The Marketing Plan for 2014 PETLAN Company

8/12/2019 The Marketing Plan for 2014 PETLAN Company

1/18

2014 MARKETING PLAN

1


2/18

2014 MARKETING PLAN

2

INDEX

INTRODUCTION 3

SITUATION ANALYSIS 4

TARGET MARKET . 6

SWOT ANALYSIS 7

MARKETING STRATEGY....10

PRICE.11

SETTING GOALS OF MARKETING.12

ELECTION OF MARKETING STRATEGIES..14

ACTION PLANS.16

CONTROL...17


3/18

2014 MARKETING PLAN

3

INTRODUCTION

The marketing plan for 2014 PETLAN company, seeks to place the company

at the forefront of the pet market in Mexico City. This is a pet store dedicated

exclusively to selling items for pet care also having service adoption. It is the first

and only store of its kind to be opened so far in our country. This shop is located in

various commercial locations in Mexico City.

Petland was created in response to the increase in the sale of pets mainly

promoting adoption. The opening hours of the store is 11 to 21:30 pm from Monday

to Saturday and Sunday allowed by law.

To achieve the objective the company must foster trust company image, avoid

their products are perceived expensive but of high quality and reliability.


4/18


5/18

2014 MARKETING PLAN

5

Internal Analysis

Petland has over 300 different species of animals and all products and

services for care and maintenance required. The product portfolio can be subdivided

into dogs, with more than 40 breeds, cats, birds which you can find from the most

exotic species to a single canary, over 50 fish species, reptiles, farm animals, small

mammals, amphibians , invertebrates and aquatic plants.

Within the organizational chart, we can find as employees 20 highly qualified

young branch divided by two by two into 5 sections, each specializing in one species.

We can say that the vast majority of them are licensed veterinary, which makes them

perfectly suited to resolve any doubts that may arise are our customers. This,

together with courses periodically on various aspects useful for the development of

its work, makes our young employees in perfect connoisseurs of work performed will

be made.

The store also has two veterinarians, two Cashiers and two hairdressers with

three assistants to the washing area. All these employees enjoy permanent contracts

that are reviewed annually.

The security establishment is borne by the company Prosegur (with two

security guards), a company which has a contract in effect until June 2018.

As for the cleanliness of the establishment is borne by a specialized company

with which we have a contract until June 2015.

In addition the opening of new service that we would have to perform with:

Two veterinarians who specialize in canine sexology that will alternate

shifts.

Two assistants specialized in the practice of artificial insemination.


6/18

2014 MARKETING PLAN

6

TARGET MARKET

The aim of Petland is totally heterogeneous market, depending on the type of

pet to talk. Anyway we can find a number of similar features among our customers,

such as membership of typically middle class, upper middle or high plus the little

experience in consumption, and the need to educate them for the care and

maintenance of their pets. So, we have to segment the pet market for different types

of animals:

Market segmentation respect to type of animal is acquiring

Dogs: We can find different types of customers that relate to different

characteristics of dogs. So, we found a customer segmentation dog tied to

characteristics such as aggressiveness, strength, company, place where the

animal will live, etc ... This kind of segmentation can move the cats.

Birds: Here you can clearly distinguish two types of customers based on the

exotic animal or not, this way you will not have the same features that a

customer goes to the store to buy a parrot or a cockatoo (under 40 years high

purchasing power), another with the intention of acquiring a parakeet or a

sparrow.

Fish: Customers of all types without belonging to any particular social stratum.

Reptiles: In this section we make a segmentation based on whether buyers

talk about the classic turtles, acquired by all kinds of people or buyers of new

exotic reptiles such as iguanas, crocodiles and pythons with very specificcharacteristics. This segmentation also applies to amphibians (frogs, newts

and salamanders).

Invertebrates: Here we discuss very specific and homogeneous customers

between them, as it is not very common to find such customers.


7/18

2014 MARKETING PLAN

7

SWOT ANALYSIS

Threats and opportunities

Threats

Pace of Life

The pace of modern life, which is very busy or fast, and you could even

classify tiring and stressful, not given free time to enjoy pets because practically no

time is spent at home.

Diseases

So much diseases can get the animals themselves, as they can transmit to

their owners.

Climatology

It depends on the home where the pet is welcomed, there will be dangers of

lack of acclimatization by the animal and can be life threatening.

Opportunities

Economic Situation

Currently we are in good economic times, but with the threat of a slowdown

in growth, therefore we must use it to increase sales.

Franchising

In recent years the phenomenon of franchising has flooded the shops, this is

a great opportunity for expansion with which you can reach the whole country.


