Rivers Edge Crematorium Paper MKT 241

Marketing Plan: Phase 1

Running head: Marketing Plan: Phase I Paper

Marketing Plan: Phase I - III Paper

Suzy Bell, Will Frigon, Stephanie Madsen, and Charell Speight

University of Phoenix

MKT 421 Version 10 Marketing

Tina White Potter

April 18, 2011


Marketing Plan: Phase I Paper

This paper is about a new product Rivers Edge Pet Crematorium plans on developing for

future profits. The new Zircon mineral creates and fashions gems mixed with pet remains to

create a beautiful gemstone from one’s beloved pet. Before the development for the new product

certain areas need reviewing, such as details of the organization, a description of the new

product, the importance of marketing, and the SWOT study, and market research approach, just

to name a few. Reviewed next in the paper is the new marketing plan, so one may obtain the

entire understanding of the product, which consists of the strengths, and weaknesses, and the

research required to identify if there is a need for the new product in a marketplace.

Overview of Existing Organization

River’s Edge Pet Crematorium specializes in pet animal funeral services. They have

been in Business since 2002. They have been providing the best local service for 18 veterinary

clinics. The commitment they provide is a 24 to 48-hour pick up and return with no extra

charges. The people they deal with can see the high level of integrity and respect to these pets on

their final passage. They are the manufacturers of pet urns, headstones, and caskets. The business

consists of only family members and located 20 miles south of LaCrosse in Wisconsin. When the

pet crematorium acquires the pet, it will never leave their possession. They guarantee their

services and maintain consideration in the LaCrosse area as the finest crematorium.

They have various types of ceremonial choices including a private cremation, which

includes the pickup of the pet from the home or clinic. Then they take the pet to the facility, and

the pet requires cremation by itself. Then the crematorium returns the pet’s ashes back to the

customer within 24 hours with no extra charges. They have a group cremation in that they pick

up the pet, bring it to the facility cremate it with other pets, and the ashes will be spread out on


beautiful land. River’s Edge Pet Crematorium also allows a home service. The crematorium is on

call 24 hours a day, seven days a River’s Edge Pet Crematorium, and picks up the pet if it dies at

home. River’s Edge Pet Crematorium makes the memories of the pet last forever. They make

their commitments with honesty and loyalty and with the utmost respect. They want to give the

client’s beloved pet the best service possible, so the pet can be forever in the owner’s heart and

mind.

Description of the New Product

The new product for this market plan is crystallizing remains into a gemstone for one’s

pet after the demise of the beloved pet. They may come in any color, shape, or size either for

wearing as jewelry or a knick-knack for one’s table. These gemstones are extremely affordable

and are sold by color, size, and shape. Here at the Rivers Edge Pet Crematorium an extra feature

has been added to the inventory crystallizing gemstones to keep ones beloved pets as after death.

Raising, loving, and caring for a beloved pet from one to 20 years or so the pet becomes a

member of the family. When the pets pass it leaves such a large hole in one’s heart and is very

heartbreaking for the whole family. The Rivers Edge Pet Crematorium is here to fill the void

ones family is feeling. The company produces many ways to keep ones beloved pet either in a

burial plot or buy a new product produced here at the Rivers Edge in the form of any kind of

gemstone imaginable. Because family members become so fond of their pets, which are a part of

the family, Rivers Edge Pet Crematorium are producing crystallized gemstones to keep a beloved

pets ashes safe for a lifetime.

When just disposing of one’s pet’s remains in a garbage can, or in the cold ground this

may seem cold hearted, so here at Rivers Edge Pet Crematorium one can purchase a beautiful

crystallized gemstones of any color, shape, or size to keep ones beloved pet in. Rivers Edge has a


large stock of inventory to choose from, or one can have a customized crystallized gemstone

created just for the family pet according to their pet’s personality. By acquiring a crystallized

gemstone from Rivers Edge ones beloved pet will always be in the client’s family and hearts.

Success through marketing

With any business, marketing plays a very large part in the successes or failures of the

company. River’s Edge Pet Crematorium is no exception. Working to create various options for

one to remember a cherish a pet includes letting those options be known. Client testimonials and

veterinarian referrals are River’s Edge Pet Crematorium’s main marketing approach (River's

Edge Pet Crematorium, 2009). This form of marketing relays satisfaction in customer service

and options for the handling of one’s beloved pet after death.

