Articles, images, and videos should focus onintroducing products and services, providing guides and pet care tips, andsharing positive customer experiences.- Utilize social media platfor
OVERVIEW
Company
- Unique service combination: The store offers pet care services along with selling food and accessories for pets, creating a unique point of attraction for a diverse range of customers Customers can bring their pets to enjoy services and shop at the same time.
- Diverse products and services: The store provides a variety of products and services for pets, including care, food, toys, accessories, and spa services This meets the diverse needs of customers and generates income from various sources.
- Experienced and caring staff: Having an experienced and animal-loving staff is crucial to ensuring the quality of pet care services A team with experience and love for animals contributes to customer satisfaction.
- New in the market: New stores often struggle to build reputation and attract initial customers Customers may need time to trust the quality of products or services.
- Lack of reputation or referrals: The absence of a reputation or customer referrals may make potential customers skeptical or less likely to seek out the services.
- High initial investment costs: Opening a pet service store combined with selling accessories and pet food requires a significant initial investment, including rent, equipment, marketing, and advertising costs.
Lack of experience can lead to ineffective management, poor decision-making, and low-quality service.
- Growth of the pet service market: The pet service market is continuously growing. According to Euromonitor International, the global pet service market is projected to reach $282 billion by 2025.
- Increasing awareness of pet care importance: People are becoming more aware of the importance of pet care, creating a high demand for pet services and products.
- Technological advancements: Rapid technological advancements provide opportunities for businesses to use technology (Facebook, TikTok, etc.) to enhance service quality and store recognition.
- High demand for pet care services due to busy pet owners: Considering the high demand from busy pet owners who need pet care solutions, you can explore providing pet-sitting or pet adoption services These supplementary services can meet the needs of busy pet owners such as workers and travelers in need of pet care solutions.
- Intense competition from competitors: As the market continues to grow, the store needs an effective business strategy to compete with competitors.
- Changing consumer behavior: The development of the Internet and platforms like TikTok can rapidly change consumer behavior, requiring the store to stay updated on new trends for effective marketing strategies.
- Rapid market changes: The pet service market is constantly changing, with trends and customer requirements evolving over time This may require the store to be ready to adjust product portfolios, provide new services, and ensure they always meet customer needs.
Competiors
In the pet care service market in Ho Chi Minh City, Cuddle identifies its current direct competitors as:
Provides comprehensive pet care services
Average Offering high- quality services with
Utilizing social media platforms like such as bathing, grooming, hygiene, etc In addition, Doris also offers special spa services such as painting, coloring baths, etc Sells various pet products including food, toys, accessories, etc. a variety of pet care and spa services at competitive prices.
Facebook and TikTok to showcase images and activities of the spa. Additionally, the spa frequently organizes community events to promote the brand.
Happy Dogs Offers a full range of dog care services and products.
Average Convenient central location for customers, with a focus on dog services leading to higher service quality than some spas.
Created a website andFanpage, runsFacebook ads,SEO, etc., to reach potential customers.
Mr.Gâu Provides a variety of pet services, including bathing, grooming, massage, and sells accessories and food Offers Grooming courses.
Mr.Gâu has a professional staff, modern facilities, a clean and safe environment.
Regularly posts humorous content on Fanpage, organizes promotional programs to attract customers.
PetSaiGon.vn Provides beauty services for pets and offers health care products for them.
Prices are relatively high compared to the general market.
PetSaiGon.vn has excellent customer service, always providing enthusiastic support The quality of the services and products offered by the brand is high.
Besides social media channels like Fanpage, TikTok is used to enhance brand awareness.PetSaiGon.vn also has a strategy to build good relationships with loyal customers to attract new customers Table2.Directcompetitoranalysis
Indirect competitors of Cuddle may include:
Brands that provide in-home pet care services.
Pet retail stores: these stores often offer basic pet care services. Pet health care services.
PetCity Retailing various products for pets, including food, accessories, toys, ornamental pets, etc.
The store has widespread coverage, making it convenient for customers, and the product range is very diverse (almost complete).
They utilize social media platforms such as Facebook, TikTok, and their website to showcase brand images and products.Regularly offers promotional programs during holidays and establishes loyalty programs for customers.
Pet Service Providing in- home pet care services established in 2022
Suitable for the quality of service.
Convenience is considered the most significant strength, and Pet Service also boasts an experienced team of staff.
Pet Service utilizes online channels such as a website, social media, and email to reach potential customers. Additionally, they employ email marketing to send promotional information and offers to customers. Table3 Indirectcompetitorsanalysis
The threat from potential competitors in the industry is relatively high, as the pet care service industry is still in a developmental stage, and there are few significant barriers to entry New private businesses can easily join the industry with a relatively low initial investment These new businesses may leverage new technologies to gain a competitive advantage.
The pet care service industry relies on key suppliers such as toy manufacturers and pet care tool providers These suppliers wield significant power in pricing and product quality Therefore, the store needs to build strong relationships with suppliers to ensure a stable supply chain and reasonable prices. Customer Power:
In the pet care service market, customer power is high due to several factors: Abundance of choices: Customers have numerous options, both traditional and online, for pet care services This allows them to easily compare prices and quality to choose a service that fits their needs.
