way. Making clients relaxed and their pets pampered is the aim of Pamppets.

Exceptions:exceptions will only occur if the appointment time for the client is lost because of

some problems at the Pamppets end. E.g. if the van breaks down because of poor maintenance

one day and a few appointments are not honored, Pamppets will deliver one part of the service

free of cost. This will not happen regularly because the van will be well maintained and will be

checked on regular basis. When the van depreciates to its full value, Pamppets will replace. In

the meantime, Pamppets aims to expand its operations to other major cities of Pakistan likeLahore and Karachi.

Feedback

Customer feedback is one way of knowing the problems that may exist with the service or

service delivery. Pamppets will be sure to open a tab for feedback on its official website and

welcome feedback on its Facebook page. Feedback will help Pamppets improve upon its mistake

and suggestions of the clients will be highly appreciated. Good feedback will be an added bonus

for Pamppets because it will help position the service as one being able to deliver the promised

benefits and our client base may expand because of the appreciation of existing clients.


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SWOT Analysis

Strength

1.

New/ innovative service: Our concept is new to Pakistan, which is why itll attract more

people.

2. We will have limited competition. There are other veterinary services offered in Pakistan

but they do not deliver their services at the doorstep of the customer.

3. Limited start up risk

4. Highly experienced owner-operator

5. Quality and technologicallyadvanced equipment

6. We will hire highly trained and highly skilled staff. We will have a very effective

communication system for them.

7.

Emphasis on quality care and customized attention

8. Reduced labor cost is one of our strengths

9. Delivering cat/dog related consultancy at the homes of our customers will help us make

good relationships with them

Weakness

1. Competitor can off similar service soon. Veterinary clinics are available in Pakistan.

They can start their vans providing veterinary services on the customers call in order to

compete.

2. Transportation cost is high. In order to provide services at the customers home we will

have to cover the fuel charges too.

3. Limited startup cost invested

4. Restricted flexibility in prices is one of our weaknesses.

5. Small facility ( 1 vehicle in the start)

6. Trust factor: Since our service is going to be a new concept for the people it will not be

easy for them to trust us.7. Low productivity

Opportunities

1. Development of proprietary products

2. Expansion of business online


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3. Acquisition of additional rounds of capital

4. Development of relationship with wholesaler

5. Affiliate relation with vendors

6. Fast growing community

7. A lot of cross-selling opportunities

8. Constant advances in technology are a huge opportunity for our service. With the latest

technology, we can attract a large customer base.

9. Set competitor entry barriers by setting high standards for staff and services that people

will prefer our services to the competitors services.

10.We have the first movers advantage.

Threats

1.

Increases in price of inputs can cause lowered profit margins.

2. Changes in regulation can impact the business

3. Insurance costs will continually increase time by time.

4. Service is new but the products are also available with our major competitors. The cat or

dog services or vaccinations, we will be providing will also be used by our competitors.

5. The concept is new: Initially it will be difficult gaining the trust and to get audience to try

our services.


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Porters Five forces Analysis

Threats of New Entrants

As we are a one of a kind pet grooming service we have an edge over the market. There are no

other door-to-door pet grooming services currently available in the city. However, the threat of

new entrants always remains. But we can minimize this threat by making sure that we provide

the best service quality that there is possible. Also we need to see that we maintain this quality

throughout; Otherwise new entrants can have an edge over us as people would want to try them

too if theyre disappointed by our services. If new competitors deliver better than we do then

well be losing our market share. Also, there is a high fixed price for our business so a lot of

people cannot jump into this business. The RV vans were going to use are very costly

themselves and the international standard products and equipment are also quite costly. So there

will not be many people whod opt to come into the business.

Threats of Substitutes

The only current possible substitutes for our services are the veterinary doctors and their clinics.

They are the ones who currently provide the services that we do. We have a Unique-selling


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proposition of door-to-door services with no direct competitors. We are however costing more

than the veterinary doctors are, as our service is one of a kind. In addition, we need to cost them

more as were providing a high end service. We will also see that if these veterinary services are

not satisfying their customers as much as they should, they will switch to our services because of

our best quality.