Current options at River’s Edge Pet Crematorium are caskets, urns, and jeRiver’s Edge

Pet Crematoriumlry designed to contain ashes of the pet. Client’s wishes vary hoRiver’s Edge

Pet Crematoriumver and so change is necessary to keep with demands (Perreault, Jr., 2009). The

addition of the crystallized gemstones made from the pet’s ashes brings a new approach to

preserving loving memories of the pet as River’s Edge Pet Crematoriumll as a continued

closeness by allowing the owner to take a reminder of the pet along whenever and wherever he

or she goes. This new product stems from the identification of an individual need, and this

consist of what marketing means (Kotler, 2009).

By working with local veterinarians, River’s Edge Pet Crematorium places their services

in the presence of those who may aquire an interest in them. This combined with the referalls of

the veterinarians and the past clientelle creates an ideal approach to the placement requirement of

successful marketing (Armstong, 2009). This placement creates a strong foundation for the


success of River’s Edge Pet Crematorium.

SWOTT Analysis

The SWOTT analysis of the River’s Edge Pet Crematorium shows that the company and

industry have many opportunities to grow the business. The strength of this company is a unique

product line not widely available. That River’s Edge takes each family’s personal care and

wishes for their pet into account makes each sales presentation specific to fit the customers’

needs and desires.

River’s Edge Pet Crematoriumaknesses this company faces are locality and promotion

marketability. The business, based in Wisconsin will have a wide client base in the northern

states and will have fewer clients based in River’s Edge Pet Crematoriumstern, southern, and

eastern states. The 48-24-hour delivery and product guarantee will be hard to meet for clients

based in other parts of the country. The other factor is how to market dealing with the passing of

a loved one. Death generally an idea people do not want to think about until the day comes to

have to deal with it. Most advertising would be need-driven and not a planned approach.

River’s Edge has an excellent marketing opportunity. Even though the business, based in

Wisconsin, nothing holds the company back from serving clients over the entire country or even

internationally. The Internet has created ways of doing business with people thousands of miles

away as if they River’s Edge Pet Crematoriumre based down the street from someone’s home.

Delivery guarantees may vary, but it would be possible to serve a large population of people.

Another factor to meet the needs of clients who prefer to spread ashes may be purchasing

property for remains spreading in a few different places. This would promote not only the

company’s opportunity but also takes advantage of an industry opportunity.

Some of the threats and trends that River’s Edge faces are rival competitors,


technological changes, ecological challenges, and international risk. A chance always exists that

a competitor may set-up shop in a prime area for a business opportunity. This is also a trend in

doing business anywhere. Change in technology is a cost that will consistently challenge River’s

Edge. Trends in advancement to update consistently technology and ways of doing business will

force the company change everything from facility and equipment to an Internet site and

payment methods.

Ecological issues will be burdensome on River’s Edge as time passes. Trends in

companies going “green” will be a hindrance on facility operations and CFC’s generated as

River’s Edge Pet Crematoriumll as issues relating to the spreading of ashes. This adds another

threat in doing business internationally (which already poses some of its own risks). The United

States is very careful about incoming and outgoing cargo and products on international business.

TSA could very River’s Edge Pet Crematoriumll bring about concerns about the biological

effects of dead animal remains entering the United States from foreign countries. Whether TSA

agents or other common problems in conducting business internationally (exchange rate,

payment, delivery, inspection, taxes, etc.), international transactions could be a loss to River’s

Edge if a transaction consists of halting or rejecting somewhere in transit of remains and product

delivery or payment exchange and delivery through the London Interbank.

Marketing research

Rivers Edge Pet Crematorium is sensitive to the affections pet owners have for their

pets – they are like family. Rivers Edge Pet Crematorium acknowledges the importance of

developing products bringing some solace during their grieving period and introducing these

products to consumers in a tasteful and sensitive manner.

Rivers Edge Pet Crematorium recognizes marketing research as the function that


links potential and existing customers to the company. The organization evaluates and monitors

the marketing research approaches periodically to eliminate those implemented, unsuccessfully,

and to include the new approaches. Rivers Edge Pet Crematorium explores the idea of new

marketing research approaches that have proven beneficial within other organizations, or

approaches that Rivers Edge Pet Crematorium believe will help to attain the desired information

regarding its products and services. Each new marketing approach needs heavy scrutinizing

because Rivers Edge Pet Crematorium does not want to attempt to gain information from

potential customers in a manner that would appear inappropriate or insensitive during the

difficult time of their loss.