Access to information: Customers have increasingly more information about pet care products and services, enabling them to evaluate and choose the best services.
High customer power poses a challenge for newly established stores To succeed, a store needs an appropriate competitive strategy to attract and retain customers.
The threat from substitute products involves the possibility that customers may switch to using alternative products or services to meet their needs In this industry, substitute product threats include customers taking care of their pets at home without using the store's services, mobile pet care services that come to customers' homes, and online pet stores These alternatives may impact the store's sales volume.
Customers
- Income level: From 7 million VND/month and above, as they have the ability to be financially independent and provide for their pets.
- Types of pets: Dogs and cats.
- Customers have a close and emotional relationship with their pets, considering them an integral part of their family They want to ensure their pets are well cared for and happy.
- They seek knowledge about effective pet care, training, and nurturing.
- These individuals dedicate a significant amount of time and are willing to spend a considerable amount to provide the best possible services for their pets.
- They perceive their pets as loyal, joyful, affectionate, etc.
- Pet owners often want to engage in the pet community, sharing experiences and images of their pets.
+ Time: Busy during office hours, often in need of pet care services.
Throughout the year, especially during holidays when both owners and pets have time for grooming.
+ Research habits: Prefer direct visits and online research through websites.
+ Booking services: Both in-person and online.
+ Love and passion for pets.
+ Willingness to learn about pet care and protection.+ Interest in events
- Many find interacting with their pets a good way to relax and enhance their mood.
- They desire the opportunity to choose and personalize products and services to reflect the unique characteristics of their pets. related to pets.
+ Time spent interacting with pets.
+ Understanding the emotions of their pets.
STP Strategy
- Age: Main focus on 22 - 27 years old
Dong per month and above, indicating the ability for self-sufficiency and personal hobbies
- Marital Status: Not married, young couples.
Creating products and services tailored to meet the needs of this target demographic.
+ Time: Busy during office hours due to work or studies, indicating a need for pet care services.
+ Timing: Throughout the year, especially during holidays, as both owners and pets may require grooming before outings.
+ Research: Prefer direct visits and online research through websites.
+ Contact and service booking: Prefer both in-person and online methods.
+ Love and passion for pets.
+ Willingness to learn how to care for and protect pets.
+ Interested in events related to pets.
+ Understand the emotions of their pets.
Building relationships with potential customers based on their consumption habits and interests.
- Health care: Regular check-ups, vaccinations, and treatment when necessary.
Optimizing the benefits that the service brings to customers.
- Daily care: Providing food, water, and regular walks.
- Grooming: Bathing, trimming hair, nail care, etc.
- Training and behavior: Teaching basic commands like sit, lie down, potty training, etc.
- Additional services: Transportation, events, boarding, etc.
- Reliability: Check reviews and feedback on social media, rely on recommendations from acquaintances.
- Cost: Ranges from 300,000 Viet Nam
Dong to 2,000,000 Viet Nam Dong.
- Service Type: Office, healthcare center.
- Contact: Quick and convenient customer support, receive updates when necessary.
- Policies and Terms: Reasonable service booking/cancellation policies.
Identify appropriate communication channels, optimize customer experience, and implement a suitable competitive strategy. channels, optimize customer experience, and implement an appropriate competitive strategy.
- Compassion and attention to pets
These principles form the operating philosophy of the business.
Table5:TargetCustomerAnalysis 1.2.2 Objectives a Overview of the Market:
- According to the report from the Global Market Insights company (USA), the global market for pet care and nurturing is projected to exceed $350 billion by
- In Vietnam, the pet care industry is thriving as well Within the Southeast Asian region, where the pet care market is valued at 4 billion USD, Vietnam accounts for13%, approximately 500 million USD Experts predict an annual growth rate of11% for the Vietnamese pet care industry (according to Pet Fair Asia Report andGoogle Keyword Planner).
Figure2: Thepet careindustry'srevenueintheSoutheastAsianregionis 4billionUSD.
- In Vietnam, there are around 11 million dogs and cats According to surveys, 85% of Vietnamese people love pets, and 67% own pets, with 74% having dogs and 51% having cats.
- According to petfair-sea.com (Southeast Asia Pet Market – Pet Fair South-East Asia, 2016), as of September 2022, on average, pet owners in Vietnam spend less than 1 million Viet Nam Dong per month on pet-related activities.
- With the current young population living in urban areas, there is significant potential for the development of the pet care and product business. b Target Market:
- Geographic location: Thu Duc city.
- Hobbies, passion: They have a passion for pets and consider them as family members.
- Desired benefits: They are looking for safe, quality services and products at affordable prices.
- Social position: They are socially average, including students, young professionals, etc.
- Personality: They are creative or friendly and gentle.
Thu Duc is a place where many dynamic young people live and love pets, adjacent to District 1, District 4, Binh Thanh District, and District 12, Adjacent to Dĩ An City in Bình Dương Province, Biên Hòa, and Long Thành in Đồng Nai Province These are places with many young people who love and own pets However, using services in central districts will be significantly more cost-effective than in Thu Duc. c Services and Products: a Services:
Specializes in providing hygiene, beauty services for dogs and cats, and pet care.
