MARKETING ESSENTIALS

FINAL ASSESSMENT

Full Name: Tran Nhat Ha Vy

Student number ID: BCU0459

Lecturer’s Name: Mr. Ron Endley

Module: Marketing plan for a new product

Submission Date: 16/12/2021

Word Count: Unlimited

 Table of content

1. Excutive Summary...............................................................................................................................................1
2. Current Marketing Situation.................................................................................................................................1
3. Objectives.............................................................................................................................................................1
4. Marketing Strategy...............................................................................................................................................2
5. Action Programs...................................................................................................................................................1
 Excutive Summary

Every pet owner loves their pets to always look clean, beautiful, and well-groomed. Some
clients choose to wash, clean, and trim their pet's hair by themselves as a hobby. However,
doing it yourself at home is fraught with risks, and not everyone has time to groom their pet
on a schedule. Understanding that, our Pet Star company provides more Pet Grooming
services to meet the needs of customers who are passionate about pet beauty. From the
comprehensive market research that was carried out, we discovered that there is no pet
company in our locality that has an online store where pet owners can book appointments and
make reservations for pet grooming services and even do shopping for their pets. Also, there
are no mobile pet grooming services available in that environment. These and many more are
the untapped opportunities we want to take advantage of to help us stand out and win over
our potential customers.
 2

Current Marketing Situation

1. Market size

Small scale and limited because these services are only applicable to customers who are
mainly foreigners or successful people who have elegant pleasures with pets, so the
development of a pet care company is still limited. address mode. Should open near the
centers or residential areas of foreigners, or high-class apartments such as division by area,
location, climate and terrain ... need to pay attention to the difference of customers in each
domain.

2. Market needs

Our target customers are pet owners, not restricted to only one pet per household. They are
working professionals that need reliable, trusting and convenient pet care available to them to
keep up with the demands of their hectic schedules. There is a need for one-stop convenience.

3. Market growth

Pet ownership has been growing in the Southeast Asia region for the past decades, with the
growing economy in the region, the treatment of pets have also changed according to the
living standards of the population. According to the report from Rakuten Insight, as of 2021,
more than half of people in Asia (59%) have a pet in their home. In which, Vietnam has a dog
breeding rate of 53%, just behind the Philippines with 67%.

Source: Online Survey with 97,000 respondents from Rakuten Insight Propriety Panels; Markets: China,
Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand,
Vietnam; Fieldwork: January 2021
PET FAIR ASIA
According to another report by Pet Fair Asia, the pet care industry's sales in Southeast Asia
are $4 billion. In which, Vietnam accounts for 13% or 500 million USD and is forecasted to
grow 11% a year.

Along with economic development, the demand for living also increases, especially the need
to raise a pet which is accompanied by the need to care for and beautify it, creating a large
business opportunity.

4. Market segmentation

4.1 Geographics
 People living in urban areas and large cities where population density is high

4.2 Demographics
 Occupation: Business, office worker, student, housewife
 Age: 18-30, 30-40, 40-50, 50+
 Income: Medium to high income

4.3 Behaviour factors

 Pet lovers but do not have time to care and groom their pets
 Pet are often considered a solution to reduce stress and bring joy to people's lives
 Pet are often viewed as family members by many people

Source: Pet Industry: South-East Asia

TRENDS VIETNAM
 Some pet owners view their pets as a reflection of their class and lifestyle

5. Target market

Due to our grooming service's high skill requirements, our numbers of skilled and
experienced workers are low and costs are high. Thus, our company only targets customers
with a good income or higher as its target group. This group must remain stable and
recognize the products and ideas of the store (of course, this needs to be continuously exerted
in the business strategy)

6. Competiors:

6.1. Main competiors:

Pet spa services are under threat from numerous competitors in the industry. Pet Sai Gon in
District 2, Ho Chi Minh city was established in 2011, becoming the largest pet channel in
Vietnam. Azpet Spa in District 1, Ho Chi Minh city with a 10-step spa package combo with a
variety of services for customers. PetSmart in Phu Nhuan District, Ho Chi Minh City is also a
strong competitor with many years of experience in the profession and professional care
services. There are also competitors such as Pet Gold, Kun Miu Pet Shop, ILU Pet Shop,
Kimi Pet,...