Most pet owners discover the failing health of their pets while visiting their

veterinarian, Rivers Edge Pet Crematorium thought it beneficial to collaborate with area clinics.

Rivers Edge presently works in connection with several Veterinary Clinics to receive referrals.

Organizational printed materials continue maintaining in partnering Veterinary offices providing

details regarding the facilities and services. Links to the Rivers Edge Pet Crematorium website is

also found on the websites of the veterinary partners.

When Rivers Edge Pet Crematorium contemplates the development of new products,

and services it seeks the input from veterinarians. These professionals have proven a good source

of information regarding what pet owners would and would not appreciate. This approach has

worked for the organization since the inception and one that Rivers Edge Pet Crematorium will

continue to expand upon.

Another successful marketing research approach Rivers Edge implemented consists

of the use of questionnaires. This approach involves sending questionnaires to individuals and

families who have used these services in the past. The information that these questionnaires


contain primarily deem responses related to the customer satisfaction with the facilities, and the

services. The questionnaires also inquire about ways in which those customers think their

experience may improve upon. Data from these questionnaires need compiling and taken into

careful consideration during meetings, especially those comments that appear consistently from

varied customers. They are useful sources for new ideas.

Marketing Plan Phase II

Identifying the segmentation affecting target market

This section of the paper is to identify the segmentation criteria that will affect the Rivers

Edge Pet Crematorium’s target market selection. First identifying the target market for the

organization will need mentioning.

The target market for Rivers Edge Pet Crematorium consists of pet owners, which is first

on the list, as pet owners need the pet services more than others. Next, veterinarians who usually

need to care for the pet owners animals until an animal dies of natural causes or needs

euthanizing for the owner. Also pet care and product providers need mentioning because he or

she can make suggestions to help a pet owner decide what to do with beloved pets remains.

Market segmentation consists of separating customers or potential customers from one

market into different groups or segments according to their area of interest or needs. In this case,

customers or potential customers who need to look for the best way to take care of their pet

remains after death. When market segmentation is applied the right way an organization may

better understand a customer’s needs in deciding between different options for a product, for this

paper it consists of how one deals with pet remains (The Market Segmentation Company, 2011).

Segmentation allows an organization to find a better way to satisfy the needs of a

customer, or potential customer (Net Mba, 2002-2010). The segmentation criterion for the Rivers


Edge Pet Crematorium consists of the homogeneous market, whereas a market consists of a large

part of customers acquiring similar needs for a product. The main word in this definition is

similar because every pet owner wants some way to either bury or keep pets remains. Also seen

here is the heterogeneous market whereas individual customers have a diverse product need. In

the heterogeneous market not every customer wants pet’s remains to be taken care of in the same

way, some want a casket burial, and some may want to have the pet crystallized into a gemstone,

and still others may want to put the remains in an urn. Customers have different wants, and

needs, and this falls under the heterogeneous market. This falls under the target market approach,

which is segmenting the market and picking a homogeneous segment for the organizations target

market (Perreault Jr, Cannon, & McCarthy, 2009).

Organizational Buyers and Consumers

Rivers Edge Pet Crematorium takes pride with organizational buyers and consumers

in their area. In the subject of organizational this determines in which case; the pet was of some

special order care. They would base these types of special orders on the basis they could be done

with approved costs or down payment. The customers Rivers Edge Pet Crematorium referred

consisted of 18 local veterinary clinics in the LaCross, and the surrounding areas. Their

customers going there know Rivers Edge Pet Crematorium continues as a family-owned business

and have a commitment to their guarantee.

What Rivers Edge Pet Crematorium does is offer the best in memorials, markers, and

rocks that will contribute to the departure of one’s pet friend. They have a nice assortment of

urns and do quality engraving on headstones. They offer the latest in laser cutting technology and

have high quality granite, stone, and rock to choose from. They offer pet monuments with the

same option of laser engraving. They also have caskets, and cremation jewelry. Rivers Edge Pet


Crematorium services each pet at their facility and they never leave their possession ever. With

their private cremation they include the pickup of one’s pet from the clinic or home. If one’s pet

dies at home, they will come out and pick up the pet and take care of the rest of the

responsibilities. Rivers Edge Pet Crematorium services give the customer all the support needed

to take care of the lost family member one had. They are well known and well trusted with the

locals and clinics.