8/18

2014 MARKETING PLAN

8

Branch Locations

Ability to open new stores

Strengths and Weaknesses

Strengths

Technology

Petland has the most advanced technology in veterinary services having own

clinic. It also features the latest in fish farms, lighting and synthetic feed.

Reputation

Petland since its inception is one of the largest stores of Mexico.

Variety

Petland, thanks to its size has more than 300 different species.

Weaknesses

Production

Because the vast majority of species sold in Petland, are not native to our

country, the production of these depends on the countries of their origin, running the

risk that at some time the availability of some is not possible .

Legality

The law in Mexico restricts the importation of some species in significant

quantities, and many species are protected, allowing no departure from their country

of origin.


9/18

2014 MARKETING PLAN

9

Publicity

Especially the negative publicity that have received some species of dogs,

such as the "PIT BULL" or like, have created panic among the population.

Handling

Because most species are not produced in our country, you cannot be certain

of the treatment they have received pets before arriving at the store.


10/18

2014 MARKETING PLAN

10

1. MARKETING STRATEGY

PRODUCT.

PRODUCT PORTFOLIO

All kinds of products for the care and maintenance of animals, from food to care

instruments as wormers through shampoos, creams, treatment plants, tanks,

planes, ... for each particular pet. Prices will depend on the item and we refer to pet.

Animals:

Dogs: Around about 40 races and a small park where you can play around

with them.

Birds: From the most classic and typical parakeets to the most exotic species

of birds like toucans mainly imported from the subtropics of Colombia, Bolivia,

Brazil and northern Argentina, Caribbean Flamingos, The Yucatan, Far East

and Oceania. Cats: From the most common cats like Siamese to the most exotic felines like

the Tabby Cat of Manchuria and China

Fish: two swimming 1000000 liters of hot or cold water and more than 200

species, ranging from the most common such as triggerfish, cat and mules to

the most exotic woman like fish, pilot fish, cow fish the fish and the fish

emperor Muhammad.

Reptiles: The most exotic as alligators, anacondas, pythons, boa constrictors,

cobras, crocodiles in the Brazilian Amazon and also the type of lizards

iguanas lizard Cape eel, lizard or the classic Indian Real lizard.

Farm: ducks, chickens, pheasants, etc. ...

Small mammals: From simpaticas squirrels to the most exotic kangaroos

Amphibians: Frogs, European black salamander, newts, etc ...


11/18

2014 MARKETING PLAN

11

Invertebrates: We land and the South African scorpion, the mason spider

(tarantula), sea spider, spider excabadora and marine species like corals or

anemoras

Aquatic-plants: A variety with more than 1000 different plants, such as algae

Phaeophyceae (sargassum) or green algae.

Services:

We have all kinds of aftermarket services supplied by our highly qualified

employees for the care of animals, such as veterinary center (including pharmacy),

hairdressing canine auditorium for lectures and conferences, car wash, bar, and

large amounts of services additional as sitters, transportation, financing on

purchases, children's play area, safe for animals and the spectacular opening of

the canine reproduction room as the project is approved.

2.-PRICE

The pricing strategy will aim to position our company to a conception of our

shop by the customer as a place in which to find items of all kinds at prices in line

with the average of the prices that other pet stores offer, resorting offers and

seasonal promotions on different products even in some pets.

Thus, the overall design is sought by the customer from a variety of options

with prices around the middle rather than as a place to find products too cheap,

thus enhancing the image of place with a huge offer.


12/18

2014 MARKETING PLAN

12

3. SETTING GOALS OF MARKETING

Marketing objectives must possess a number of common characteristics that

can be summarized in the following points:

Each objective must be clearly stated and measurable for a measurable

period of time.

They should be consistent.

Hierarchically should be established, possibly with lower level objectives

derived from the most important.

Must be achievable but sufficient votes to stimulate maximum effort.

These aims of Marketing can be both qualitative and quantitative, and clear

example of a marketing plan, let's outline the objectives used in Marketing:

In qualitative objectives, these are:

Sales Objectives: It would reach a figure of monthly or annual turnover of

"X" or get a number of customers "Y".

These objectives Sale can also be subdivided into:

The store image and the different breeds of animals are favorable to the

prospective buyer.


13/18

2014 MARKETING PLAN

13

That the consumer knows the property, remember that the customer

decides to go to the property and acquire the various products and services.

Create the habit of heading to the store to consume the services available,

such as animal-related products.

Being chosen by the consumer, among other establishments through direct

competition.

Approaching the consumer psychologically.

Qualitative objectives are:

Market Leaders: This object is sufficiently broad to encompass a number of

systems, alternatives, and procedures that can be cited as its own

determination, it can be a market leader in benefits, costs, profitability,

customer service, etc.