6.2 The difference Pet Star between competitors:

 Get free medical examination and advice on pet care. Staff take customers' pets to the
place if needed.

 The new model compared to competitors, adding a coffee lounge service attracts
customers, especially those who love novelty and want a comfortable and airy space.

 Provide each customer with a membership card on their first use of the service.

 Fast market access

 3

Objectives

1. Corporate objectives:

● Custome-oriented: There is a need to care for and beautify pets with quality, diverse, and
value-for-money services.

● Luxury and difference: Become a pet care and beauty center with high-class and new
services.

● Leading the market: High-class, luxury services compete in the market by quality and
difference.

● Image in the public: Become a leading pet care and beauty service provider in the minds of
customers when there is a need.

● Professional staff: Motivating and promoting the working spirit of the staff so that each
employee can convey the company's culture

2. Marketing objectives:

● Increase website traffic by 25% in this year

● Increase the number of new customers: at the opening, conduct discounts, give gifts, and
dispense flyers and brochures in the surrounding area to attract customers

● Keep a steady stream of customers: focus on customer after-sales service for regular
customers.

● There are effective public relations and advertising strategies through many mass media
channels.

● Keeping loyal customers who will refer new customers to the center.
 4

Marketing Strategy
1. Service

When you think of pet grooming, the first thing that pops into your mind is adorable animals
with cutesy bow ties and hair accessories. Grooming your dog or cat, however, goes beyond
keeping it pretty, it also plays a big part in maintaining the health and well-being of your pet.
Pet Star with the mission of loving and taking care of pets like family members along with
professional staff, we are committed to bringing the best experience to our customers with
our services.

1.1 Service decription:

Pet Grooming services are as follows:
Basic Grooming Package:
Our Pet Star groomers provide the following grooming services for our basic package:
 Cutting and sharpening the nails
 Shaving of paw pads
 Basic hair trimming
 Bathing, conditioning, drying and brushing
Full Grooming Package:
We offer hair styling or cutting on top of the basic services for our full dog grooming
package.
Basic Bath Service:
If you simply want your dog to enjoy a bath, we offer basic washing and drying services
for canines of all sizes at our grooming centre.
Preparing for The Grooming Session:
This is the only special service available only at our company and it is completely free. If
it is the first time that your pet is visiting Pet Star’s grooming centre, it is always a good idea
to prepare your pet before its appointment. This helps to eliminate pre-grooming jitters,
making it a smooth experience for your dog or cat. Here are 2 ways that you can prepare your
pet:
 Take a pre-trip to our grooming centre
Consider bringing your pet to our groomers before its appointment to introduce it to the
sights and smells of the place before the actual session.
 Get them used to the process
 Familiarising your dog or cat with the potential situations and things that it may
encounter at our centre, from the tools used to the handling process. This will encourage
your pet to be more open to grooming.

1.2 The benefits that Pet Star’s grooming service bring

 Keeping your pet clean and tidy
 Full range of professional tools
 Removing pathogens from hair, nails
 Saving time for the clients
 Creating a more beautiful look with manicured hair and nails
 Pets are properly massaged, creating a happy and comfortable psychology

1.3 Why should use our service?

 Highly professional groomers and well-trained

Our team of professional groomers is equipped with the skills to execute grooming
techniques precisely. We can also tailor each service based on the needs of your pets.

 Updated with the latest industry trends

Our groomers are sent to local and international competitions on a regular basis to
sharpen our skills and gain hands-on grooming experience. During these events, we are
also exposed to a myriad of different and new grooming styles, allowing us to stay
abreast with the latest trends and techniques.

 Committing to provide superior customer service :

Our team is dedicated to delivering the best possible experience for you and your pets.

We ensure that our employees have the expertise and compassion to genuinely care for
the pets that they work with.