Because of the nature of the business, Rivers Edge Pet Crematorium makes their

marketing campaign mostly through word of mouth, and their very detailed website. The

advertising consist of; the local paper, seasonal flyers, business cards, and website. The website

makes it much easier to understand the services and its products. They have high resolution

pictures in color with detailed information. It also has a wide variety of products they offer for

one’s loved one. Also on the website is the list of the veterinary clinics that recommend Rivers

Edge Pet Crematorium. On the website one can find pet loss resources, tributes, and testimonials.

Competition Analysis

Rivers Edge Pet Crematorium currently has competitors rising up to take advantage of a

market in demand. Because the company specializes in a very specific product line, other

companies have started opposing product lines that offer similar products and services. These

other companies are willing to match prices of their products to potential customers currently

working with Rivers Edge Pet Crematorium.

Companies that specialize in only one specific pet memorial or service can offer

customers lower costs for their pet memorials and pet arrangements. Some of the partnering

veterinary offices can offer customers multiple companies and contacts that offer the services

they desire for their pet when their pets pass away. Rivers Edge Pet Crematorium has taken the


initiative to offer competitive pricing by promoting uniqueness in the products and services

offered. By offering a full range of products, Rivers Edge Pet Crematorium has been developed

and marketed to be the leader in pet funeral planning and memorials.

The pet memorial and arrangement planning business is a needed industry for people who

want to have something special for their pets when they pass away. Customers will not

frequently use the services or products Rivers Edge Pet Crematorium offers because these

products and services need purchasing one-time in a pet’s life. For this reason, competition in pet

memorial planning lies in customer loyalty.

Earning a customer’s business in this industry requires careful attention to detail and

exactly what each customer wants. Understanding that there has been a loss for a customer is

something that Rivers Edge Pet Crematorium understands when working with different

customers and clients. Employees who work at Rivers Edge Pet Crematorium have gone through

many counseling courses to understand and sympathize with each customer on an individual

level. This is an element that many other pet memorial companies cannot claim is part of their

hiring and employment practices.

Personal relationships are what Rivers Edge Pet Crematorium founded. This is one of the

largest factors in the pet memorial business. Understanding a customer and how he or she wants

his or her pet to be remembered Rivers Edge Pet Crematorium promotes in advertising brochures

and on the company’s website. Other competitors starting out and offering individual products at

lower prices cannot offer the relationship and counseling factors for a customer who wants

something very specific.

Competition in the industry will continue to grow for Rivers Edge Pet Crematorium as

time passes. The company’s business model creates satisfied customers who will tell their friends


and use Rivers Edge Pet Crematorium later when they need pet memorial services again.

Marketing Plan: Phase III

Describe the attributes

First in describing the product, the service also needs clarifying. Rivers Edge Pet

Crematoriums mission is to make the love and respect one shared with a loving pet last forever.

Rivers Edge Pet Crematorium commits to providing customers with prompt and empathetic care

for a beloved pet. Rivers Edge guarantees 24 to 48-hour pick-up and return service for private

cremations available at no additional charge (Rivers Edge Pet Crematorium, 2009). Rivers Edge

Pet Crematorium is in the business of creating a proper farewell for the demise of one’s special

pet. This is why Rivers Edge started producing the new zircon custom, hand-cut gemstones.

Rivers Edge has two ways to use pet remains, one is to order an already made piece of

jewelry that has a part of it in which one adds the remains to the jewelry. Each gemstone

consists of a slot or area to add a part of one’s beloved pet remains. Second a pet owner may

simply have Rivers Edge use a portion of the pet remains to process a custom-made, hand-cut

zircon gemstone.

The zircons go through a process that permanently color the gems, and incorporates a

small portion of one’s pet remains in each gem. As a result of this process a large variety of

colors result, such as blue, aqua, peach, white (diamond) and may other shades create beautiful

pieces of gems from a pets remains. Through this process the custom, hand-cut gemstones start

the procedure in attaining a living memory as a natural zircon gem. When the gemstone takes

shape and the process completes the stones color creates the essence of one’s pet because the pet

remains constitute the make up for the final color. Here at the Rivers Edge Pet Crematorium

customer satisfaction is 100% guaranteed. Customers receive a one-of-a-kind, and uniquely


made memory of their beloved pet from an establishment that holds the patent on these gems and

will last forever. Zircon minerals according to geologists needed considering as a symbol of

forever, thus making them a perfect gem, or mineral to keep a pet in one’s heart until the ends of

time (Pet-Gems, 2009).