Bargaining power of suppliers

The products that we are using for our services e.g. pet shampoos etc. are easily and widely

available in stores over the capital. However, installations such as the Hydro bath Tub and the

Furminator device are imported from the US. These are technologies that are not available in the

market currently so the suppliers for these installations will always have an upper hand on us.

However, these are only one-time costs so they will not have much of an effect on us. The daily

usage product suppliers will not be able to control prices as we can easily switch to other

suppliers.

Bargaining power of Buyers

Our customers will be people who will not have much of price issues. As we are providing a

luxury service, our customers will look more into the ease that they are going to gain from our

service. We will be costing more than the veterinary doctors will. If it is easier for the buyers toswitch to our service then they will become permanent customers. Therefore, ccost of changing

is something that will be affecting our buyers. Other buying power elements are not affecting us.

Intensity of Competitive Industry Rivalry

For having an advantage over our rivals, we are providing choosing different competitive moves.

Product differentiation is the main element for this. High level of product differentiation also

decreases rivalry issues. Our door-to-door and high quality service together makes an unbeatable

competition. As we also have higher switching costs as compared to our competitors, so this willdecrease our rivalry. Our current competitors cannot jump into the business very easily due to

high initial fixed costs related to our business.


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Pricing Strategy

Premium pricing strategy

The service we are offering is unique and new in the twin cities. So far, there is no service

provider of such kind in the city we have targeted, i.e. Islamabad, which is why the pricing

strategy we are adopting for our service is Premium-pricing strategy. Our service description

clearly states that we aim to provide a newer lifestyle option to the pet owners, where their pets

get a royal treatment without owners having to go through any hassle. Keeping in mind present

daytime pressures and busy lives of people, we are introducing Pamppets because it is always not

feasible and easy for a person to take his/her pet to veteransclinic.

The reason for adopting this strategy is that our service is one of its own kinds and can earn a

great competitive advantage in the market, if implemented effectively.

Price- Quality Signaling

One of the reasons of choosing this strategy is creating a positive image in mind of customers.

Quality signaling means, the way customer perceives the service in terms of high prices, the

general perception is if prices are high, quality will be high too. The strategy is adopted not just

to build the brand image in customers mind but we will also ensure that our service quality

meets it price.

Costs incurred

Each product has been chosen very carefully, which can minimize the cost and enhance the profit

margins. The products are chosen after intensive research, keeping in mind both pets care and

low cost for service providers. Despite being cost advantage, it was also vital to take into account

products features, its quality and providing no harm to the pet. The products have been picked

after proper consultation of a vet and on least available prices; our efforts were to pick items

available on the sale, as it is the best opportunity to cut costs.

Below table is comprised of the products we have chosen for services like bathing, grooming and

basic health care and vaccine treatments for dogs and cats.


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Product wise

Here is the list of chosen products for the services we are offering. We have chosen good brands

that highly specialized vet centers offer. The following table shows the cost of these items.

Shampoos / Conditioners

Price

(per

piece)

Grooming

Products

Price

(per

piece)

Health

Care

Products

Price(per

piece

)

Bathing

Tubs

Price

(per

piece)

Dogs

Five Star Natural

Shampoo & Conditioner1,516/-

Bio-Groom

Natural ScentsDog Cologne

Dual brush

Rubber

GroomingBrushScissors

907/-

978/-

563/-

712/-

Flea and

tick control

spray

Vaccination

injections

Rabies

Deworming

Medicine

PHS

Adenovi

rus

814/-

500/-

250/-

1000/

-1200/

-

Booster

bathing

anddrying

tub

14,000

Cats

Black CatShampoo

Dry Clean Waterless Cat

Bath Foam

800/-

865/-

Gentle Slicker

Brush

Magic Coat,

Claw Clipper

916/-

508/-

Other costs

This section includes the estimated costs we will bare in terms of fuel and van parking cost. The

most appropriate option for the van was to get a place in some rental garage, which is suitable for

service providers. For this, we have chosen I-8 sector, the van will be parked in a garage, on

which we will have to pay monthly rent. This place has been chosen on the basis that it is

comparatively a low cost area and not so far from other sectors of Islamabad and it is a safe area.

