Pet Hospitality Industry
What products attributes and benefits could an upscale hotel provide a pet owner? Are these the same product attributes and benefits provided by an upscale kennel?
An upscale hotel provides relatively expensive services, and they are designed to appeal to upscale customers. Upscale pet owners expect their pets to receive high end services in the hotels they visit. A dog does not care what place he is in, whether it a cemented floor or a carpeted room with a wallpaper and a brass bed; but their owners expect their dogs to receive similar services as themselves in hotels (Stepahnie, 2013). Therefore, there are several products attributes and benefits that an upscale hotel can provide a pet owner.
An upscale hotel could provide an exclusive pet only room service menu. As such, the pet owner feels that their pet is receiving upscale services. The pet only room service menu should entail services exclusive to pets. The services may include a pet massage by a licensed pet masseuse. Also, the hotel can offer grooming services for the pets. In the grooming services, the hotel can only use products as prescribed by the pet owner to avoid displeasing a pet owner.
Furthermore, an upscale hotel can have a pet only food menu. In line with Donny and Pak (2018), pampered pets can dine on Omaha Steak Treats for Pets, a breakfast without additives and preservatives and then finish off with a Frosty Paws soy-based ice cream. Therefore, an upscale hotel should not only provide pet food but also serve the pets with the food ordered by their owners. Also, an upscale hotel can give a pet check-in gift basket which contains a pet toy, a pet treat, and even an inscribed water bowl.
The attributes and benefits offered by an upscale hotel are similar to the ones provided in an upscale kennel. However, the services in the upscale kennels are reserved for dogs only. The dogs get a private kennel, grooming, and a playroom. Furthermore, dogs can make calls to their owners.
What strategy could a company like Petco be pursuing by entering the pet hotel market? What strategy would a company like Marriot be pursuing by entering the pet hotel market?
Petco is a pet company with more than 50 years in the pet business. By entering the pet hotel market, Petco would be adopting a multiproduct branding strategy. Petco could enter the pet hotel market by providing upscale kennel services for pet owners. Sometimes, pet owners wish to travel with their pets, but circumstances at hand force them to look for someone to care for their pet in their absence. At times, pet owners lack the most suitable pet sitter. As such, Petco can provide kennel services for such pet owners. Pets can get their kennels, daily grooming, and regular walking for dogs and aerobics for other pets supervised play times and also, pet owners can get to call or face time their pets. Many pet owners would feel comfortable leaving their pets at Petco due to their quality kennel services.
Marriot is a multinational hospitality company that manages hotels and other lodging services. Marriot is renowned for its upscale hotel and lodging services. By entering the pet hotel market, Marriot would be adopting the multi-branding strategy. Pet owners can get exclusive hospitality treatment for their pets. Also, Marriot would gain more customers if they implemented a pet hospitality service. Pets can get groomed as per the instructions of the owners. Also, the pets can get their exclusive room service menu as well as a pet only food menu. Also, the pets can enjoy leisure activities in the hotels such as swimming and even a massage by a licensed pet masseuse. Besides, Marriot can offer pet gift package upon arrival. By offering upscale pet services, Marriot would attract potential pet owner clients.
What are the pros and cons for (a) a multiproduct branding strategy and (b) a multibranding strategy in the pet hospitality industries for companies such as (a) Petco and (b) Marriot?
Petco will use the multiproduct branding strategy when entering the pet hospitality business. The multiproduct branding is where a company uses one name for all its services. Petco is already in the pet business and adding pet hospitality to the list of their services does not require different branding. The advantage of multiproduct branding is that customers who have already enjoyed the services of the company before are more likely to subscribe to the new services since they have a positive attitude towards the company. Also, multiproduct branding reduces promotional costs since the name of the company is not new in the public domain.
The disadvantage of a multiproduct branding strategy is that the failure of one product affects the entire company. As such, if one of the services offered by Petco were to fail, the pet hospitality service would fail too.
Marriot would use the multi-branding strategy when entering the pet hospitality business since they will be serving humans and animals. Multi-branding is where one company promotes its products under different names. The advantage of multi-branding strategy is that the failure of one product does not affect the entire company. Also, the company can tackle competition more effectively as compared to when they use one brand name. The disadvantage of multi-branding strategy is that promotional costs increase since the company will be marketing products separately (Walter, 2019). Also, the different brands may confuse customers; the customer will doubt the quality of the products since all of them come under different brand names. Besides, the multi-branding strategy is more inclined towards making a profit rather than the needs of customers. As such, if the customers discover, a company stands to lose many customers.
In what stage of the product life is the pet hospitality industry? In what stage of the product life is an offering such as PetSmart’s PetsHotel? Explain and support your answers.
The pet hospitality industry is in the growth stage of the product life cycle. The growth stage is characterized by steady growth in sales and profits. In this stage, the company is already reaping benefits as compared to when it was in the introduction stage. According to (), the number of pet-friendly lodgings has increased 300 percent in the past three years, according to BringYourPet.com. The American Automobile Association has added more than 1,000 pet-friendly accommodations to its 2007 pet travel guide for more than 13,000 total listings. As such, evident from the many companies entering the pet hospitality industry, the industry is profitable and thus, in the growth stage of the product life cycle.
PetSmart PetsHotel is a hotel that offers hospitality services to cats and dogs. The PetSmart PetHotel is in the growth stage of the product growth cycle. The hotel started by researching the pet hospitality industry. After the investigation, the hotel had to use funds for marketing their new service. At first, the proceeds from the new business were low since the company was relatively new. However, at present, the PetSmart PetsHotel is enjoying the substantial profits from pet hospitability. The PetSmart PetsHotel offers accommodation for cats and dogs when their owners are away. Although the PetSmart PetsHotel is reaping benefits from the pet hospitality industry, it has not reached the maturity stage since it does not have a permanent competitive advantage against its competitors.
References
Stepahine Rosenbloom,. (2013, Septermber 18). Now Checking In: Pampered Pets. Retrieved May 4, 2019, from The New York Times : https://www.nytimes.com/2013/09/22/travel/now-checking-in-pampered-pets.html
Walter, White. (2019). Multi Brand Strategy: Examples & Pros and Cons. Retrieved May 4, 2019, from Inevitable Steps: http://inevitablesteps.com/marketing/multi-brand-strategy/
Yiu Pak, Danny Kwok. (2018, April 1). Pampered pooches get their tickets to ride, but do they care? Retrieved May 4, 2019, from the japatimes life: https://www.japantimes.co.jp/life/2018/04/01/lifestyle/pampered-pooches-get-tickets-ride-care/