I. Target market analysis

Target customers: families with pets, pet lovers, animal medical institutions, etc.

Consumption level: according to the consumption level of the target customer group, formulate the corresponding price strategy.

Consumption habits: Understand the consumption habits of target customer groups, such as purchase channels and purchase frequency, so as to formulate more targeted marketing strategies.

Second, product positioning

Product quality: ensure the service quality provided by hospitals and the professional level of veterinarians are in the leading position in the industry.

Product features: Highlight the professionalism and uniqueness of the hospital in pet medical services, such as expert team and advanced equipment.

Product line expansion: according to market demand, we can consider expanding product lines, such as pet health care products and pet food.

Third, the price strategy

Market research: understand the price level of the local pet medical market in order to formulate a reasonable price strategy.

Pricing strategy: according to product positioning and market demand, formulate corresponding pricing strategies, such as membership discount and package discount.

Fourth, channel strategy.

Online channels: use social media, pet forums, e-commerce platforms and other online channels to promote hospital services and brand image.

Offline channel: promote in communities, parks and other areas where pet activities are frequent, and improve the visibility and reputation of the hospital.

Partners: Cooperate with pet-related organizations, such as pet shops and pet beauty salons, to jointly carry out publicity activities.

Verb (abbreviation of verb) promotion strategy

Holiday promotion: special services and preferential activities are launched on holidays to attract customers to see a doctor.

New product promotion: when launching new products or services, carry out targeted publicity and promotion activities.

Membership system: establish membership system to provide exclusive benefits and special services for members and increase customer loyalty.

Lottery activities: carry out lottery activities to attract customers to participate and improve the visibility of the hospital.

Free clinic activities: organize free clinic activities to provide free medical services for poor pets and improve the hospital's sense of social responsibility and reputation.

Six, customer service strategy

Service quality: improve the professional level of veterinarians and the quality of medical services to ensure customer satisfaction.

After-sales service: provide high-quality after-sales service, such as telephone consultation and on-site service, to increase customer loyalty.

Complaint handling: establish a perfect complaint handling mechanism to handle customer complaints in time and improve the service level and customer satisfaction of the hospital.

Seven, marketing team building

Personnel recruitment: Recruit marketers with experience in the pet medical industry to provide strong support for the marketing work of the hospital.

Training and promotion: Conduct regular marketing training and professional knowledge training to improve the professional quality and comprehensive ability of the marketing team.

Performance evaluation: establish a perfect performance evaluation mechanism to encourage employees to actively carry out marketing work and improve the economic and social benefits of the hospital.

Principles of compiling marketing plan

1, logical thinking

The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking. The first is to set the situation, explain the planning background, analyze the current situation of the product market, and then come clean about the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.

2. Simple and simple

We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.

3, operability

The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities. So its operability is very important. No matter how good the scheme idea is, it has no value. If it is not easy to operate, it will inevitably consume a lot of people, money and things, and the management is complicated and the effect is low.