Masterpet -Big Developments for Masterpet in Australia

A few months ago the oldest and one of the best known names in pet accessories in Australia, Pets International, made way for a new name – Masterpet Australia.

Pets International, established in 1923, had the balance of it's shareholding acquired by Masterpet in August 2002. masterpet purchased an initial 50 percent of the company in 1997.

The change, though, is far more than merely a new name.

Rebranding of Pets International to Masterpet Australia signifies a major change for the pet accessories and premium pet food distributor. Just how significant these changes are were seen first hand by more than 400 customers from across Australia when they attended a weekend conference at Masterpet's new Australian headquarters in Prestons, Sydney.

Masterpet director, Brent Wootton, said the new 8500 square metre, high stud twin warehouse headquarters underlined Masterpet's commitment to setting a new standard of customer service.

"Pets International may have been around for a long time, but its service levels, like those of much in the industry, left considerable room for improvement," Mr Wootton said.

"With our investment in the new headquarters, new technology and increased staffing levels we are determined to bring a new experience to pet retailers in Australia."

Implementation has been built on lessons learned from the highly successful Masterpet business in New Zealand. Using leading edge technology which ensures orders can be relayed from shop front to warehouse and the goods dispatched, often in less than an hour, Master pet has revolutionized the pet accessories and premium pet food industry in New Zealand.

Anzac Cooperation

"You often hear about the competition that exists between Australia and New Zealand but the development of Masterpet Australia is a classic example of the ANZAC spirit combining the best from both sides of the Tasman."

From a customer perspective, the changes will mean a vast reduction in out-of stocks, faster delivery times, and an increase in the range of products and services. Greater efficiencies and increased buying power of Masterpet Australia/New Zealand will also ensure that prices will be highly competitive.

"One of the greatest frustrations for retail customers is unavailability of product. Successful pet retailing relies on wide product selection, attractive packaging, great prices and excellent distributor support through speedy delivery and the order arriving in good condition." Masterpet Australia's new warehouse management systems and store-to-warehouse communications, allow customers on the Eastern seaboard of Australia to receive their orders within 24 hours.

A key factor in this speed to market is that Masterpet's Australia headquarters are on the site next to Nationwide freight forwarder, Mainfreight. An order can conceivably be on a truck within 15 minutes or so of it being received.

The new systems and warehouse capacity have allowed Masterpet Australia to increase its product offering by over 1000 new lines. An example is Kaytee's – the world leading range of extruded food for birds and small animals. The range, launched recently, will offer the Australian pet trade a comprehensive new range of professional bird diets. Masterpet Australia is planning on broadening their product range further, Mr Wootton said.

Masterpet has significantly increased its sales force and currently is excess of 150 staff nationwide in Australia.

Key to the development of this team has been the appointment of Sean Duggan, a former veterinarian and senior executive with MARS and former marketing manager for IAMS Australia, as the CEO in Australia. Mr Duggan has considerable experience in fast-moving consumer goods and in meeting the needs of animals, which is a unique combination, Mr Wootton said.

Understanding the Market

The launch of Masterpet Australia followed extensive research into the needs of retailers.

"This showed, that above all else, retailers want the basics done well – more contact from sales people, no out-of-stocks or damaged goods and faster delivery."

Partly as a thank you for customers for their feedback, but also to celebrate the launch of Masterpet Australia, Masterpet threw open its doors in late August for a weekend of education, participation and fun.

Feedback suggested there is a real appetite within the industry to learn in a seminar / conference environment.

Pet shop owner and attendee, Natalie Graham, said: "the marketing, merchandising and other workshops were very impressive and we will value the skills that we gained for many years."

Mr Wootton said the interest generated was heightened by the fact that this was the first time such an occasion had been held for the pet industry in Australia.

Source: PETS International Magazine (ISSUE 3, 2004)