8 MKT HW
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powerpoint_2.pptxMarketing Plan Presentation for
Doggie Suite’s & Treats Kennel Services
S.W.O.T
Internal
Strengths
The only cage-less dog kennel in the immediate area.
The only kennel facility in the area with an acre of outdoor property.
The only kennel that is staffed 24/7.
The only kennel in the area that offers real-time online monitoring capabilities.
Weaknesses
A relatively new business in the area.
Limited marketing/advertisement funds.
Limited capacity for larger breeds (75lbs and larger).
Limited licensed groomers in the immediate area.
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S.W.O.T
External
Opportunities
Decreasing prices of fuel and stabilizing economy will positively affect traveling opportunities.
Booming pet (dog) owners within the local and surrounding communities.
Community dissatisfaction with current kennel establishments.
Foster a positive relationship with the Army Veterinary Clinic on post to capture newly arrived soldiers with a pet.
Threats
Rotating Soldier population in the area.
A lower rate offered by local competitors who provide subpar services.
Pet injuries while in our care due to playing rough amongst each other.
Monsoon season, potential disruption to outdoor facilities.
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Product
Description
The premier in canine kennel services and grooming facility located in the Sierra Vista, Arizona community.
A three hundred square foot functional designed building comprised of three larger rooms.
Room divided by the appropriate height wall depending on dog sizes.
Inclement weather contingency plan.
A cage free facility.
Ceiling-less, cubicles consisting of reinforced glass window doors.
Cubicles of different sizes to house different breeds and dog sizes
A state of the art grooming facility.
Three grooming stations.
Three bathing stations.
Staffed 24/7 to respond to any emergencies that may arise.
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Product
Description (continued)
One acre of outdoor real estate (Doggie Adventure Land).
Divided into three sections to accommodate different sized dogs.
Shaded
Water Stations
Rest areas
Daytime feeding stations
Streaming live video feeds from video cameras throughout the facilities both in and outdoors.
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Segmentation
GI Dog
Military Dog Owning Community.
Military Personnel are on a rotational basis (2 -3 year Customer).
70% of inbound Military Families are established with an existing canine family member.
Military families travel extensively both on a business and personal nature.
Military families seek out reputable and reliable kennel services.
Military personnel are accustomed to neat and clean appearances and will likely use our grooming services.
Demographics
Age: 25-55
Relationship Status: Married/ Divorced w/Family
Professional Status: Secure Employment
Children: 1-2
Income Level: Upper/Middle Class
Psychographics
Family oriented
Traveler 2-3 times a year by air
Expense conscious (Thrifty)
Loyal
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Segmentation
Doggietarians
Animal Activists.
Refuse to subject their canine family members to a cage while they are away on vacation.
People have arranged playdates for their pets at the local dog park.
The folks will feel secure knowing they are able to view their pets via live streaming internet.
Motivated to keep their pet highly groomed.
Demographics
Age: 35-60
Relationship Status: Both married and /or single
Professional Status: Employed/Retired
Children: Older children who no longer live in the household or are in college
Income Level: Upper/Middle Class
Psychographics
Family/Pet oriented
Animal/Environment conscious
Active in community activities
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Segmentation
Rooters
Resident who will remain for the foreseeable future, due to steady and secure employment.
Military retirees, locally born residents who have made Sierra Vista their home.
Home and real estate owners.
Local population who travel outside the small community for weekend getaways.
Motivated to keep their pet highly groomed.
Demographics
Age: 40 and over
Relationship Status: Both Married/Single and/or widowers
Professional Status: Employed/Retired
Children: High school aged and older Children or Grandchildren in the area
Income Level: Middle Class/Fixed Income
Psychographics
Family oriented
Weekend Get-Awayers
Fixed Budget/Tight Budget
Community Involved
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Features & Benefits
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Grooming Stations
Live Streaming
Check-in on your pet from anywhere
24/7 On-site Staff
Respond to emergencies
“One Stop Shop” concept
Customer convenience on a day trip
Monitor the treatment your pet receives
Around the clock supervision
Grooming and Daycare
Cage-Free Sleep Units
Less risk of dogs injuring themselves
Provide stress free environment for the dogs to rest
Divided Spaces
Dogs are with other dogs of similar size
Doggie Adventure Land
Provides exercise opportunities
Less risk of injuries to dogs
Enhance monitoring effectiveness
Humane Treatment
Placed with dogs of their own size
Clean and Safe environment for the dogs to play
Monitoring abilities
Action Item - Billboard
Integrated Marketing Communication (IMC)
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Billboard - Mock-Up
Integrated Marketing Communication (IMC)
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Action Item - Car Wrap
Integrated Marketing Communication (IMC)
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Car Wrap - Mock-Up
Integrated Marketing Communication (IMC)
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Action Item - Newspaper Ad
Integrated Marketing Communication (IMC)
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Integrated Marketing Communication (IMC)
Newspaper AD - Mock-Up
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Action Item - Open House Event
Integrated Marketing Communication (IMC)
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Open House Flyer - Mock-Up
Integrated Marketing Communication (IMC)
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Conclusion
Doggie Suite’s & Treats will become a thriving business and the premier kennel facility within the local community!
DS&T will satisfy the demand of a booming canine owing community who are dissatisfied with current practices of local kennel establishments.
The many dog owners who believe that their dogs should not be caged for hours on end will seek our services, and will come to realize that their four legged family members will be treated as if they were in their own homes!
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Questions
Questions
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