dogtel marketing plan group 8 9662506 eric hsu 9662512 jen huang 9662515 valerie chen 9662517 claire...
TRANSCRIPT
Dogtel 好狗命Marketing Plan
Group 8
9662506 徐弘昌 Eric Hsu 9662512 黃尹貞 Jen Huang 9662515 陳力蓉 Valerie Chen
9662517 鄭千慧 Claire Cheng
9662522 蘇倚徵 Stanley Su
9662524 劉名聰 Allen Liu
Company LOGO
Content
• IntroductionMission
Our Team
• Market OverviewPet Market
Sales Forecast
Competitor Analysis
Behavior Factor
Market Need and Trend
• SWOT
• Marketing StrategyDogtel PositionMarketing Strategy
• Pricing MethodCompetitorCustomer SurveyCost and PricingRevenue and Expense
Company LOGO
Mission
• Become the biggest and best boarding kennel service provider in Taiwan.
• To provide Peace of Mind to the responsible pet owner by offering a safe, spotless and comfortable facility, staffed by knowledgeable, gentle animal-loving professionals.
Company LOGO
Our Team
CEO & President
Claire Cheng鄭千慧
Sales Dep.VP
Allen Liu劉名聰
Marketing Dep.VP
Valerie Chen陳力蓉
Service Dep.VP
Stanley Su蘇倚徵
MIS Dep.VP
Eric Hsu徐弘昌
HR & Finance Dep.
VP
Jen Huang黃尹貞
Company LOGO
Pet Market
• Around 1,131,374 dogs in Taiwan (Until 2005)• NTD 14.9 billion demand per year
1999 to 2005 TW Families Pet Trend Chart
23.0%
15.5%
12.4%
1.8% 2.2% 2.2%
4.9% 5.3% 5.7%
16.8%
0%
10%
20%
30%
1999 2001 2003 2005Years
Pe
rce
nta
ge
※ Data from : 2005 Taiwan University Veterinary Professor Fei Chun-Yun
Company LOGO
Pet Market in Taiwan
• East area of TW --- Annual demand is 0.6 billion
• South area of TW --- Annual demand is 3.1 billion
• North area of TW --- Annual demand is 7.7 billion• Central area of TW--- Annual demand is 3.4 billion Target
Market
Company LOGO
0
500,000,000
1,000,000,000
1,500,000,000
Market Share
Rev
enue
0%
2%
4%
6%
8%
10%
Revenue 142,486,923 427,460,770 712,434,616 997,408,463 1,282,382,309
Market Share 1% 3% 5% 7% 9%
1'st year 2'nd year 3'rd year 4'th year 5'th year
Dogtel Sales Forecast
• Phase one --- 1’st to 2’nd year Quickly get market share 3% through pricing and product differentiation
• Phase two --- 3’rd to 5’th year Extend doggy products and services
• Phase three --- After 5’th year Become the number 1 pet store in Taiwan
Company LOGO
Competitor Analysis
• Competitor 4P
Company LOGO
Competitor Analysis (Con’t)
• Competitor Position
Pet Dream Park
Dog n Us
Average Pet Store
Price
Function
500 DogTel
Affordable Luxury
Company LOGO
Behavior Factor
• Extended Marry age and DINK families increasing
• Owner are willing to spend money exchange qualify services (Average dog age increase from 4.6 to 5.1) 1999 to 2005
• People spend more time and money on Leisure
• Respectable pet ownership
• Dog become a family member(12.4% 2005)
Company LOGO
Market Need and Trend
• High quality doggy goods (Foods, Decoration)
• Doggy club activities
• Customer services
• High quality hotel facility (ventilation, Clean, Space)• Professional services (Hotel, Grooming)
Medical CareBeauty Services
Pet HotelPet Funeral
Service
Pet Market Trend
Company LOGO
SWOT
S
•Alliance with hotel and homestay•Clean and comfortable environment•Special services provisioning•Certified veterinarian•Pet insurance•No cages, but warm wooden rooms•Camera for monitoring•Consulting services W
•New to the market•Lack of reputation•Only dog is served•Coverage only in specific area•Trust relationship with customers
T •Other simulated competitors•Economy depression•Price war with other competitors•Hotel allows pets to get into
•More and more people have pets•High potential market•GDP is growing•People pay attention to outdoor activities•Many hotels/restaurants do not allow pets•Increasing pet communities•Internet is popular
O
Company LOGO
SWOT Matrix
Strength
Op
po
rtu
nit
yT
hre
at
Weakness
• Hold pet related activities to
increase visibility
• Provide well-designed website
• Build up pet on-line forum
• Key-word advertising
• Increase interaction between pet
communities
• Focus on “Service is priority”
culture
• Provide customized services
• Expand the service portfolio
• Provide value-add services
• Provide free consulting services
• Develop relationship with customers
• Establish reputation by providing perfect services
• Expand the business coverage by
providing delivery service
• Provide promotion to attract customers
• Enhance the service quality
• Distinguish the market position
from other competitors
• Training the employees
Company LOGO
Market Positioning and Strategies
Shopping MeetingEvents
Entertainment
Room
Beauty
Activity
Dining
Hotel characteristics
Company LOGO
Shopping MeetingEvents
Beauty
Activity
DiningEntertainment
Room
Hotels provide comfortable, clean and exclusive service and space for customers to enjoy the vacation and release the pressure.