The possible charges we car bear in terms of fuel are then estimated according to the distance of

car parking area to any sector of Islamabad, this cost will occur whenever a customer calls for

the service. The costs estimated keeping in view all perspectives is listed in the table below.


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Categories Price - PKR

Fuel (Per Tour) 500

Garage Parking Rent (Per Month) 10,000

To minimize fuel cost we will make sure to bundle up appointments in one area in one day. Ifthat is not possible, then the time slots will be given in such a manner that clients in one area are

catered for in one day, saving fuel costs.

Service Charges

After setting the pricing strategy, inhabiting low costs products and identifying all costs possibly

occurring in designing the service, then comes the step to set service charges your customer will

bear in terms of using the service. Being a service provide will a highly differentiated service,

our prime aim is to maximize profit by lowering costs and increasing revenues. Skimming

strategy is implemented, because there is no direct substitute of Pamppets. Following are the

prices set after rigorous attempt of adopting appropriate ways of cost cutting and maximizing

profits. The prices have been derived after taking into account the product usage cost and profit

has been calculated on the basis the product or service is being used.

Bathing and dry

o Dogs Rs. 2,100

o Cats Rs. 1500

o Dry cleaning for cats Rs. 1495

Grooming (full grooming session)

o Dogs Rs. 3,660

o Cats Rs. 1,850

Flea and tick spray

o Rs. 550/spray

Vaccination

o Rabies Rs. 800

o PHS

Cats Rs. 1,250


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o Adenovirus ( canine Hepatitis)

Dogs Rs. 1,500

o De worming Rs. 350

Consultancy (for all type pets)

o Supplementary service

Demand

The prices are set by keeping in mind the demand of such service. As it is a highly differentiated

service, customers will be willing to pay the premium prices for at home services. Moreover, the

segment we have targeted is comprised of price insensitive customers who are pet lovers and

want best for their pets keeping in view their own ease, which is also one of our prime goals.

Doorstep facility can generate high demand for such service.

As this service is sort of a luxury that a customer can get without any hassle, because pets dont

usually prefer leaving their territory and its kind of difficult of owner to take their pet to clinic

every time. Our service is a luxury treatment for both pets and their owners, which will be highly

homely and caring.

Competition-based pricing

We have surveyed our competitors, which are not our direct competition, because what we are

aiming to provide is a mobile pet care facility, which no veteran clinic has, so we have looked for

the prices they are offering against the services we will provide. After analyzing and comparing

the services a customer gets by visiting a clinic with what they can get at their door steps, prices

are allocated very carefully to the services and are based on several factors; like competitors

analysis, service uniqueness, time conscious and price insensitive clients in the city.


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Marketing Communication

Pamppets will be using powerful communicating tools to create a confident and credible image

about our service in the minds of our target market. And to make the service, we provide, stand

out from our competitors. The Unique Selling Point of our service is that we will be providing it

at the doorstep of our target market. People can get their pets vaccinated at their homes. They

can have the nails of their pets done at home. People actually go all the way to a vet to get the

nails and deworming of their pets done. Our service will make having a pet easy for them. They

will prefer getting all the services at their homes. Marketing communication consists of

The advertisement we are going to use for our service.

The positioning of our service in the minds of our target market.

The marketing message we will create for the target market.

Word-of-mouth marketing. Providing good quality services to the customers to have a

good image in the market and get people to talk positively about our services.

Marketing Communication Objectives

Marketing communication has two objectives

To create demand for our service. To create demand we need to position our service in

the minds of our target market in way that they feel getting veterinary services at theirdoorsteps is a better option than going to the vet clinic.

To sustain the demand for our services. We need to satisfy our customers in order to

make long-term trust based relationship with them and to retain them. This will also help

us get positive word-of-mouth related to our service.

Challenges and Opportunities for our service

The challenges we are going to face are to have our target market to trust us. Our service is going

to be new for them. Getting used to the idea of a van providing veterinary services at their homesis going to be new to them. Having people get used to this change and try our service is going to

be a challenge. But this change can also be an opportunity for us. Providing services at homes

can be as an excellent plus point. We aim to position our services on this one edge along with the

superior service quality we provide. There is a high probability that our target market will like


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this new change. Our 24/7 availability is also an opportunity for our service to completely

capture the minds of our target audience.

