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    IMC Pet Grooming Case Study PDF

    Uploaded by

    Pratik Ekale
    The target audience for the pet grooming business includes owners of breeds that require regular grooming who don't have time or skills to groom themselves, professionals and enthusiasts who breed and show animals, owners who cannot groom due to age or disability, animal boarding facilities, and owners referred by vets. The business is located in Mumbai and targets millennials and those interested in dog shows who view certain breeds as a status symbol. Strengths include all grooming services and reasonable prices while weaknesses are lack of brand awareness and low budget. Opportunities exist as a new player and lack of competition, while threats include other competitors and increased initial costs. The unique selling point is providing dog grooming at pocket friendly prices while treating customers' dogs

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    IMC Pet Grooming Case Study PDF

    Uploaded by

    Pratik Ekale
    295 views11 pages
    The target audience for the pet grooming business includes owners of breeds that require regular grooming who don't have time or skills to groom themselves, professionals and enthusiasts who breed and show animals, owners who cannot groom due to age or disability, animal boarding facilities, and owners referred by vets. The business is located in Mumbai and targets millennials and those interested in dog shows who view certain breeds as a status symbol. Strengths include all grooming services and reasonable prices while weaknesses are lack of brand awareness and low budget. Opportunities exist as a new player and lack of competition, while threats include other competitors and increased initial costs. The unique selling point is providing dog grooming at pocket friendly prices while treating customers' dogs

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    The target audience for the pet grooming business includes owners of breeds that require regular grooming who don't have time or skills to groom themselves, professionals and enthusiasts who breed and show animals, owners who cannot groom due to age or disability, animal boarding facilities, and owners referred by vets. The business is located in Mumbai and targets millennials and those interested in dog shows who view certain breeds as a status symbol. Strengths include all grooming services and reasonable prices while weaknesses are lack of brand awareness and low budget. Opportunities exist as a new player and lack of competition, while threats include other competitors and increased initial costs. The unique selling point is providing dog grooming at pocket friendly prices while treating customers' dogs

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    295 views11 pages

    IMC Pet Grooming Case Study PDF

    Uploaded by

    Pratik Ekale
    The target audience for the pet grooming business includes owners of breeds that require regular grooming who don't have time or skills to groom themselves, professionals and enthusiasts who breed and show animals, owners who cannot groom due to age or disability, animal boarding facilities, and owners referred by vets. The business is located in Mumbai and targets millennials and those interested in dog shows who view certain breeds as a status symbol. Strengths include all grooming services and reasonable prices while weaknesses are lack of brand awareness and low budget. Opportunities exist as a new player and lack of competition, while threats include other competitors and increased initial costs. The unique selling point is providing dog grooming at pocket friendly prices while treating customers' dogs

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 11

    INTEGRATED MARKETING

    COMMUNICATION CASE
    STUDY
    NAME:
    Target Audience

    My target audience would be the following:


    •Owners of breeds that require regular grooming. Many owners will have neither the necessary skills
    nor the time to groom their pets regularly and so prefer to have a professional do it for them
    •Professionals and enthusiasts who breed and show animals - particularly dogs and cats
    •Owners who are not physically able to groom their own pets - perhaps because they are elderly or
    because they have a disability
    •Owners of animals that need flea or other parasite treatments, or which need an identity microchip
    implanted (if you offer this service)
    •Proprietors of animal boarding kennels and pet shops that offer a grooming service to their
    customers but are not able to do the grooming themselves
    •Owners of animals that have been referred to you for grooming by a vet
    Q.1 Write the characterstics of your target audience in terms of geography, demography,
    interests etc. Also provide the rationale behind the same.
    (Enter your response in the table below, feel free to add rows for any other parameter you want to
    add)

    Parameter Characteristics Rationale


    Geography Mumbai (1 tier city) Urban Locality

    Demography Age/generation and Income Millennials are now the


    largest group of pet owners
    and also that grooming a pet
    require to be done more often
    so income would also paly an
    important role

    Interests Consumer who are interested


    in taking their dogs to the dog
    shows or who think their dog
    breed also carry a level of
    status.
    Message
    Q.2 Use tools for internal analysis (SWOT and USP) to evaluate your brand and identify the
    message for your communication. (Enter your response in the space below, you are free to
    include graphs, matrix etc.)

    Strengths 1.All types of dog grooming care


    2. Reasonable price
    Weaknesses 1.Lack of brand awareness
    2. Low budget
    Opportunities 1. New player in the market
    2.Not many competition in the
    market
    Threats 1.Other competition
    2.Incraesed initial costs

    USP: Dog and pocket friendly too.


    Key Message: We treat your dog as ours.
    Channel
    Q.3 List down the channels that you will use and mention the reason for each choice.

    Channel 1: Getting an Instagram influencer to promote our business.


    Reason. Since our company is new and this will boost faith in our customers if it is done
    by an influencer.

    Channel 2: Promoting our brand in all social media sites. Facebook, Insta & also
    snapchat
    Reason. Social media is the best platforms for cheap and effective marketing.
    Budgeting
    Q.4 Which method of budgeting will you use? Why?
    (Also show your calculations/working clearly)
    Choose from the options given below:
    1. Percentage of Sales Method
    2. The Competitive Parity Method
    3. The Market Share Method
    4. The All Available Funds Method
    5. Unit Sales Method
    Reason: Unit Sales Method

    Since we are a startup can determine the per person


    marketing cost based on the industry standard and
    manage their sales so they do not end up incurring any
    loss.
    Measurement
    Q.5 Identify at least four measurement metrics that you will calculate from either traffic,
    conversion or revenue metrics.

    • Initial cost of customer acquisition (CAC) = Total marketing cost for a


    particular time period / Number of customers you acquire during that period

    • Customer churn rate = 1 - Customer retention rate

    • Customer lifetime value (CLV) = (Annual profit contribution per customer


    × Average lifetime of a customer) - Initial cost of customer acquisition

    • Return on investment (ROI) = Profit earned / Cost incurred

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