Part I
At present, keeping pets has become a fashion, the types of breeding including dogs, cats, pigs, rabbits, fish, ducks, geese, birds, turtles and so on, can be described as a variety of things, there is nothing strange. According to the city's registered pets statistics to the end of 2009, China's pet dog only the number has reached 80 million, plus the "black dog" unregistered, China's pet dog number reached 150 million, while the domestic cat also has 40 million, pet industry sales are expected to 40 billion yuan.
As China's living standards continue to improve and family size shrinks, pet ownership has become a part of the lives of more and more urbanites, and China's pet consumption has taken shape, while showing great potential. The domestic pet market has entered a period of rapid development. The huge consumer demand for pet services continues to expand, and the demand for investment is also growing relatively strong. In recent years, the number of cats and dogs owned by Chinese urban and rural residents has increased dramatically. Various pet-related industries such as pet hospitals, pet stores and pet beauty parlors have also developed rapidly, and the pet food industry, as part of the pet economic chain, has become one of the fastest-growing industries in China's consumer goods.
In recent years, the pet food market in Asia has been developing at a rapid pace, with China's pet food market experiencing the strongest growth. Improvements in lifestyle and living standards, as well as new product launches, have increased sales growth in the Chinese pet food market. International experience shows that as long as a country's annual per capita GDP reaches $3,000-5,000, the pet food industry will grow at a high rate. Now that the annual per capita GDP of some cities in China's eastern coastal region has reached the above standard, pet food is beginning to enter middle- and high-income families. With the rapid development of China's economy and the updating of modern consumer attitudes, pet food will inevitably penetrate into the country's economically well-off families.
China's pet food market has begun to enter a period of booming development. In China, more and more people have pets, at present Beijing, Shanghai, Guangzhou, Chongqing and Wuhan is recognized as China's five "pet city", China has at least 200 million pets, and the next ten years, China's pet ownership will be explosive growth.
Along with the growth in the number of pets, a series of related industries have emerged around the pet economy, such as pet food, pet supplies, pet medical care, pet beauty industry, etc., and in the past few years, there are also new industries such as pet matchmaking, pet funeral, and pet boarding.
But at present, the scale and technical level of China's pet industry is far behind the developed countries, pet-related manufacturing enterprises are missing brands, the circulation of enterprises, production, research and development of the lack of the main; and due to the lack of *** on the management of China's pet industry and the pet industry's huge profit attraction, resulting in China's pet industry profiteering, the order of the market competition is chaotic.
China's pet industry should continue to introduce new varieties, strengthen the research and development of pet food, supplies, cultivate the pet market, open up the exchange of pets and their supplies, trading channels, to provide pets with the necessary living supplies and appliances, in order to guide the production and consumption of pets; at the same time, *** departments to strengthen the legal system to create a good and orderly competitive environment for the development of the pet industry.
At present, the domestic pet market has entered a period of rapid development. With the growth in the number of pets, the huge consumer demand for pet services is expanding, and the demand for investment is relatively growing, China's pet industry will take a new step forward. This also allows pet-related industries to get great development. And food is the people, but also the same, the pet market peripheral consumption is also mainly focused on pet food consumption. Therefore, China's pet food market has also become a wind and water treasure land for domestic and foreign major food manufacturers. The growing Chinese pet food market has caused international giants to increase their investment and publicity efforts in the Chinese market. Domestic pet food enterprises through several years of development, also began to gradually gain a firm foothold, with the strength to compete with internationally renowned foreign brands. The domestic market pet food almost all in the emphasis on nutrition and functionality, large and small brands like to follow the wind like products according to dog breeds, age group for the breakdown of dry food-based food. Pet nutrition drinking bottled water is currently in the market blank. Pet drinking water originated in Europe. Because it can ensure comprehensive nutrition on the basis of more heat to the pet, regulating body temperature and so rapidly popular in Europe and the United States.
It is expected that in 2010, the annual sales of pet food will reach 51.5 billion U.S. dollars, pet food in economically developed regions such as North America and Western Europe will gradually reduce the market share, while in Asia, especially in China, Latin America, the market will grow rapidly.
China's pet food market has huge potential, with less than 5% of cats and dogs owned by Chinese urban residents being fed processed pet food. The growing number of pets in China will bring greater business opportunities for both domestic and imported pet food. In the next five years, China's pet food market will grow at an average annual rate of 50%.
Part II
Currently, in terms of the pet supplies market in Taiyuan, there is a scarcity of products, quality is not guaranteed, etc., we chose to open this store is to occupy the market in advance, to start a different promotional program, so that consumers identify with us and form a good reputation, to play our own brand, improve business conditions, and to expand the scale. This plan is for the marketing of pet supplies into the Taiyuan market, and we hope that this plan can achieve the desired purpose.
One, the purpose of planning
Better for the majority of consumer groups to provide services, while obtaining a relative profit remuneration, so as to expand the scale of the store.
Second, environmental analysis
Advantages: 1, low cost, large profit margin
2, the goods have a shelving
3, less capital investment, low technology, low risk
4, small store operation, easy to adapt to the market, change the mode of operation, adjust the product structure
Weaknesses: 1, first time entrepreneurs, lack of experience
2, the first time involved in the pet industry, the pet is not yet a very good understanding
3, not a wide range of sources of funding
Opportunity: 1, because the pet industry is an emerging industry, the market demand is not yet saturated, so we have the opportunity to seize more market share.
