final report building e marketing plan for cuddle pet care brand

- Utilize social media platforms such as Facebook and Instagram to share content, images, and videos related to pets and spa services.. Company SWOT: «* Strengths: - Unique service combi

BUILDING E-MARKETING PLAN FOR CUDDLE PET CARE BRAND

Lecturer: Nguyén Quang Hung

Course: Electronic Marketing

Class: 23 1IS3002

ey CUDDLE Pet-friendly Care

Ho Chi Minh City, December 27, 2023

uel

CONTENTS

1.2.1 Target Customer Analy§1s - - c1 2.12211212222212 511 1281252811828 xe re II 1.2.2 ObJective§ Q1 0121121211211 112 1 HH1 HH HH nho 14 1.2.3 Brand Positioning and [DIfÍerenfiation - S2 2222221 2ererrrsrrerrsre 19 1.3 Brand Identify - c2 2212211211122 5 E1 15122511212 2220211110111 2 1 11112 1k r1 Hệ 21 In a0 in 21 I5 la 22

2.2 Integrated Communication SÍTafCØV 02 2 11211 HH HH He 28 22D OVOLVICW occ 28

2.2.2 Implementation PÌan 2 1 2121122121122 121121 1511111011111 211281101111 re 32

E19 o 5 Ỏ 38

3.1.1 Long term from quarter 4, 2023 to the end o£ quarter 4, 2024 - 38

3.1.2 Short term from quarter 4, 2023 to the end of quarter 4, 2024 38

3.2 Plan for Facebook channnelÌ - -:- + 5:3 1121351 1111135121 11111511111 1111111111111 tre 39 Em .''.' 3-.- ÕÃ' 39

3.2.2 Details an na 39

3.3 Plan for Tiktok channel] oo ố .- 42

Em 3s 42

EU in 34335341 43

3.4 Plan for Website chammel 00.0.0 46

BAL, Short-term na 46

Kao h:ảOỪẠ3 46

E98 ii nổ ố 49

CHAPTER 4: RESULTS 53 đ"N ẻ ố86 n ố 53

4.1.1 Measuring fOỌ - + c 12c S21 1221 221121192511 1211181111111 1111811 ke cớ 33 ¬"“‹ an 53

4.1.3 Correction and Ẩufur€ OTIERfAfIOH ĩc n2 S2 vn Hy re 59 A4049 00 59

4.2.1 Measuring Tool oo cece 2122112125111 1211 121211152 18 H1 HH TH HH HH eo 59 4.2.2 Result too) 59

4.2.3 Correction and fufure OrI€'fafIOTI - 2 ceeeeceecceesccesesesesseeensessseeenees 67 a9 68 4.3.1 Measuring ToolÌ c1 2112112122112 1211 121211152 1n t1 TH TH HH HH 68 "““n n 68 4.3.3 Correction and Ẩufur€ OTIERfAfIOH óc n2 S2 vn HH Hy re 76

1H

Nguyễn Phương Oanh Phạm Thanh Thảo Bùi Vân Anh

Phùng Nguyễn Đăng Khoa

MEMBER LIST

K214110846 K214110852 K214110829 K214111323

Member Leader Member Member

ACKNOWLEDGEMENT

We would like to express our sincere appreciation to Master Nguyén Quang Hung, our esteemed lecturer, for his unwavering support and guidance throughout the Electronic Marketing course His expertise and dedication have been instrumental in shaping our collective understanding of electronic marketing principles

We also wish to thank the teaching assistants for their valuable contributions and insights, which have played a crucial role in the development of our e-marketing plan Their professionalism and enthusiasm have greatly enriched our learning experience

A special acknowledgment goes to our fellow classmates and team members The collaborative efforts, insights, and shared dedication have significantly contributed to the success of our collective project

Lastly, we express our appreciation to our families and friends for their understanding and support during the challenging period of project completion

This project has been a rewarding journey, and we are thankful to everyone who has played a role in its development

Sincerely,

Group A08.

0.006 28a ,.2n nan ố ố 28

W0 17 0v ng ổn 30

Table 088i.) T8 900/70 nan nen ee 3

W8 0N (/J2/2 22) 0u 00880 n.e 37

Table 10 : Expected details for Facebook communication plan from October 2023 to January 2024 42

Table 11 : Expected details for Tiktok communication plan from October 2023 to January 2024 46

LIST OF FIGURES

Figure 1 : The global market for pet care ard Nurturing cccececcecececeeeceseseseteeseseeecueeseseseceeseseesenseseneaes 15 kigure 2 : The pet care industry s revenue In the Southeast Asian region is 4 billion US) 1ó Figure 88g 0,0 08a 23