- Pet hygiene and beauty are divided into four main packages:
+ Basic bath package: Ozone bubble, cleans dead cells on the skin, regenerates damaged fur, makes fur soft and smooth; care and restore the skin, support fungal treatment for pets.
+ Full spa package: Ozone bubble, bath + drying, general hygiene, sweat gland squeezing, spray fur nourishing serum, clean foot hair, clean abdomen, cut-trim nails, small eyes, trim facial hair, front and rear legs.
+ Spa + styling: Ozone bubble, bath + drying, general hygiene, sweat gland squeezing, spray fur nourishing serum, clean foot hair, clean abdomen, cut-trim nails, small eyes, trim facial hair, front and rear legs; cut, style as required.
+ Spa + dye: Ozone bubble, bath + drying, general hygiene, sweat gland squeezing, spray fur nourishing serum, clean foot hair, clean abdomen, cut-trim nails, small eyes, trim facial hair, front and rear legs; cut, style, and dye as required.
+ Care: Brushing fur, cleaning ears, eyes 1 time/day
For long-term pets staying at the store, they will receive a basic bath package every 7 days. b Products:
Cuddle brand offers pet products including food, drinks, mouthwash, medical tools, oral hygiene tools, and accessories for dogs and cats.
- About pet food: Dry food, wet food, food for dogs, food for cats, and food for pets by age The store only sells products that ensure quality from famous brands such as Royal Canin, Purina, and Hill’s Science Diet.
- About medical tools, medicines, and functional supplements: Includes calcium and vitamin supplements; flea, tick, and mite treatments; anti-fungal medications; mouthwash, eye hygiene solution for dogs and cats; eye drops and toothpaste; grooming comb.
- About toys for pets: Includes toys like balls, scratching posts, catnip, bones, and fishing rods.
- About accessories for pets: Includes a muzzle, clothes, collar, leash, and even goggles.
- Soap: Includes various types of soap in the form of bars and liquid with functions like fur smoothing, fragrance, support for flea and tick treatment.
- Quality and Safe Products, Services: For special products like food and medicines, the top priority is safety, ensuring they do not contain harmful substances for pets, and providing sufficient nutritional value Regarding services, beauty-related services must genuinely be of high quality, enhancing the appearance of pets without causing discomfort during the service.
- Comfortable and Convenient Experience: This is extremely important for inexperienced customers In stores selling products, the items must be appropriately arranged so that customers can easily find the desired products.
- Reasonable Pricing: Pricing is one of the top concerns for customers If prices are too low, customers may perceive products or services as low quality. Conversely, excessively high prices can make it difficult for customers to afford. Therefore, a reasonable price is necessary in relation to the value received.
- Diverse Products, Services: Customers always want to find various products and services suitable for their purposes and current financial situations For food, diversity helps prevent pets from getting bored with a single type for an extended period For services like spa or accessories, offering a variety of styles helps change the pet's appearance, avoiding monotony.
- Trustworthy and Experienced Advisory Staff: This is crucial for customers new to pet ownership They need someone with sufficient knowledge, experience, and expertise to address their queries about products and pet care.
- Established Brand, Operating for Many Years: Customers prefer renowned stores to have confidence in experiencing quality services. b Best Practices for Brand
- Safe and High-Quality Products and Services: Products should be certified by the United States Food and Drug Administration (FDA), ensuring safety Additionally, service quality can be affirmed through modern machinery and the expertise of staff.
- Attentive Advisory and Customer Care Staff: This is built on the foundation of the store's employee training Staff members undergo comprehensive training in pet knowledge, pet care services, and customer communication This ensures that employees can provide attentive, professional, and trustworthy advice and care to customers.
Brand Identity
"Cuddle" is related to indulging and expressing love for pets The name "Cuddle" conveys the impression of a place that cares for and cherishes pets in a special way, where customers can find warmth, pet care services, and accessories related to their pets. Slogan: "Pet your peace, pamper your Boss!"
This slogan combines creating a relaxing and happy environment for pets (petting for peace) with treating pets as "Boss" and indulging them (pamper your 'Boss') It conveys a sense of love, respect, and special care for pets.
E-MARKETING CAMPAIGN
Customer Journey Map
Stage Customer Actions Touchpoints Channels Customer
- Running ads on Facebook, Google, TikTok to make customers aware of your brand.
- Customers being referred by friends and family to the store.
- Social media Word of mouth from friends, family.
Online advertising (Facebook Ads, Google ads, etc.).
- Feeling curious and somewhat intrigued about a newly discovered brand.
- They want to learn more about the product or service.
- Reviews, feedback, interactions, comments, likes,
- Customers read information on the website.
- Customers watch service videos on the website, Facebook, TikTok.
- Marketing content (videos, articles, etc.) on various online
Customers may feel hesitant about whether to use the service or not They will research the brand's information on social media and may even intend etc., on social media.
- Inquiring with acquaintances if they know of it beforehand. reviews from other customers on social media.
- Customers receive direct consultation. channels to contact a consultant to address their concerns.
- After having all their questions answered and feeling suitable for their needs, customers will contemplate and make the final decision on whether to use the service or not.
- Visit the store to use the service.
- Customers decide to schedule a service through the website, social media, or hotline.
- Customers pay for the service.