2, the market spending power of the high income level of the people
3, the potential market
Threats: 1, the pet industry is affected by economic fluctuations
2, there is a certain threat of competition in Taiyuan
3, the consumer for the middle to high-grade consumption of the population, the beginning of the store will be distrustful attitude
three, the target market
We position our target market as one-child families, white-collar workers, and the elderly in large and medium-sized cities. Income level of the upper middle class.
Fourth, market segmentation
A demographic segmentation
By age:
3-20 years old, most of the people in the city is the only child, need an animal to act as their playmates, most of the parents will meet the needs of children
20-30 years old. Urban white-collar workers, some of whom are alone outside the city, will choose to raise pets to support their feelings, and when they are unable to take care of their pets due to work, we will provide all-day care and nursing for their pets.
Elderly people between the ages of 50 and 70, who are not surrounded by their children, will treat their pets as their own sons and daughters, and will be more willing to spend money on them
Breakdown by household income:
Monthly income below 3,000, mainly for pets to buy some food, or inexpensive pet razors or toiletries, toys and so on.
Monthly income between 3,000- 5,000 yuan, will buy food, clothing, toys, toiletries, pet houses, etc. for pets.
Monthly income of more than 5,000 yuan, food, clothing, toys, toiletries, pet houses, but also do some grooming for pets.
Two psychological breakdown
People now have pets because the standard of living has improved, have the ability to spend for them, but also in order to lift the loneliness of the only child and parents, and now have pets has become a kind of popularity, vanity and comparison also prompted them to continue to spend for their pets, because the pets can now fully reflect the status of the owner!
Fifth, the future development trend
Now there are not many pet supply stores on the market, proving that the market is not saturated, and consumers belong to high-income people, pet supplies are also high consumer goods, the development prospects are considerable, the type of products, the development of strong, for the different requirements of different people, the market for pet supplies there are vacancies, the company can develop a new type of pet supplies to meet the various needs of different people. To meet the various needs of different people, it can be seen that this industry has great potential for development.
Part III
1 Product Portfolio
Services Provided and Products Sold
Services: grooming, hair styling, doctor visits
Products: pet food cookies, feeds, dry chicken, fish and shrimp canned nails, and other staples
Pet Leisure Foods Among them, the domestic feeds are cheaper than domestic feeds, which generally cost around $6 per catty, while imported Pet food prices are generally 10 times the domestic.
Pet fashion: there are hooded defense cold clothes, waterproof leather jackets, auspicious Tang suit
Pet supplies:, pet leather ball, eating utensils water utensils, neck strap leash, dog tags, pet chain ring, rope belt, dog house, pet bed, pet leather ball, feeding bowls, pet combs and so on
Pet's maintenance supplies: trimming fingernails with clippers, with a clean and beauty of the toothbrush toothpaste, with a shower gel for bathing
Strategy:
Every month to introduce some promotional programs to attract more customers. Membership can be set up in due course, and becoming a member will enable you to enjoy more rebates and value-added services. Several outdoor pet outings can be organized each year, open a pet store at the same time to set up a refund mechanism to operate, if there is dissatisfaction with the service or product can be returned to the store to request a work over, or replace the product, the pet food and all kinds of consumables must be goods such as rotation, to ensure the supply of goods. The implementation of the points system, for regular customers old customers to give a certain type of product preferential special price, once a month to sell special offers, for new customers should also strengthen the attraction.
2 product branding strategy - the main brand attribution strategy
Our products are mainly sellers of their own brands, through good sales and service to establish their own brand image, in order to attract customers as well as producers.
Brand Logo
3Product Life Cycle and its Marketing Strategy
Input Period--Quick Looting Strategy
Pet supplies have a large market potential, there are potential competitors, so we need to set up a brand image early, and quickly capture the market.
Growth period--Improve product quality
Pet supplies stores are scarce locally, when we open the market into the growth period, there will be many competitors appear, with the intensification of market competition, we have to improve the quality of the product by improving the quality of the product to further satisfy the consumer, to attract more customers! !
Maturity period - to take the marketing mix adjustment strategy
Since the competition will become stronger and stronger, and consumer interest is often not a single, in order not to let our products to be replaced, we initially decided to ensure that the quality of the product remains unchanged under the premise of a slight price change, expand marketing channels to attract more customers.
4 product price planning
1. Market environment analysis
a. Market demand analysis: more and more people will have pets, which means that the market for pet supplies will gradually increase, and people with pets will generally have a higher level of consumption, so we will be based on the market demand for the price is set a little higher, but is absolutely acceptable.
b. Consumer psychology: pets have become a symbol of the owner, so the pet consumption is just to meet their own vanity and comparison, the business is to seize this psychological only profitable.
2. Pricing objectives
The store chose the pricing target for the modest profit target, because our store just step on track to establish a corporate image still need time to realize the growth rate of profits at the same time to ensure the long-term survival of the enterprise development, we can only pursue modest profits, so that consumers are more acceptable.
3. Selection of pricing strategies and methods
a. Pricing from the consumer psychology
Prestige pricing - the store includes many brand-name products
Tail pricing - the use of the consumer's psychology of bargains
Advertising Activities
The store mainly used newspapers, radio, television, Internet and outdoor advertising, because we are targeting a wide range of people, each type of publicity will involve a different group of people.
Ad slogan: 1 time to keep you in mind!
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