Analysis Of Family pet Buffs Marketing Essay

This statement is to examine the effectiveness of the marketing strategies that allow them to widely extend their business around Singapore and Malaysia. And also examine how they respond to their challengers.

What is Pet Fans Centre?

Pet Lovers Centre (PLC) is Singapore's biggest family pet retail and service chain. It was available as a home hobby business in 1973. In 1995, the next technology of Ng family got over, and the business grew quickly as they may have develop their business not only Singapore and also Malaysia. PLC established fact for their ability to provide its customer "widest and freshest range, coupled with prompt and warm service". They are the only pet chain being granted for the "Trust SG qualification for the year" and also a co-employee member of Worldwide Dog or cat Industry Relationship. In 2008, it became a franchise-able brand.


Background of Pet Lovers Centre

In 1973, the two brothers, David Ng and Robert Ng, have the same interest for dogs and cats because they were raised in a plantation with a myriad of pets and animals. At the point of time, the pet ownership had not been wide-spread as compare to today, family pet shop hardly can be seen on the road, as leftover food were consider proper meals for pets. After that, both brothers shared a typical dream to start Singapore's first shop that offered everything a pet should need. It started off with the wholesaling and from then on change to retailing as the demand for dog or cat related retail service was extend and there have been insufficient choice in the market. And this switching of business was successful.

After enough time and money being spent, they finally start their first shop at Shaw Centre along Scotts Street. They also make a decision to start out their own Research & Development. Such as, "turning car cushions into cat basket, household carpet into nothing pad for cats". This advancement permit the shop to be first in import dried dog food, first to market anti flea and tick shampoo, first to sell supplements for dogs and cats and first to provide dry food to supply to Singapore's law enforcement officials and military dog products.

Mission and Main Values

Pet Fans Centre objective is to provide their quality health care to their customer by showing their attention and concern with their customer needs and also good ease of access. Pet Fans Centre core worth are Integrity, professionalism and reliability, performance, teamwork, and service. The needs having this main principles is to ensure that the personnel being professional in their job, do their part and being genuine, courteous, care and attention and concern with their customer. "PLC is where pet enthusiasts can shop with total assurance and satisfaction. " They ensure they did provide quality services and share their understanding of family pet and product to their customer.


Pet fans centre has received the Singapore Creative Circle Bronze award of the year of 2001, Retail Courtesy Yellow metal Award of the year of 2002, Excellent Service Prize of the entire year of 2002, Best Dog or cat Shop Award 2004 & 2005, Largest Pet Store in Malaysia Booklet of Details 2003, Clubpets Visitors Choice prize of the year of 2003 to 2006, Singapore Prestige Brand Honor in 2008, Trust SG Recognition for the entire year of 2006 -2008 and Second Runner Up, Global House animals Forum Honor 2010.

Pet Enthusiast Foundation

Pet Enthusiasts Centre has always giving charities to people animals. And previous years, the foundation arrived with a tagline"Pets, people and out entire world" to animals. They contribute food for pet shelter in Singapore. The foundation work with the pet shelters such as Noah's Ark, SPCA and ASD. And this past year when economic view is bleak, they organise "Dog Food Drive". They actually accumulated over 2000kg of dog food for SPCA and Noah's Ark. And just lately, they organise and charity preview of the movie, "Hachiko - A dog's story", and raised sixteen thousand us dollars for the ASD and Noah's Ark. Currently, they are working on an eco task and working with Salvation Army to help the animal shelter. Furthermore, their stores got these house brand products "Burp!" and "Trustie" and their exclusive imports products, the sales of the merchandise will be contribute to Pet addicts foundation's beneficiaries.


Location of Stores

Pet addicts Centre has develop their business to Malaysia and Singapore. You will discover 32 stores in Singapore and 8 stores in Malaysia. In Singapore, the stores are located near to the MRT stop or stores. This allows customer to gain access to to the vacation spot easily. For example: VivoCity, Singapore's most significant retail and lifestyle destination, customer can actually take bus, MRT, Taxi cab or autos to the retail center. And they may also shop around the retail center once they have shop at your pet Lovers Centre. Which means this permit the customer not only able to acquire their pet products, they also could purchase other things from other outlets. And they won't feel that trip had been wasted to travel down.

Grooming Centre

In Singapore, there are 5 Pet Lovers Centre's wall socket have the grooming facilities. They could bring their dogs and cats to the EastPoint shopping mall, Holland town, Serangoon Backyards, Toa Payoh Central or Vivocity for mane grooming. And those groomers are advanced of expertise skills and professionalism because they are being trained by the PLC Animal Arts Academy. They show skills in a intensifying manner which helps them to build up the building blocks, learning basic skills of handling and grooming dogs, gaining new techniques as they learn advance skills. Lately, they offer new services to your pet owner. It is the "only a bath" for puppies only. This is to permit the owners have an alternative solution choice to really bring their house animals for a bathtub rather than carrying it out themselves.

Veterinary Clinics

There are veterinary Treatment centers located at Vivocity and Holland Community. They also arrived with something for the owner to require an advice, opinion or recommendation through online. So owner can in fact enter their website and seek advice from the vet through online before providing their pet to a veterinarian. And they will reply the post at the earliest opportunity to solve owner's problem. This is to allow the owner get an idea whether their domestic pets are behaving normally or it does really need a medical care. So this enables owners to save consultation cost if their dog or cat were flawlessly alright.

