Our product is a service which is offered in a mall. There are two main objectives for this product, that is, to care for one's pet when the owners are shopping in a mall and to leave one's pet for some time in the mall. The Dog Day Care Center is an innovation, and so there is no competition at the moment with regard to this in the market. The real problem is not the market, because we have to kind of create one. People are not used to this kind of a service. So we have to change our target customers minds.
[...] Are you interested in extra products for your dog? Freq. Cit. num. products. If yes, which one? Freq. Cit. num. People are most interested in buying toys, necklaces and shampoos How much are you ready to pay for: freq, Cit. num. How many times are you going to a mall every month? Freq. Cit. Average num. price month. [...]
[...] For this reason the posters will be put on supermarket's car park and on trolleys. ▪ We plan to make a promotion's handing outside supermarkets to motivate people to test our service. ▪ We also plan to search after the mall in which we will be established in order to know where we have to hand out the leaflet. ▪ Everybody has a radio so during the two first months we have to broadcast intensively a promotional local spot on the radios listened to by the 35-55 years old range of people such as RTL, Cherie FM . [...]
[...] ✓ People are interested in extra services except for a diet advisor. ✓ Advertisements should be on mall's karts. ✓ It can be not only for dogs but also for other pets on demand. ✓ A garden for the cats could be better than a room inside. Market Analysis competition segmentation: The Dog Day Care Center is an innovation, so there is no competition at the moment with regard to this market. The real problem is not the market, because we have to kind of create one. [...]
[...] How old are you? 70% of people who answered our survey are between 20 and 39 years old. Do you have a dog or plan to get one? Freq. Cit. num. 70% of people who answered our survey have a dog or plan to get one. thus, it clearly identify the target consumer Are you interested in leaving your dog in a day care Freq. Cit. centre? num. The majority of the interrogated people are interesting by the DDCC, And estimate that it could be a good idea. [...]
[...] Dog Day Care Center Core product • Core Service: To care about one's pet when owners are shopping in a mall or/and leaving for few days. ACTUAL PRODUCT • Brand name: DDCC (Dog Day Care Center) • Quality level: It has to fit with people's way of living. Medium level of quality. Prices are going to be around 3.50 euros per hour per dog depending on dog's weight and extra services. • Design: What does it look like? It looks like an animal shop in a mall with several dog entertainments. [...]
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