Free Essay

Marketing Veterinary

In: Business and Management

Submitted By cvbv1987
Words 1133
Pages 5
Marketing Plan – Part A

Pawsitive Canine Clinic (PCC), a veterinary service that will be established in the suburb of West End will focus on providing excellent dog care. While there are many such services available for pets around Brisbane, specialized medical care for dogs alone are rare. By niching in dogs only, PCC’s knowledge and methods of treatment will be of the highest competence in providing the best healthcare for dogs, in accordance with the Australian Pet Care Association. PCC aims to capture the market of dog owners living in that area and surrounding suburbs through this unique selling position. Through these specialized services, CC will aim to serve and meet the needs, wants and demands of all dog owners, creating customer value. The table below briefly outlines the products and services that will be provided by CC during its operations.

Table 1: Services offered at Pawsitive Canine Clinic Vaccinations | Euthanasia Services | Spaying / Neutering | General Surgery | Parasite Control | In-depth client education for disease diagnosis and treatment. | Health Screens | Behavioural Counselling | Dentistry (including cleaning and oral surgery | Grief Support | Internal Medication that includes dermatology, neurology, orthopaedics, etc. | Individualised Care (Every dog is a different dog) | Pet Supplies | Dog Hotel | Coffee Café for pet owners | Dog Ambulance | | |

Veterinary Industry and Target Market

The population in West End is amounts to roughly 8601 people (Census Quickstats, 2011) and according to the Australian Companion Animal Council (ACAC), the average proportion of dogs/cats to a hundred people in Australia is 16 dogs and 11 cats (ACAC, 2010). Market Analysis also shows pet insurance uptake has increased as a way to prolong the life of a pet. With an expected revenue growth of 2.2% in 2016 to 2017,along with higher household disposable incomes, there are expectations for increased demand for veterinary services (IBISWorld, 2015).

PCC’s services will therefore be targeted at working individuals from 20-55 years of age, both males and females. In order to increase our competitive advantage and meet the targeted market demands, PCC will be operate from 4pm to 12am. This will allow more flexibility and comfort for dog owners who are unable to meet traditional vet clinic opening hours.

Market Analysis – Macro

Economic: While pet care can be considered to be robust during bad economic seasons, such seasons can also make it hard for marketing and selling preventive health care services for dogs.

Technological: Good technology and equipment is highly essential in such practises for animals as a higher level of technology may mean higher competition for veterinary clinics. Therefore, it is important to be continually upgrading. Usage of the Internet must also be utilised to make customer experience positive and easy.

Political/Legal: There are rules in place to ensure optimal pet care. These can be emphasized to pet owners through public education. Furthermore, there are also pet insurances that can be taken up to ease burden of high financial charges.

Competitor Analysis

For many pet owners, selecting a veterinarian is mostly about finding a clinic that is close-by. In terms of our direct competitors, West End has only one other Veterinary clinic that treats both cats and dogs. However they are not open on Sundays and close at 1pm on Saturdays. These are days where most working adults are available to bring their pet dogs for check-ups and vaccinations and by staying open on these days, PCC aims to capture their market. Table 2 illustrates a comprehensive analysis between PCC and West End Veterinary Surgery

Table 2: Competitor Analysis

| Pawsitive Canine Clinic | West End Veterinary Surgery | Nature of Practice | - Dogs only | - Dogs and cats (Possibility of treating other animals, insufficient information available on website) | Location | West End | West End (241 Boundary Street) | Extra Services | - Call to make appointments, grief support and individualised care. - Café for pet owners | Unable to source information | Boarding Services | None | None | Operating Hours | Tuesdays to Sunday: 4pm-12am | Mondays – Fridays: 8am-6pmSaturdays: 8am – 1amSundays: Closed | Website Layout | User Friendly and Interactive | Only homepage available | Social Media Presence | High and Interactive | NO social media presence desite having Facebook account |
Marketing Mix Strategies