- In-person payment at the spa.
- After having all their questions addressed, customers are inclined to use the service.
- Emotions somewhat rely on the anticipated service quality; the higher the expectation, the more likely they are to use the service and gradually feel relaxation after this decision.
- Continuous customer care team support: messaging, calling to check, reminding of promotions, new programs, etc., for customers.
- Friendly, sociable, and understanding staff.
- Customers are satisfied with the spa environment.
- Customers are satisfied with the staff's service attitude.
- Customers are satisfied with the service quality.
Customers will feel satisfied with the service quality, products, and will have a desire for a long- term connection with the brand.
- Utilizing promotional vouchers, and participating in events with various advantages.
- Posting feedback photos, comments, service reviews, hashtags, etc.
- Customers receive information about promotions, offers via email, messages, etc.
- Customers are attentively cared for by staff.
Customer trust in the brand is at its highest, and they are willing to share the brand with family,friends, becoming long-term customers of the brand. or calling via fan page, website, phone number, etc., for timely advice.
- Sharing with friends and family with similar needs.
Integrated Communication Strategy
- According to the Pet Fair Asian report, many customers face difficulties due to a lack of accurate information about pet care, uncertainty about service quality, and a lack of information about prices.
- The average income is not sufficient to cover additional expenses for pet care.
- Difficulty in accessing pet care services.
- Some people perceive pet care as unnecessary or not requiring excessive attention,leading to situations where many skin-related illnesses go undetected early, such as dermatitis, fungus, etc.
- Increase awareness among target customers regarding basic knowledge and ways of pet care.
- Create awareness about proper pet care: Position the Cuddle brand as a source of information and support for proper pet care.
- Increase brand recognition for customers in the early stages of establishment.
- Increase consideration for choosing our services, products, and converting consumers.
Provide high-quality pet care services and related pet products to attract customers.
- Create a visually appealing social media page and attract 2,000 followers within 6 months.
- Increase engagement on the pet spa's social media page, with a 10% monthly growth in likes and follows on the fan page and other social media platforms.
- Increase the number of appointments for pet spa services by 5% each month for 6 months.
- Increase sales for pet food and accessories by 5% compared to the previous month over the next 6 months.
- Create and maintain a social media page for the pet spa to engage with customers weekly.
- Generate compelling and regular content on social media and utilize targeted advertising.
- Increasing interaction on social media will help build brand recognition and connect with potential customers Additionally, it will provide a platform to deliver useful information and reach customers effectively.
- Tăng tương tác trên trang mạng xã hội sẽ giúp tạo sự nhận diện thương hiệu và tạo kết nối với khách hàng tiềm năng Cùng với đó sẽ mang lại hưng thông tin hữu ích tiếp cận khách hàng
Within 6 months for the communication strategy and 12 months for marketing and business goals.
Income: Income of at least 7 million VND/month with financial independence.
Customers tend to care for pets based on their personal experience and intuition, drawing from various sources on the internet.
They believe that pets do not require excessive care and that bathing, grooming, and brushing are sufficient without the need for spa services. Primarily use social media platforms such as Facebook and TikTok to seek information.
Engage in various pet-related social media communities.
3C'S Truth Category Truth Company Truth Consumer Truth
Consumers are indifferent and find it challenging to discern the benefits of pet care.
Providing high-quality pet care services or a reliable source of safe and nutritious pet food Cuddle will assess the overall health during the spa service to detect any unusual signs in pets and alert pet owners to potential complex health issues.
Customers tend to care for pets based on their personal experience and intuition They are unsure if taking their pets to a pet spa is necessary, but they have concerns and a desire to improve their pets' health.
I want my pet to always be healthy I gather information from various sources to provide the best care for my pet, but sometimes there are unusual skin symptoms I'm not sure if the knowledge I gather is really helpful However, the safest and most effective measure is regular comprehensive care at the spa.
Table8: Analysisof the3C'sTruthModelStrategic Approach:
Based on customer desires and Cuddle's understanding, the strategic approach is to provide comprehensive and regular care to ensure the well-being of pets.
- Big Idea:“BEST PET FRIEND”
+ Rational: Enhance the appearance and health of pets, thereby improving the mental well-being of owners.
+ Emotional: Serve as the emotional anchor for pet owners, alleviating concerns about the health of their pets, promoting comfort, and enjoying life with their beloved companions.
- Key message: Cuddle wants to convey the message that we prioritize and understand your desires We will always accompany you in caring for the health of your pets The insight is that individuals desire their pets to be beautiful and have knowledge to care for them The key message to convey to customers is "The ultimate destination of love." Because only those who truly love their pets wish for them to always live healthy and beautiful The idea is that Cuddle is a reputable destination for customers.
Attract customer attention and create curiosity about the Cuddle brand (These are foundational objectives for the subsequent stages of the campaign.)
- Introduce Cuddle's services and store on social media platforms.
- Create unique and impressive videos, images, and posts about
- Organize events and free experiential activities for customers
- Foster interaction between the brand and customers.
- Enhance customer awareness of Cuddle.
(This is the stage of maintaining customer interest and interaction with Cuddle.)
- Continue creating compelling and attractive content about Cuddle's services and products on social media.