Target Audience

The target market for our service are the people who have usual pets such as dogs and cats. Weprovide veterinary services to our customers at their doorstep in the most convenient way. Our

veterinary services includes pet washing, deworming, nails trimming, all kind of surgeries,

vaccination and additionally a consultancy service. Our target audience is going to be all first

time users since a veterinary service at their doorstep is going to be new in Pakistan.

Key Planning Considerations

Key planning considerations consist of deciding the kind of media to be used for communicating

the message for our service and the presentation of our message. The media that we are going touse for our message to be communicated to our target audience is the one which will reach the

audience in the most efficient way. Our message will be communicated through newspapers,

website, television, radio, billboards and social media.

Promotions

We can have a celebrity with a pet as the face of our service. We can offer our services to

famous people with pets. This will help us achieve customer base as their fans will follow

their lead.

We can have a catchy video explaining our service over social media

Television and newspaper ads can help create awareness

We will design a logo and a website for our service. Brochures and business cards will

also be taken care of.

We will have a Facebook page for our contact number and other activities and will be

updated regularly. It will also be used as an interface for feedback and suggestions from

the clients.

We can offer discounts in the initial days to gain customer base.

We can get our service published on different animal health related blogs in Pakistan.


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Facilitate customer involvement

Facilitating the customers during the process of delivering the service is very important. We will

explain the different treatments related to the medical issues their pets have. Explaining the

whole process to the customers makes it easy to gain their trust. Other than that going to their

homes to provide all types of veterinary services is the biggest facilitating factor that we can

offer.

Get customers to evaluate service offerings

We can have post service comment cards to get our customers to evaluate our services. This way

we can improve and also make our customers believe that we are very much interested in

knowing about their experience with us and we are willing to make it better for them. Our

customers can also write about their experience with us on our Facebook page. Or maybe leave

comments on our website.

Communications 5 Ws

This consists of the 5 Ws model. Following are the 5 Ws that makes up the communication

objectives

Who is our target market?

People with pets who will need veterinary services once in a while are our target market. People

who are working or are too busy to go all the way to a veterinary clinic are also our target

market.

What do we need to communicate and achieve?

We need to communicate the value we will be offering to our target market and then create

demand for this value.

How should we communicate this?

We can communicate about our service through both above-the-line and below-the-line

marketing

Where should we communicate this?

We can put billboards for our service. We can also get out initiative published in a magazine to

create awareness. Flyers can be distributed and brochures and a business card can help

communicate our message. A website will be designed for our service which will communicate


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the message of our unique offering. Our van itself is going to be communicating the main

concept of our service i.e. providing veterinary services to our customers at their doorsteps.

When do the communications need to take place?

Our message should be communicated both before and after we launch our service. This way wecan create awareness about the service and also retain and increase our customer base.

We aim to make our clients or customers see that their pets will be treated as royalties. For this

purpose well upload picturesand print ads which will show pets dressed in royal suiting with

different memes. Here are a few examples of the pictures


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Metaphor

From Pet to Royalty


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People: Service Personnel

When developing a service it is very important to decide who will deliver the service, their

capabilities to perform in the service area, keeping in view service demands and what it aims to

deliver. We are providing pet bathing and grooming related services, it is very important to

decide the standard and capabilities people are required for delivering the service, their

appearance and service know how etc. after proper research we have decided on what

specifications we need in our service personnel by keeping in mind what is important for your

pet. Following are the details.

The person will be appointed primarily on the basis of his/her knowledge about types/breeds of

pets, dogs and cats in particular, the type of vaccines are required, how to handle them, etc.

Groomer has to have love for animals, should be a patient person and most importantly he/she

should have the physical strength and stamina to deal with pets, because pets are usually resistant

to bathing or grooming. It is also very important to consider health factors of the person, for

example, if a person is allergic to animals, has asthma or arthritis, he is not fit for the job.

Service personnel should have a proper understanding of animals behavior.

Hygiene

Personal hygiene of service delivery person is a major concern, personal care, clean nails,

properly made hair; for boys, short hair gelled back and for girls, properly tied hair are

compulsions of service quality. Because this could be one of the major concerns of pet owner

that whoever is taking care of their pet is himself clean or not, which is also a vital aspect for

overall service standard and quality.

