Transcript Dogtel Marketing Plan

Dogtel 好狗命
Marketing Plan
Group 8
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徐弘昌
黃尹貞
陳力蓉
鄭千慧
蘇倚徵
劉名聰
Eric Hsu
Jen Huang
Valerie Chen
Claire Cheng
Stanley Su
Allen Liu
Company
Content
LOGO
• Introduction
Mission
Our Team
• Market Overview
Pet Market
Sales Forecast
Competitor Analysis
Behavior Factor
Market Need and Trend
• SWOT
• Marketing Strategy
Dogtel Position
Marketing Strategy
• Pricing Method
Competitor
Customer Survey
Cost and Pricing
Revenue and Expense
Company
Mission
LOGO
•
•
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
Our
Team
LOGO
CEO &
President
Claire Cheng
鄭千慧
Sales Dep.
VP
HR &
Finance Dep.
VP
MIS Dep.
VP
Marketing Dep.
VP
Service Dep.
VP
Allen Liu
劉名聰
Jen Huang
黃尹貞
Eric Hsu
徐弘昌
Valerie Chen
陳力蓉
Stanley Su
蘇倚徵
Company
Pet
Market
LOGO
• Around 1,131,374 dogs in Taiwan (Until 2005)
• NTD 14.9 billion demand per year
1999 to 2005 TW Families Pet Trend Chart
30%
Percentage
23.0%
20%
16.8%
15.5%
12.4%
10%
4.9%
5.3%
5.7%
1.8%
2.2%
2.2%
0%
1999
2001
2003
2005
Years
※ Data from：2005 Taiwan University Veterinary Professor Fei Chun-Yun
Company
Pet
Market in Taiwan
LOGO
•
•
•
•
North area of TW --- Annual demand is 7.7 billion
Central area of TW--- Annual demand is 3.4 billion
South area of TW --- Annual demand is 3.1 billion
East area of TW --- Annual demand is 0.6 billion
South Area
21%
East Area
4%
North Area
52%
Central Area
23%
Target
Market
Company Sales Forecast
Dogtel
LOGO
Market Share
1,500,000,000
10%
Revenue
8%
1,000,000,000
• Phase three --- After 5’th year
500,000,000 Become the number 1 pet store in Taiwan
0
Revenue
Market Share
1'st year
2'nd year
3'rd year
4'th year
5'th year
142,486,923
427,460,770
712,434,616
997,408,463
1,282,382,309
1%
3%
5%
7%
9%
6%
4%
2%
0%
• Phase one --- 1’st to 2’nd year
• Phase two --- 3’rd to 5’th year
Quickly get market share 3% through
pricing and product differentiation
Extend doggy products and services
Company
Competitor
Analysis
LOGO
• Competitor 4P
Company
Competitor
Analysis (Con’t)
LOGO
• Competitor Position
Affordable
Luxury
Price
500
Pet Dream Park
DogTel
Dog n Us
Average Pet Store
Function
Company
Behavior
Factor
LOGO
• Respectable pet ownership
• Dog become a family member(12.4% 2005)
• 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
• Extended Marry age and DINK families increasing
Company Need and Trend
Market
LOGO
• High quality hotel facility (ventilation, Clean, Space)
• Professional services (Hotel, Grooming)
• Customer services
• High quality doggy goods (Foods, Decoration)
• Doggy club activities
Pet Market Trend
Medical Care
Beauty
Services
Pet
Hotel
Pet
Funeral
Service
Company
SWOT
LOGO
•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
•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
•New to the market
•Lack of reputation
•Only dog is served
•Coverage only in specific area
•Trust relationship with customers
S W
O T
•Other simulated competitors
•Economy depression
•Price war with other competitors
•Hotel allows pets to get into
Company Matrix
SWOT
LOGO
Opportunity
Strength
• Hold pet related activities to
• Develop relationship with customers
• Provide well-designed website
• Establish reputation by providing
perfect services
• Build up pet on-line forum
• Expand the business coverage by
increase visibility
• Key-word advertising
• Increase interaction between pet
communities
• Focus on “Service is priority”
culture
Threat
Weakness
providing delivery service
• Provide promotion to attract
customers
• Enhance
the service quality
• Distinguish the market position
• Provide customized services
from other competitors
• Expand the service portfolio
• Training the employees
• Provide value-add services
• Provide free consulting services
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotel characteristics
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels provide comfortable, clean and
exclusive service and space for customers
to enjoy the vacation and release the
pressure.
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels provide SPA, massage and beauty
services
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels offer a wide range of services and
facilities to customers, such as gyms and
swimming pools.
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels offer various delicacy from around
the world.
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Hotels satisfy your shopping fantasy.
