Ozark Mutts & Meows Marketing Plan

Ozark Mutts & Meows Marketing Plan

1.0 Executive Summary
Ozark Mutts & Meow is a start-up company entering a new market of mobile veterinary services and in-home pet sitting services. The pet service industry in 2011 spent $50.96 billion (APPA). In 2012, APPA estimates pet service spending to increase to $52.87 billion. Mobile veterinary services and in-home pet services will change the way pet owners will receive services for their pets. Pets will be allowed to remain in the comfort of their own environment (home or property) which in turn creates less stress on the pet. Pet owners will benefit from these services because they will not need to travel to a stationary location in order to receive veterinary services or pet sitting services. There were 72.9 million homes in the United States with pet in 2011 (APPA). Ozark Mutts & Meow will be creating a unique service to the market with minimal competition from competitors in other markets. The company will achieve fast market penetration through use of online and offline advertisement, building of customer loyalty and brand awareness, and outstanding customer service.

2.0 Section Analysis
Ozark Mutts & Meow is entering its initial year of operation. According to the 2011-2012 American Pet Products Association (APPA) National Pet Owners Survey, 62% of United States households own a pet, which equates to 72.9 million homes. The APPA survey shows there were $13.41 billion spent on veterinary care and $3.79 billion spent on grooming and boarding. The survey estimates that there will be an increase in both markets in 2012. APPA estimates there will be $13.59 billion spent on veterinary care and $4.11 billion spent on grooming and boarding services. Marketing is the key component for building service awareness. Both marketing and word of mouth will be