Final Media Planning Presentation - The Barking Lot

8/6/2019 Final Media Planning Presentation - The Barking Lot

1/31

THE BARKING LOT


2/31

Store Layout


3/31

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!


4/31

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.


5/31


6/31

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


7/31

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


8/31

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


9/31

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/-


10/31

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.


11/31

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.


12/31

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.


13/31

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.


14/31

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.


15/31

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.


16/31

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.


17/31

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.


18/31

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.


19/31

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.


20/31

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.


21/31

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.


22/31

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.


23/31

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 .


24/31

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 .


25/31

CONTINUITY

0%

10%

20%

30%

40%

50%

60%70%

80%

90%

100%

JUNE JULY

CONTINUOUS

CONTINUITY


26/31

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


27/31

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 .


28/31

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


29/31

Internet -

Facebook

Print Media -Mumbai Mirror and Dog magazine by the Kennel club ofIndia

Television -

NDTVGood times Heavy Petting


30/31

HOPETO SEE YOU AND YOUR

F DOGS SOON AT

THE BARKING LOT


31/31

PROJECT MADE BY

Date post:	07-Apr-2018
Category:	Documents
Upload:	bunty-chellani
View:	219 times
Download:	0 times

Final Media Planning Presentation - The Barking Lot

Documents