Regarding personnels pet handling abilities, he/she should be well trained in pets bathing

procedures, brushing/combing, drying, hair or nail cutting and other grooming functions. He/she

should also know how to use grooming products. Furminator machine, for example is used to

remove fur of the furry pets, so it is essential that the person knows how to use that machine

without harming pets skin.


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For uniform design of the service provider, it is kept in mind to keep it according to colors that

cats and dogs are attracted to. It is a known fact

that cats are color-blind and cannot differentiate

between colors, however lighter colors are

easily visible to them. Dogs on the other side are

not totally color blind, but they have a poor

color vision, it is said that the color mostly seen

by dogs is grey, but they can differentiate

between yellow and blue color too. So keeping

all this information into consideration, a uniform

will be designed with the color combination of

grey and ivory. Itll be a trouser shirt uniform

for the comfort of the service personnel, because

he/she will have to carry the pet in the bus and

during service provision, bathing for instance, it

is important one is wearing a comfortable dress in order to avoid any hassle.


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Distribution Strategy

Islamabad is a small city but not small enough for one vehicle to cover every potential customer.

For that purpose, we shall have one vehicle initially and then buy one at the end of 2 quarters or

one operational year to deal with our customers spread across the city.

We will have divided the city in two parts.

1. Part 1 includes the sectors E and F and everything in between them (excluding the

slums).

2. Part 2includes the sectors Gand I.

Several elements were kept in mind while forming this distribution.

Travelling between E and F sectors is quite easy and straightforward. It will save us the

trouble of dealing with twist and turns and as a result save us precious time. When we

will have one vehicle, we will be sure to entertain appointments in these sectors

consecutively to lower fuel costs.

Travelling between I and G is not as easy thanks to the construction of Metro but

travelling from I-10 to G-10 is relatively easy as compared to travelling from I-10 to F-7.

The proposed distribution will help us with this problem. With one vehicle we will be

sure to give these area timings where consecutive appointment can be dealt with in the

same time slot.

We all are aware of the current political scenario of our country and its sometimes-

unexpected repercussions that Islamabad has to face. For example the surprise

placements of containers to block different routes and Jalsa here and there can hinder our

operations.We designed our distribution after careful study of the routes that are blocked during

unrest and how to minimize the damage and delay these blocks can cause.


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Service Blue Print

ACT 1 (The prologue and Introductory Scenes)

The customer will start by calling Pamppets for reservations of their pets' washing or other

services they desire to have from the service provider. After checking the availability of time

slot, requested by the clients, the woman answering the call will confirm the reservation. In case

of unavailability of the time slot, the well-mannered woman in a convincing tone will suggest an

empty slot.

The Pamppets van will arrive to the clients location at the fixed time where service personnel

would greet owners and their pet. This will be the first actual face-to-face interaction between the

client and the service personnel. Therefore, Pamppets would keep a special focus on what

impression they portray in front of the customer, Keeping in mind their appearance, style of

communication, Hygiene, Charisma (not necessary) and all of above their communication and

mannerism will be great. The welcoming and warm nature of the service personnel will help ease

the fears of first time users and they will trust that the desired benefits will be actually delivered.

A special warming session with the pet would also be done. Pets usually take some time to get

easy on the strangers they meet. They surely do not like to be washed up especially by a stranger.

Hence, a warming session will be there to get the pet a bit closer to the service provider. This

will be our way of developing a long-term relationship with the pet and its owner. Taking 5-10

minutes, this session will help the whole service delivery to go smoothly.

Service personnel at Pamppets are highly trained. They are given trainings on how to

communicate and deal with pets after a proper training need analysis (TNA). They are trained on

the different nature/ attributes and issues of dealing with the different pets so that they can take

extra care while actual dealing encounter.

ACT 2 (Delivering the Service)Then the actual service takes place starting with the Bathing service following the Nail

Trimming, Hair Cut, Ear cleaning service followed by the vaccination service if desired by the

customer.


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Preparations are made for each service and a special focus is maintained on the hygiene factor.

