final media planning presentation - the barking lot
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THE BARKING LOT
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Store Layout
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The Barking Lot
IntroducingThe Barking Lot Your one stop solutionfor all your dog-care problems.
Our mission is to help people find a balance betweentheir personal life and their pet-keeping responsibilities
At THE BARKING LOT. Your dogs will be integrated
into the supervised play group that best suits them.This is done carefully and at a pace within each dogscomfort level. As, a result, you will have a fit and happydog!
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The Barking Lot
Our system works just like a daycare for humans. You can drop your dog off in themorning on the way to work, or you can even leave him under our carefulsupervision just for a couple ofhours.
We have specialized professionals who will introduce the dog to the surroundingsand accustom it accordingly to the play-area, where he can also interact with otherdogs.
Our store, strategically located in mall basements due to minimal spaceconstrictions and business viability.
We have a wide range of treatments right from a basic haircut to our state-of-the-
artH
ydro Bath
andTurbo Dry.
We also have a merchandise section where you can pick up official The BarkingLot merchandise for your dog such as toys, t-shirts, accessories etc.
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ITS A DOGS LIFE :
Duration: 3 hour +. Additional time charged
onhourly basis Features: Access to the play area + 2 meals
Cost: Rs. 350/- And Rs. 75/- For each extra
hour
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SCOOBY SCRUB :
Duration: 3 hours + Additional time charged
onhourly basis Features: Access to play area + two meals +
bath (Hydro Jet and Turbo Drying)
Cost: Rs. 500/- And Rs. 75/- for each
extrahour
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FUZZY WUZZY :
Duration: 3 hours + Additional time charged
onh
ourly basis Features: Access to play area + two meals + a
bath + tick & flea treatment
Cost: Rs. 750/- And Rs. 75/- for each
extrahour
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I FEEL GOOD :
Duration:No specific timing
Features: Access to play area + two meals +bath + tick and flea treatment + haircut and
nail care.
Cost: Rs. 900/-
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BOW CHIKA WOW WOW :
Duration:No specific timing
Features: Access to play area + two meals + bath + tick andflea treatment + haircut and nail care + Spa treatment
(inclusive of Aroma Therapy, Relaxation, Massage) Cost: Rs. 1200/-
We also offer th
e above-mentioned services individuallyaccording to the specific needs of the customer.Customised packages are also made. We also intend tostart a membership feature too for our regular customers.
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PLACE
We are launching our service initially at 5 malls located instrategic locations to expand our reach throughNorth andSouth Mumbai.
Inorbit Mall Malad (W), Mumbai.
Oberoi Mall Goregaon (E), Mumbai.
Infiniti Mall - Andheri (W), Mumbai.
Palladium Mall Lower Parel (E), Mumbai.
Atria Mall Worli, Mumbai.
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PROMOTION
Promotion being a very important element during the start of the launchof a product or service to catch the eyes of the masses and create anidentity.
We at THE BARKING LOT look to promote our brand by carrying outthe following activities.
Kiosks setting up of kiosks at prominent dog parks of in the city toenlighten dog owners about the service, provide them with free
brochures and one on one briefing.
Pamphlets- it being an economical medium for promotion which giveseffective results, we will distribute pamphlets through newspapers andalso free discount coupons.
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Tie up- tie up with the popular dog food brand pedigree to give
it a better image to which the target group could easily relate.
Provide pamphlets with Pedigree dog food packets in which ever
outlets available.
Direct mailers- Send E-mails attached with discount coupons
and feedback forms to registered dog owners with the Kennel
Club of India.
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MARKET ANALYSIS
Market Scenario
Currently the only dog care and grooming services available inthe market are either Kennel services or Dog Spas.
Kennel services lack in quality of treatment and grooming of
dogs and on the other hand Dog Spas are highly priced.
We at The Barking Lot have to offer both of these facilities under
one roof and that too at affordable prices.
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Current Trend
Changing lifestyles in the form of the rise in nuclear families and
double income households have encouraged the growth of pet
ownership in Mumbai. Pet owners have started to take interest in their pets diet, health
and grooming
This trend has given rise to an entire industry ,with a growing
emphasis on pet care .
We give them an option to leave their dogs at any of our outlets
in any mall, when the owners catch a movie, have dinner or shop,
in the mean time we take care of their dogs.
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Market Size
The Barking Lot caters to a relatively small and selected size of
the market. Our main target group being upper-middle class and
upper class dog owners.
Large number of people visit malls everyday and even more on
weekends but only a marginal percentage among them own dogs.
So our market size is smaller as compared to many other
services making it a dedicated and an exclusive service for a
niche audience.
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Market Growth and Profitability :
India has emerged as best potential pet care markets in Asia afterJapan because of the changing lifestyles inIndia. And according toEuromonitor International (a research company) it is said to grow allthe more.