1 ĐÔ, 2060 0,2, 2.00n8n86n6x 24

Figure 7 : Integrated Marketing communication Plan from quarter 4, 2023 to the end of quarter 4, 202438 Figure 8 : Integrated Marketing communication Plan from October 2023 to January 2024 39 Figure 9 : Expected timeline for Facebook communication plan from October 2023 to January 2024 39 Figure 10 : Expected timeline for Tiktok communication plan from October 2023 to January 2024 43 Figure 11: Expected details for Website communication plan from October 2023 to January 2024 46 Figure 12 Cuddle's Fnpa ge c.cccccccccccecceceecseseseseceseesessceseesesceseeseesceseeseeseeseaeeseceseseesecresseseeeseneceeeseseneeeaes 34 0.06 N860 11,., 1., 78 ee7 34

l0 0/00 1 7.0866 56 Figure 17 Interaction of the Pst c.ccccccecceccecssesseseesesesenseseesenseseseesesseesessesensesessesenessesenseseeseneneeseseneeaee 56

Figure 19 The post with the most reach qHdÌ CHEQĐ©IGHH TT TH TH TT nh TH He, 58

l0 82888 0 nn 58 Figure 22 Traffic overview O11 TikTOK 0 c.cccccccccsececceeseeseseseesenseseneesessueesesecseseesesecaesesesseseeseaecseseseaeeeesess 60 Figure 23 All contents of our TikTok Chamarnel 0.c.cccccecccceccecsveseeseevsesenseseneeseveseesesseseseseseansessesensesestens 60

vil

Figure 24 Figure 23 Figure 26 Figure 27 Figure 28 Figure 29 Figure 30 Figure 31 Figure 32 Figure 33 Figure 34 Figure 35 Figure 36 Figure 37 Figure 38 Figure 39 Figure 40 Figure 41 Figure 42

Key Metrics of TikTok Charnnnel .c.cccccceccecsseeseeseseseseeseseseseeseseneeseseneeseseasiceseeseesesseseseseseeas 61

Mobile device HQÌVÍẲC TS HT TH TH TT T HT TH TH TH TH TH TT TH KH HH Hư 3 Computer device ANAL Vtic o.oo cece ccecceccece cee 73

Analyze sessions by time and traffic inn ÏÏfÏXSÏĂ€ cà TS HH He 74 ð }2/ 28/0 xn/ n8 nnốố 74

Visitors Dy LOCATION EEEEESSSAASASe.e 75

Statistics on the sOHFC€ Oƒ (h€ S€§SÍOH àà Sàn HT TH HH HH HH1 k0 tre 75 Customer BOUNCE PALE 75

602.122.006 0h 76

Buyers: Individuals who own pets and seek to enhance the well-being of their pets These are typically working individuals with financial independence Influences in purchasing decisions: Online pet forums and communities: These platforms provide reviews, product recommendations, and experiences of others, influencing customer decisions Feedback from friends and relatives: Buyers may be influenced by the opinions and experiences of friends and family who have used products or services from the store

The store reaches customers through online platforms, where customers can view and purchase products from anywhere The store provides information and products on the website, social media pages, as well as on e-commerce platforms This is where customers can learn about products, read reviews, and make shopping transactions The customer outreach is done through online channels such as the store's website, social media platforms (Facebook, Instagram), email marketing, and paid advertising (Google Ads, Facebook Ads) - The deployment of campaigns can be based on festive seasons, special occasions, or weekends when pet owners have time for their pets

- The most suitable time to reach customers is during golden hours, aligning with peak engagement times

- With a focus on providing the best products in their price segment, the shop has created a significant differentiation This appeals to customers with limited

financial capabilities or those looking to save on pet care

- Special policies and services: Implementing favorable policies for returning customers and loyalty programs when referring others This encourages positive customer loyalty and provides an incentive for them to share with friends and family

- Consultation services: Providing enthusiastic consultation services is a crucial strength This builds trust and support for customers when they need assistance with pet care

- Content strategy: Developing a specific and helpful content strategy about pets enhances customer understanding and drives them to your store Guides, articles, videos, or pet-related materials can provide valuable insights

- Create valuable and high-quality content about pet care, spa services, accessories, and pet food Articles, images, and videos should focus on introducing products and services, providing guides and pet care tips, and sharing positive customer experiences

- Utilize social media platforms such as Facebook and Instagram to share content, images, and videos related to pets and spa services

- Engage with followers by responding to comments, organizing social media contests, and fostering community participation

Table 1 5W1H Analysis

1.1.1 Company SWOT:

«* Strengths:

- 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

“+ Weaknesses:

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

Gg Rent og ©Equipment

ñ Marketing, and advertising costs

Oo Lack of experience can lead to ineffective management, poor decision-making, and low-quality service

“+ Opportunities:

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

- 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

pet care services services with platforms like

Happy Dogs

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,

a variety of pet care and spa services at competitive prices

Convenient central location for

customers,

with a focus on dog services leading to higher service quality than

some spas

Facebook and TikTok to showcase images and activities of the spa Additionally, the spa frequently organizes community

events to

promote the brand

Created a website and Fanpage, runs

Facebook ads, SEO, etc., to

reach potential

customers.

