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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

Chapter 1

INTRODUCTION

THE ESTABLISHMENT OF SALON FOR THE PET OWNERS AND THEIR PETS

Pet parenting, a term which has become quite in vogue these days, has
become quite visible and familiar. Pet parenting or quite simply, responsible
pet ownership has become a lifestyle for many people: singles, young
couples, families, and even the elderly. According to many studies, keeping
a pet has beneficial effect on people not just physically but also emotionally
and psychologically. In the US and other countries in Europe, dogs are used
as part of therapeutic treatment for cancer patients specially children.
Others like the blind have experts call as ‘sight dogs’ who help the blind in
walking and crossing the streets.

But one doesn’t have to be a cancer patient or be physically disabled to

enjoy the company of dogs and other pets. It is no wonder then, that as a
result of the growing popularity of pet parenting, a whole new industry is also
emerging: specialized salon services for dogs.

In a book written by Ferdinand Mery entitled “The Dog” (London, 1970), he

established that dogs were first perceived as useful to man as early as
4240BC. Mery mentions unusual religious totems with dogs depicted in their
sculpture. As centuries passed, the dog eventually became commonly
accepted as a pet, and is now considered “man’s bestfriend”.

In the past centuries, pets have lived comfortably in the castles of Kings and
Queens. They have served as working dogs in the marketplace and travelled
with entertainment groups. Art from the fourteenth through eighteenth
century depicts small dogs and cats near the footstools of ladies of the
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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

Court. The Elizabethan era reveals some of the earliest historical evidence of
pet grooming activity.

Dog grooming is an ancient art – and necessity – that began in some form
thousands of years ago in an era where humans and wolf/”proto-dogs” co-
evolved into the two closest companion species on Earth. Recent
fascinating archaeological and scientific information documents how close
early humans and early dogs have always been, and how they shaped not
only each other’s cultures and economies, but how their relationship likely
secured each other’s very survival.

The earliest historical records of actual dog groomers as a job or profession

comes from the Middle Ages where full time “professional” “kennel boys”
worked on feudal estates in Europe maintaining the hunting and herding
stock for the noble Lord. These young men would live with the dogs, caring
for them in every way. They would even brush their teeth and had the first
grooming tools – brushes and combs and scissors – to take care of these
dogs who served a very real purpose to the benefit of all in that state.

It appears that grooming first began to evolve into an art form in and of itself
once we began to see the curly coats, the early Poodles in 16th century
France emerge. There are lithographs and art centuries old in which women
are seen to design more aesthetic cuts. But even those early haircuts had a
practical origin.

Throughout most of history, and still in many parts of the world today, the
dog was primarily a tool and useful colleague in life’s work. The evolution
into “pet” also began in the Middle Ages as an expression of “Upper Class”
status in social hierarchy. The wealthy, the elite, would keep these wonderful
dogs also as pets – a real status symbol.
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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

It took centuries of social and political evolution for that kind of “status dog”
ownership that served little practical purpose, except to provide love and
friendship, to reach the masses. But pet ownership today is now widespread
and not reserved for the elite.

Dog grooming made great strides with the advancement of the tools, such
as clippers in the 20th Century that rose the bar in terms what the groomers
are capable of achieving. With the increasing demand of widespread
ownership of dogs as pets in homes, the professional opportunities for
groomers grew in recent decades.

Grooming is not just about giving your pet a nice haircut and keeping them
clean. It is about keeping your pets in good physical health; their
appearance also improves as an added benefit. Both dogs and cats must
be trained to endure grooming services while they are young because it is
good for them. Waiting too long to groom your pet will resist the grooming
services, especially the necessary nail trimmings and ear cleanings.

Grooming is especially important for long-haired animals. They require more

intense grooming sessions because it takes more time to shampoo, brush
and cut their coat. They should get accustomed to these longer grooming
sessions early in their lives so they understand the process and eventually
start enjoying it.

Brushing services are beneficial to all kinds of dogs and cats because it helps
remove dead hair, dirt and dandruff. Regular brushing also improves the
pet’s fur because it brings out the natural oils in the coat, allowing for a
healthy sheen. In addition, another benefit of grooming is that it allows your
pet to be regularly checked for any abnormalities. This could be things like
skin problems such as ticks, fleas and dry patches, or issues with their nails,
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BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

teeth, ears, and eyes. When problems like this are spotted early on,
treatment can start right away before something more serious develops.

Pet grooming is a common practice in our society today keeping our pets
happy and healthy. People don’t even think twice of spending hundreds of
money having their pets groomed and bathed by a
pet grooming professional. In today’s perception of pet grooming, the
animal is considered part of the family or something to show as a source of
pride.

From the proponent’s observation today, grooming each other is a bonding

experience, one that denotes caring and closeness. The benefits of sharing
our lives with our pets offer owners affection, companionship and security.
The proponents chose to establish a salon business for pet lovers and their
pets. This business shall have its name as ‘Salon For You & FUR Me’. It is a
specialized service provider that will cater both pet parents and their fur
babies. Unlike the typical grooming salons for dogs and cats that have been
sprouting all over the place, ‘Salon For You & FUR Me’ has innovated its offers
which are specialized on pampering services for your pets that includes:
grooming; medicated bath; pet massage; veterirnay services; and similar
pet care services. Likewise, pet owners can enjoy their own pampering
moments with first-class spa services like massage, hair cut, manicure &
pedicure, whitening treatment and other typical salon services. Hence,
‘Salon For You & FUR Me’ will innovatively combine traditionally two different
services and markets. It will serve both the pet owners and their pets.