Marketing Plan

Animaux Shelter and Care Ltd.

Save Animals, Save Earth

Submitted to,

Ms. Fairuze Chowdhury (FCh)

Marketing & Internatinal Business Department

School of Business and Econmics

North South University, Bashundhara, Dhaka

Submitted by,

Munif Rahman Khan (ID: 1911047630)

Preetom Debnath (ID: 1921684630)

Soumik Basak Simanta (ID: 1912610630)

MD. Tanvir Ahmed (ID: 1721074030)

 Letter of Transmittal

Date: 22nd December, 2019

Ms. Fairuze Chowdhury (FCh)

Department of Marketing & International Business

School of Business & Economics

North South University, Bashundhara, Dhaka-1229

Subject: Submission of Marketing Report on Animaux Shelter & Care Ltd.

Dear Madam,

Here is the report that was attributed to us as a part of the MKT202 course. The report has been
completed by the knowledge that we have obtained throughout the course. We will be happy if you
read the report carefully and provide us your valuable feedback.

We tried our best to complete this report correctly and professionally as much as possible.
However, if any kind of reclamation is needed on this report, please feel free to contact us without
any hesitation.

Sincerely,

Munif Rahman Khan (ID: 1911047630)

Preetom Debnath (ID: 1921684630)

Soumik Basak Simanta (ID: 1912610630)

MD. Tanvir Ahmed (ID: 1721074030)

➢ Acknowledgement

This report is the outcome of the contributions and sincere cooperation of all the members
of our group and different persons. For the fear of sounding like a vote of thanks speech, we
could not possibly thank all of those marvelous people who have contributed something of
them directly or indirectly in preparing this report successfully. They are off course some
very special people who cannot go without mention. It gives us immense thank them for
their cordial cooperation and encouragement.

First of all, we would like to thank Almighty Allah and we would like to reveal our special
gratitude to our honorable teacher, Ms. Fairuze Chowdhury (FCh), who gave us the golden
opportunity to do this tremendous project on the topic, "Enhance the hand of humanity
towards stray animals," which also helped us in doing a lot of research and we came to
know about a lot of new things. We are really thankful to our honorable teacher.

Secondly, we would also like to thank our parents and friends who helped us a lot in
finalizing the report within the limited time frame.

Finally, we would to appreciate the guidance given by other supervisor as well as the
panels especially in our project presentation that has improved our presentation skills by
their valuable comments and tips.
 Table of Contents

Name of Contents Page no.

➢ Executive Summary…………………………………………………………………………………………………01
1.0 Introduction………………………………………………………………………………………………………02
2.0 SWOT………………………………………………………………………………………………………............ 03
3.0 Current Market Situation……………………………………………………………………………………04
3.1 PEST……………………………………………………………………………………………………………...04
3.2 Competitors Analysis……………………………………………………………………………………..05
4.0 Objectives & Issues…………………………………………………………………………………………….05
4.1 Objectives……………………………………………………………………………………………………...05
4.2 Issues………………………………………………………………………………………………...................05
5.0 Marketing Strategy…………………………………………………………………………………………….06
5.1 Marketing Segmentation………………………………………………………………………………...06
5.2 Choosing Target Market and Reason……………………………………………………………….07
5.3 Targeting Strategy……………………………………………………………………………...................07
5.4 Positioning Statement………………………………………………………………………...................08
5.5 Value Proportion……………………………………………………………………………………………08
6.0 Marketing Mix……………………………………………………………………………………………………09
6.1 Product……………………………………………………………………………………………...................09
6.2 Price……………………………………………………………………………………………………………...10
6.3 Place……………………………………………………………………………………………………………..10
6.4 Promotion……………………………………………………………………………………………………..11
7.0 Action Program………………………………………………………………………………………………….13
8.0 Budget………………………………………………………………………………………………………………15
9.0 Conclusion…………………………………………………………………………………………………………16
10.0 Appendix…………………………………………………………………………………………………………..17
11.0 Reference………………………………………………………………………………………………………….18
➢ Executive Summary