Pace the product will move

The Rivers Edge Pet Crematorium services and products move at a comfortable pace.

They have been in business in the same community since 2002. Their introduction deemed well

received, and the business introduced to the area of DeSoto WI and surrounding areas. The

growth of the company was in the first two years of operation and the services expanded with

geographical growth and an established name within the veterinary clinics in those surrounding

areas. The level of professionalism and maturity has grown with the organization. The company

has upheld its offers and guarantees to the customers and has a loyal following by word of mouth

that created opportunities for those who did not know them yet.

They have a web page that makes good sense and is careful on its wording. On the web

page there is a form to fill out to contact Rivers Edge. In the past they could do special requests

from customers not able to drive their pets to the establishment. This has been a way for Rivers

Edge to keep busy during the down time. The decline in sales directly relates to the product. If

there are no more animals in the nearby area, River Edge could reach out. The Rivers Edge Pet

Crematorium has sustained other hardships by selling custom markers or headstones. Special

orders needed submitting for those products as well. Rivers Edge Pet Crematorium’s products are

in the growing stage of the product life cycle. Only one reason exists for Rivers Edge products to

stay in the growing stage because the products evolve into bigger and better issues. Local’s

acquiring pets and caring for them need willingness to purchase such an item for the loss of their


best friend.

The positioning and differentiation strategies for the product or service

One of the most essential components to the marketing strategy of the Rivers Edge Pet

Crematorium is the development of the positioning and differentiation strategy. When Rivers

Edge discusses product differentiation, he or she evaluates how to best separate products and

services offered by Rivers Edge from those offered at other facilities. Potential clients become

clients because of the additional value demonstrated by Rivers Edge Pet Crematorium. Potential

client’s want to determine what makes Rivers Edge Pet Crematorium more special than the

competitors. The answer is why they decide to become clients of the Rivers Edge.

Many more pet cemeteries and crematoriums exist in many parts of the country. Because

Rivers Edge Pet Crematorium is not a part of a monopoly, it is important for one to position the

products and services in a more superior light than the competitors. Their partner veterinary

clinics are a good source for new offering ideas as it relates to new memorial treatments for the

deceased pets. Acknowledging that they are not likely the only crematorium that the veterinary

clinics are partnering with, it will be important to take these suggestion and apply innovative

ideas to differentiate the interpretation. Whereas product offerings may be similar at other

facilities, Rivers Edge offerings have to be a step above. Another means of separating the Rivers

Edge is through exemplary customer service and respect for one’s departed loved one.

To remind the pet owners of what Rivers Edge has to offer, the printed materials found at

the partnering veterinary clinics as well as any commercials should contain language

encouraging visits to the website. The website of Rivers Edge Pet Crematorium has a section

specific to client testimonials. This section of the website includes live commentary from clients

who wanted to share their comments about their experience with the Rivers Edge. Potential


customers reading this section of the website receive firsthand knowledge from others who have

been in their position and needed similar services – someone who can relate to what one went

through. These testimonials give the potential Rivers Edge customer an idea of what one could

expect should one decided to use the service.

Pricing Strategy

The pricing strategy that Rivers Edge Pet Crematorium has adopted is the sales-

oriented pricing approach. Because Rivers Edge Pet Crematorium strives toward obtaining new

clients and customers, it is important to focus on total sales as an exchange, rather than the dollar

amount received from one particular sale. This approach also makes it easier to cross-sell

additional products needed to continue increasing profits, and still provide the customer with the

best product to meet ones individual needs.

The policies concerning Rivers Edge Pet Crematorium pricing will vary, depending

on the products purchased. For instance, if the burial ground reserved for a pet, there consists of

an appreciative cost in the sale involved. Turning a lost pet into a certain designated gem or stone

cannot have a set price because there are many varying factors to this kind of memorial. Flexible

options exist for customers in determining the pricing for the exact memorial they feel

comfortable and satisfied with as a customer.

Discounts are definitely available for a customer with the misfortune of multiple pets

passing away. Whether the death of these pets deems-related or not, customers, and clients

should definitely receive some form of discount for their loyal business to the company.

