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Dogtel Marketing Plan Group 8 9662506 Eric Hsu 9662512 Jen Huang 9662515 Valerie Chen 9662517 Claire Cheng 9662522 Stanley Su 9662524 Allen Liu.

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Presentation on theme: "Dogtel Marketing Plan Group 8 9662506 Eric Hsu 9662512 Jen Huang 9662515 Valerie Chen 9662517 Claire Cheng 9662522 Stanley Su 9662524 Allen Liu."— Presentation transcript:

1 Dogtel Marketing Plan Group Eric Hsu Jen Huang Valerie Chen Claire Cheng Stanley Su Allen Liu

2 Company LOGO Content 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

3 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.

4 Company LOGO Our Team CEO & President Claire Cheng Sales Dep. VP Allen Liu HR & Finance Dep. VP Jen Huang MIS Dep. VP Eric Hsu Marketing Dep. VP Valerie Chen Service Dep. VP Stanley Su

5 Company LOGO Pet Market Around 1,131,374 dogs in Taiwan (Until 2005) NTD 14.9 billion demand per year Data from 2005 Taiwan University Veterinary Professor Fei Chun-Yun

6 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

7 Company LOGO Dogtel Sales Forecast Phase one --- 1st to 2nd year Quickly get market share 3% through pricing and product differentiation Phase two --- 3rd to 5th year Extend doggy products and services Phase three --- After 5th year Become the number 1 pet store in Taiwan

8 Company LOGO Competitor Analysis Competitor 4P

9 Company LOGO Competitor Analysis (Cont) Competitor Position Pet Dream Park Dog n Us Average Pet Store Price Function 500 DogTel Affordable Luxury

10 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)

11 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 Care Beauty Services Pet Hotel Pet Funeral Service Pet Market Trend

12 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

13 Company LOGO SWOT Matrix Strength Opportunity Threat 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

14 Company LOGO Market Positioning and Strategies Shopping Meeting Events Entertainment Room Beauty Activity Dining Hotel characteristics

15 Company LOGO Shopping Meeting Events Beauty Activity Dining Entertainment Room Hotels provide comfortable, clean and exclusive service and space for customers to enjoy the vacation and release the pressure. Market Positioning and Strategies

16 Company LOGO Shopping Meeting Events Room Activity Dining Entertainment Beauty Hotels provide SPA, massage and beauty services Market Positioning and Strategies

17 Company LOGO Shopping Meeting Events Room Beauty Dining Entertainment Activity Hotels offer a wide range of services and facilities to customers, such as gyms and swimming pools. Market Positioning and Strategies

18 Company LOGO Shopping Meeting Events Room Beauty Activity Entertainment Dining Hotels offer various delicacy from around the world. Market Positioning and Strategies

19 Company LOGO Meeting Events Room Beauty Activity Dining Entertainment Shopping Hotels satisfy your shopping fantasy. Market Positioning and Strategies

20 Company LOGO Shopping Room Beauty Activity Dining Meeting Events Entertainment Hotels help to develop a theme, handle planning and provide personal service from start to finish. Market Positioning and Strategies

21 Company LOGO Shopping Meeting Events 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 !

22 Company LOGO Accessory Photography Hotel Beauty Hospital Restaurant Pet service characteristics Market Positioning and Strategies

23 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

24 Company LOGO Accessory Photography Hotel Hospital Restaurant Beauty Pet Beauty Salon offers hair cutting, nail clipping and lots of beauty services. Market Positioning and Strategies

25 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

26 Company LOGO Accessory Photography Hotel Beauty Hospital Restaurant Customers can enjoy delicious meal and so do their pets. Market Positioning and Strategies

27 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

28 Company LOGO Accessory Hotel Beauty Hospital Restaurant Photography Pet photography stores let customers and their pets have great memories together. Market Positioning and Strategies

29 Company LOGO Accessory Photography Hotel Beauty Hospital Restaurant Shopping Meeting Events Entertainment Room Beauty Activity Dining Shopping Beauty Hotel 1. To offer the most comfortable and humanistic environment 2. To offer delicate and individual beauty services Dining 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. Market Positioning and Strategies

30 Company LOGO Market Positioning and Strategies Shopping Dining Beauty Hotel Marketing Strategy - Product

31 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

32 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

33 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)

34 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

35 Company LOGO Market Positioning and Strategies Dining Beauty Hotel Shopping Luxury and Special Products Provide the latest products from Japan, U.S.A, Australia All kinds of products (toys, snacks, clothes, necklace)

36 Company LOGO Market Positioning and Strategies Marketing Strategy - Place Locate between tourist spots and residential area Provide pick up and drop off service

37 Company LOGO Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Website Activity Alliance Exhibition

38 Company LOGO Market Positioning and Strategies Dogtel Advertisement Website Activity Alliance Exhibition - Travel magazines - Buildings Marketing Strategy - Promotion

39 Company LOGO Market Positioning and Strategies Advertisement Activity Alliance Exhibition - B2B - C2C Website Dogtel Hotels and Resorts Room Beauty Service Dining Shopping Forum Photography Marketing Strategy - Promotion

40 Company LOGO Market Positioning and Strategies Advertisement Website Alliance Exhibition - Beauty contest - Other competition Activity Marketing Strategy - Promotion

41 Company LOGO Market Positioning and Strategies Advertisement Website Activity Exhibition - Cooperate with famous Hotel or Motel Alliance Marketing Strategy - Promotion

42 Company LOGO Market Positioning and Strategies Advertisement Website Activity Alliance Exhibition - Take part in travel exhibition to promote special package Marketing Strategy - Promotion

43 Company LOGO Analyzing Competitors Price The market price of boarding

44 Company LOGO Analyzing Competitors Price (Cont) The market price of grooming

45 Company LOGO Surveying Consumer Accepted Price Most of people hope the boarding price is under NT$500

46 Company LOGO Estimating Our Cost ItemCost Upholstery3,000,000 Grooming spa facilities1,000,000 Rental30,000 Personnel expense groomer two assistants supervisors labor/health insurance and labor pension 264,000 30,000 54, ,000 35,000 Water bill, power bill and correspondence10,000 Vehicles maintenance and transportation5,000 Insurance premium833 Marketing expense4,167 Material8,000 Initial investment monthly expense

47 Company LOGO Pricing Our Services Pet sizeBoardingGrooming SPASpecial Offer Small (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 Medium-large Large Fashion Design 1000 for grooming spa customers, and 2500 for other customers. (Material expense hasnt be counted) Pet Shuttle In Taipei city, 300 per single ride. In Taipei county, 500 per single ride. Affordable luxury High-level luxury

48 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 !


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