In this report we have talk about the marketing plan to starting of a new business by which
we will create awareness about health and food issues for stray animals and to make
benefits for the pet owners. We named our company as 'Animuax Shelter and Care Ltd.’,
where we are going to provide medical services and day care center for pets under one
shade. To launch our company we have made a marketing plan where we have discuss
about every marketing process from the beginning. We have done with the SWOT analysis,
PEST analysis and Competitor analysis. In SWOT analysis we have discussed about
strengths, weaknesses, opportunities and threats. In PEST analysis, we have identified the
political, economic, social and technological factors those have effects on our business. We
have also talked about the objectives and Issues of our business, Marketing strategy,
Marketing mix, Action program and the Budget for the promotion. In Marketing strategy
we have discuss about the population of our customer by geographical and demographical
location and we have discusses about the setting of our target market. We have discussed
about the product line, pricing strategy, promotional strategy and the place in Marketing
mix. We believe in ‘Same for the less’ pricing strategy. Where we are giving the same
services with the better quality within less price. We are using five promotional tools to
reach our customer frequently. We have decided our business place and also discussed
about the reason behind choosing the special urban area. We have discussed on Action
programs for 1 year where we have discussed the promotional activities and other
necessities from pre-launch to post-launch. In the part of budget, we have showed the
amount of money that we are going to invest on our promotion and the distribution of
investment on each type of promotional tools. With this business we want to focus on
creating awareness among people about stray animals and to ensure the quality veterinary
service in the city. We also wants to provide another services, which is a day care center for
pets in the city within a less price. We have fixed 40 lacs as budget for our Promotion. We
hope that we have provide enough information and planning on our marketing plan for our
new business.

Page 1
1.0 Introduction

Animaux Shelter and Care Ltd. is a veterinary clinic and also provides the day care
service for the pet. We are offering the quality medical service for the pet. We are
also providing the day care center facilities to our customer for their pets. Animux
Shelter and Care Ltd. is a technologically well-equipped clinic where people will get
safe and secured medical serviced in low cost than other clinics. Initially we are
focusing on mass promotion in order to get attraction of our customers. Initially we
are providing six types of services under one shade and they are, Vaccination, Dew-
Worming, Routine Health Checkup, Diagnosis and Treatment, Home service and Day
Care Center. We are charging our customer with minimum profit rate for all of this
services. We have set a one year plan and program for the company by which we are
going to work for our company’s promotion and other necessities. The main aim of
our company is to create awareness about safety and security for stray animals
among people in order to make animal friendly environment. According to our aim,
we have decided a slogan, “Save Animals, Save Earth” for our company. The main
mission of our company is to provide better quality health service in the veterinary
industry to make people fear free and tension free in order to having a pet.

1.1 Mission Statement: Our mission is to provide the best quality medical services and day
care service in the city for pet and making awareness for stray animals among society.
1.2 Vision Statement: Our vision is to be the most trustworthy brand for pet medical care
among different cities within 2025.

Page 2
2.0 SWOT

Page 3
3.0 Current Market Situation

3.1 PEST

Page 4
 3.2 Competitors Analysis

Gulshan Pet Clinic Dr. Sagir’s Pet Clinic The Pet Vet BD
Competitors
Providing the salon and Providing medical care Providing only health
Benefit medical services under services and also care services and
one shade. providing the animal treatment in low price.
food and toys under
one shade
Salon services: 200 to Medical services: 500- Medical service: 200 to
Price 1000 taka. 7000 taka 5000 taka
Medical services: 100 to Pet foods: 1200 to 3000
5000 taka. taka
Pet toys: 550 to 3000
taka

4.0 Objectives and Issues

4.1 Objectives

Marketing objective can help to the right direction to meet a marketing goal. Our
company's marketing objectives are indicating our goal. What and how much is our
expectation in a limited time is given here.

• Differentiate the product by providing quality services.

• Making Animaux Shelter and Care Ltd. a trustworthy brand to the customer by one
year
• To capture 20 to 30% market share within one year.
• To build strong customer relationship.
• Giving a 25% discount to registered customer on their special day.
• Giving a free pet from our safe home to potential pet lover and our customer.

4.2 Issues

• Need to provide promised quality service to gain customer satisfaction.

• Guarantee for the safety of the services
• A good amount of money to invest
• Health safety for the adopted pets.

Page 5
5.0 Marketing Strategy

5.1 Marketing Segmentation

The market is mainly segmented by geographical and demographical way. Middle aged
people and middle class family are our main goal. Rich people are the main spender in
foreign breed pet and medicine. Cats and dogs are the main pet animal in Bangladesh.

The following tables provide a segmented table of pet owners for this market:

Segmentation Pet Owner Pet owner Pet owner Non Pet Owner
Style
Segment 1 Segment 2 Segment 3 Segment 4
Geographical Urban Suburban Rural Urban
Age 18-45, 45+ 25-45 45+ 18-45, 45+
Education College, College Less educated Graduated
Graduated
Internet Usage Once in a day Twice in a week None Once in a day
Income <30000, 30000- <30000, 30000- <10000 <30000, 30000-
50000, 50000+ 50000 50000, 50000+

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5.2 Choosing Target Market and Reason

As we can see that most of pet owners are live in urban area circle and residential area.
They all are in adult age mostly. Most of them have internet access and they use it regularly.
They are in middle class and first class income range.