Dog Training

PLC does have dog training at their stores. They interact with the Waggie's dog training institution, Doggie Progress dog training institution and Dog Listener consultancy. They would schedule their class at different venue of Singapore. And owners are given a selection to choose which classes they would like their dog to look for training. Plus the location usually will be at Vivo city 3rd floor. Another way owner could do is consult the instructors through online on basic training. This might allow them to possess better advice, judgment and advice from the trainer. So instead of bring canines to training university, they could actually educate their pet dogs themselves.

Home delivery

They also provide home delivery. So owner could purchase huge item such as dog food, dog cage and more. Or owner may possibly also online order goods. If goods are being purchase above $50, there is free of charge for delivery. The delivery will take 3 to 4 4 working days to process. There is a call receive using their Customer Service Officer to confirm the requests and time of delivery. So when goods occur, goods can be exchanges within 7 business days from the day of purchase.

Marketing Strategies

Membership Card

They also provide membership greeting card for those pet enthusiasts to get advantage. For instance, 15% discount on birthday month, 5% discount on regular-priced product, earns loyalty point to redeem items. To apply the free regular membership cards, customer has to get above $100 in a single receipt. If not, customer must pay $5 for request fees for minimum purchase of $50 solo receipts or accumulated receipts in four weeks. And this account could last for just one year, subsequent yr renewal of regular membership fees will be $2. Customer could check their point and redeem item through their website. With this regular membership, members will tend to visit their stores and purchase more items from them, so that they could collect point. With the idea, associates could actually redeem pet's food, pet's hair shampoo, pet's treatment or supplement, accessories and gift idea vouchers.


The price of the products was placed at an acceptable and affordable price. And they do have make of product that could not found in other dog or cat stores. Even though there are a few product that are sold higher price than other pet stores, but customer still choose to buy their product as the product quality and service was that. They are willing to pay higher price as they would like to acquire good quality of food.

S. W. O. T analysis


They provide the customer their best and warm service with a smile of it. This demonstrates they respected each of their customers. They willingly to help customers and fixed their problem. They want to gain the trust from the client. So they allow exchange of products within 7 days. This will allow customer to have good impress with their business. They'll constantly delivering latest product for customer. That is to prevent them from reselling expired food and much more variety to choose. They not only focus on people around town or city, in addition they concentrate on people who live at HDB. This enables them to visitors to travel to their stores handily. Every month, they actually have advertising item, this is to entice more customer to buy their product.


They have quite limited types of products compare to other family pet shop. Rather than every store has the same products. As a few of the shop size is small, so they could not actually bring in many different types of products. So, almost all of products will be available at the pet safari mega stores only.


Service and Quality of the merchandise that Pet Enthusiast Centre provides to each with their customer are of help. This would enable the client have trust in their product and prepared to go to the stores again. And this enables the customer to recommend more pet fans to stop by their stores. They are doing organise outdoor event and family pet competition. This also helps to promote responsible family pet ownerships and also allow owner and pets to enjoy and also have fun. And permit customer to learn that all this event are in reality organize by the Pet Lovers Centre. And in addition hamster, dog, guinea pig, rabbit, hermit crab and terrapin are available in their stores. So customers have another choice to choose whether they would want to buy it using their company stores or other family pet stores.


There are a great deal of pet outlets in Singapore. They may be actually Pet Buffs competitor. It is because they are doing sell family pet products, and their products are for sale at cheap. And they do have their own house brand product. So they could lose out with customer because of this. As the majority of the people would not wish to pay too much on products, all they need is their pet eating balanced diet.


Survey Question

Do you possess any pet at home?



If yes, please check out Q2 - Q6,

Do you get anything from Pet Lover Centre?



Are you aware that they certainly have Pet Lover Centre regular membership benefit



How do you find their service?

Very satisfied



Not satisfied

How do you find their quality of the product?

Very satisfied



Not satisfied

Is the price tag on the product reasonable?

Very reasonable



Very expensive

If no, please check out Q7 & Q8

Would you like to buy any dog or cat from Pet Fan Centre, if you want to possess a pet?



Pet Fan Centre does coordinate charity drive to help animal shelter such as SPCA, Noah's Ark and ASD. In the event that you go by their stores, are you willing to donate to those animals?



Survey Result

From the study, there are very a number of people purchase things from the Pet lovers centre. Plus they find that the quality of the product and their service was above average. This means that their products are reliable, trustable so the customer willing to go to their shop again. The price tag on the merchandise was quite realistic. A lot of people did make an application for their membership card to gain gain for themselves. You will discover individuals who are willing to donate to pet shelter. So if Pet lovers Centre plan another charity drive, they need to create recognition for folks, this enable more folks to contribute to those animal shelter, since many people happy to donate money to them too.


In conclusion, Pet Addicts Centre is spotting in dog or cat industry throughout Singapore. Pets Buffs Centre has being exhibiting their best in providing good service and good quality products with affordable price because of their customer to get it. And thus, it enables these to grow their business from Singapore to Malaysia. As well as during economic slowdown, they were not affected yet raising finance for the pet shelter. They have their own strategies and solution to encounter their competition. They continue to keep the member modified with the latest information or campaign through email, E-zine or even typically the most popular social network, Facebook. This permits the member to visit to Pet Addicts Centre more regularly. This allow Family pet Enthusiasts Centre to be success and able to expand their business swiftly throughout the island.

I wish to analysis about this company because I usually gone to all your pet shop, and I realize that their store was located just about everywhere, and whenever I have enquires about those product, they are prepared to make clear and recommend product for me personally to try on to my pet. As compare to other family pet shop, their standard of services wasn't there and the price tag on the merchandise was quite expensive.

So after analysing the corporation, I've learnt that in order to expand the business enterprise, I must identify and take the target band of customer and cater to their needs and would like of the client. Providing good service and quality will gain the trust from the customer.

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