Activity
Room
Beauty
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels help to develop a theme, handle
planning and provide personal service from
start to finish.
Company Positioning and Strategies
Market
LOGO
Shopping
Meeting
Events
Dining
Entertainment
Activity
Room
Beauty
Hotels have discos, pubs, and bars with
great atmosphere, where customers can be
promised to have a great time.
Cool !
Company Positioning and Strategies
Market
LOGO
Pet service characteristics
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Traditional pet hotels offer cages or boxes
style space only. They are provided with
basic equipments and services.
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Pet Beauty Salon offers hair cutting, nail
clipping and lots of beauty services.
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Pet hospitals are like human hospitals, providing
with all kinds of pet medical cure and services,
such as surgical operations and health
examinations.
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Customers can enjoy delicious meal and so do
their pets.
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Pets are just like human, they all like to be
decorated as well.
Company Positioning and Strategies
Market
LOGO
Accessory
Restaurant
Hospital
Photography
Hotel
Beauty
Pet photography stores let customers and
their pets have great memories together.
Company Positioning and Strategies
Market
LOGO
Meeting
Events
Shopping
Accessory
Dining
Restaurant
Photography
Hospital
Entertainment
Hotel
Hotel
Hotel
Beauty
Beauty
Dining
Beauty
Activity
Room
Beauty
1. To offer the most comfortable and humanistic environment
2. To offer delicate and individual beauty services
3. To offer healthy and delicious dining
4. To offer the most luxury and special products
Dogtel positions high-end market and provides the best
products and services.
Shopping
Company Positioning and Strategies
Market
LOGO
Hotel
Beauty Dining Shopping
Marketing Strategy - Product
Company Positioning and Strategies
Market
LOGO
Hotel
Beauty Dining Shopping
Marketing Strategy - Product
~ Slogan~
Doggy Doggy Doggy
Pretty Beauty Happy
Coming Coming Coming
Eating Shopping Sleeping
Company Positioning and Strategies
Market
LOGO
Hotel
Beauty Dining Shopping
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 Positioning and Strategies
Market
LOGO
Hotel
Beauty
Dining Shopping
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 Positioning and Strategies
Market
LOGO
Hotel
Beauty Dining
Shopping
Healthy and Delicious
Dining
•Organic food
•Lots of choices such as Taiwanese,
Japanese, American…etc. food
Company Positioning and Strategies
Market
LOGO
Hotel
Beauty Dining Shopping
Luxury and Special
Products
•Provide the latest products from
Japan, U.S.A, Australia
•All kinds of products
(toys, snacks, clothes, necklace)
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Place
•Locate between tourist spots
and residential area
•Provide pick up and drop off
service
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
•Advertisement
•Website
•Activity
•Alliance
•Exhibition
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
Dogtel
•Advertisement
•Website
•Activity
•Alliance
•Exhibition
- Travel magazines
- Buildings
Dogtel
www.dogtel.com.tw
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
Dogtel
Hotels and Resorts
Room
Beauty
Service
Dining
Shopping
Forum
Photography
•Advertisement
•Website
•Activity
•Alliance
•Exhibition
- B2B
- C2C
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
•Advertisement
•Website
•Activity
•Alliance
•Exhibition
- Beauty contest
- Other competition
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
•Advertisement
•Website
•Activity
•Alliance
•Exhibition
- Cooperate with famous
Hotel or Motel
Company Positioning and Strategies
Market
LOGO
Marketing Strategy - Promotion
•Advertisement
•Website
•Activity
•Alliance
- Take part in travel exhibition
•Exhibition
to promote special package
Company
Analyzing
Competitors’ Price
LOGO
• The market price of boarding
Company
Analyzing
Competitors’ Price (Con’t)
LOGO
• The market price of grooming
Company
Surveying
Consumer Accepted Price
LOGO
Most of people hope the
boarding price is under
NT$500
Company
Estimating
Our Cost
LOGO
Item
Cost
Upholstery
3,000,000
Grooming spa facilities
1,000,000
Rental
Personnel expense
groomer
two assistants
supervisors
labor/health insurance and labor pension
Initial
investment
30,000
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
monthly
expense
Company Our Services
Pricing
LOGO
Affordable
luxury
High-level
luxury
Pet size
Boarding
Grooming SPA
Special Offer
Small
399
1499
Small-medium
499
1599
Medium-large
599
1699
Large
699
1799
(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.
Fashion
Design
Pet Shuttle
1000 for grooming spa customers, and 2500 for other
customers. (Material expense hasn’t be counted)
In Taipei city, 300 per single ride.
In Taipei county, 500 per single ride.
Company
Analyzing
Expense and Revenue
LOGO
• 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 !