- Encourage brand interaction through activities such as organizing mini-games and creating trends.
Enhance Awareness of Animal Love:
- Increase awareness of love for animals.
- Foster customer interaction and participation.
- Build strong trust and a powerful brand.
- Share posts on various media channels.
- Create programs encouraging customers to like, subscribe, and share.
Tiktok): Target a younger audience, including pet owners and animal lovers.
Ads): Reach audiences seeking information about spa services and pet stores.
Facebook Groups: Share service introductions on popular Facebook groups such as "Pet Lovers
"Heart-to-heart with Sen
- Social networking sites (Facebook, Instagram, Tiktok): because Cuddle at this stage has attracted a certain customer base, it will reduce other online advertising activities and only focus on interacting with customers goods on Social Media.
- Cooperate with some Pet Influencers with good images such as
"Momo Inu", "Katie is not stupid", to promote the brand as well as minigames on social network channels.
-Continue to promote image transmission on social sites, forums, groups, large fanpages such as "Pets", "pet love", "Pet Love",
- Organize events to interact directly with customers and create a good impression of the brand.
- Cooperate with a few related brands such as food, clothes, and toys for dogs.
- Partner with pet charities to continue spreading the message.
Key Hook Viral clip Minigame "Pet Glow- up Challenge" Workshop
Cuddle will create a viral clip on various platforms such as Fanpage,
The video starts with a scene of a lost dog wandering on the street.
The footage captures the moment when Cuddle staff finds and brings the dog to the spa Cuddle employees diligently care for the dog, providing a thorough bath, grooming, and health check During the examination, Cuddle staff identifies a skin condition in the dog (due to a lack of proper care for a period) and proceeds with treatment.
After a short period, the dog is healthy and looks adorable At the end of the video, Cuddle takes the dog to a new family.
Cuddle will launch a minigame called "Pet Glow-up Challenge" lasting for approximately 10 days.
Participants must be the first to follow Cuddle's Fanpage and Instagram They need to post a humorous and creative photo (or video) of their "boss" after undergoing a transformation (grooming, bathing, etc.) Each post must include the hashtags specified by Cuddle.
The top 3 posts with the highest interaction (likes, shares, comments) will receive
3 reward vouchers for combo services at Cuddle.
**Cuddle's Live Service Experience Event:**
Cuddle will organize an in-store event where participants can directly experience its services. The top 3 winners and one lucky participant from the previous "Pet Glow-up Challenge" will have the opportunity to receive a complimentary special combo package. Participants will share their experiences of accompanying their
"Pet Glow-upChallenge" until they receive Cuddle's well- deserved rewards.Additionally, Cuddle will offer promotions for other customers
The new owner lovingly cares for the dog, providing it with a better life, emphasizing that every pet deserves the best.
Viral Elements: The clip is both touching and meaningful, effectively conveying the importance of regular pet health check-ups.
Mood and Tone: Gentle, youthful, creating curiosity, and evoking emotions.
Viewer Interaction: Pose questions or issue a call to action to engage the audience.
Increased Social Media Interaction: The minigame will boost engagement on Cuddle's social media channels.
Enhanced Brand Awareness: If the minigame goes viral, it will reach new participants, increasing brand recognition.
Customer Interaction Boost: The minigame provides an opportunity for Cuddle to interact with customers and better understand their needs.
Sales Stimulation: The minigame will attract more customers to use Cuddle's services, potentially increasing sales. during this event, creating opportunities for direct interaction and engagement for both "sen" and "boss" at the store.
"Good Both Inside and Out": Convey the message that Cuddle values both the well- being and appearance of pets.
- Celebrate the Beauty of Animals: Honor the beauty of animals while sharing motivational stories and inspiring personal transformations.
- Community Building: Foster a sense of community among participants.
- Brand Enhancement and Revenue Increase: Boost brand awareness and generate additional revenue.
Achieved the target with over 5000 people becoming aware of
Successfully reached the engagement goal with 5000 people actively participating in the campaign.
Surpassed the participation goal with
500 individuals actively engaging with Cuddle.Table9:ImplementationPlan
E-MARKETING PLAN
Overview
Link to see the plans more clearly (ctrl + link):PLAN
3.1.1 Long term from quarter 4, 2023 to the end of quarter 4, 2024
3.1.2 Short term from quarter 4, 2023 to the end of quarter 4, 2024
Plan for Facebook channel
Figure9:ExpectedtimelineforFacebook communication planfromOctober2023 toJanuary2024
No Phase Date Content Note 1
27/10 Brief introduction of the store
6 2/11 Post reels with fun themes Reels
13 14/11 Great benefits when you have a pet
14 16/11 Experience in raising dogs for beginners
19 25/11 Adopting a pet is "more than just love"
21 28/11 Introducing free pet adoption locations.
23 2/12 Why should you clean your pet's ears regularly?