The equipment used is checked and maintained on a regular basis, the tools like nail cutter, ear

buds, scissors they are sterilized in sterilizer machines. The shampoos, bubble bath and other

items are checked for any side effects. Expiry dates of vaccine injections are taken care of. The

inspection of vendor of this vaccination also takes place on a monthly basis.

ACT 3 (The Drama Concludes)

After the Pet has experienced the service, the Bill is prepared by the cashier who presents it to

the customer with a proper script. Payment can be made through cash on delivery of service or

via credit card in advance. Proper Billing System is maintained on the back end and proper

records are kept to avoid ambiguity and frauds. The payment is taken and in the end the dry

cleaned and royally treated pet is handed over to its owner with a good bye and the customer is

further invited to make calls whenever they need Pamppets on their door to groom their pet.

The flow of activity or process is illustrated in the diagram 1, 2 and 3.


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Diagram 1: Act 1


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Diagram 2: ACT 2


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Diagram 3: ACT 3


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PHYSICAL EVIDENCE

Starting off with the entrance door at the right side of the figure, the pet will enter the Pamppets

Van. As soon as it comes in, the service provider will take off the collar or any item its wearing

and will keep it in the nearest table placed behind the door.

Table:Light Brown Wooden

Reason: Light colors used to give the van an open look. Dark colours makes the overall look

conjusted.

Type: 8 Sectioned

Reason: To prevent tangling of items the pets wear.


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Now the pet will be taken straight to the Booster Bath Tub where the service provider will wash

the pet with the use of special pet shampoos and conditioners designed for that type of pet using

the service.

Booster Bath Tub Colour:White

Reason: It signifies cleanliness. It will enhance the hygienic impression which Pamppets is

giving to its customers.

After the washing stage. Now the dirty used water will be drained from the drainer .

Simultaneously the service provider will dry the pet from the towels placed right near the tub on

the towel stands.


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Towel Colour:Soft Baby Pink

Reason:This colour according to psychologists signifies tenderness and affection. It will show

that the pet is treated with love and care.

Towel Stand Type:Folding Plastic

Reason: light weighted. Space is needed in a mobile van hence folded and light weighted

furniture is used.

Now the service provider will dry the pet properly using the attatched dryer with the booster bath

tub. Items like pet combs, brushes might be used at the same time. Shelf is placed right next to

the tub for the ease of Pamppets employee.

After Drying Stage the pet is further taken to the grooming corner. Where the service provider

will use the styrelized tools including nail cutter, Comb, Ear Buds, Cotton, Nail Filer etc from

the same shelf and would provide the service. The styrelizer machine is kept on the shelf too.

In this corner furminator is also kept to cut the pets fur if needed and ordered by the customer.

Usually people, they shave pets hair in summers to keep its temperature balanced. A dustbin is

also placed near it to keep the hair shaved in it.

Shelf Colour and Type:Light Brown Wooden.

Reason.Same which was used for the wooden table.

On the middle right, Vaccination Corner is there where a white stretcher is kept which is covered

by sliding blue curtains. Colour Blue for the curtains is used to give that specific area a very

soothing look. The curtains can be slided after using so that the area can look open and doesnt

have to look crowded all the time.

Next to the Vaccination corner is a mini pets playing area where a very few playing items like

balls are placed to engage the pet if its owner is not near him.


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Playing Area Colours:Multicolours are used here since this corner is designed to play. Several

pictures of pets would also be displayed on this corner.

Left side of the entrance has a litter/ cleaning Corner where the pets can litter and its also used to

train pets who are not yet trained.

Litter Box colour:Blue

Reason: Blue is the colour of hygiene.

The litter corner is has been designed just near the entrance so that theres no smell in the van.

Moreover the sand in the letter box is replaced every 3rd

hour during the day to prevent bad

odour.

Odour:Lavendar and Rosemary aroma will be used inside the van as these fragnances gives a

soothing effect to pets specially.

Walls:All the surrounding walls inside the van are Turqoise in colour. Turqouise colour shows

protectiveness. Customers wants to keep hand over their pets to a safe environment. This colour

gives a feeling of Protection and care.


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Cabinet:Furthermore Near the Tub is placed a Pet cabinet. Its a 2 door Cabinet with a counter.

One side is used for the clean Towels and other wearings. While the other door is used for the

dirty and used towels.The top Counter However will be used for pet food.

