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University Canada West *
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201
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Marketing
Date
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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Related Questions
CB Assignment 5 (Consumer Decision Making)
After watching the Consumer Decision Making Presentation, complete the
following spread sheet and indicate which brand is most likely to be selected
for each of the approaches below.
Smart Phones for Smart Phone Attitudes
Product
Attributes
Price
Good Reception
Screen Size
Camera Quality
Weight
Conjunctive:
Product
Attributes
For Conjunctive use a cutoff rating of 4.
For Disjunctive use a cutoff rating of 10.
Price
Good Reception
Screen Size
Camera Quality
Weight
Brand Selected=
Disjunctive:
Product
Attributes
Price
Good Reception
Screen Size
Importance
Rating
35
25
20
10
10
Camera Quality
Weight
Brand Selected=
A
6
8
8
4
6
35
25
20
10
10
Brand Scores
B
с
8
7
6
5
A
9
2
7
Minimum Rating =4 (on all attributes)
Importance
Ra
10
6
3
Brand Scores
Rating of 10 on ANY attribute
Importance
Rating
35
25
20
10
10
Brand Scores
C
A B
D
5
6
8
2
4
D
D
Lexicographic: Select Best Performer for Most Important Attribute
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Part 1: External Environment
Give examples for each of the 7 environmental factors listed below and explain how a company has made a marketing decision to address that environmental factor. The marketing decision may be product, price, place, or promotion decisions.
•Sample Response: “One social environmental factor occurred when San Francisco 49ers quarterback Colin Kaepernick refused to stand for the playing of the national anthem in protest of what he deemed were wrongdoings against African Americans and minorities in the United States. He stated, "I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder." Nike decided to address this social environmental factor in its promotion - an ad campaign that featured a close-up of Kaepernick’s face and…
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Business Name : ADIDAS X PARLEY.
1. Market Segmentation, Target Market, Positioning?
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Q2. Murad has been directed to study the forces close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Murad has been directed to study the
of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment
F) All
ANSWER:
Explanation:
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Threats
What are the tactics that competitors use to pursue customers?
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In what ways are the competitors' products or services superior to the company's offerings?
How are competitors likely to respond to any changes in the way the company markets?
Is the company behind in adopting new technologies for marketing?
Describe any ways in which international competitors are taking away market share?
What do customers dislike about the company?
Describe and analyze if market demand is decreasing?
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13:12
* l 76%i
Pradeep Pant 3 Oct
to me, mustafausmani12 v
Hi Shruti & Mestafa
1) Identify how big is the compliance market. Research
whats the global market size and the growth expected
2) Which areas in compliance are growing
3) Check companies which are providing compliance and
which industries they are catering to (Pick 7 to 8 companies
each)
Crypto
Digital
Exchanges Barking
Enterprise Gaming & High Risk
Barking Cambling Corporates haurance Investments Legal
Lending
Payment Technology Ports
Maritime
& Wallet
4) What services are they providing
Entity
Cargo
Environemnt,
Vessel
Social
Governance
KYC
Risk
Sscrening Screening
Screening
5) Your conclusion - how companies are identifying their
market 2) What drives differentiation - Technology, service,
product, etc
Hope this provides you a learning platform.
Regards
Pradeep
Pradeep Pant 7 Oct
to me v
FYI
II
...
...
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What are the likely buying factors for customers making purchases from a business like this?
Is it ethical to charge a premium price for…
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UNILEVER’S FOCUS ON SUSTAINABILITY (Illustration Capsule 9.4)
How has the Unilever Sustainable Living Plan (USLP) for implementing its comprehensive triple-bottom-line approach toward sustainable farm management affected the company’s long-term profitability?
What place in business thinking should sustainability occupy in strategic planning that seeks to maximize profits?
What internal forces could mitigate against pursuing sustainability goals if benchmark indices are controlled by external parties?
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the growth in beauty stores, cafes and restaurants at the expense of book stores, CD and DVD stores.
BIS Shrapnel’s Retail Property Market Forecasts and Strategies 2012 to 2022 report predicts growth in retail turnover to be 2.9% over the next five years. The report also indicates that online shopping would continue to take market share from bricks and mortar shops, peaking at around 15 to 20 per cent of total retailing.
QUESTIONS
1.1 What are the main macro-environmental forces in the above news item?Do these forces/changes represent opportunities or threats for firms? Why?
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Section 2: Brand Performance
Table 1: Brand Performance Metrics
Share of
Sole
Loyalty
(%)
Market
Average
Purchase
Category
Buying
Rate
Penetration
Category
Requirements
(%)
Brand
Share
(%)
(%)
Frequency
Twinings
32
71
3.1
6.3
45
16
Nerada
23
62
3.0
6.8
38
11
Lipton
19
43
2.8
7.2
29
7
Tetley
15
32
2.8
7.6
21
3
Bushells
17
2.5
8.2
18
1
Pukka
8
2.0
9.8
13
Average
100
39
2.7
7.7
27
6
2. Table 1 shows the brand performance metrics over a 6 month time period. Are
there any patterns evident between the brand performance measures in Table 1?
Describe the patterns and differences that you see between the competing
brands, and specifically for Lipton.
(500 words approx.)
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Point of sale(POS) and restaurant management system, restaurants, restaurants, restaurants, work, restaurants, coordination, arrangement, easily, and accurately
please tutor you must discuss this topic
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Description of the Lessen:
ing in
Lodging industry is one of the most important sector of hospitality industry that generates job and
contribute to the totality of the Tourism Industry. This lesson will provide you a better understanding
about how lodging industry began and continues to flourish until today.
Objectives
At the end of the lesson, you are expected to:
a define the meaning of Lodging,
b. discuss the evolution of lodging industry, and
c identify different type of ownership
2021
mLCOLLECE
Day 1
Pre-assessment (Hhat I know)
Hello there my dear student! How are you doing today? 1 hope you're just doing fine. Since it's our first
day for this lesson, I would like to conduct this pre-assessment activity. Let's see how well you recognize
the different hotel logo in the Philippines. Are you ready?
Direction: Identify and name the following Hotel based on the logo picture below. Write your answer on
the given answer sheet.
6.
B
1.
7.
2.
8.
3.
Page 1|9 BSTM 3_ ACCOMMODATION…
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Our Content:
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1.1. Overview of Cosmetics Industry
- Why we chose cosmetic as our products?
2. Literature review of Cosmetics Industry
2.1 Define keywords (Launching, Cosmetic Industry)
2.2 Choosing Brand Name of Cosmetics Industry
2.3 Designing Logo of Cosmetics Industry
3. Case Study of Cosmetics Industry
3.1 Introduce New Product of Cosmetics Industry
3.2 Background of New Products of Cosmetics Industry
3.3 Marketing Strategy of Cosmetics Industry
3.4 Target Customers of Cosmetics Industry
3.5 Competitive Strategy of Cosmetics Industry
4. Application of the theory to the case of our Cosmetics Industry
5. Conclusion and Recommendation for Cosmetics Industry
6. References
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Directions: Choose brands for each type of good, write the consumer buying
behavior for each type and its effect
Consumer Buying Behavior
Bases
Sardines, Milk, Pasta, Bottled Water, Rice
(Consumers buy many goods to use to satisfy personal or
|family needs.)
(Consumer buying behavior is affected by age, occupation,
income level, education, gender etc. of consumers.)
Types of Goods
Effect
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QUESTION 3
Discuss three main benefits to create a Business Plan.
TTTT Paragraph
Arial
3 (12pt)
ST T, S
fr Mashups
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