25 5/12 Decoding some strange dog behaviors
Warm Christmas - Chill with the boss
32 19/12 Introducing popular pet cats in Vietnam
34 23/12 Introducing some dog breeds that are easy to raise
The most necessary items and accessories for the boss that are still suitable for the 'poor monkey' type lotus
43 13/1 Benefits of hair trimming for pets
Plan for Tiktok channel
Figure10:ExpectedtimelineforTiktokcommunicationplanfromOctober2023toJanuary2024 3.3.2 Details Plan
No Phase Date Content Note
Post avatar, cover photo, information Replace Avatar
3 12/11 Adorable pets and fashionable clothes
8 17/11 Great benefits when you have a pet
9 18/11 Experience in raising dogs for beginners
14 25/11 Adopting a pet is "more than just love"
16 28/11 Introducing free pet adoption locations.
17 30/11 Why should you clean your pet's ears regularly?
20 5/12 Decoding some strange dog behaviors
21 9/12 Pet care and cleaning supplies
Warm Christmas - Chill with the boss
27 19/12 Introducing popular pet cats in Vietnam
28 21/12 Introducing some dog breeds that are easy to raise
2/1 Safe living space for pets
The most necessary items and accessories for the boss that are still suitable for the 'poor monkey' type lotus
36 6/1 Share stories about pets saving people
37 7/1 Smart toys for dogs and cats
38 9/1 Benefits of hair trimming for pets
Plan for Website channel
Figure11: Expecteddetails forWebsitecommunicationplan from October2023 to January2024
Search for information on websites related to businesses such as Petmark.vn; Fabopet.vn, petcare.vn, truoopetcare.com, tropicpet.com, etc Put these websites into the Google Ads tool to filter keywords Then, input those keywords into the keyword research tool and evaluate the website's keywords based on factors such as traffic and competition.
Analysis Group based on: Long-tail Keywords: These are keywords with high traffic and relatively low posting frequency containing these keywords When users search for these keywords, there is a higher likelihood of finding the right business. Google Ads compiles statistics for these keywords.
Short-tail Keywords: These are keywords with high traffic and a high posting frequency containing these keywords When users search for these keywords, it can be challenging to find the desired business due to the high level of competition Google Ads provides statistics for these keywords as well The group will incorporate these keywords into content, including titles, descriptions, detailed content, and even images and URLs, to maximize SEO Utilizing such keywords will increase the chances of reaching the websites' customers.
Finally, compile the information into the table below:
Long-tail Keywords Short-tail Keywords
Cudde Pet Thủ Đức Thức ăn cho chó
Shop thú cưng Thủ Đức Mèo
Bệnh viên thú y Chăm sóc chó, chăm sóc mèo
Pet Shop gần đây Nhuộm tai chó
Cửa hàng vật nuôi Nhuộm tai hồng
Spa chó mèo Cắt tỉa lông mèo đẹp
Thú cưng Việt Nam Sữa cho mèo
Giá spa thú cưng tẩy giun
Spa chó mèo sữa tắm chó mèo
Spa thú cưng quần áo thú cưng
Spa thú cưng gần đây trang phục thú cưng
Mông trái đào Chuồng chó
Shop pet Chó bị rối loại tiêu hóa
Cửa hàng thú cưng Thú cưng bị bệnh
Chăm sóc thú cưng dịch vụ tắm rửa chó mèo ở HCM giá rẻ Dịch vụ chăm sóc thú cưng Phụ kiện thú cưng dịch vụ tắm cho mèo dịch vụ tắm cho chó Balo mèo Đồ chơi cho mèoHạt cho mèoThú cưngCạo lông chóDịch vụ tắm rửaDịch vụ cắt tỉa lôngPet Spa
Phụ kiện chó mèo Nhuộm lông
Cỏ bạc hà mèo Pate mèo Thức ăn cho mèo Thức ăn cho chó Table12:Keywords
No Phase Date Content Note
11/11 Benefits of regular pet health check-ups Blog
2 12/11 Harmful effects of improper pet care Blog
3 14/11 New brand launched Image blog
5 2 22/11 The situation where the pet has no one to take care of it Videos/images
6 24/11 The problem of dog and cat theft in Vietnam Blog
Let's join hands to protect pets and build a modern, civilized lifestyle
8 29/11 The situation of abandoned pets Blog
9 30/11 Feline immunodeficiency syndrome and how to prevent it Blog
Let's join hands to protect pets and build a modern, civilized lifestyle
11 13/12 Sepsis in dogs and how to prevent it Blog
12 15/12 Rabies prevention for pets Blog
13 16/12 The unpredictable harmful effects of rabies Blog
15 5/12 Noel and facts you may not know Blog
20 12/12 Catnip and the funny expressions of the "king" Blog
21 14/12 Catmint grass and the emperor's funny expressions part 2 Blog
Must-have outfits for the "king"
23 19/12 Lots of interesting expressions of the husky Blog
24 19/12 A must-try service this Christmas season Blog
25 21/12 Cosplay photos of beautiful pets during the Christmas season Image
26 22/12 Things to note when using the service (strategic service) Blog
27 23/12 Is the product (strategic product) good? Blog
29 28/12 Taking care of pets in winter -
1/1 Many ways to celebrate the new year with "Boss"
32 6/1 Video about the new campaign Blog, Video +
RESULTS
Facebook Channel
Our team relies exclusively on Meta Business Suite as the primary measurement tool to analyze our Facebook channel's performance Meta Business Suite is a comprehensive set of tools provided by Meta to empower businesses to manage their online presence across various platforms, including Facebook, Instagram, and Messenger. This suite offers a range of features, including content creation and scheduling, a unified inbox for streamlined communication management, detailed insights and analytic for performance tracking, ad creation and management capabilities, collaboration tools for team coordination, community engagement features, and seamless integration with Messenger for efficient customer interactions This tool set is designed to provide businesses with the resources they need to enhance their social media strategy, engage with their audience, and analyze the effectiveness of their content Regularly staying updated on Meta Business Suite's features ensures businesses can leverage the latest tools to achieve their marketing and communication goals on Meta's platforms.