Price | In order to compete with the large market share of veterinary services, PCC will deliver quality dog care with affordable prices | Product | Specialised Dog Care, understanding the need of each dog that comes through PCC’s doors. | People | PCC is committed exceptional customer service as well as having highly qualified veterinarians that will ensure your pet gets the best care. | Process | Customers will now be able to view their dogs full medical history using our online ‘Dog Profile,’ as well as allowing customers to book appointments with their preferred vet. | Place | Located in West End, PCC will be operating near the main street which will be visible to customers and will have “homey” environment for both the customers and dogs to feel at ease. | Promotion | PCC will be using social media platforms such as Facebook, Instagram and Twitter to create online awareness of our clinics as well as holding promotional events in places such as dog parks. Return customers and those who spread our “love” will also get discounts and perks. | Physical Evidence | Our Clinic will strive to provide customers with modern facilities as well as efficient customer service |

Short term and long term success
In order for PCC to be successful in the long term in an already established market, it is crucial that short term marketing campaign strategies are successful. Furthermore PCC will provide cutting edge veterinary technology, equipment and procedures delivered by professional staff and qualified veterinarians. Together, creating strong long-term customer loyalty hence increasing business growth and establishing long term success. The table below outlines PCC’s goals.

Table 5: Short Term and Long Term Goals Short term goals | Long term goals | · -Conduct primary market research on customers’ needs, wants and demands· - Create brand awareness through various promotional strategies (eg. Advertisements, social media presence, business partnerships)· - Focus on customer attraction· - Create customer satisfaction and value through the delivery of our service · - Create relationship ties with customers· - Address potential new customers’ 5 stages of the adoption process | · -Cement business brand into the veterinary market· - Become a solid competitor and climb up the competitive ladder position (analysis of porter's 5 forces)· - Continue to deliver and satisfy customers in order to further build customer loyalty and overall business customer equity |

References:
Australian Bureau of Statistics (2013), “2011 Census QuickStats”. Retrieved from: http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/SSC31746?opendocument&navpos=220 Australian Companion Animal Council (2014), “Australian Companion Animal Council Report”. Retrieved from: http://www.acac.org.au/pdf/ACAC%20Report%200810_sm.pdf IBIS World (2015), “Industry at a glace” Australia Industry Reports: Veterinary Services. Retrieved from: http://clients1.ibisworld.com.au.ezproxy.library.uq.edu.au/reports/au/industry/ataglance.aspx?entid=623

Similar Documents

Premium Essay

Hong Leong

...JOB DESCRIPTION Job Title: Practice Manager Location: Practice Responsible to: Clinical Director/Regional Director Job Objectives/Purpose Oversee the smooth and efficient organisation of the practice administration. To ensure all company procedures as set out in Branch Procedures Manual** are carried out effectively. To ensure all financial information is reported correctly and accurately to Support Office and administrative protocols are in place. Ensure the reception area is staffed effectively and the management and efficiency/co-ordination is managed to be best needs of the business. Ensure that all employees are aware of the fact that all clients are to pay on departure and with the Clinical Director have responsibility for managing this requirement.. Main responsibilities: General Management Office Management • Be able to reconcile receipts, day sheets, income reports, bank deposits and the petty cash, and understand the essential components of any reconciling system. . • Be able to set and enforce effective credit control – to include monitoring debtors, sending regular invoices and statements, dealing with overdue account collection and the small claims court, queries on accounts, setting up payment agreements. Be able to complete pet insurance claims and deal with queries. • Be able to deal effectively with day to day banking transactions, e.g. credits, automated credits and debits, standing...

Words: 1811 - Pages: 8

Premium Essay

Bergerac Systems the Challenge of Backward Integration

...GenieTech, one of the company’s two current cartridge suppliers. No The decision between in-house development and external acquisition was critically important. Bergerac was growing fast—averaging 17% annually since 2007—but it remained a small player with limited resources in a very competitive market, and Wyckoff was determined to avoid a costly mistake. He had to make a decision quickly, as the supply of OmniVue cartridges had been inconsistent in recent months. Indeed, the veterinary practice that Wyckoff had just visited had recently been frustrated by a temporary stock-out at their distributor. To maintain Bergerac’s growth trajectory, it was imperative for potential customers to have full confidence in the company’s ability to deliver on its promises. Furthermore, the contract with the other cartridge supplier, Elsinore Plastics, would come up for renegotiation in August 2010—a mere three weeks away. Market Overview: Evolution of Pet Diagnostics Do In 2010, veterinary...