Here is the exterior look of our Pamppets Van . White colour is used through out the van because

pets usually get scared and feel uncomfortable from dark colours. It will be scary for them to

enter a dark van so this colour has been chosen to give the owner of the pet and to the pet itself a

MOBILE PET

WASH


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feeling, that their pet is in safe hands. The place where there pet is entering and where it would

stay for some time is safe and protected.

On our van we have our Logo and some paws pasted so that the customers can relate the vehicle

with the pets. Since its a special Van it must be disctinctive to gain the audience attention.

Moreover a list of all the services which Pamppets is providing is slided under the small glass

rack on the van with its prices so that the customer knows what he/ she wants. Moreover its also

pasted to prevent any ambiguity in the prices.

A glass rack is used so that the list of the services could be updated and changed easily when

needed


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Gap Analysis

A Gap analysis of a service shows the possible points where a service failure can occour in a

service scape. For our company, Pamppets, the following can be the possible gaps that occour:

Gap 1

Management understanding gap. This Gap occours when the companys management cannot

correctly percieve what the customers expect from the service. For Pamppets, this gap can

occour when:

a.

If our team has not made enough market research before launching the service this

gap can take place. E.g. The customers may not even need the kind of services

offered. Etc


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b. It may also be possible that the results for the market survey arent interpreted

correctly. The customers may not trust a new company with unique services.

Thus to overcome this Gap, we will :

Make sure that weve made a good competitor analysis before the launch of the product.

We also need to create a need for a service like Pammpets in the minds of the consumers

prior to the service launch.

Look well into the fact that the service were going to launch has a market feasible

enough to generate profits that are needed to continue the service. If a certain percentage

of survey responders say that a service like Pamppets intrigue them only then we will

launch our service.

We will also try making sure that we use such products for our service that are trusted

widely by the customers.

Gap 2

Service Quality Gap. This Gap exists where the management of the company knows what the

consumers want but the company hasnt set and appropriate service quality standard. E.g. If the

vaccination we use for Pamppets is expired then this is a serious flaw in the service standard that

we have set for ourselves. The company has to understand the expectations of those that they

want to serve. This Gap can occour if:

a. Not enough planning is done prior to starting the business.

b. The management of the company is not committed enough to give the required serbice

quality. E.g. The qulality of a dog shower may not be up to the customers

expectations. OR the customers may expect products that are on the top in the market,

but we use other products for this purpose.

c. Our service design might have some flaw due to which the desired service quality isnt

achieved.

In order to overcome the Service Quality Gap:

We need to set ourselves service standards that are achieveable and well enough that can

be trusted.


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Hire human resource that is hardworking and such that they do not compromise on

service standards.

We will make sure that we use top noch products and medications for animals. We

MUST NOT compromise on Product quality.

Gap 3

Service Delivery Gap. This Gap is between service quality specification and Service Delivery.

This may take place where the staff appointed is not capable enough to deliver services in the

right manner( untrained staff) . Also no human works like a robot and the quality of a service

will always differ from the other one. The reasons may be:

a. If the staff isnt capable enough to perfor m the tasks then they will not deliver it in

the right manner which will thus result in service failure. E.g. If we appoint the bus

driver to appoint the duties of the pet grooming person he will not be able to perform

the task given to him.

b. If the staff isnt given trainings time to time they will not be able to perform the

services in a very good manner. They will need to be taught the best and new ways to

perform their jobs.

c. If there is too much demand for our service than also we may not be able to perform

very well. If we are called by mulitple customers in the same time slot we may

compromise the quality of our work while hurrying up so that another customer can

be reached.

In order to make sure that this service Gap does not take place, we will:

Make sure that we have extra staff that can look into matters when employees are absent

on a day. ( Contingency Planning )

Give trainings to the staff members on a regular basis so that they are well equipped to

use new and innovative ways to perform their jobs.

Improve the back lag time of service delivery by keeping a considerable time difference

between two bookings.


