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May 13, 2024
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1
Hemlock Animal Hospital: A Marketing Plan Created for Success
Group One
Analese Dominique Celeste Cardinez (2241499)
Asaliah Hernandez (2226403)
Debora Carim (2242342)
Deneshia Stennett (2243163)
Olaoluwa Opaola (2206218)
Shaunell Bonfield (2301624)
MRKT 621: Marketing Management (HBD Winter 24-16)
Dr. Dave Keighron
10
th
March 2024
2
Table of Contents
Organizational Overview
5
Name of Organization
5
Mission Statement, Organization’s Basic Values and Philosophy
5
New Product Description
6
Enhancing Customer Experience
6
Building Brand Awareness Through Curated Content
7
Clear Storytelling
7
Employing Consistent Visual Aids
7
SWOTT Analysis
9
Strengths
9
Weaknesses
10
Opportunities
11
Threats
12
Trends
13
Marketing Research
14
Consumer Analysis
14
Competitor Analysis
15
Segmentation
16
Segmentation Criteria
16
3
Demographic
16
Geographic
17
Behavioural
17
Psychographic
17
Evaluate the Market Segment Attractiveness
17
Target Market
19
Differentiation and Positioning
19
Stages of the Product Life Cycle
20
Introduction
20
Growth
21
Maturity
21
Decline
21
Marketing Mix
23
Product
23
Type
23
Key Features of new services
24
Competitor Differentiation
24
Price
24
Pricing strategy
25
Profit oriented.
25
Place
25
4
Promotion
27
Budget
28
Controlling/ Monitoring of Social Media
30
References
32
5
Organizational Overview
Hemlock Animal Hospital is a veterinary clinic located at 1314 W 4
th
Ave Vancouver, British Columbia, owned by Dr. Harjeet (Harry) and Dr. Gurmeet Makkar, both veterinarians for
30 years. The location was chosen because of the vibrant populated area with lots of buildings, and family homes.
The name was chosen because the clinic is adjacent to Hemlock Street, and they wanted the clients to associate the address as soon as they heard the name of the clinic.
The clinic has been serving the community since 2011, with dedication and passion for animal care. The hospital is open seven days a week, always willing to help with every problem or emergency. Because of that, the clinic has hundreds of active clients and still is currently receiving new clients, already a well-established name in the veterinary industry in Vancouver.
Mission Statement, Organization’s Basic Values, and Philosophy
Hemlock Animal Hospital’s mission statement is "Pets are our Passion”. The organization's values and philosophy are “We aim to treat our clients, the public, veterinary colleagues, and staff with courtesy, respect, and professionalism. To uphold and advance the honor and dignity of the profession and its high standards of ethical conduct”, because the most important value for the organization is to respect all the clients, animals, and staff, always being ethical within the AVMA (American Veterinary Medicine Association) legislations.
That is why the doctors in the clinic are constantly doing continuing education, so they can maintain the level of professionalism and ethical conduct valued in the veterinary community.
6
Product Mix
Their product mix includes exam/consultation, house call services and euthanasia, dog and cat vaccinations, dog and cat spaying and neutering, dog, and cat dental cleaning, polishing, and extractions, exotic animals such as rabbits and ferrets spaying/neutering, ear cleaning, nail trimming, general surgeries, International Health Certificate for travels and boarding pets in the clinic. They also sell a wide variety of pet food and medicine.
New Product Description
The purpose of this plan is to help solve the absence of Hemlock Animal Hospital’s social media presence. Social media is a powerful tool that many small businesses utilize to ensure their products and services are marketed effectively. There are several ways in which social media can be used to build brand awareness and create engagement.
Enhancing Customer Experience
Introducing the “next big thing” in veterinary services: Hemlock Animal Hospital’s chatbot services for Facebook, Instagram, and website platforms. The use of chatbots is being implemented by many businesses across a variety of industries. Chatbots can be used to increase customer engagement, improve customer service efforts, and enhance the overall customer experience (Statusbrew, 2020).
‘ManyChat’ is a popular chatbot used by over one million businesses worldwide, including ‘Sugar Bear Hair And ‘Benefit’ (ManyChat, n.d.). Its compatibility with both Facebook and Instagram makes it easy for businesses to connect with their customers 24/7.
Figure 1
How Can The ‘ManyChat’ Software Be Used
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