Marketing Management Final doc

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School

University Canada West *

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Course

201

Subject

Marketing

Date

May 13, 2024

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docx

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36

Uploaded by MateMoonYak12

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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