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Gap 4

Market Communication Gap. This Gap exists between external communication and service

delivery. Customers are attracted to a service by the kind of advertisments and claims the

company makes about its services. The gap arises when the expectations of these customers

arent fulfilled at the time of service delivery. The reason for this gap may be:

a. We have made claims that are too high to deliver. We should only claim to do

what our expertise is. Additional and false claims may lead to a negative word of

mouth.

b. We may fail to deliver the service claimed due to any reason including the ones

mentioned previously.

c. We may also fail to come upto the customers expectations. Customers always

have an image of the service they want in their mind, and if we do not come upto

their expectations then this service gap will occour at this time. E.g. If the

customers expects us to reach our destination in time, and we dont reach there on

time due to some issue, then this gap will occour.

d. Horizontal communication within the organization is not good enough to which

certain lags can occour.

To over come these Gaps:

We do not make claims that are not achievable and are unrealistic. For service

consumers, False claims of a service can be a make or break point. If we fail to deliver

something a consumer may never be able to trust our services again.

There can also be discrepancies in sending our proper message to our customers. The

cutomers may think that were giving a different service as compared to the one were

actually giving.

We will make sure that our communications within the organization (internal) is verystrong. We need to

Gap 5

Percieved Service Quality Gap. This Gap is the final gap and this is between the expected

service and the service that is actually experienced. If we fail to deliver any of our services in the


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right manner then this gap will occour. This gap has to do with the overall experience of the

product with the original expectation that the customers had from the product. If theres a gap in

any of the above Gaps then there will also be a gap here. So, the percieved Service qulaity Gap

is a gap which results because of the earlier 4 Gaps.

To make sure that this gap doesnt occour we need to see that the service process runs as

smoothly as it can. Also on the other hand our staff members need to see that our services exceed

the expectations of the customers.


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Initial and Operating Costs

The initial cost of the vehicle would be approximately 3.5 Million. The supplies purchased for a

whole year that will help in operations are as follows:

Supplies Quantity Cost per Unitconditioner 50 1560 78000

Shampoo

Black Cats 40 800 32000

Dry Clean for Cats 50 865 43250

Natural Scents 30 907 27210

Dual Brush 20 978 19560

Rubber Grooming 20 563 11260

Scissors 10 712 7120

Gentle Slicker Brush 10 916 9160

Magic coat Clipper 10 508 5080

Flea and tick spray 60 814 48840

Generator 1 70000

Water Tub 1 14000

Water Tank 1 12000

377480

This is the tentative plan of how many supplies will be used in one year. These costs may vary

on the nature of demand increase and decrease. A unexpected rise in demand will increase the

costs of supplies required.

Other costs will include depreciation cost of the vehicle, fuel cost and rental. Fuel costs will be

major part of our costs.

Depreciation for the vehicle

On average a car or vehicle has a depreciation rate of 15-20%. We will assume with proper

maintenance, it will be around 15% using the straight-line method.

Fuel costs per day

With our fuel minimizing efficient appointment system in place, the increase in appointments

will decrease the per appointment fuel cost. With extensive utilization, the cost will spread

among the number of appointments.


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Salaries to the personnel

Driver: 20,000

Veteran: 60,000

Personnel 2: 30,000

One Year Operating Plan: Sales

Months Clients Per Client (Cats) (Dogs)

1 40 48000 84200

2 52 62400 109460

3 68 81120 142298

4 81 97344 170758

5 97 116813 2049096 117 140175 245891

7 134 161202 282775

8 154 185382 325191

9 178 213189 373969

10 195 234508 411366

11 215 257959 452503

12 236 283755 497753

1,881,847 3,301,073

Revenue Distribution

In the first quarter, the sales will grow by 30%. Reducing to a 20% in 2nd

quarter and then finally

to a 10% increase in the last quarter of year 1. It is an assumption that half the clients will have

Dogs while the other half will have cats as pets.

The normal services without vaccination that do not have to be taken every month of few days

are as follows

Cats= Full-Grooming and Flea & tick spray

= PKR 1850 + 550

=PKR 2400

Dogs= Full-Grooming and Flea & Tick spray


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= PKR 3660 + 550

= PKR 4210

Total Revenues

Total revenues from the main revenue streams under these assumptions would be

Revenues= from cat owners + from Dog owners

= PKR 1,881,847 + PKR 3,301,073

= PKR 5,182,920

Documents

A Unique Service Concept