Market Positioning and Strategies
Company LOGO
Shopping MeetingEvents
RoomActivity
DiningEntertainment
Beauty
Hotels provide SPA, massage and beauty services
Market Positioning and Strategies
Company LOGO
Shopping MeetingEvents
Room
Beauty
DiningEntertainment
Activity
Hotels offer a wide range of services and facilities to customers, such as gyms and swimming pools.
Market Positioning and Strategies
Company LOGO
Shopping MeetingEvents
Room
Beauty
Activity
EntertainmentDining
Hotels offer various delicacy from around the world.
Market Positioning and Strategies
Company LOGO
MeetingEvents
Room
Beauty
Activity
DiningEntertainment
Shopping
Hotels satisfy your shopping fantasy.
Market Positioning and Strategies
Company LOGO
Shopping
Room
Beauty
Activity
Dining
MeetingEvents
Entertainment Hotels help to develop a theme, handle planning and provide personal service from start to finish.
Market Positioning and Strategies
Company LOGO
Shopping MeetingEvents
Entertainment
Room
Beauty
Activity
Dining Hotels have discos, pubs, and bars with great atmosphere, where customers can be promised to have a great time.
Market Positioning and Strategies
Cool !
Company LOGO
Accessory
Photography
Hotel
Beauty
Hospital
Restaurant
Pet service characteristics
Market Positioning and Strategies
Company LOGO
Accessory
Photography
Beauty
Hospital
Restaurant
Hotel
Traditional pet hotels offer cages or boxes style space only. They are provided with basic equipments and services.
Market Positioning and Strategies
Company LOGO
Accessory
Photography
HotelHospital
Restaurant
Beauty
Pet Beauty Salon offers hair cutting, nail clipping and lots of beauty services.
Market Positioning and Strategies
Company LOGO
Accessory
Photography
Hotel
Beauty
Restaurant
Hospital
Pet hospitals are like human hospitals, providing with all kinds of pet medical cure and services, such as surgical operations and health examinations.
Market Positioning and Strategies
Company LOGO
Accessory
Photography
Hotel
Beauty
Hospital
Restaurant Customers can enjoy delicious meal and so do their pets.
Market Positioning and Strategies
Company LOGO
Photography
Hotel
Beauty
Hospital
Restaurant
Accessory Pets are just like human, they all like to be decorated as well.
Market Positioning and Strategies
Company LOGO
Accessory
Hotel
Beauty
Hospital
Restaurant PhotographyPet photography stores let customers and their pets have great memories together.
Market Positioning and Strategies
Company LOGO
Accessory
Photography
Hotel
Beauty
Hospital
Restaurant
Shopping MeetingEvents
Entertainment
Room
Beauty
Activity
Dining
Shopping Beauty Beauty Hotel Hotel Hotel
1. To offer the most comfortable and humanistic environment2. To offer delicate and individual beauty services
Dining
3. To offer healthy and delicious dining4. To offer the most luxury and special products
Dogtel positions high-end market and provides the best products and services.