Words: 4184 - Pages: 17

Premium Essay

Ted Henderson Case Study Essay

...1: There are more than 12 000 veterinarians in Canada. Canada has approximately 3000 veterinary practices: large or/and small animal practices. The majority of veterinarian practice in the provinces: Ontario, Quebec, Alberta, and British Columbia. (Promote and distribution to veterinarians because they are the target market) 2: Ted Henderson has $40,000 + $10,000 = $50,000 to self-invest. 3: The prices offered by manufacturers in China range from $3.44 to $3.60 per boot. The order from the company with the lowest price has to be a minimum of 6000 boots. The main problem is that Ted Henderson needs to put together a marketing plan in order for him and his friend, Brett Welch, to make a decision on whether to proceed with the business of...

Words: 509 - Pages: 3

Premium Essay

Pest Analysis

...Laura Szopa December 7, 2013 PEST Analysis | Factor | Opportunity | Threat | Political | There are more drugs that are becoming controlled which means they need to be regulated and tracked. Higher standards of care are being created so now veterinary technicians must go through an accredited program in order to take the national exam. | Drugs companies will be able to increase the price for these drugs, such as Tramadol. | The more regulated some drugs are the harder it can get them. The demand will increase and so will the price. | Economic | The cost of living continues to rise. Jobs are being created but for some not fast enough. More technicians are becoming licensed. More owners are turning to health insurance plans for their pets to help off set the costs of annuals exams as well as emergency situations. | TruePet has created a wellness program to spread the cost of vaccines throughout the year which guarantees a certain amount of money to the clinic. This will hopefully mean more animals are staying up to date on vaccines, especially Rabies. | People are less likely to do procedures that are elective. Licensed veterinary technicians will expect to be paid more which will cost the clinic more. | Socio-Cultural | Owner are becoming more concerned with what their pets are eating. Some owners are turning to raw diets. Some owners feel that the veterinarians are just in it for the money. | Many pet food brands are coming up with “natural”...

Words: 511 - Pages: 3

Free Essay

What Is a Veterinary Technician at D4A

...What is a veterinary technician at Dermatology for Animals? BEEP...BEEP...BEEP...BEEP the alarm clock goes off. We start our journey to work just like any other career. Then we arrive at the office and immediately jump in to look at what our day holds. Reading through electronic chart after chart of new patients and existing patients‘ histories. We are eager each and every day to greet, listen, educate and help deliver the doctors recommendations to you. One of the most fascinating parts of this career for me is interactions with our pet owners, hearing their stories, helping make their pet’s life better and also bonding with their pets. We hear story after story of our itchy, scratchy friends and all we want to do is be there to help you out. We bond with not only your pets but with you. I personally enjoy educating our pet owners and taking the time to help them through very frustrating times. Did you know there is a veterinary technician stationed everyday just to take your questions, get your refills or call them into a pharmacy even if your local office is closed. The Gilbert Arizona office is where your calls are forwarded if your local office is closed so that a technician can help you 6 days a week. We also have to be the one that runs into the exam room to get vitals which include that dreaded thermometer. We set catheters, draw blood and urine samples, perform injections, clean our fuzzy friends ears no matter how bad they get, and many other job...

Words: 484 - Pages: 2

Premium Essay

Creating a Compelling Vision

...future. This paper will reflect my role as a leader of the University of Missouri-College of Veterinary Medicine. I will create a vision statement, supporting values statement, and a communication plan to deliver to the stakeholders; providing brief summaries of each key along the way. Creating a Compelling Vision A Review of the Organization The University of Missouri-College of Veterinary Medicine is located in Columbia, MO. We are the only College of Veterinary Medicine in Missouri; established in 1844. We offer a DVM (Doctor of Veterinary Medicine) program for students interested in pursuing a career in the veterinary field. The program starts with students spending two years in classroom and lab work, then two years of full-time clinical training. The college offers educational services and operates the Veterinary Medical Teaching Hospital. The teaching hospital serves several functions for the school. It provides services for small animals, equine and food animal for Columbia resident pet owners and farmers in the surrounding areas. The teaching hospital is also a good resource for our students to receive the hands on experience needed for future job placement. Our Core Values Our core values are teaching, healing, discovery and service. Our mission is “to promote and protect the health and welfare of animals and people” (University of Missouri College of Veterinary Medicine, 2013). One way we have shown our values and mission is...