After over 2 months of operatingCuddle's Facebookchannel, we have reached
453 followers and 431 likes of fan pages.
Figure 12.Cuddle'sFanpage This is a set of analytics metrics on the Facebook channel.
Figure14.Cuddle'sfanpagereach Our Facebook channel, launched around 2 months ago, has seen considerable traction, attracting a total of 3,690 visitors and reaching out to 2,149 individuals This positive response is indicative of the initial success and growing engagement on our platform We look forward to building on this momentum and further expanding our reach in the coming months
- The post with the most reach and engagement:
- The post with the most comments:
Figure21.A fewcontentComment: Fanpage currently has a modest and limited customer reach, which may raise some concerns However, a closer look at Fanpage evaluation indicators reveals a positive aspect Despite the smaller audience size, Fanpage consistently maintains a high level of quality The posts successfully reach the intended customers, and there is active interaction from customers with the articles on Fanpage This suggests that, even with a smaller reach, Fanpage is effectively connecting with and engaging the right audience. 4.1.3 Correction and future orientation
- Correction: Fanpage should enhance its posting frequency, specifically focusing on video content, and utilize advertising tools to expand its reach to a broader audience This strategy aims to increase interaction and attract more followers to the page.
- Development direction: The objective is to transform Fanpage into the primary sales channel for Cuddle Therefore, it is crucial to establish a store and a chatbox to enhance the overall customer buying experience Additionally, building a community linked toFanpage will facilitate efficient customer outreach and care.
TikTok Channel
Our team relies exclusively on TikTok Analytics as the primary measurement tool to analyze ourTikTok channel'sperformance Leveraging the Creator Tools feature on each TikTok profile, this analytics tool offers a comprehensive suite of metrics to assess and optimize our content strategy Key Metrics and Features of TikTok Analytics, including Video Overview (provides a snapshot of the overall video performance), Individual video insights (such as likes, comments, shares, and engagement rates), Author and Community Metrics (offering insights into follower trends and the cumulative number of likes, comments, and shares).
In short, Tiktok Analytics is a reliable measurement tool that gives you valuable insights into your account performance, viewer behavior, and content effectiveness By leveraging these insights, our group can optimize our TikTok marketing strategy, drive engagement, and achieve our business goals on the platform.
After more than 1 month of operating Cuddle's TikTok channel, we have reached
180 followers and 193 likes out of total posts.
Figure24.KeyMetricsofTikTokChannelOur TikTok channel in about 2 months after launching the channel has obtained a total of 8.2K video views This metric shows significant interest from the community,and suggests positive growth in the spread of our content Notably, our channel attracted2.3K unique viewers, showing the diversity and exposure of our content to our target audience.
Figure26.Viewoverview(2) Through the Analytics tool's view overview data, our group can calculate the engagement rate of our TikTok Channel: 8.41%.
The above ratio is a positive ratio of connection and interaction between the brand's content and community This is an average rate for a new TikTok channel, but still lower than the average rate (17% to 18%).
⇒The difference in views and interactions shows that some content that brands post does not create appeal to attract viewers to interact or may not have found the right time to post to reach more engaged users.
Figure28.FollowersOverview Cuddle's TikTok channel has a total of 190 followers The number of followers has increased significantly over the past month, from 43 on November 26 to 190 on December 25 The average growth rate is 10 followers per day.
Through followers overview data, our group can calculate theMonthly follower growth rate: 145%.
Our channel's number of followers has decreased compared to the previous 7 days, when the channel had 252 followers However, this may be a normal decline after the channel has had a period of rapid growth.
Based on the above analysis, it can be seen that our TikTok channel is having a positive growth trend in the number of followers Cuddle needs to continue to maintain content quality and video posting frequency to attract more new followers.
Figure29.Demographicdata According to demographic data of followers, the TikTok channel is attracting a fairly balanced ratio between male and female genders, young customers (from 18-24 years old) account for nearly 60% of the followers This is a large group of potential customers, highly interactive and easily influenced by attractive content In addition, Cuddle also attracts diverse customers of different ages, and is likely to become loyal customers of our brand.
The majority of people following Cuddle's tik tok channel come from two major cities in Vietnam: Ho Chi Minh and Hanoi Among them, Ho Chi Minh has the highest percentage(45.4%), because it is the target market that our brand is aiming for This shows that Cuddle has effectively reached the right target customers.
Index Target/KPI Result Percentage
Table15.GeneralsummaryofCuddle’sTikTok 4.2.3 Correction and future orientation
- Correction: Compared to the group's goal of 200 followers and 250 interactions, after more than 1 month of running the campaign, the group has achieved nearly the set target. While the number of interactions is still very low, other metrics are very promising:
+ Through popular videos, the account becomes known to many people and increases the number of profile views.
