Pet collar with high-tech positioning chip (GPS)

1. Situation analysis: Pet collar with high-tech positioning chip (GPS)

1.1. Background research:
Market: The pet wearables market is growing rapidly, driven by growing pet ownership and
increasing pet disposable income. Consumers are increasingly interested in products that
improve the safety and health of their pets.
Target audience: Pet owners concerned about the safety of their pets, especially those with
adventurous pets or pets with a tendency to roam.
Existing solutions: Traditional pet collars with identification tags, microchips, and basic GPS
tracking devices. However, these solutions can have limitations such as short operating range,
subscription fees, or lack of real-time tracking capabilities.
1.2. SWOT:

 Strength:

High-tech positioning chip (GPS) provides real-time location and tracking data.
Increases pet safety and peace of mind for pet owners.
Potential for additional features like activity tracking and health data collection.

 Weaknesses:

Price is higher than traditional collar.

Dependency on cellular network for GPS functionality.
Limited battery life may require frequent charging.

 Chances:

The growing pet wearable market offers a large potential customer base.
Integrates with smartphone apps for easy access to pet location data.
Cooperate with veterinary clinics or pet insurance companies.

 Threats:

Competition from existing GPS trackers and other pet wearables.

Privacy concerns regarding the collection of pet location data.
Technological advances may make current GPS technology obsolete.
1.3. Key Communication Problem to be solved:
Problem:
The key communication issue is educating potential customers on the benefits of GPS-enabled
pet collars and addressing hidden concerns about price, functionality and privacy.
Solution:
Highlight key benefits:
- Search for lost pets
- Activity tracking
- Set up a safe area
- Additional features: Health tracking, LED light, camera, etc.
- Offers a wide range of prices
- Emphasize value over benefits (like pet search ads) and long-term benefits.
- Promotions
2. Key strategic campaign decision for GPS chip pet collars:
2.1 Objectives:
Raise brand awareness and establish your GPS pet collar as the right solution for your pet's
safety.
Drive sales and market share in the pet care industry.
Build customer loyalty and encourage repeat purchases.
2.2 Target audience:
Pet Owners: Focus on responsible pet owners who prioritize the safety and health of their pets.
This may include:
Adventurous pet owners who enjoy outdoor activities (hiking, camping)
Anxious pet owners are susceptible to separation or wandering anxiety
Owners of valuable dog breeds or those living in high-risk areas (e.g., near busy streets)
Veterinarians and pet experts: Promote your product as a valuable tool for pet care and peace of
mind for owners.
2.3 Positioning:
Focus on peace of mind and security: Highlight the emotional benefits of knowing your pet is
safe and traceable.
Emphasize technology and innovation: Show off the advanced features and reliability of your
GPS chip technology.
Promote convenience and ease of use: Place your collar in a location that is user-friendly and
accessible to all pet owners.
2.4 Campaign Strategy (key strategic approach and marcomm tools):
1. Content marketing and interaction on social networks:
Create informative and engaging content: Develop blog posts, infographics, and videos that
educate pet owners about the importance of pet safety and the benefits of GPS collars.
Take advantage of social media platforms: Use platforms like Instagram, Facebook, and TikTok
to share heartwarming stories, pet safety tips, and product demonstrations. Encourage user-
generated content with contests and hashtags.
Partner with pet influencers: Collaborate with veterinarians, animal trainers, and pet social media
personalities to promote your products and reach more more object.
2. Tell emotional stories and testimonials:
Develop emotional video content: Create engaging video stories that showcase real-life
situations where a GPS collar helped reunite a lost pet with its owner.
Highlight customer testimonials: Highlight positive experiences and success stories from
satisfied customers whose pets were found safely thanks to your GPS technology.
3. Strategic partnerships and promotions:
Collaborate with pet stores and animal shelters: Partner with local pet stores and animal shelters
to offer discounts, bundle deals, or host events Showcase your GPS collar in store.
Offer a free trial or limited-time promotion: Incentivize a trial period or discount.
3. Message strategy for GPS pet collar products:
3.1 Message objectives:
Raise awareness about GPS pet collar products.
Emphasize the product's unique benefits and features.
Create demand and promote purchasing behavior.
3.2 Selling promise (USP):
GPS collars help you always track your pet's location, ensuring their safety anytime, anywhere.
Compact design, light, comfortable for pets to wear.
Integrates many useful features such as activity tracking, creating safe zones, stray warnings,...
Easy to use and manage through mobile application.
3.3 Big Idea:
"Love and protect your pets anytime, anywhere with a smart GPS collar."
Key message:
GPS collars provide peace of mind for you and safety for your pet.
Track your pet's location in real time.
Helps you find your pets if they get lost.
Monitor your pet's health and activity.
Create a connection and bond between you and your pet.
4. Media strategy for GPS chip pet collars:
4.1 Media Objectives:
Increase awareness of high-tech chip (GPS) pet collars and their benefits.
Create demand for the product by emphasizing its features and benefits.
Encourage purchases by offering incentives and promotions.
4.2 Media Selection:

 Online communication:

Social network advertising: Facebook, Instagram, TikTok are popular social networking
platforms with a large number of users, especially young people - the potential customer group
for this product.
Display advertising: Banner advertising on websites related to pets, travel, picnics,...
Content marketing: Create blogs, videos, articles about the benefits of GPS collars for pets.
Influencer collaboration: Partner with pet industry influencers to promote products.

 Traditional media:

Press advertising: Advertising in magazines and newspapers about pets.

TV ads: Short ads on TV channels about pets.

 Retail channels:

Cooperate with pet stores: display products, organize product introduction sessions.
Online sales: Create your own sales website, sell on e-commerce platforms.
4.3 Media Planning and Buying (budget and schedule)
Budget: The media budget will depend on the size of the business, communication goals and
selected media.
Schedule: The communication schedule needs to be planned in detail, including when to deploy
communication campaigns, duration of campaigns and budget for each campaign.
Below is an example of media planning and buying for a high-tech chip (GPS) pet collar
product.

 Phase 1 (January - February):

Increase product awareness

Goal: Reach 1 million users
Media:
Social network advertising (Facebook, Instagram, TikTok)
Ads show on pet-related websites
Content marketing: blogs, videos, articles about the benefits of GPS collars
Collaborate with influencers
Budget: 100 million VND

 Phase 2 (March - April):

Create demand for the product

Goal: Increase conversion rate by 2%
Media:
Press advertising in magazines and newspapers about pets
Short TV commercials on pet TV channels
Cooperate with pet stores
Budget: 200 million VND

 Phase 3 (May - June):

Encourage purchase
Goal: Increase sales to 500 products
Media:
Promotional discounts, gifts
New customer referral program
Budget: 100 million VND.
5. Marcom tools used to support for GPS chip pet collars:
5.1. Sales Promotion:
As demand for pet safety grows, KLYHAN has launched centralized sales promotion plans to
attract people to buy GPS pet collars. One of the sales tactics we use is the "20% off for 48
hours" and "limit to buy 1 GPS necklace get 1 replacement cord" to make customers feel like
they need to quickly make a purchase at a discounted price. We will also start a program to
participate in winning mini-games or discounts for new customers but referred by old customers
to make purchases at KLYHAN. This will help us gain an additional customer base through our
"word-of-mouth" strategy. KLYHAN will also use the social media giveaway program to get
people involved by sharing stories or photos of their pets, then will receive a KLYHAN product
for free if they have the highest interaction on social media within 7 days of posting, this is not
merely a giveaway program, but our aim is to increase KLYHAN's recognition with customers
on social networks. These campaigns are not only aimed at boosting sales but also building a
close relationship between customers and KLYHAN.
5.2. Merchandising:
Discounts will be applied in convenience stores to show the value of KLYHAN's GPS-enabled
pet collars. KLYHAN will also use frame advertising to convey the message of "pet safety" as
well as how we will know where our pets are, along with instructions on how to use collars to
help users understand more about how the product works. Cross-sale promotions can be dog and
cat food, bonus soups or combs will also be sold with collars at reasonable prices to increase
customer demand.
5.3. Point of Purchase (PoP):
We will use a variety of methods at the point of sale to improve the shopping experience as well
as drive sales. Customers will be able to view real-time calculated demos of GPS tracking on
their phone screens. The reliability and ease of use of the product will also be demonstrated
through the guidance of salespeople who have been trained to use KLYHAN necklaces.
Customers will also be interested in simplified and clearly informed product packaging. After
making purchases at sales locations, use quick surveys to see customer satisfaction with product
packaging so that you can get the most objective information possible.
6. Campaign management for GPS chip pet collars:
Evaluation of Effectiveness:

 Brand awareness:

Website traffic and engagement (time spent on GPS collar page)

Social media mentions and reach
Campaign image impressions

 Generate leads:

Number of subscribers to receive emails to receive news or product updates

Pet safety ebook or reference downloads
Ask about product features or prices

 Customer interaction:

Reviews & ratings on the website or retail platform

Number of shares & positive comments on social networks
Customer service interactions regarding product satisfaction