Words: 1133 - Pages: 5

Premium Essay

Biology at Penn Foster

...college syllabus COURSE DETAIL Course Name: Orientation to Veterinary Technology Course Number: VET101 Prerequisites: None Credit Value: 1 Faculty Contact: Dr. James Hurrell Delivery Method: Distance Education COURSE MATERIALS AND RESOURCES Study Units: Starting Your Program Introduction to Animal Care METHODS OF INSTRUCTION Study units METHODS OF ASSESSMENT Lesson exams COURSE DESCRIPTION Overview of veterinary medicine and veterinary technology; roles of the various members of the veterinary health care team; professional ethics and legal aspects of veterinary practice; aspects of distance education in veterinary technology and strategies for success. SPECIAL REQUIREMENTS LS5493(1501) Grading Criteria Lesson exams (2) 100% You can submit exams online at the school’s website by selecting the “Take an Exam” option. The exams you submit will be graded on the following scale: LESSON GRADE (100%) LETTER EQUIVALENT RATING QUALITY POINT AVERAGE 90–100 A Excellent 4.0 80–89 B Good 3.0 70–79 C Average 2.0 Below 70 F Failing 0.0 An overall lesson average of 70% or higher is required to pass your course. You are given two opportunities to take each exam. Refer to the Academic Policies section of the College Catalog for specific information on exam results. ACADEMIC INTEGRITY Please refer to your student handbook regarding Academic Integrity. Since you’re...

Words: 687 - Pages: 3

Premium Essay

Vet Technologist Research Paper

...In the future, a career that animal lovers would wish to be, is a Veterinary Technologists or as commonly said a Vet. A Veterinary Technologist performs tests to figure out if an animal is injured or sick in a laboratory location for use in the healing and diagnosis of diseases in animals. Veterinary Technologists care for and monitor the condition of animals recovering from surgery. Vets can also restrain or keep control of animals during exams or procedures. Vets would like to observe the behavior and the condition of animals and monitor the symptoms that they come across. A Veterinary Technologist is pretty much in Health Science. The Holland Types are Realistic,Social, and Conventional. All the education that is required, are a bachelor’s...

Words: 364 - Pages: 2

Premium Essay

Veterinary Technician Research Paper

...Career fields today are hard to choose from. One may want to be a doctor while another will want to be a Veterinary Technician. As a Veterinary Technician one will take a person’s animal into their own hands. The animal could be sick, and the Technician will have to nurse it back to health. Without this profession people would have no way of diagnosing their animals and potentially saving their lives. Even the vaccinations potentially save one’s life. When going into the Veterinary Technician profession, it is important to know about the education, daily work, rewards, drawbacks, and the issues of spaying or neutering an animal. In order to become a Veterinary Technician there is some education required. During the college years of a major...

Words: 1466 - Pages: 6

Premium Essay

Becoming A Veterinarian Essay

...In some instances, veterinary programs do not require students to hold four - year degrees; however students may experience without difficulty gaining admittance into veterinary programs without degrees. Those who have not completed undergraduate school generally need to have completed at least 45-90 semester hours.” This is saying that the students typically have a bachelor’s degree in a science area but the students do not have to hold the four - year degrees but however must have to complete time. They have to complete 45-90 semester hours since they have not completed undergraduate...

Words: 933 - Pages: 4

Premium Essay

Becoming A Veterinarian

...Two years at a university, and two years at a veterinary school. I think that will be hard finding money to pay for it, but some things can help such as an internship which is also required anyways for most positions as veterinarians. Veterinarians are known to make what is considered “good money”. “The median annual wage for veterinarians was $87,590 in May 2014.” (“Vet” BLS) Job Outlook “Employment of veterinarians is projected to grow 9 percent from 2014 to 2024, faster than the average for all occupations.” (“Vet” BLS) The growth rate of employment of veterinarians are very good, so job openings that are available by the time I'm ready to apply for a job will be a good amount. Daily Demands “The goal of a veterinarian is to care for the health of animals and work to improve public health...