+ The videos also receive quite a lot of views.
- Future orientation: In the future, Cuddle will still choose TikTok as one of the three main marketing channels to increase revenue Through the limitations that our group encountered during 1 and a half months of running the channel, we came up with the following future development direction:
+ The channel needs to increase posting frequency and choose appropriate posting times to increase interaction.
+ Aim for professional posting, improve brand awareness, and creative content to attract new customers.
+ Combine the use of advertising tools to increase the ability to reach customers, and increase interaction and tracking for the channel.
Website Channel
We rely on the analysis and reporting tool from manage.wix.com as the primary measurement tool to assess and analyze the performance of Cuddle’s Website The analysis and reporting tool provides detailed information on various key metrics, including views, comments, sessions, visitors, their geographical locations, bounce rates, and many other indicators This way, we gain a comprehensive understanding of website interaction and performance.
Additionally, we also utilize the analysis tool from Page Speed Insights, a tool recommended by Google for evaluating the performance and SEO metrics of the website. This helps us measure page load speed, response time, and other factors related to user experience and search ability on our website By combining these two tools, we have the ability to continuously evaluate and enhance the quality of our posts while optimizing the website to meet user requirements and improve SEO rankings.
Through this process, we can potentially maintain and enhance the user experience, ensuring that our website consistently meets our business goals and marketing strategies. 4.3.2 Result
-Result search tool in Google
At present, the website can be found through the following keywords: cuddle Thủ Đức, cuddle contacts, cuddle pet-friendly care, cuddle pet-friendly care Thủ Đức, and spa thú cưng cuddle These keywords lead to both the blog page and the homepage of the website.
Customers can easily find store information by entering the correct store name or website name However, posts identified as a key factor in attracting customers to the website have not proven to be truly effective in displaying posts that match the requirements Only the blog page and the homepage are effective in Google searches.
After more than 1 month of operation on the website channel for Cuddle Pet, the channel has had outstanding results:
+ Contains 12 official posts, The average number of views per post is over
50 views, 6-7 likes and 4-5 comments per post.
Figure32.AllpostsinBlog+ The highest view count is 65 views on the post "special relationship between humans and dogs" This is an emotional topic so it can connect to the interest of viewers.
Figure33.Themostviewedpost+ The main members of the website are 15 people & registered via gmail are 65 people These are people who care about pets and are also potential customers for the service.
Figure34.Memberslist + Analyze performance on mobile and desktop by using PageSpeed Insights:
Index Target/KPI Result Percentage
Table16.GeneralsummaryofCuddle'sWebsite 4.3.3 Correction and future orientation
Based on the above results, it can be observed that the marketing campaign through the website has several limitations, and certain objectives remain unfulfilled. Therefore, in the future, the team proposes the following development directions:
- Enhance website features: Propose the development of additional website features such as post categorization, which would be highly beneficial for managing content on the website.
=> Expansion: Integrating features like post categorization will contribute to a more organized and user-friendly website This enhancement aims to streamline content management, making it easier for users to navigate and find relevant information.
- Improve SEO quality and page loading speed: Focus on enhancing the quality of Search Engine Optimization (SEO) and the loading speed of the website. Presently, the website appears on Google's search engine; however, it struggles to retrieve specific posts, only directing users to the homepage Additionally, the page loading speed, especially on mobile devices, is relatively slow.
=> Expansion: Improving SEO practices and optimizing page loading speed are critical for better search visibility and user experience These improvements aim to ensure that users can easily find specific content and enjoy a faster, more responsive browsing experience.
- Revise marketing strategies: Redesign the marketing plan for the website to make it more effective The current website marketing strategies are lacking, resulting in low visitor engagement Furthermore, the coordination through platforms like TikTok and Facebook has not proven to be highly effective, with a limited number of visitors from these social media channels.
=> Expansion: A more effective marketing strategy is essential to increase website traffic The team will reevaluate and redesign the marketing plan, considering alternative approaches and platforms to reach a wider audience and enhance user engagement.
- Market research focus: Conduct in-depth market research, concentrating on understanding the genuine interests of customers.
=> Expansion: Comprehensive market research is crucial to identify and address the specific needs and preferences of the target audience This approach will guide the development of content and features that align with customer interests, ultimately enhancing the overall user experience.
In summary, these proposed development directions aim to address the identified limitations, optimize website performance, and create a more engaging and user-centrist online platform.
[1] Faizullabhoy, M (2032) Contract Research Organization Market Share Report. Retrieved from Global Market Insights: https://www.gminsights.com/industry- analysis/contract-research-organization-cro-market
[2] Ngành Công Nghiệp Thú Cưng Việt Nam Với Xu Hướng Và Các Chỉ Số Tích Cực. (n.d.) Retrieved from Pety:https://pety.vn/blog/nganh-cong-nghiep-thu-cung-viet-nam- voi-xu-huong-va-cac-chi-so-tich-cuc.html
[3] Southeast Asia Pet Market (2016, April 6) Retrieved from Pet Fair South-East Asia:https://www.petfair-sea.com/asia-markets/southeast-asia-pet-market/
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