FPT UNIVERSITY DANANG

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INDIVIDUAL ASSIGNMENT

SUBJECT: MKT304

Group Name: Campfire

Class: BA17D03

Lecturer: Trinh Le Tan

Da Nang, October 22, 2023

 2.1 Market segmentation and target marketing Market positioning: ( Tiền)
Market segmentation

- Gender: male and female

- Age: 18-35

- Income: from middle-class people who are not price sensitive. Have average income- good
or better

Mentality

-Lifestyle: + Passionate about pets, willing to pay to raise pets, some customers will
belong to the single group who want to raise pets as friends.

+They want to gather all the pet services for convenient care while raising their
pets at a reasonable price and quality service.

Behavior

-Need for Value and Affordable Price: When buying a pet product or using a pet service,
customers are often interested in many factors such as quality, price, expiration date, and
variety of pet products. services and many other factors. You should choose the most
suitable products and services according to your pet's personality and style.

- Health Needs: With increasing awareness about pet health and nutrition. Products and
services must be highly specialized, durable and safe for their pets.

- The Need for Convenience and Accessibility: Pet shops become more accessible by
offering online shopping, subscription services or mobile apps for pet care. The shop's
positioning is primarily about easy access and streamlining pet-related tasks

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 - Need for Equipment and Technology: Customers are most concerned about facilities. In
an increasingly tech-savvy world, DoCat Hi have established themselves as pioneers in
pet- related technology, offering products such as smart pet feeders, tracking devices GPS
and pet health monitoring app.

Target Marketing

Most of Biti's products to date are aimed at people in the middle class in terms of income,
less sensitive to price, with prices ranging from 50,000 - 5,000,000 VND, with many
seasons. time and have a passion for taking care of pets.

And DoCat Hi also targets young people from high school to college.

Market positioning

 Choosing the most effective competitive advantage DoCat Hi has developed

facilities in densely populated urban areas with eye-catching, youthful colors and
modern design and the Shop will bring customers products and services. service
with the most investment.
 As one of the pioneers combining many pet care and trading services in Da Nang.

Market positioning through social media and advertising:

 DoCat Hi has extensively used social media sites such as Facebook, Instagram,
and TikTok.
 DoCat Hi has used Influencers as well as various online activities such as giving
gifts, online sales, and using a Sharing Economy such as Grap, and Shopee.

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3. Analysis of Communication Process (Liêu)
3.1. Analyze receiver’s response processes
1. Attention:

- To attract customers' attention, for pet businesses, DoCat Hi will first cooperate with
artists in showbiz to organize events, music performances, or comedy performances from
famous artists. Noteworthy attractions here are free for everyone to see.

- 7 days to 10 days before opening, businesses will use the OOH method, posting large-
sized advertising covers, with content that creates curiosity (for example: "Dogs and cats
are about to be sold here.")

- Use images and videos of dogs, cats, food, and pet care services along with the
appearance of KOLs and artists through social networks and YouTube channels.

- Post articles related to your business's services with attention-grabbing titles, using SEO
tools to attract people.

2. Interests:

- Invite a psychologist to organize a workshop so that everyone can understand more

about the benefits that pets bring to us, emphasizing the release of stress in a life full of
pressure like today. when we know how to love and care for pets.

- Provide images comparing the changes in pets when cared for at the spa or the quality
of products from DoCat Hi.

- To excite customers, businesses will introduce promotions and assist customers in

answering questions related to pets and care services.

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- Organize a contest to share memories with pets you already have (stories, images,
videos), to inspire those who do not yet have pets.

3. Desire:

- Customers can try adopting a pet within 2 to 3 days to experience it at absolutely no

cost for those who have never raised a pet and receive support for all questions related to
care and feeding. pet.

- For customers who have pets, DoCat Hi will give customers quality food or accessories
and free delivery to your door. Make sure customers love at first sight <3

4. Action:

- After customers experience the services from DoCat Hi, we can contact customers via
methods such as phone calls or text messages to ask customers about the experiences they
have had and ask them about using DoCat Hi’s services in the near future.

- Service commitment and service quality from DoCat Hi will always remain good and
continue to develop if customers trust us.

- Pay attention and take care of customers during the purchasing process and after
purchasing. Proactively contact customers, seek feedback from customers, and
professionally resolve any problems that arise.

