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

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

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Content

• IntroductionMission

Our Team

• Market OverviewPet Market

Sales Forecast

Competitor Analysis

Behavior Factor

Market Need and Trend

• SWOT

• Marketing StrategyDogtel PositionMarketing Strategy

• Pricing MethodCompetitorCustomer SurveyCost and PricingRevenue and Expense

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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.

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Our Team

CEO & President

Claire Cheng鄭千慧

Sales Dep.VP

Allen Liu劉名聰

Marketing Dep.VP

Valerie Chen陳力蓉

Service Dep.VP

Stanley Su蘇倚徵

MIS Dep.VP

Eric Hsu徐弘昌

HR & Finance Dep.

VP

Jen Huang黃尹貞

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Pet Market

• Around 1,131,374 dogs in Taiwan (Until 2005)• NTD 14.9 billion demand per year

1999 to 2005 TW Families Pet Trend Chart

23.0%

15.5%

12.4%

1.8% 2.2% 2.2%

4.9% 5.3% 5.7%

16.8%

0%

10%

20%

30%

1999 2001 2003 2005Years

Pe

rce

nta

ge

※ Data from ： 2005 Taiwan University Veterinary Professor Fei Chun-Yun

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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

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0

500,000,000

1,000,000,000

1,500,000,000

Market Share

Rev

enue

0%

2%

4%

6%

8%

10%

Revenue 142,486,923 427,460,770 712,434,616 997,408,463 1,282,382,309

Market Share 1% 3% 5% 7% 9%

1'st year 2'nd year 3'rd year 4'th year 5'th year

Dogtel Sales Forecast

• 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

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

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Competitor Analysis

• Competitor 4P

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Competitor Analysis (Con’t)

• Competitor Position

Pet Dream Park

Dog n Us

Average Pet Store

Price

Function

500 DogTel

Affordable Luxury

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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)

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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 CareBeauty Services

Pet HotelPet Funeral

Service

Pet Market Trend

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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

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SWOT Matrix

Strength

Op

po

rtu

nit

yT

hre

at

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

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Market Positioning and Strategies

Shopping MeetingEvents

Entertainment

Room

Beauty

Activity

Dining

Hotel characteristics

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Beauty

Activity

DiningEntertainment

Room

Hotels provide comfortable, clean and exclusive service and space for customers to enjoy the vacation and release the pressure.


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RoomActivity

DiningEntertainment

Beauty

Hotels provide SPA, massage and beauty services


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Room

Beauty

DiningEntertainment

Activity

Hotels offer a wide range of services and facilities to customers, such as gyms and swimming pools.


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Room

Beauty

Activity

EntertainmentDining

Hotels offer various delicacy from around the world.


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MeetingEvents

Room

Beauty

Activity

DiningEntertainment

Shopping

Hotels satisfy your shopping fantasy.


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Shopping

Room

Beauty

Activity

Dining

MeetingEvents

Entertainment Hotels help to develop a theme, handle planning and provide personal service from start to finish.


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Entertainment

Room

Beauty

Activity

Dining Hotels have discos, pubs, and bars with great atmosphere, where customers can be promised to have a great time.


Cool !

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Accessory

Photography

Hotel

Beauty

Hospital

Restaurant

Pet service characteristics


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Accessory

Photography

Beauty

Hospital

Restaurant

Hotel

Traditional pet hotels offer cages or boxes style space only. They are provided with basic equipments and services.


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Accessory

Photography

HotelHospital

Restaurant

Beauty

Pet Beauty Salon offers hair cutting, nail clipping and lots of beauty services.


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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.


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Accessory

Photography

Hotel

Beauty

Hospital

Restaurant Customers can enjoy delicious meal and so do their pets.


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Photography

Hotel

Beauty

Hospital

Restaurant

Accessory Pets are just like human, they all like to be decorated as well.


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Accessory

Hotel

Beauty

Hospital

Restaurant PhotographyPet photography stores let customers and their pets have great memories together.


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Accessory

Photography

Hotel

Beauty

Hospital

Restaurant


Entertainment

Room

Beauty

Activity

Dining

Shopping Beauty Beauty Hotel Hotel Hotel

1. To offer the most comfortable and humanistic environment2. To offer delicate and individual beauty services

Dining

3. To offer healthy and delicious dining4. To offer the most luxury and special products

Dogtel positions high-end market and provides the best products and services.


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Shopping Dining Beauty Hotel Marketing Strategy - Product

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Shopping Dining Beauty Hotel Marketing Strategy - Product

~ Slogan~Doggy Doggy Doggy

Pretty Beauty Happy

Coming Coming Coming

Eating Shopping Sleeping

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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

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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)

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Shopping Beauty Hotel Dining Healthy and Delicious Dining

•Organic food

•Lots of choices such as Taiwanese, Japanese, American…etc. food

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Dining Beauty Hotel ShoppingLuxury and Special Products

•Provide the latest products from Japan, U.S.A, Australia

•All kinds of products (toys, snacks, clothes, necklace)

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Marketing Strategy - Place

•Locate between tourist spots and residential area

•Provide pick up and drop off service

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Marketing Strategy - Promotion

•Advertisement•Website•Activity•Alliance•Exhibition

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Dogtel

Dogtelwww.dogtel.com.tw

•Advertisement•Website•Activity•Alliance•Exhibition

- Travel magazines- Buildings


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•Advertisement

•Activity•Alliance•Exhibition

- B2B- C2C

•Website

DogtelHotels and Resorts

RoomBeautyServiceDiningShopping

ForumPhotography


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•Advertisement•Website

•Alliance•Exhibition

- Beauty contest- Other competition

•Activity


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•Advertisement•Website•Activity

•Exhibition

- Cooperate with famous Hotel or Motel

•Alliance


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•Advertisement•Website•Activity•Alliance•Exhibition - Take part in travel exhibition

to promote special package


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Analyzing Competitors’ Price

• The market price of boarding

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Analyzing Competitors’ Price (Con’t)

• The market price of grooming

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Surveying Consumer Accepted Price

Most of people hope the boarding price is under NT$500

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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

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

Initial investment

monthly expense

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Pricing Our Services

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 ShuttleIn Taipei city, 300 per single ride.In Taipei county, 500 per single ride.

Affordable luxury

High-level luxury

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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 !

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

Documents

company logo pet market

company logo market

company logo mission

target market slide

strategies slide

taiwan slide

company logo behavior

p slide