Transportation would be another discount figured into the pricing structure and discounted to

continue loyal customer satisfaction. Just as many online retailers offer free shipping on many of

their products and shipments over certain dollar amounts, Rivers Edge Pet Crematorium could


offer discounts on shipping and transportation costs for the deceased pet as well as the pet

memorial products.

The customers’ satisfaction is major in every sale made by Rivers Edge Pet

Crematorium. Making products affordable and beating the prices on any competition from other

companies is important in the company’s pricing structure. For this reason, there is a set price for

pet cremations and memorial gemstone processing. Urns, memorial boxes, and selection of

memorial gemstone vary among the selection by the customer. This sets a fair and non-

discriminatory pricing structure that will meet or beat competitors while adding that special

touch to the memorial of a lost pet.

Rivers Edge Pet Crematorium is a “for-profit” company. Therefore, the prices are set

to a standard that makes products and services available to customers but also yields a profit for

the company. Rivers Edge Pet Crematorium has their pricing strategy set to where the company

will yield a 5%-10% return on the products and services sold. This helps the company grow and

expand without gouging customers for the cost of a special memorial. Because the company is

currently looking at growing and expanding into other areas; this would be the appropriate

approach. This is a small business starting out, not anticipated to go public on a major stock

exchange anytime soon, and is looking at simply making a better product available to customers

willing to purchase. By Rivers Edge Pet Crematorium focusing the product and pricing strategies

on a quality approach, the quantity of customers will increase naturally by the excellent customer

satisfaction, word-of-mouth advertising, and prestigious reputation the company carries. This

will drive profits for the company, without focusing on the numerical figure of customers are in

the company’s book of business.


Final Marketing Plan

Appropriate place and promotional strategy

The Rivers Edge Pet Crematorium finds its place promoted in their surrounding areas.

The promotion to one clinic to another has been their main execution of marketing. Rivers Edge

Pet Crematorium has built their business on loyalty and word of mouth. Outside of the

community they need to reach the public with the Internet. Rivers Edge Pet Crematorium has

taken a new promotional strategy that involves more special package deals that will still

guarantee the company’s legendary service. Rivers Edge Pet Crematorium will be buying more

supply and more stock than ever before. They will be able to offer the customer markers, rocks,

jewelry, and such from imported parts of the world. This is part of their special order program

that they will be re-launching on their updated website. Rivers Edge Pet Crematorium has

purchased demonstrative models from various marketable merchandise to give their loyal clinics

and customers. This could only help customers with the decisions they need to make about their

pet at their favorite well-known clinic. Visually they are trying to be noticed in a broader area,

and the more area to cover, the more they can give peoples these options that they may desire for

their loved one.

Initial sales promotion schedule

Rivers Edge Pet Crematorium must capitalize on sales opportunity as each

customer’s need arises. For this reason, it is practical for the company to offer a sales promotion

schedule that will maximize the number of products and services a customer purchases from

Rivers Edge Pet Crematorium. A customer who purchases one urn or has one gemstone

processed needs to purchase one product or service. The company may not have repeat business

from this customer for many years because of this type of industry.


A sales promotion schedule that could initially be implemented to drive multiple product

and services sales for each customer would involve a percentage discount for additional products

purchased. Thus 5% for a second item and 10% for a third item could be beneficial for River

Edge Pet Crematorium. Although this cuts into profits, it drives items per customer numbers. For

example, three customers purchase one $100 item each at no discount, the company profits on

$300 of product sold. If those same three customers purchased two additional items or services

(also $100 each) along with that one item, the company profits on $855 of product sold for the

same number of customers.

Advertising plan

The Rivers Edge Pet Crematorium will make the impact of its advertising mostly

with the clinics that they have worked with, including new demo models of products available.

