Dogtel 好狗命 Marketing Plan Group 8 9662506 徐弘昌 Eric

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

Company Content LOGO • 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

Company Mission LOGO • • 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.

Company Our Team LOGO CEO & President Claire Cheng 鄭千慧 Sales Dep. VP HR & Finance Dep. VP MIS Dep. VP Marketing Dep. VP Service Dep. VP Allen Liu 劉名聰 Jen Huang 黃尹貞 Eric Hsu 徐弘昌 Valerie Chen 陳力蓉 Stanley Su 蘇倚徵

Company Pet Market LOGO • Around 1, 131, 374 dogs in Taiwan (Until 2005) • NTD 14. 9 billion demand per year ※ Data from： 2005 Taiwan University Veterinary Professor Fei Chun-Yun

Company Pet Market in Taiwan LOGO • • North area of TW --- Annual demand is 7. 7 billion 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 Target Market

Company Dogtel Sales Forecast LOGO • Phase three --- After 5’th year Become 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 year Extend doggy products and services

Company Competitor Analysis LOGO • Competitor 4 P

Company Competitor Analysis (Con’t) LOGO • Competitor Position Affordable Luxury Price 500 Pet Dream Park Dog. Tel Dog n Us Average Pet Store Function

Company Behavior Factor LOGO • 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

Company Market Need and Trend LOGO • • • High quality hotel facility (ventilation, Clean, Space) Professional services (Hotel, Grooming) Customer services • High quality doggy goods (Foods, Decoration) • Doggy club activities Pet Market Trend Medical Care Beauty Services Pet Hotel Pet Funeral Service

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

Company SWOT Matrix LOGO Opportunity Strength • Hold pet related activities to • Develop relationship with customers • Provide well-designed website • Establish reputation by providing perfect services • Build up pet on-line forum • Expand the business coverage by increase visibility • Key-word advertising • Increase interaction between pet communities • Focus on “Service is priority” culture Threat Weakness providing delivery service • Provide promotion to attract customers • Enhance the service quality • Distinguish the market position • Provide customized services from other competitors • Expand the service portfolio • Training the employees • Provide value-add services • Provide free consulting services

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotel characteristics

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels provide comfortable, clean and exclusive service and space for customers to enjoy the vacation and release the pressure.

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels provide SPA, massage and beauty services

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels offer a wide range of services and facilities to customers, such as gyms and swimming pools.

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels offer various delicacy from around the world.

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels satisfy your shopping fantasy.

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels help to develop a theme, handle planning and provide personal service from start to finish.

Company Market Positioning and Strategies LOGO Shopping Meeting Events Dining Entertainment Activity Room Beauty Hotels have discos, pubs, and bars with great atmosphere, where customers can be promised to have a great time. Cool !

Company Market Positioning and Strategies LOGO Pet service characteristics Accessory Restaurant Hospital Photography Hotel Beauty

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Traditional pet hotels offer cages or boxes style space only. They are provided with basic equipments and services.

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Pet Beauty Salon offers hair cutting, nail clipping and lots of beauty services.

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Pet hospitals are like human hospitals, providing with all kinds of pet medical cure and services, such as surgical operations and health examinations.

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Customers can enjoy delicious meal and so do their pets.

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Pets are just like human, they all like to be decorated as well.

Company Market Positioning and Strategies LOGO Accessory Restaurant Hospital Photography Hotel Beauty Pet photography stores let customers and their pets have great memories together.

Company Market Positioning and Strategies LOGO Meeting Events Shopping Accessory Dining Restaurant Photography Hospital Entertainment Hotel Beauty Dining 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. Shopping

Company Market Positioning and Strategies LOGO Hotel Beauty Dining Shopping Marketing Strategy - Product

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

Company Market Positioning and Strategies LOGO Hotel Beauty Dining Shopping 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

Company Market Positioning and Strategies LOGO Hotel Beauty Dining Shopping 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)

Company Market Positioning and Strategies LOGO Hotel Beauty Dining Shopping Healthy and Delicious Dining • Organic food • Lots of choices such as Taiwanese, Japanese, American…etc. food

Company Market Positioning and Strategies LOGO 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)

Company Market Positioning and Strategies LOGO Marketing Strategy - Place • Locate between tourist spots and residential area • Provide pick up and drop off service

Company Market Positioning and Strategies LOGO Marketing Strategy - Promotion • Advertisement • Website • Activity • Alliance • Exhibition

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

Company Market Positioning and Strategies LOGO Marketing Strategy - Promotion Dogtel Hotels and Resorts Room Beauty Service Dining Shopping Forum Photography • Advertisement • Website • Activity • Alliance • Exhibition - B 2 B - C 2 C

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

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

Company Market Positioning and Strategies LOGO Marketing Strategy - Promotion • Advertisement • Website • Activity • Alliance - Take part in travel exhibition • Exhibition to promote special package

Company Analyzing Competitors’ Price LOGO • The market price of boarding

Company Analyzing Competitors’ Price (Con’t) LOGO • The market price of grooming

Company Surveying Consumer Accepted Price LOGO Most of people hope the boarding price is under NT$500

Company Estimating Our Cost LOGO Item Cost Upholstery 3, 000 Grooming spa facilities 1, 000 Rental Personnel expense groomer two assistants supervisors labor/health insurance and labor pension Initial investment 30, 000 264, 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 monthly expense

Company Pricing Our Services LOGO Affordable luxury High-level luxury Pet size Boarding Grooming SPA Special Offer Small 399 1499 Small-medium 499 1599 Medium-large 599 1699 Large 699 1799 (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. Fashion Design Pet Shuttle 1000 for grooming spa customers, and 2500 for other customers. (Material expense hasn’t be counted) In Taipei city, 300 per single ride. In Taipei county, 500 per single ride.

Company Analyzing Expense and Revenue LOGO • 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 !