Set a specific brand image: A brand is more than a logo that characterizes

the firm or a slogan that summarizes the main policy or mission of this, a

brand must possess the more value the consumer identifies the establishment

overall our services or goods supplied, the more intrinsic value for the

consumer with our brand, the more you join the commercial market culture,

and so many qualities that you can add to our product that will increase your

value in itself.

These objectives may be qualitative countless such as the wishes of the

members of the organization or power groups within the company or its seniormanagement, in short, as many as they may wish to have human aspirations.


14/18

2014 MARKETING PLAN

14

In this marketing plan on Petland and their animals in particular with the data we

have obtained from the company we can guess that the objectives of the company

are as follows:

Staying as leader

This objective can be subdivided into:

Promote the company image confidence: this gives the importance to their

image Animal Star competitors with its products and services since its

establishment seeks customer satisfaction and good name is revealed.

That their services are not perceived as expensive but great quality:

Animal Star wants characterized by a firm commitment to quality and

service does not offer low price.

Make believe that our competitors cannot compete against us.

4. ELECTION OF MARKETING STRATEGIES

The marketing strategy defines the guidelines to follow for advantageously

positioned against the competition advantage of market opportunities while set

marketing objectives are achieved. It should be realized both portfolio strategy (ie,

to market we will direct and that products and services) and the segmentation

strategy and positioning (ie, to segments of these chosen markets and as we will be

positioned in them) and functional strategy (marketing mix).

Obviously the marketing strategy should be consistent with the corporate

strategy.


15/18

2014 MARKETING PLAN

15

Portfolio strategies:

1. Developing services and deepening completing the product range (different races

and animals).

2. Market penetration veterinary and other services.

Segmentation and positioning strategy:

3. Before to find a heterogeneous market, our segmentation will be for different types

of animals. In terms of positioning, making the customer perceives as different from

our establishment competitors.

Functional Strategy:

4 service: Consolidate the existing range of services

Innovation and expansion of services

5 Price: Maintaining the current pricing policy

6 Products: Keep our product line (animals, products for preservation and

maintenance)

7. Communication: increase advertising and store image


16/18

2014 MARKETING PLAN

16

5. ACTION PLANS

Action plans are to decide the marketing actions that specify marketing

strategies in its most concrete level:

A. DECISION

B. ACTION

C. DATE

D. Take a high-quality

E. Develop the living dog reproduction

F. Saturday 24 MAY 2014

G. Promote the sale of exotic animals

H. Increase the advertising budget

I. Tuesday, 27 JULY 2014

J. Increase range canine

K. Increase on 5 races

L. Thursday, 13 AUGUST 2014

M. Maintain image

N. Continue with advertising and promotion, in some cases increasing the budget

O. Tuesday, 25 AUGUST 2014

P. Increase the presence of Petland in municipalities near DF

Q. Develop campaigns specific to those municipalities in local media advertising.

R. Saturday 29 AUGUST 2014


17/18

2014 MARKETING PLAN

17

6. CONTROL

We track the plan because in the times we live in turbulent and changing, it is

normal that after a while you are giving other than those mentioned as most likely in

the situation analysis stage circumstances. Therefore, we have to see if it is still valid

diagnosis made , whether to modify the objectives , if we change strategy , ...

Therefore , make sure that the reasons which induced at the time to advise this

strategy or that action remain the same and if not you have to make the necessary

corrections .

From this follow-up is necessary to establish a compliance monitoring plan .

This would be done periodically compare the objectives , analyze and correct

deviations through the adoption of new shares. To achieve this control will produce

a scorecard that contains charts showing the evolution of sales, annual , mobile or

both trends, charts evolution of sales by products, markets , distribution channels ,

segments, and ... ratios of various kinds that serve as indicator of achieving

marketing objectives : ;

a) Market penetration of our brand

b ) Distribution coverage

c ) The backlog

d ) Sales turnover

e) Cost of sales and cost of external communication

f ) Effectiveness of our services

g ) The composition of sales

h ) The value of the budgets submitted and accepted

i ) The control of business expenses


18/18

2014 MARKETING PLAN

18

This marketing department needed updates on sales results (total, by product

, by sales ... ) and the return on sales and margins received order information.

Finally it should ensure that the company there are no problems that

adversely affect the implementation of the marketing plan as would :

Lack of support from managers

The lack of plans for planning

Confusion regarding the terms used in the planning process

Using numbers instead of objectives and strategies

The existence of too many details, too much to do

The marketing plan is not integrated effectively into the global system of

corporate planning.

The Marketing Plan for 2014 PETLAN Company

Documents

Transcript of The Marketing Plan for 2014 PETLAN Company