This would be a visual physical piece that they can touch and feel. This shows the value of

respect that Rivers Edge can acquire materials deemed beautiful as well as memorable. This

method of advertising is effective, but they need to make sure the website needs updating with

high resolution photos of the products offered. As part of their custom orders, on the web they

will be able to specify a whole package to attract the customer. This leaves small but stable time

achieve the process started, and forever remembered when done. Rivers Edge Pet Crematorium

will start issuing separate certificates of development within the subject instead of one with

optional ways of displaying them such as monogrammed folders and ceremonial cards for

friends. This is a new idea in the area of this product in which research showed that nobody else

has tried this application. This helps show the process in rivers Edge reliability during the

duration that rivers Edge have the pet in their care. Radio is another outlet for advertising for a

company like Rivers Edge Pet Crematorium. This topic needs considering as somewhat morbid,


yet issues in life are born to die. Believed here considers that a radio spot with just audio and no

visual statement may encourage more customers at that moment of delivery on air time. This is a

good alternative to television in which the topic may easily overstate visually and mentally. It

has been shown that an audible constituted of good words is encouragement for anybody with a

loss such as one’s pet. This needs constructing within the budget that we have between our small

dept. and a reliable media advertising house. This media house has helped effectively in the past

and Rivers Edge finds them reliable. They have managed to maintain the costs at a minimum for

Rivers Edge Pet Crematorium as well as good newspaper advertising placement. They have

worked well with the team, and deemed involvement with the projects before implementing. If

the budget will permit them to do television advertising, they will work with the media

advertising house as well urge the message through. The time of airing would be important as

well. This is not the ideal commercial to be shown during the day, but more of late night

advertising. This will save money on TV airtime and will still show the detail of dignity of

respect that one’s loved one deserves.

Public relations opportunities

Public relation consists of managing communication between an organization and

ways to build, manage, and create a positive image. Public relations require the evaluation of

public attitudes and public opinions, formulate, and implement the organization’s procedures and

policies that regard communicating with the public. A major technique used for public relations

is identifying a main target audience, and fashion every message so as to appeal toward that

audience. Those audiences may consist of local, nationwide, or worldwide, but usually is mainly

a segment of a certain population. Public relations audiences usually gear toward more fluency,

which may consists of whoever an organization wants to reach (New World Encyclopedia,


2008). Public relations also can help any organization and their public in adapting mutually

toward each other (PRSA, 2009-2011).

Public relations communicate organizations messages at the right time, and in the

right place, and to the right audience. Public relations have and always will build relationships

between people who can express the third party endorsement. The main objective in public

relations is to help an organization create, and build their brand (Cohen, 2011). So for the Rivers

Edge Pet Crematorium this statement means how to promote the services and new products for

the cremation of one’s beloved pet.

The opportunities for Rivers Edge identifying their product and service need reviewing.

Rivers Edge is a Crematorium and has just established a new product needing launching. The

new product is crystallizing pet remains into gemstones. Starting a public relations strategy is

discovering some valuable information. First is who, so needed is who the audience consists of.

The target audience here is any pet owner, and this is a very large audience base. Today’s society

63% of households may own one pet, but may households consists of multiple pet families. The

target audience today is staggering and is amazingly made up of a much younger group of pet

owners.

Next, what Rivers Edge is marketing can it make a profit and will it create a bountiful

service for River Edge today. Needed next is to determine if the consumer who never before

thought to dispose of the beloved pet needs the service. Next needs figuring out the marketing

tools that will benefit in promoting the message “how does one want their pet memorialized.”

Next needs discovering where to help promote the business. The newspaper may be an effective

medium toward advertising for pet loss services. Local papers, rural area papers, and certain pet

magazines may help the purposes needed here to have a target audience see the product offered


by Rivers Edge Pet Crematorium. Also events may well find a useful stage for the advertising of

this service, such as at the dog or cat shows in area around the business. The last major area that

may deem useful for advertising for the pet loss services offered is the Internet. Creating a

website for the business can institute a major plus in gaining an audience. When a person looks

for services if the website is insightful and cost-efficient it may be the fastest way to reach any

new age buyers (Schaal).

Effect of channel management decisions

In marketing, channel management relates to the sales of goods and services through

partnering businesses. Thus far, Rivers Edge Pet Crematorium has used partner veterinary

clinics as a referral base. To increase sales, it may benefit Rivers Edge to extend their

relationships to include a channel management opportunity. It can be a risky option because

some control is lost as it relates to how the product markets and how clients perceive the facility,

and the goods, and services offered. Though this option is cost-effective, it would cause Rivers

Edge Pet Crematorium to rely solely on its partners to sell the good and services to grieving pet

owners. For this reason, the organization must be very selective of which clinics are accepted.

