Aussie Pooch Mobile Dog Wash - Team Report

Humber College
MKTG-150-RNF
Gurpreet Singh
Prof. David Shinwell
 Positioning Map:
Positioning maps are used for developing market positioning strategy for product and
services. A Positioning Map is a great tool to set yourself apart from your competition and
to determine where competitors are lagging when looking at what is important to your ideal
customer. A Positioning Map can represent products and services together. (Concept Draw,
n.d.)

Competitive Analysis:
Aussie Pooch Soapy Pause Splash Paws of Dogs Empire
Mobile Dog Hounds Distinction
Wash
Product  Dogs  Dogs  Dog  Dogs  Dogs
Grooming Grooming Wash Grooming Grooming
 Dog  Dog  Dog  Arthritis
Wash Wash Wash Treatment
 Utensils  Day Play
Price $5 - $140 $25 - $137 $30 - $60 $35 - $150 $10 -$155

Place E-commerce E-commerce E- E-commerce E-commerce

Official Official commerce Official Official
Outlets Outlets Official Outlets Outlets
Outlets
Promotio Advertising Campaigns Social Advertising Advertising
n Franchise Franchise Media Online
Donations Advertising Advertisin
g
FAQs

(Soapy Pause, n.d.) (Splash Hound, n.d.) (Paws of

(Aussie Pooch Mobile Dog Wash, n.d.)
Distinction, n.d.) (Dogs Empire, n.d.)
Positioning Map:
Price of the
Product
+Dogs Empire

+Paws of

Distinction

+Aussie Pooch Mobile

+Soapy Pause

Range of the
Product
+Splash Hound
Strategic Alternatives:
Business Environments are full of uncertainties. So, executives must be innovative and
flexible to survive. For this, people use different strategies to compete with competitors in
the market like diversified products, better services, price focused, etcetera.

Market Penetration:
The current market leader of pet grooming services in Australia is Aussie pooch mobile Dog
wash from 25 years. The company is providing every possible service to the existing market
to maintain their goodwill and to make customer loyal to them.

Advantages:
 It decreases the competition in the market.
 It increases sales of the company by growing large customer base.
 Good quality products can also help in implementing the strategy price penetration.

Disadvantages:
 This method will increase the initial cost and the losses of the company which
company must bear itself.
 It is very difficult to access the mind set of a customer. Customer might be happy due
to low prices but can easily get shifted towards other products if the price started
rising.
 It can harm the company’s image in the market as customer misunderstand the
product as of lower quality. (Bhasin, 2019)

In overall case, the costs of the company will hike and company itself must
bear all the losses.

Product Development:
Aussie Pooch Mobile Dog wash has created a large base of products and services in the
market. Moreover, it can be attained at our doorsteps. They provide services like shredding,
aroma care, pooch massage, conditioning, etcetera.

Advantages:
 The biggest advantage of this technique is that it will attract more and more
customers as new consumers will be eager to test new products.
 Business can gain a competitive advantage if a new and enhanced product delivered
is better than the other products in the market.
 Striking with new products will increase the earnings as they will be the solo
suppliers of the product.

Disadvantages:
  Its not necessary that a new product delivered in the market will always result in the
great success as we cannot predict the future.
 The product failure can result in a great loss to the company.
 The company could lose their customers if they shifted to another supplier in this
situation. (WIDJAYA, 2018)

In overall case, either company would generate more revenue or have to

bear loss in the future

Market Development:
As Aussie Pooch Mobile Dog Wash is the current leader of pet grooming services in
Australia, they can expand business to new customers not only domestically but globally
too.

Advantages:
 By providing the services to the new customers, the firm can increase their
customer base.
 The domestic goodwill of the company may help in diversifying the business
globally.
 It can probably increase the revenue of a business.

Disadvantages:
 Expanding the business to the new market is a costly and risky process. For
example, advertising cost.
 It can result in huge failure because again we cannot predict future and market
changes.

Overall, this is a costly process which may generate revenue or loss for
the company.

Diversification:
The mindsets of the different markets are always different as for example, one segment of
the market prefer shampoo and conditioning and other prefer shredding and massage. For
this, Aussie Pooch Mobile Dog Wash had to diversify their products and services according
to the market needs and wants.

Advantages:
 It helps in eliminating the competition and rivalries from the market.
 The company can get access to the new market.
 The revenues of the company can also be increased through diversification.

Disadvantages:
  It reduces the flexibility of the products in the market.
 The risk associated with this business is also greater as we cannot cop-up with the
changing markets.
 Requires a huge amount of investment to diversify the business. (Brainkart, 2018)

In this strategy, time, money, efforts, and the consumption of the energy are
more.