1. Dogtel 好狗命 Marketing Plan Group 8
　徐弘昌　Eric Hsu　　
　黃尹貞　Jen Huang　
　陳力蓉　Valerie Chen
　鄭千慧　Claire Cheng
　蘇倚徵　Stanley Su
　劉名聰　Allen Liu

2. 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

3. 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.

4. Our Team

5. 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. 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

7. 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

8. Competitor Analysis
Competitor 4P

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

10. 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

11. 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

12. 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

13. 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

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

15. 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

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

17. 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

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

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

20. 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

21. 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 !

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

23. 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

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

25. 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

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

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

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

29. 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.

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

31. 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

32. 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

33. 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)

34. 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

35. 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)

36. 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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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

43. Analyzing Competitors’ Price
The market price of boarding

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

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

46. 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

47. 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.

48. 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 ,600
Other income: fashion design, pet shuttle and
boutique shop
We will make it !