09-01-2014, 12:01 PM
MARKET ANALYSIS
MARKET ANALYSIS.pptx (Size: 110.18 KB / Downloads: 14)
Target market segments
Middle to High Income pet owner.
Working professional that need reliable trusting pet care center
Travelling Professionals.
In Pune our target area is Koregaon Park(K.P.) and surrounding areas since mostly inhabited by upper middle class and upper class
Market Scenario
Total number of day care centers of pet in pune: 5
Number of pet owners: 10000 (approx.)
Target Area is Koregaon Park(K.P.) and surrounding areas since mostly inhabited by upper middle class and upper class
Location: Aundh or nearby area because of following reasons:
No day care centre in Aundh till now
The rent rate is Rs. 16-20 / sq.ft. which is quiet low as compared to K.P. (Rs. 70-80 / sq.ft.)
Business Specifications
Area of centre-3000sq ft
Constructed area – 1000 sq ft for office space, grooming space and a store
Staff Required:
1 Veterinary doctor
Trainers – initially 2
Grooming staff – 3
Management – can be done by us
Promotion Mix
Promotion:
Yellow page advertisement.
Mailings to local veterans.
Newspaper release in national and local media.
Radio advertisements and onsite live broadcast
Referrals and feedbacks from current customers
Service trials for a day
Discount Strategies for customer retention.
Competitive edge
Offer Day Care
Overnight care services
Certified Professionals for taking special care for pets.
Vaccination
In-house Veterans Doctor availability.
Extensive training- Security/Obedience/Manners/Detection
Wholesome hygienic food.
Critical Risks and Contingencies
If the market for upscale pet care centers is less than we anticipate, future expansion and profitability will be harder to achieve
Our ability to acquire proper staffing due to tight labor market
Our ability to obtain the needed funding now and into the future
Some lesser concerns, though still of importance, are items such as a downturn in the economy resulting in reduced utilization of our services