Indian pet market is mainly dominated by dogs (80% of the total petmarket)It is estimated that there are 3.6 million pet dogs in the 6
major cities ofIndia.
The pet industry inIndia is earning 78.44 million dollars , out ofwhich 56 million is through pet food and the remaining from theirgrooming centers etc.
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Competition and Consumer Preference:
Competitors ofThe barking lot would be kennels and other day care
services and dog parlors. Kennels basically provide basic facilities fordogs like food and shelter. And parlors provide grooming for dogs.But we at The Barking Lot provide both of this under one rood atnominal rates.
Malls being a place wh
ich
is frequently visited by people and it beingthe place where you can dine in, shop, watch a movie, or play gamesand do almost everything is therefore a place which is always visitedby people and hence when the dog owners are enjoying their timethey can drop off their dogs here.
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Consumers in this case would be the dog owners who would
love to leave their dogs in an environment which would not
just be safe for th
eir dogs but also be a place wh
ere th
eir dogscan socialize with other dogs. So this being a new
environment would be a good change for the dogs and hence
be preferred by the consumers instead of leaving their dogs at
home alone or with care takers.
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Media Objectivity
Reach and Frequency :
Reach basically refers to the number ofhouseholds exposed to a
particular advertisement for a particular time period.
Frequency on the other hand refers to the number of exposures aparticular ad message gets for a particular time period .
Print Media - Media vehicle here is Mumbai mirror, it being thelargest paper in Mumbai fits in the best. A full page ad here wouldbe exposed to the audience every Sunday for one month whichmakes it 4 slots. Two being pre launch and Two post launch. As faras the magazine is concerned which is distributed by the Kennelclub ofIndia, there would be 1 advertisement here.
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Outdoor :There would be 8 hoardings displayed at a few prominent
places in Mumbai where it cangrab the attention of people on the
road. This would be done a day before the launch of the product.
Television:The TVC would be aired ofNDTVgood times on their
show Heavy Petting which is a weekly show and the TVC would air
4 times in a month.
Internet : We would be using Facebook as our media vehicle andaccording to our research through our one advertisment we would
be reaching 2,40,600 people from our Target Audience who would
be of different age groups.
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Target Audience :
Target audience would be the Dog owners and mainly from
the high middle income and the upper income class. Since its
them who would be able to afford giving their dogs the luxury.
Also it being located it at malls would be majorly pet owners
who visit malls on a regular basis.
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Media strategyTime We have planned to advertise our service a month before its launch .
Our Television commercials will be aired during the show HEAVY PETTING which airs on
NDTVGOOD TIMES every Thursday at 8 pm .
Our print advertisement will be advertised in Mumbai mirror two prior the launch two days
during the launch and two days after the launch.
Our print advertisement will also be advertised in the monthly magazine of the Kennel club
ofIndia .
Both our facebook advertisement and the advertisements on our hoardings will be
advertised for one whole day .
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Size and Position :
Keeping in mind our media objective and advertising message weh
ave decided th
at innewspaper we will have a front page advertisement of about 25.3cms x 5cms which is the
standard size of any advertisement on the front page of Mumbai mirror.
In the magazine Dog magazine we will be having an advertisement of about 216mm x
234mm on the 2nd page .
The size of our television commercials will be between 30secs to 60secs.
Our hoarding advertisement are of standard size and they all are positioned at prominent
locations .
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CONTINUITY
0%
10%
20%
30%
40%
50%
60%70%
80%
90%
100%
JUNE JULY
CONTINUOUS
CONTINUITY
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Media Mix
Outdoor media :
We have taken 8 slots ofhoardings . They are as follows:
At Inorbit mall - Malad (w)
At Oberoi mall - Goregoan (e)
At Haji ali Haji ali junction
At Juhu circle - Juhu
At Infinity mall - Andheri (w)
At Reclamation- Bandra
At Hiranandani - Powai
At Shivaji park - Dadar
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Internet :
According to our research , our facebook advertisement will fetch us a reach ofaround 2,40,600 of our target group
Print Media :
Full page advertisement in MUMBAI MIRROR .
Full page advertisement in Dog magazine distributed by Kennel club ofIndia.
Television :
There are 4 slots during the show Heavy Petting .
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Media Buying
This basically refers to the purchasing of slots and where to purchase howto purchase and how much to put in for the purchase keeping in mindwhat the product/service is.
Hoardings :
At Inorbit mall - Malad (w)
At Oberoi mall - Goregoan (e)
At Haji ali Junction
At Juhu circle - Juhu
At Infinity mall - Andheri (w)
At Reclamation- Bandra
At Hiranandani - Powai
At Shivaji park - Dadar
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Internet -
Facebook
Print Media -Mumbai Mirror and Dog magazine by the Kennel club ofIndia
Television -
NDTVGood times Heavy Petting
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HOPETO SEE YOU AND YOUR
F DOGS SOON AT
THE BARKING LOT
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PROJECT MADE BY