We are choosing segment 1 and segment 2. Segment 1 is a proper potential business area.
It has most educated and most internet accessible customer. It also has a proper
transportation system.

On the other hand segment 2 has average amount of educated customer. It also has porper
transportation system. As we are focusing on internet based service so they are also in our
potential customer list.

5.3 Targeting Strategy

To target and capture potential market we are going to offer different packages. As we have
a safe home for stay animal so we will offer one animal for a pet lover or potential pet lover.
If a person pet an animal from our safe home then he or she will get free pet medicine and
treatment for first six month.

We are making three different categories based on potential customers income; Student,
Member and General. Each categories have different service system.

General category offers normal service. Customer can buy our products and get service.

Student category offers discount in products and medicine. Customer has to register in our
customer list. We will offer more discount if customer can invite another customer to
register in our list.

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Member category offers free checkup and free instant home service. It also have discount in
medicine and products. Customer will get free cake, pet food, customize locket and chain.
We will offer a six month and one year premium membership.

5.4 Positioning Statement

Our positioning statement is 'Animaux family works to provide better medicine and
treatment for your pet to enhance a better environment around you'

To (target) - give service to the pet lovers and owner.

ANIMAUX is here (category) - to give carefree and untroubled service.

It is the place where (benefit) - you can get tension free with pet life.

It is best because - Toll free helpline

-Customer will get best treatment and pet medicine

- 24x7 call service and home service

- Day care center for pets

5.5 Value Proposition:

We are using ‘the more for the less’ strategy for our customers. We are going to provide the
same services but in less price than or competitors. Besides our company have safe home
for the pets. Other companies do not have any safe home like ours. Our company will give
free treatment for a limited time to customers who are having stray animals as pet from
our company.

Page 8
6.0 Marketing mix:
6.1 Product

• Vaccination
• Dew worming
• Routine health checkup
• Diagnosis and treatment
• Home Services
• Day care center
• Food

Level of Product: There are three level of products.

Core product: The core benefit of a product is basically the main use, the reason why
the customers buying this. For a veterinary center, the core product is veterinary
services. Customer are buying it to prevent health problems of their pet.

Actual Product: Actual products are the brand value, quality level, design, packaging
and features. For Animaux Shelter and Care Ltd. it’s actual products are the quality
level of our services, the design of our services and our professionalism.

Augmented Product: It means something extra than the core and actual product. We
are providing the safety surety of our services and we also going to take the liability
if any bad happens by us for the pet.

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6.2 Price

We are following Product line pricing and Optional product pricing

Product line pricing:

• Vaccination : No service charges for vaccination only the price for vaccine which is
1200-1800 BDT
• Dew Worming : 100 BDT for small pet and 350 BDT for big pets
• Routine health checkup : First time 1000 taka and after every one month 50 taka
will be discounted up to 650 taka
• Diagnosis and Treatment: For diagnosis first visit to the doctor would be charge
300 BDT, and from the next visit it would be 200 BDT and for major operations we
will charge 1500 to 4000 BDT.
• Home services: For routine health checkup and diagnosis we will take the same
amount as we charge in our clinic, but we will charge extra 150 taka for home
service.
• Day care center:
Per Day – Per hour we will charge only 20 taka. For foods, pet owners has to pay
150 taka more.
Weekly Package – 10 hours on each day for a week is 1000 taka, and for food 900
taka extra
Monthly package- 10 hours on each day for a month is 3000 taka. And for food
2500 extra

Optional product pricing: We are offering food with day care service. Here food pricing is
optional product pricing.

6.3 Place:

In our market segmentation we have found that, pet owners’ lives in urban area are much
capable to take our services. In Dhaka city, Gulshan is the special urban area, where people
income is suitable for having a pet. So we have decided to make our day care center and the
clinic there.

Page 10
6.4 Promotion:

Promotion strategy: We will use pull strategy for our business.

Pull strategy means a promotion that spend a lot of money for advertising, sales promotion
to introduce the consumer about the product and make them feel to but it.

We believe that customer wants to be valued most by the service provider. We will
advertise our services through media and we also going to use sales promotion and other
promotional tools to reach to our customer to make demand on them and they will come to
us to get the service.

Promotional tools: We will use 5 types of tools for our promotion.