Words: 523 - Pages: 3

Premium Essay

Vet Tech Executive Summary

...company that specializes in animal care or the veterinary department. Vet Tech has multiple clinics across Texas and treats a variety of animals such as dogs, cats, birds, and many others. It is important that Vet Tech stays organized with multiple computer programs and software for both sanctity of the customers and their pets, and for maximum efficiency. Below is a list of the programs and software that Vet Tech uses to remain orderly and also discusses why we chose that particular program or software. Items used in Field Microsoft Word Microsoft Excel Microsoft Office Medical Software Labeling Software Microsoft...

Words: 667 - Pages: 3

Premium Essay

Veterinary Pharmaceutical Compounding Overview

...Veterinary Pharmaceutical Compounding Overview Let’s start off with a little background information to set the stage. The pet industry has grown continuously since 1994 despite changes in the economy. Putting things in perspective, this industry is the second highest-growth industry after consumer electronics. In 2009, the value of the U.S. market for pet care was estimated at $46 billion. This is expected to increase to $56.5 billion by the end of 2014, for a compound annual growth rate (CAGR) of 4.2%. See the table below for a breakdown of the segments, within the pet care market, which would be of interest to a pharmacy setting. When looking at the table, notice the percent change in CAGR for the Other Pet Supplies. This change is phenomenal and mainly due to the increased usage of OTC medications. Human OTC medications that are approved for usage by companion animals are Imodium, Pepto-Bismol (use in dogs only), Benadryl, Aspirin (use in dogs only), Dramamine, Tagamet, Pecid-AC, Zantac, Hydrocortisone, Gas-X, Glucosamine, antibiotic ointments, antibacterial soap, hydrogen peroxide, and saline nasal sprays. Veterinary OTC medications include the best-selling and most popular flea and tick preparations (Frontline, Advantage, Bio Spot) and pet health supplements. Under the segment of Veterinary Care is where compounding can be found. In 2010, veterinary compounded product sales reached $300 million. Demographics of pet owners According to the 2011-2012 American...

Words: 768 - Pages: 4

Premium Essay

Vet Carrer Paper

...and in high school education is important. In high school to get into a good college with veterinarian programs the student must take many courses. They include biology, chemistry, physics, calculus, trigonometry, statistics, environmental/earth science, English, computer science, history, and languages. The student must not only take these classes, but the student must get above a 3.0 GPA average to even think about getting into a veterinary college. Once the student gets into a college you must take many courses to get a job after words. In the first year the student must take English, zoology, and general chemistry. In the second year the student must take organic chemistry, general physics, and calculus. In the third year the student must take biochemistry and microbiology. Education as the student will now see is very important to the student’s future. The school the student goes to is very important for them to move on to a successful job in the future. One school that is out of the state of Georgia that is a college with veterinary programs is Cornell University. How the student gets into Cornell is complex, but...

Words: 1263 - Pages: 6

Free Essay

Sir Rahms

...ENHANCEMENT OF VETERINARY TRAINING AT THE AHMADU BELLO UNIVERSITY, ZARIA. A PROPOSAL FOR THE REVIEW OF VETERINARY EDUCATION AT THE AHMADU BELLO UNIVERSITY TO FACILITATE LINKAGES WITH THE KANSAS AND IOWA STATE UNIVERSITIES IN THE UNITED STATES OF AMERICA HASSAN, Adamu Zoaka MARCH 2011 1.0 INTRODUCTION When Ahmadu Bello University (ABU) was established in 1962, it was decided to give particular attention to Agriculture and Veterinary Medicine. Therefore, in 1964, the Faculty of Veterinary Medicine was established at ABU following the signing of an agreement between the government of the Federal Republic of Nigeria and the United States Agency for International Development (USAID) and the Kansas State University (KSU). According to this agreement, KSU/USAID was to provide initial staff and equipment to the new Faculty to enable it develop the following: (a) a well-equipped Veterinary School to train and supply Veterinarians for Nigeria and the rest of West African countries; (b) a postgraduate training programme in Veterinary Medicine; (c) a research programme to improve Animal Health, production and Public Health in Nigerian; (d) train Nigerians to staff and assume major roles in the Faculty of Veterinary Medicine as soon as possible; and; (e) advise on facilities and programme for future development and expansion of the Faculty. Professor G.K.J.L. Underberg (Kansas State University) arrived on September 15, 1964 as the first Dean of the...

Words: 6401 - Pages: 26