Pine Meadow Vet ClinicMarketing Plan

Presented by: Yvonne Corda, Fargol Farrokhnazar, Stephanie Garvey-Chahalis, and Nicole Scully

Marketing Strategy, Fall 2014

Table of Content Mission Statement Marketing Objectives S.W.O.T. Analysis Target Market I Target Market II Products/Services Prices Promotion Distribution/Place Marketing Plan I Marketing Plan II Outdoor Advertising Recommendations Recommendations and Implementation Sources

Mission Statement

“We strive to provide our patients with the most knowledgeable and up-to-date care, while

offering our clients superior customer service. Each veterinarian and team member is deeply committed to your pet’s health and well-being.

We love animals as much as you do!”

Marketing Objectives1. Attract 30 new cats and their owners within six months

starting in December 2014.2. Update the website to be more user friendly by June

2015.3. Create a new promotional campaign and provide

customer discounts starting December 2015.4. Promote the location of the business by adding a more

attractive marker by Summer 2015.

S.W.O.T. AnalysisStrengths Weaknesses Opportunitie

sThreats

● Website● Yellow

Pages● Groupon● Positive

Reviews

● Website Layout

● Signage● Not BBB

accredited ● Health

Awareness● Opt-in

newsletter

● Better Signage

● Variety of animals

● Improve online presence

● Future expansion

● Natural disasters● Competitive

Pricing● Substitutions for

products/services

Target Market I○ As of 2013 In a 5 mile radius of Pine Meadow Vet

Clinic there are:○ 37,471 Households

○ 38.5% have one or more dogs○ 25.6% have one or more cats○ 5% of cat owners purchase heartworm

products○ 27.4% of dog owners purchase heartworm

productso Average 2014 annual purchases of pet

supplies/medicine is $155

Target Market II Cat Owners: Introverted Non-conforming Open-minded Sensitive Independent

Dog Owners: Energetic Sociable Structured Dominant

Products/Services• Preventative health care and vaccinations• Dental cleaning, polishing and extractions• Spay and neuter surgery• General veterinary surgery• On-site lab diagnostics• Blood pressure testing• Tonometry• Senior health screening• X-rays• Microchip implantation• Baths and boarding

Prices• Unaltered over 6 months old: $30.00

• Spayed/Neutered over 6 months old: $11.00

• Senior Citizen Owner (60+) Unaltered: $12.00

• Senior Citizen Owner Spayed/Neutered: $7.00

• Unaltered Juvenile Animal under 6 months old: $12.00

Promotion• Facebook• Yelp• Website• Google• Yellow Pages• Word of mouth

Customers Puppy Paradise grooming

Distribution/Place

• Services:

550 West Nine Mile RoadPensacola, FL 32534Phone: (850)477-2194

• Products:Sales of outside brand name products,

medicines, grooming tools.

Marketing Plan Part I

Business Website: Contrasting colors Adjusting fonts De-cluttering/Organizing Condensing tabs Moving tabs

→ No additional costs

Marketing Plan Part II

Promotion: New coupon Awareness and new cat owner customers Business location marker/sign

→ Costs:• None to make the coupon, only in the coupon transaction

at checkout.• Cost for the location marker varies

Outdoor Advertising Recommendations

● Inflatable Gurus- http://www.inflatablegurus.com/● A Rustic Garden- http://www.arusticgarden.com/statues.html● All Sculptures- http://www.allsculptures.com/bronze-dog-statues.php

● 3DAdvertising- http://www.3dadvertising.net/#!rooftop-hotairs/c1zu

Recommendations and Implementation

1. Change the design of the business website2. Change the layout of the business website3. Add or change the coupon offered online4. Create a more visible marker for the business location

Implementation:○ 1-2 years to implement○ 1 year to market to customers○ 1-2 years to track progress of the changes

More research needed:○ Where to buy the marker? (Local?)○ What kind of coupon? (Survey?)○ How does the website look to an outside party?

Questions???

Sources

Consumer Expenditure Comparison, Gale Cengage Learning, 2014.

Pine Meadow Vet Clinic, http://www.pinemeadowvetclinic.com/.● Inflatable Gurus- http://www.inflatablegurus.com/● A Rustic Garden- http://www.arusticgarden.com/statues.html● All Sculptures-http://www.allsculptures.com/bronze-dog-statues.php

● 3DAdvertising- http://www.3dadvertising.net/#!rooftop-hotairs/c1zu