• Advertising: We will show our advertisement by Facebook, YouTube, Newspaper

and online news portals.
We will introduce us to the market by creating awareness among people for stray
animals. We will make advertisement on stray animals and their health issues and
behind that we will introduce us as veterinary service and day care provider to the
customers.
• Sales Promotion: In first six months we will use sales promotion to attract pet
owners to us. At first we will give 10% discount for each and every services that
we provide. Besides we are also targeting the pet owners who are students. For
student we will provide them 35% discount on routine health checkup from the
beginning.
• Personal selling: We will send our representative home to home to find out pet
owners and then our representative will contact with them to introduce our brand
and service line.

Page 11
• Public Relations: We wants to promote our brand from the beginning by creating
awareness for stray animals. So we are going to arrange seminars in different
educational institutes where we will talk about health and food safety for stray
animals. We will also make TVC where will create awareness and will talk about
the animal safety to reach our customers. Besides we will start campaign where
we will go different local areas to find stray animals and will provide them vaccine
and medicine by checking their health and will promote it by online media.
• Direct Marketing: At present we are living in a technology oriented world where
network is a main source of getting connected. We stay connected with social
network every time. We will maintain our communication regularly by send E-
mail, SMS to our customers about discount and offers. We will also make a
Facebook group, where we will add pet owners and we will discuss about animal
health issues on that group, and if anyone feel to ask any advice regarding their
pet’s health, we will give them free advice.

Page 12
7.0 Action program:

We have designed our action program for first 1 year. We have divided one years
into three part, Pre-Launch, Launch and Post-Launch. Each part has four months
included.

Pre-launch: At this stage we will started to promote hour brand. We will initially
use Facebook for our promotion. We will make a TVC which we will deliver to our
customer by Facebook advertisement. Beside that we will start a Facebook page
where we will talk about our service and we will say to our customer that we are
coming to hour market. Behind that we will started to build the structure of our
clinic and day care center. In first four month we will do all of this work.

Page 13
Launch: After launching our business we will try to build our image and we will try
to attract our customer. From the beginning we have said that we will make
awareness among people about stray animals. To make it happen we will start
doing seminars in different university, schools and colleges and pets community
about the awareness for stray animal’s health issues and their need of food. We
will start a campaign on helping the stray animals about their health issues and we
will show to the people via media to make awareness. And beside that we will
offer our customers discount and extra benefit on our service to attract them.

Post-launch: After the four month of launch when we will get a response from the
market we will think of to minimize service charge for some particular services,
besides that we will more focus on increase the benefits from our services. We will
also try expand our business to provide more types of product line and services to
our customer.

Page 14
8.0 Budget:
Our budget is 40 lacs for the promotion of Animaux Shelter and Care Ltd. We will use
Advertising, Personal selling, Public relation, Sales Promotion, Direct marketing.

For Advertising we will use 40% of our total budget which is about 16 lacs BDT. On
Personal Selling, it is 10% that means 4 lacs BDT. On Public relation, it is 30% which is
about 12 lacs BD. On Sales promotion, we will use 10%, that is also 4 lacs BDT and for
Direct marketing it is also 10%, which is 4 lacs BDT.

10%

10% Advertising
40%
Personal Selling

Public Relation
30%
Sales Promotion
10%
Direct Marketing

Page 15
9.0 Conclusion
We have presented the marketing plan of a new company that we are going to start.
Animaux Shelter and Care Ltd. has aimed to provide best quality services to the customer
on veterinary industry. We also wants to aware people about the environment and the
importance of animals on the environment. Besides, we also wants to create awareness
among people about health and food issues of stray animals. That’s why our slogan is, “Save
Animals, Save Earth”. To make this aim successful we have planned our marketing strategy,
plans and process by which we will create a competition on the market. There are also
some problem and issues which we need to defeat and which we actually cannot defeat by
our marketing plan because we don’t have any control over that. We wants to make a good
customer relationship to survive in the market. We will do more promotional activities by
which we can provide benefit to our customers and also for our business in order to be a
greatest competition in the market.

Page 16
10.0 Appendix

➢ This is a design for our

billboards, leaflets, newspaper and
social media advertisement.

➢ This is a poster of our

company for making Personal
Relation.

Page 17
11.0 Reference
• N. F. (Ed.). (2018, February 27). Do Dhaka vets prescribe proper pet medicine?
Dhaka Tribune. Retrieved from
https://www.dhakatribune.com/opinion/special/2018/02/27/dhaka-vets-
prescribe-proper-pet-medicine
• The Average Cost of Taking Your Pet to the Veterinarian. (2018, September 20).
Wellness. Retrieved from
https://www.wellnesspetfood.com/our-community/wellness-blog/average-cost-
taking-your-pet-veterinarian
• N. R. (Ed.). (2019, July 7). Animal rights condition in Bangladesh. New Age Youth.
Retrieved from
http://www.newagebd.net/article/77668/animal-rights-condition-in-bangladesh

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