Making the products and services available and waiting for the partners to produce sales

deems none sufficient. Among many decisions that Rivers Edge Pet Crematorium must make as

it relates to the channel management to be successful, CCI tells us that the ultimate goal should

be to encourage the promotion of Rivers Edge facilities, goods, and services to be carried out in a

manner that would resemble how it would be done by Rivers Edge directly (CCI, Inc., 2007).

As an addition market channel, Rivers Edge Pet Crematorium may also consider pet

stores and breeders. These locations considered deem sensitive to the pet owner’s difficult times

and where they may also consult for guidance on how to best handle the death of their pet and


put them to rest in the most respectable manner. Again, selecting in terms, which stores, and

breeders need accepting as partners deems important. Rivers Edge must keep in the forefront of

their thoughts that these partners will be the ‘face’ of the organization. Their reputation will in

many ways transfer on to Rivers Edge Pet Crematorium. So it would be best to take into

consideration how these professional deem respect among their peers and customers before

attaching the Rivers Edge organization to it.

Budget for the Plan

Rivers Edge Pet Crematorium will start the first year’s marketing budget with

$500,000. This will cover the costs associated in starting the business’s products and promotional

costs. Pricing and placement costs need building into this budget. An analyst and consultant need

requiring in fulfillment of the marketing plan proposed for Rivers Edge Pet Crematorium.

Wholesale and retail relationships with vendors and suppliers need establishing to meet the

proposed budget.

The budget allocated to product and supplies will be $225,000 for first year

operations. The wide array of products and services that Rivers Edge Pet Crematorium will offer

requires that these supplies and products be on-hand and available to customers willing to

purchase. The costs of these products and supplies range in dollar amounts. Pricing the products

sold will influence the budget and how much needs to be allocated to product supply and

purchase from vendors and wholesalers.

In determining how much should be allocated to the pricing structure within the

budget, Rivers Edge Pet Crematorium will be looking at bringing a pricing consultant on to the

staff. This will help in setting a pricing structure that meets customers’ needs as well as meet the

company’s proposed budget and profit goals. This consultant will have an annual salary between


$50,000 and $75,000 (depending on qualifications and experience). This is the cost of making

sure pricing is consistently meeting objectives in all key areas and reaching every customer’s

affordability.

Promotion will be another key factor in reaching new customers. Money will need to

be allocated from the budget to market products and services to potential customers. Internet

advertisements, billboard ads, and marketing brochures in veterinary offices all cost the company

money. $100,000 in promotional advertising needs building into the budget to ensure that the

company has their name out in public for customers willing to purchase. The hired consultant

will carry on some of these responsibilities as well as other key employees in the business.

Placement is a factor that Rivers Edge Pet Crematorium will challenge. Because this

business will face many challenges when working from different localities, expansion is

necessary for Rivers Edge Pet Crematorium to grow. Where Rivers Edge Pet Crematorium

should expand and focus further growth opportunities will be an important decision to make and

needs to be a well-informed decision. Hiring an analyst to review potential growth opportunities

in the marketplace and different localities will be important. This analyst could cross examine

where current customers are learning about Rivers Edge Pet Crematorium. $75,000 to $100,000

will be an expected salary for the person hired to take this role for the company.

Quantifiable Elements to Evaluate Plan

Elements of the marketing plan considered quantifiable consists of unit costs across

business lines, and different parts of the marketing plan in place. The analyst and consultant

hired on with Rivers Edge Pet Crematorium will be able to look at each unit’s price and selling

cost in relation to profit and revenue brought to the company’s bottom line.

Units purchased and sold will be quantifiable elements to make sure that the


$275,000 budget allocated for the product budget line is met. The analyst and consultant hired

monitor the effectiveness of this plan and ensure that each line item of the budget and marketing

plan consists of monitoring on a basis that meets company objectives.

In conclusion, in this paper the subject to describe consists of the new product Rivers

Edge Pet Crematorium wants to produce. The new product is a gemstone made from a Zircon

mineral, which mixes with a customer’s pet remains to create a beautiful keepsake of the client’s

beloved pet. Next the development for the new product certain areas-needed reviewing,

consisting of details of the organization, a description of the new product, the importance of

marketing, and the SWOT study, and market research approach, just to name a few. Reviewed

next in the paper the new marketing plan, so one could obtain the entire understanding of the

product, which consists of the strengths, and weaknesses, and the research required to identify if

there is a need for the new product in a marketplace.


References

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Rivers Edge Crematorium Paper MKT 241

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