Their commitment to quality has made us a well-recommended, professional grooming

service by our customers.
 4

Marketing Strategy

2. Price
As a new brand, our company will use a penetration pricing strategy. During the launch of the
new service, we set the price lower than competitors to penetrate the market quickly and
deeply, attracting a large number of new customers for the pet care service market. However,
launching new products requires a lot of investment and revenue may be low because
customers are unaware of the service the center offers. Policy plan that our business aims to
achieve break even point in the first 1 year. In the first stage, we focus on promoting high-
quality service that is flexible to our clients and by that, we expect to increase brand
recognition. We decided toadopt the following price plan: FULL GROOMING
Pet weight Price
BASIC GROOMING Small 350.000 - 450.000VND
Pet weight Price Medium 500.000 - 600.000VND
Small 200.000 - 250.000VND Large 650.000 - 700.000VND
Medium 350.000 - 400.000VND
Large 450.000 - 500.000VND
JUST BATHING
Small 80.000VND Large 250.000VND
Medium 150.000VND Extra Large 400.000VND
 5

3. Distribution
Currently, the company implements a direct distribution channel
4. Promotion
 By integrating all messages in all media, we will reinforce the service name and the main
points of service differentiation
 The key message of the service to customers:
- We provide care. That your pet deserves!
- Expert Grooming. No stress for your pet
- Make your pet feel loved
 Touchpoints
Before purchase:
- Press releases: One of the oldest and most effective media is newspaper, will call a
newspaper mediaconference where we will give a detailed idea of our company and our
and service what reason we want to launch Pet Grooming service
- Digital Marketing Content: We update images of our company's services regularly,
upload lovely pet videos, and build categories on pet care experiences and touching stories
about the love between animals and people. This helps to attract customers to interact and
discover information about our company by sharing, commenting,... the content that we
transmit.
- Social Media Sharing: Social media buttons enable visitors to share our service on
their social media handles
- Author Bio: We provide a short bio on our company website
- Advertising campaign: Invite KOL to the company to shoot a video to promote our
services and release a music video with a celebrity
- Search engine optimisation: Generate traffic to website by doing SEO

During purchase:
- Brochures: Our target market is elite, so the form of brochures is also very important,
an impressive flyers that show class gives the first impression of the company. We will
focus on dispensing the flyers in commercial areas, middle and high-end residential areas
 6

- Physical Location: Providing a physical location that makes it easier for customers to
access our store
- The business website: Create a company website and put service packages and images
on it to help customers easily access, search and choose our services.

After purchase:
- Service Feedback Surveys: We will send service feedback surveys after customers
purchase and conduct surveys on customers' attitudes towards products, and monitor
customer feedback on service quality and service preference.
- Push Notifications: Send periodic reminders and pet care procedures after using the
service
- Thank you letters: To make customers feel valued and to keep them buying our
services, the best way is to send thank you letters at the right time.

 Customer service:
- Customer Loyalty Programs: We will provide every customer with a member card on
their first service. For any customer that continues to use our services, we will allow a
discount, for example, every third service at half price.
- Customer Referrals: We will also create a discount for customers that refer our
service to others. For every customer that mentions a loyal customer's name during their
service, the original customer will receive a discount on their next service.
 5

Actions Programmes

Our company’s Pet Grooming service will be launched in January. Here are summaries of
the action plan we will use in the first years to achieve our stated objectives.

Activities Time 1 2 3 4 5 6 7 8 9 10 11

● Create Fanpage Facebook,

Instagram & Website.
● Conduct surveys on
customers' attitudes towards
products, monitor customer 1/1/2023
feedback on service quality
and service preference.

● Press release on the service

on the company website
 Cooperate with Influencers 21/1/2023
-
 Run give away Tet holiday
promotion 26/1/2023

 Upload videos and images

on Facebook, Instagram &
Website
 Run Ads on Facebook, 1/2/2023
Instagram & Website
 Generate traffic to website
by doing SEO
 Project organization for
homeless and disabled
animals
1/3/2023
 Create Tiktok channel

 Run Ads Tiktok about TVC

 Design and give out

brochures 1/4/2022
 Create loyalty card

 Send customers reminder 1/5/2023

Emails
 Release a music video with
a celebrity
 Create Facebook group and 1/6/2023
invite everyone to join
 Create new trends or game
events on innovative 1/7/2023
platforms like TikTok,
Youtube,...
 Call a newspaper media 1/8/2023
conference
 Organize Black Friday and 1/10/2023-
Christmas promotions and
25/12/2023
coupons