3.2. Analyze source, message, and channel factors.( Tuấn, Tài)

Source:

The first and most important source is our company. The pets world is proud to be one of
the pioneers in integrated pet care and purchasing services in Da Nang City. Integrating
care and purchasing services, we are confident to bring you convenience and the best
experience. Promotional videos are often natural, adorable moments of pets to easily
touch
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the hearts of animal lovers. The content often clearly shows the affection between people
and animals, to affirm that pets are also friends, they deserve to be loved. Besides, the
videos also catch trends to keep up with trends and not become outdated. Instead of
letting humans participate, we will let pets follow that trend to create humor, fun and
novelty. With boundless love, we carry out many public campaigns to bring good
things to unfortunate pets lives. This will give customers have a good view of the brand
and will accept the messages we want to convey. We have influential people such as
KOLs, KOCs, artists - people who really love animals,... They are people with a certain
amount of followers, so they help us continue to reach many potential customers. The
reason we choose people is because we know that when they truly love animals, the
messages they convey will be sincere and can touch the hearts of viewers. The next
source is the customers who have used our services, also known as word of mouth. They
will give the most honest and biased reviews because they spend money to use the
product. This is also a source that has an extremely large influence on the consumption
behavior of other customers.

Messages:

Our messages will be short and concise but still ensure the content and confidence we
want to send to customers. Our main message is "Fulfill all your pet's needs". We want to
emphasize that the pets world is a place that integrates pet care, buying, and selling
services. Therefore, all the necessary needs for your pet will be met. You just need to
come to us and don't have to go anywhere else. You will save time, effort, money, and
more. ( Tuấn)

Besides, we implement many strategies and messages about animals and the relationship
between humans and animals. Every year, we will conduct a strategy with the message
"Animal feel, too." Animals also have emotions, are hurt, and feel pain just like us
humans. Therefore, people need to understand the emotions of animals and give them
love. Therefore, this campaign is carried out to inspire, arouse love for animals, and call
on people to join hands to protect unfortunate lives. Additionally, the message "Furry
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friends,

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endless smiles." We will also use it in our strategies. We want to emphasize the affection
and good relationships between pets and humans. This campaign also aims to raise
people's awareness about the role of pets in life.

Channel:

+ Direct communication: sales staff play an extremely important role. They are the ones
who convey the message to potential buyers and customers. Therefore, we will carefully
select and train employees so that they have enough knowledge and skills to convey
messages and convince customers to buy products.

- Mass communication: we choose online platforms such as Website, Facebook, TikTok,

Instagram to market products to consumers. We will post any new information, events or
discount strategies so no customer misses out. This is also where we will conduct
community strategies such as UGC to spread and build the brand. Animal festivals, seminar
information or promotional programs, etc. are all posted on the fan page and website for
customers to follow. Besides, we also create short videos about pets' adorable moments
or entertainment videos through this platform to help people know more.

- Use intermediary channels to market and sell products such as Lazada, Shopee,... to
build a wide customer network

- Use word of mouth to promote the brand. Because most people tend to believe in word
of mouth from relatives, friends, and influential people who have used the product. Offer
incentives to encourage customers to introduce friends and relatives... to the product.

- Using OOH: making banners, and posters placed in areas with high traffic such as
intersections, intersections, shopping centers, fairs,...

- Optimize SEO tools to help your website reach more potential customers (Tài)

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3.3. Establish communication goals and objectives ( Ngân)

Year 1:

Goal 1: Establish brand recognition and awareness within the local community.
Objective: - Increase social media followers by 25%.
- Host a grand opening event to introduce the shop to the community and
attract at least 100 attendees.
- Collaborate with local pet influencers to create content about the shop.

Goal 2: Develop a strong presence on online review platforms.

Objective: Encourage at least 50 satisfied customers to leave positive reviews on e-
commerce, and social media.

Year 2:

Goal 1: Foster customer engagement and loyalty.

Objective: - Implement a customer loyalty program, offering discounts or rewards for
repeat purchases.
- Send out monthly newsletters with pet care tips, shop updates, and
exclusive discounts to the subscriber list.
- Collaborate with local pet-related businesses for cross-promotional
opportunities.

Goal 2: Enhance social media engagement.

Objective: Increase the average engagement rate on social media by 20% through
interactive posts, contests, and user-generated content.

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Year 3:

Goal 1: Become an active member of the local pet community.

Objective: - Participate in or sponsor community pet events, such as adoption drives,
charity fundraisers, or educational workshops.
- Collaborate with local animal shelters or rescue organizations to promote
pet adoption and rescue efforts.

Goal 2: Strengthen online reputation and credibility.

Objective: - Respond promptly to all customer inquiries and reviews, demonstrating
excellent customer service.
- Increase the average rating on review platforms to 4.5 stars or higher.

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