Dogtel 好狗命 Marketing Plan Group 8

1. Dogtel 好狗命Marketing PlanGroup 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

2. Content • Introduction Mission Our Team • Market Overview Pet Market Sales Forecast Competitor Analysis Behavior Factor Market Need and Trend • SWOT • Marketing Strategy Dogtel Position Marketing Strategy • 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.

4. Our Team

5. ※ Data from：2005 Taiwan University Veterinary Professor Fei Chun-Yun Pet Market • Around 1,131,374 dogs in Taiwan (Until 2005) • NTD 14.9 billion demand per year

6. Pet Market in Taiwan • 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. Phase three --- After 5’th yearBecome 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 yearExtend doggy products and services Dogtel Sales Forecast

8. Competitor Analysis • Competitor 4P

9. Price 500 Function Competitor Analysis (Con’t) • Competitor Position Affordable Luxury 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. Pet Market Trend Medical Care • Beauty Services • Pet Hotel Pet Funeral Service 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

12. 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 • New to the market • Lack of reputation • Only dog is served • Coverage only in specific area • Trust relationship with customers W S O T • 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 • Other simulated competitors • Economy depression • Price war with other competitors • Hotel allows pets to get into SWOT

13. Strength Weakness SWOT Matrix • Develop relationship with customers • Establish reputation by providing • perfect services • Expand the business coverage by • providing delivery service • Provide promotion to attract • customers • 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 Opportunity • Enhance the service quality • Distinguish the market position • from other competitors • Training the employees • Focus on “Service is priority” • culture • Provide customized services • Expand the service portfolio • Provide value-add services • Provide free consulting services 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. Hotel Beauty Hotel Hotel Beauty Market Positioning and Strategies Shopping Meeting Events Dining Accessory Entertainment Shopping Dining Restaurant Photography Hospital Hotel Beauty Activity 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 Shopping Dining Marketing Strategy - Product

31. Doggy Doggy Doggy Pretty Beauty Happy Coming Coming Coming Eating Shopping Sleeping Market Positioning and Strategies Hotel Beauty Shopping Dining Marketing Strategy - Product ~ Slogan~

32. Market Positioning and Strategies Beauty Shopping Hotel Dining 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

33. Market Positioning and Strategies Hotel Shopping Beauty Dining 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)

34. Market Positioning and Strategies Hotel Beauty Shopping Dining Healthy and Delicious Dining • 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 • 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 • Locate between tourist spots • and residential area • Provide pick up and drop off • service

37. Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Website • Activity • Alliance • Exhibition

38. Dogtel Dogtel www.dogtel.com.tw Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Travel magazines • Buildings • Website • Activity • Alliance • Exhibition

39. Forum Dogtel Photography Hotels and Resorts Room Beauty Service Dining Shopping Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Website • B2B • C2C • Activity • Alliance • Exhibition

40. Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Website • Beauty contest • Other competition • Activity • Alliance • Exhibition

41. Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Website • Activity • Alliance • Cooperate with famous • Hotel or Motel • Exhibition

42. Market Positioning and Strategies Marketing Strategy - Promotion • Advertisement • Website • 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. Most of people hope the boarding price is under NT$500 Surveying Consumer Accepted Price

46. Initial investment monthly expense Estimating Our Cost

47. High-level luxury Affordable luxury Pricing Our Services

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 529,600 Other income: fashion design, pet shuttle and boutique shop We will make it !