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

Content Introduction SWOT Marketing Strategy Market Overview Mission Our Team Market Overview Pet Market Sales Forecast Competitor Analysis Behavior Factor Market Need and Trend SWOT Marketing Strategy Dogtel Position Pricing Method Competitor Customer Survey Cost and Pricing Revenue and Expense

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. The Dogtel is the place where your beloved pet goes when you are on a holiday. At The Pet Hotel, your pet receives tender loving care under professionals who love and understand pets. The place where you can leave your pets with full assurance that they will be cared for as much as you do while you enjoy a worry-free vacation.

Our Team

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

Pet Market in Taiwan Target Market North area of TW --- Annual demand is 7.7 billion Target Market 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

Dogtel Sales Forecast Phase three --- After 5’th year Become the number 1 pet store in Taiwan 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

Competitor Analysis Competitor 4P

Competitor Analysis (Con’t) Competitor Position Affordable Luxury Price Function 500 DogTel Pet Dream Park Dog n Us Average Pet Store

Behavior Factor 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

Market Need and Trend High quality hotel facility (ventilation, Clean, Space) Professional services (Hotel, Grooming) Customer services High quality doggy goods (Foods, Decoration) Doggy club activities Medical Care Beauty Services Pet Hotel Pet Funeral Service Pet Market Trend

SWOT S W O T Alliance with hotel and homestay New to the market 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 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 T Other simulated competitors Economy depression Price war with other competitors Hotel allows pets to get into

SWOT Matrix Strength Weakness Opportunity Threat 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 Develop relationship with customers Establish reputation by providing perfect services Expand the business coverage by providing delivery service Provide promotion to attract customers Opportunity Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Focus on “Service is priority” culture Provide customized services Expand the service portfolio Provide value-add services Provide free consulting services Enhance the service quality Distinguish the market position from other competitors Training the employees Threat

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

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

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

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

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

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

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

Market Positioning and Strategies Shopping Meeting Events Dining Entertainment Hotels have discos, pubs, and bars with great atmosphere, where customers can be promised to have a great time. Activity Room Beauty Cool !

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

Market Positioning and Strategies Accessory Restaurant Photography Traditional pet hotels offer cages or boxes style space only. They are provided with basic equipments and services. Hospital Hotel Beauty

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

Market Positioning and Strategies Pet hospitals are like human hospitals, providing with all kinds of pet medical cure and services, such as surgical operations and health examinations. Accessory Restaurant Photography Hospital Hotel Beauty

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

Market Positioning and Strategies Accessory Pets are just like human, they all like to be decorated as well. Restaurant Photography Hospital Hotel Beauty

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

Market Positioning and Strategies Shopping Meeting Events Dining Accessory Entertainment Hotel Beauty Dining Shopping Restaurant Photography Hospital Hotel Activity Beauty 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.

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

Market Positioning and Strategies Hotel Beauty Dining Shopping Marketing Strategy - Product Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface ~ Slogan~ Doggy Doggy Doggy Pretty Beauty Happy Coming Coming Coming Eating Shopping Sleeping

Market Positioning and Strategies Hotel Beauty Dining Shopping Comfortable and Humanistic Environment Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface No cages and boxes All kinds of kennel sizes Bright, clean, comfortable and safe 24 hours air-condition system Indoor doggie playground Swimming pool

Market Positioning and Strategies Hotel Beauty Dining Shopping Delicate and Individual Beauty Services Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Tools are disinfected every time in order to keep a high hygiene standard. All kinds of beauty service (showering, trimming, nail clipping)

Market Positioning and Strategies Hotel Beauty Dining Shopping Healthy and Delicious Dining Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Organic food Lots of choices such as Taiwanese, Japanese, American…etc. food

Market Positioning and Strategies Hotel Beauty Dining Shopping Luxury and Special Products Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Provide the latest products from Japan, U.S.A, Australia All kinds of products (toys, snacks, clothes, necklace)

Market Positioning and Strategies Marketing Strategy - Place Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Locate between tourist spots and residential area Provide pick up and drop off service

Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Website Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Alliance Exhibition

Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Dogtel Travel magazines Buildings Website Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Alliance Exhibition Dogtel www.dogtel.com.tw

Market Positioning and Strategies Dogtel Hotels and Resorts Room Beauty Service Dining Shopping Forum Photography Marketing Strategy - Promotion Advertisement Website B2B C2C Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Alliance Exhibition

Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Website Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Beauty contest Other competition Alliance Exhibition

Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Website Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Alliance Cooperate with famous Hotel or Motel Exhibition

Market Positioning and Strategies Marketing Strategy - Promotion Advertisement Website Problem management is executed in service management but Operations keep the score card – they own The DC Transformation Office is not shown on this slide set : their focus is on Business -> Service management interface Activity Alliance Exhibition Take part in travel exhibition to promote special package

Analyzing Competitors’ Price The market price of boarding

Analyzing Competitors’ Price (Con’t) The market price of grooming

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

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 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

Pricing Our Services Affordable luxury High-level luxury 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 Shuttle In Taipei city, 300 per single ride. In Taipei county, 500 per single ride.

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 !