1 Pet store's target market environment
Pet store's belong to the local community on-site service class attributes, in the target market environment we can refer to the store site selection article. The target market environment of the pet store has a very limited scope, so the choice of the target market needs to be extraordinarily careful. Pet store target market selection determines the target audience - pricing - channel - product - price = store final revenue
2 products
Pet store main products: pet boarding, pet sales, pet merchandising, pet washing, pet beauty, pet health care, pet supplies sales, pet training, pet photography, pet travel, pet funeral, pet shipping, etc. Benign product organization structure, horizontal broadening and looking for consumer demand and verticalization of the deep digging customer demand is a pet store need to think about the subject.
3 channel
The channel here refers to the communication channels, how to use effective communication media to allow customers to better understand the attributes of our products, the customer demand and access to the product platform.
For example: face-to-face sales, store posters, store signs, flyers, referrals, outdoor media advertising, TV and radio advertising, online media advertising, professional media platforms, self-media advertising, etc.
4 Promotion
Promotion is essentially a communication activity, that is, the marketer sends out as a stimulus to consumption of a variety of information to one or more target audience, to influence their attitudes and behaviors. to influence their attitudes and behavior.
For example: gratuitous promotions, ex gratia promotions, discount promotions, contest promotions, event promotions, win-win promotions, direct promotions, service promotions and other means to ultimately stimulate customers to buy service goods.
5 Pricing
The pricing of store products depends on a variety of factors: corporate goals, competitors, costs, market macro-environment, market share, customer demand and other factors. Product pricing affects the company's profitability and customer loyalty, so there are many techniques we can utilize in our pricing strategy to gain corporate profits without compromising the customer buying experience.
How do pet stores plan effective marketing campaigns?
I. Marketing activities target program
Setting the goal of marketing activities depends on a number of factors, such as stores in the opening period (customer attraction, the new release period (new product recommendation), the industry downturn (old customer maintenance), marketing goals are also based on the actual situation of the store to do the corresponding strategy. The goal must pay attention to: quantifiable, measurable, feasible.
Two. Product mix and pricing strategy plan
Selected marketing activities, and then analyze the store's product resource allocation mix and pricing, such as: upstream suppliers for a product has the strength to support, store a technical staff technical expertise, a long time lagging a large number of products in stock, seasonal hot models can be used as a product mix of a particular choice.
In the selection of product mix and pricing strategy need to pay attention to:
1 choose good products, advantageous products
2 product audience wide or high-frequency
3 combination of products do not conflict
4 pricing has the temptation to
5 product storytelling, easy to disseminate
Three. Communication channel plan
With the goal, with the product mix, the choice of communication channels also determines the overall effect of the entire marketing campaign. According to the store customer consumption habits, target group attributes, the external market environment, activity budget, reasonable choice of multi-channel diffusion put.
Four. Promotional mix plan
In the choice of promotional mix above, need to avoid homogenization of promotional methods, traditional promotional models only exist in the low price subsidies, modern promotional activities into a certain degree of fun, user participation will enhance the corresponding effect of promotional activities.
V. Marketing campaign financial budget
To determine the resources invested in the project, clear the input costs of each project.
Market input projects: channel costs, terminal costs, material costs, personnel wages, commission costs, promotional activities, advertising costs.
VI. Marketing activities to implement the formation of the plan
Clear marketing activities, supervisors, implementers and other specific division of labor, is the market planning activities trip closed loop.
According to the overall development of the market plan, clear market tasks at all stages, according to the market tasks at all stages of the implementation of subdivided, and the implementation of the project specific, so that the marketing activities have a plan, objectives, phases, specific implementation.
Summary: excellent marketing activities can allow stores and customers to establish a good relationship, the same time you can show the excellent products to the target customers, stores to get profit, can better provide customers with quality products and services.