Market Positioning and Strategies
Company LOGO
Market Positioning and Strategies
Shopping Dining Beauty Hotel Marketing Strategy - Product
Company LOGO
Market Positioning and Strategies
Shopping Dining Beauty Hotel Marketing Strategy - Product
~ Slogan~Doggy Doggy Doggy
Pretty Beauty Happy
Coming Coming Coming
Eating Shopping Sleeping
Company LOGO
Market Positioning and Strategies
Shopping Dining Beauty Hotel Comfortable and Humanistic Environment
•No cages and boxes
•All kinds of kennel sizes
•Bright, clean, comfortable and safe
•24 hours air-condition system
•Indoor doggie playground
•Swimming pool
Company LOGO
Market Positioning and Strategies
Shopping Dining Hotel Beauty Delicate and Individual Beauty Services
•Tools are disinfected every time in order to keep a high hygiene standard.•All kinds of beauty service (showering, trimming, nail clipping)
Company LOGO
Market Positioning and Strategies
Shopping Beauty Hotel Dining Healthy and Delicious Dining
•Organic food
•Lots of choices such as Taiwanese, Japanese, American…etc. food
Company LOGO
Market Positioning and Strategies
Dining Beauty Hotel ShoppingLuxury and Special Products
•Provide the latest products from Japan, U.S.A, Australia
•All kinds of products (toys, snacks, clothes, necklace)
Company LOGO
Market Positioning and Strategies
Marketing Strategy - Place
•Locate between tourist spots and residential area
•Provide pick up and drop off service
Company LOGO
Market Positioning and Strategies
Marketing Strategy - Promotion
•Advertisement•Website•Activity•Alliance•Exhibition
Company LOGO
Market Positioning and Strategies
Dogtel
Dogtelwww.dogtel.com.tw
•Advertisement•Website•Activity•Alliance•Exhibition
- Travel magazines- Buildings
Marketing Strategy - Promotion
Company LOGO
Market Positioning and Strategies
•Advertisement
•Activity•Alliance•Exhibition
- B2B- C2C
•Website
DogtelHotels and Resorts
RoomBeautyServiceDiningShopping
ForumPhotography
Marketing Strategy - Promotion
Company LOGO
Market Positioning and Strategies
•Advertisement•Website
•Alliance•Exhibition
- Beauty contest- Other competition
•Activity
Marketing Strategy - Promotion
Company LOGO
Market Positioning and Strategies
•Advertisement•Website•Activity
•Exhibition
- Cooperate with famous Hotel or Motel
•Alliance
Marketing Strategy - Promotion
Company LOGO
Market Positioning and Strategies
•Advertisement•Website•Activity•Alliance•Exhibition - Take part in travel exhibition
to promote special package
Marketing Strategy - Promotion
Company LOGO
Analyzing Competitors’ Price
• The market price of boarding
Company LOGO
Analyzing Competitors’ Price (Con’t)
• The market price of grooming
Company LOGO
Surveying Consumer Accepted Price
Most of people hope the boarding price is under NT$500
Company LOGO
Estimating Our Cost
Item Cost
Upholstery 3,000,000
Grooming spa facilities 1,000,000
Rental 30,000
Personnel expense
groomer
two assistants
supervisors
labor/health insurance and labor pension
264,000
30,000
54,000
180,000
35,000
Water bill, power bill and correspondence 10,000
Vehicles maintenance and transportation 5,000
Insurance premium 833
Marketing expense 4,167
Material 8,000
Initial investment
monthly expense
Company LOGO
Pricing Our Services
Pet size Boarding Grooming SPA Special Offer
Small 399 1499 (1)Stay over seven days, get a free bath.
(2)Add three thousand per day, enjoy the presidential suite. And stay over seven days, get a free grooming spa.
Small-medium 499 1599
Medium-large 599 1699
Large 699 1799
Fashion Design
1000 for grooming spa customers, and 2500 for other customers. (Material expense hasn’t be counted)
Pet ShuttleIn Taipei city, 300 per single ride.In Taipei county, 500 per single ride.
Affordable luxury
High-level luxury
Company LOGO
Analyzing Expense and Revenue
• Our monthly expense: 292,000
• Our target of monthly revenue: 590,000
two hundred boarding customers
thirty customers enjoy the presidential suite
two hundred grooming spa customers
sum 529,600
Other income: fashion design, pet shuttle and
boutique shop
We will make it !