Barkwood Pet Daycare: Sales and Marketing Strategy
Marketing message refers to the component that plays a critical role in grabbing the prospective attention while offering information on how to solve the problems and the need to trust the organization in question. It is also critical in the decision-making process by the consumers to adopt and integrate valuable reasons to execute transactions with the organization above any and all choices they have within the context of the market or industry of operation. The main rationale for the success in the development of an effective marketing message is the generation of an efficient communication garget in relation to the needs and wants of the target audiences (Kolsarici & Vakratsas, 2010). Five steps are critical in the development of an effective marketing message. The first step is the identification of the target market of the organization.
Narrowing down of the target audience enables an organization to generate an effective and efficient marketing message with the aim of addressing the needs and preferences of the consumers in the market (Wang, 2006). The second step towards the achievement of quality marketing message is the exploration of the problems experienced by the target audiences or market. This is because of the existence of diverse pains and frustrations in the context of each market and industry of operation in the global and internal communities. The third critical stage is the presentation of the solution to the diverse problems affecting the satisfaction of the goods and services in the market with the aim of addressing the needs and preferences of the consumers. The next step is the illustration of the alternative solutions for the similar group in any market and industry as they seek to address and satisfy their needs and preferences. Finally, the organization should focus on the presentation of the reasons why it is different to the direct and indirect competitors (Thompson & Malaviya, 2013). This is critical in enhancing the ability of the organization in relation to the development of an effective and accurate reputation in the market and industry of operation.
Marketing Message Steps
About Barkwood Pet Daycare
Friendly and attentive pet CPR and First Aid PCSA
Certified Veterinary Technician and Certified Pet care Technicians
Fire and security system under the monitor of the alarm central
Effective resident supervision
Luxurious boarding suites
Central air conditioning, heated floors, and central heat
Webcam viewing in the organization
Reverse osmosis water filtration system
Existence of flat screen televisions
Quality relationship with the consumers
Adequate relationship with the clients in attempts to address the needs and preferences of our esteemed consumers
At Barkwood Pet Daycare, we will get your pet rolling faster and better through dedicated staff, effective, and efficient communication systems within the organization.
The mission of our organization is to enhance interaction with the consumers in relation to the provision of quality protection, care, and companion to the dogs through effective and efficient professional structure.
Products and Services
Substantial care under the influence of dedicated staff members
At the helm of the structure is the business manager whose role is to oversee effective management of the daily operations relating to the financial allocation, customer services, and quality management within our organization. Below the manger, we have the veterinarian who has the obligation of attending to the veterinary services and duties under the assistance of the veterinarian assistants within the institution. The organization also has qualified care technicians who focus on the provision of relevant services to the pets such as boarding, hygienic needs, and physical care of the domestic animals. The receptionist has the obligation of enhancing the reputation and image of the organization through constant interaction with the clients. Finally, the organization also has a retail sales clerk traineded to manage spaces as well as execute customer issues and services.
Marketing Schedule & Marketing Budget
Market schedule is vital in the development of an effective and efficient marketing strategy. The organization should focus on the execution of an essential research and evaluation of the target market with the aim of addressing the needs and preferences of the consumers. This is through adoption of the knowledge on the consumers, their location, key competitors, strengths, weakness, threats, and relevant opportunities towards maximization of the available resources and target markets. Marketing schedule and budget are valuable in the demonstration of the content of the marketing strategy with the aim of addressing the needs of the consumers and shareholders or owners of the capital.
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Measure of Success
Number of hits at 3,000 per month
Paid search engine promotion/advertisement to increase consumer awareness
All sites listed carrying web link
Cost to test operations of the organization
Smooth performance of B&B
Ten color brochure printed and distributed throughout region
All sites carrying information in prominent location
Advertisement in magazines
Monthly slot secured for five months. Advertorial accepted
Newspaper advertisement for local paper
Daily slots secured for the next seven months
Site hosting costs
Secured and feature on first page of Google search
Cost of publishers
One article written and published over the next month in all major travel magazines and paper supplements
Advertising and editorial Program
600 people in attendance
The company adopts and implements diverse pricing mechanism depending on the services rendered.
I. $35 basic wash and conditioning
II. $40 hair trimming
III. $50 hair trimming and wash
I. $30 per dog for a daily stay
II. $50 for overnight stays
I. $30-45 per dog for vaccinations
II. General services @ $55
III. Spray @ $200
IV. Neuter @ $230
Industry Standards & Best Practices
There are various industrial standards and best practices essential in the execution of business activities in the pet industry. It is ideal to note that the person involved in the pet shop within the context of the industry is responsible for the compliance with all the enforceable provision in relation to the code of ethics. This is an indication of the illustration of the concept of the Prevention of Cruelty to Animals Act of 1979 (Pet Care Industry Profile: Global, 2012). The staffs are responsible in the provision of sufficient and appropriate housing and equipment for the realization of quality management and protection of the pets while in the daycare entities. This is an indication of one of the most efficient practices in enhancing the ability of the staff members to offer valuable protection to the animals in the day care program. Another essential best practice in the industry is the essence of the copy of the code of ethics and valuable operational procedures within the society with the aim of enhancing accessibility of the programs and information to the consumers and other personnel. This is an indication that the manager of the pet company must ensure that the staff members are aware of their roles, duties, and responsibilities with the aim of reducing the misconceptions. The information should also entail each species of the animal under the care of the experienced staff and other relevant bodies within the context of the company.
All individuals with the duties in relation to the provision of care or treatment of the animals must be properly examined with the aim of ensuring that they are effective supervisors at all times. The staff members and volunteers must enhance accessibility of the occupational and public health risks in relation to the care and provision of management…