Mr.Gâu

PetSaiGon.vn

Provides a variety of pet services, including bathing, grooming, massage, and sells accessories and food Offers Grooming

courses

Provides beauty services for pets and offers health care products for them

Suitable for the quality

Prices are relatively high compared

to the general market

Mr.Gau has a professional staff, modern facilities, a clean and safe environment

PetSaiGon.vn has excellent

customer

service, always providing enthusiastic support The quality of the services and products offered by the brand is high

Regularly

posts

humorous

content on Fanpage,

organizes promotional

programs to attract customers

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

Table 2 Direct competitor analysis

customers,

and the product range is very diverse (almost complete)

attract new customers

Pet retail stores: these stores often offer basic pet care services

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

Suitable for Convenience is considered

significant strength, and Pet Service also boasts an experienced

staff

Table 3 Indirect competitors analysis

establishes loyalty programs for

customers

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

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 mvestment These new businesses may leverage new technologies to gain a competitive advantage

Suppliers:

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: oO =©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

ñ— Access to information: Customers have increasingly more information about pet care products and services, enabling them to evaluate and choose the best services

oO ©6High customer power poses a challenge for newly established stores To succeed, a store needs an appropriate competitive strategy to attract and retain

customers

Threat from Substitute Products:

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

1.1.3 Customers

Location: Ho million VND/month dedicate a significant

nh

Chi

City

Mi

- Customers have a close ~ Consumer Habits:

and emotional relationship + Time: Busy during with their pets, office hours, often in

integral part of their services female

Timing:

Throughout the year,

+ General: 20 — 30 cared for and happy especially during years old - They seek knowledge holidays when both

+ Core: 22 — 27 years about effective pet care, owners and pets have

old training, and nurturing time for grooming

- Income level: From 7 ~ These individuals + Research habits: Prefer direct visits

and above, as they have @mount of time and are

the ability to be 5 through websites

considerable amount to

provide the best possible + Booking services:

and online research financially independent

and provide for their

- Marital status: _ They perceive their pets Primarily unmarried, as loyal, joyful, Interests:

- Types of pets: Dogs

*P - Pet owners often want to for pets and cats

engage in the pet, willingness to community, sharing jean about pet care

experiences and images of and protection

their pets

+ Interest in events

- Many find interacting related to pets with their pets a good way +

to relax and enhance their mood

Table 4: Segmentation of Customer Groups

1.2 STP Strategy

1.2.1 Target Customer Analysis

Demographics

- Gender: Male and female

- Age: Main focus on 22 - 27 years old - Income: From 7,000,000 Viet Nam Dong per month and above, indicating the ability for self-sufficiency and personal hobbies

- Marital Status: Not married, young couples

II

Creating products and services tailored to meet the needs of this target demographic.

Behaviors Goals

- Consumer habits:

+ 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 Building relationships with online research through websites potential customers based + Contact and service booking: Prefer their consumption both in-person and online methods habits and interests - Hobbies:

+ Love and passion for pets + Willingness to learn how to care for and protect pets

+ Interested in events related to pets + Allocate time for interaction + Understand the emotions of their pets Meeting the needs:

Optimizing the benefits - Health care: Regular check-ups, that the service brings to vaccinations, and treatment when customers

necessary

Challenges

- Daily care: Providing food, water, and regular walks

- Pet sitting services

- 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

- Location: Central, easily accessible

communication channels,

- Service Type: Office, healthcare optimize customer

- Contact: Quick and convenient 8 suitable — competitive customer support, receive updates when S!ategy

necessary

- Policies and Terms: Reasonable service booking/cancellation policies Identify suitable communication

13

Values

Objectives

channels, optimize customer experience,

competitive strategy The service will provide: - Quality and professionalism

- Convenience and flexibility operating philosophy of the

- Health and wellness

- Services worth the expenditure

Table 5: Target Customer Analysis 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 2027, with a growth rate of 6.4%

Figure 1: The global market for pet care and nurturing

In Vietnam, the pet care dustry is thriving as well Within the Southeast Asian region, where the pet care market is valued at 4 billion USD, Vietnam accounts for 13%, approximately 500 million USD Experts predict an annual growth rate of 11% for the Vietnamese pet care industry (according to Pet Fair Asia Report and Google Keyword Planner)

15

- 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 | 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 Di An City in Binh Duong Province, Bién Hoa, and Long Thanh in Déng 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

17

+ 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

- Pet sitting:

+ Feeding: 3 times/day + Outdoor exercise: | hour/day

+ Care: Brushing fur, cleaning ears, eyes | time/day

For long-term pets staying at the store, they will receive a basic bath package every 7 days

- 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

1.2.3 Brand Positioning and Differentiation «+ Brand Positioning

a Customer Desires

- 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

19

- 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 1n pet knowledge, pet care services, and customer communication This ensures that employees can provide attentive, professional, and trustworthy advice and care to

customers

- Creation of a Pet-Friendly and Cozy Space: The store's space is designed in a friendly and cozy style, aiming to create an environment that is welcoming and comfortable for pets

c Competitor's Best Practices:

- Established Large Brand: A well-established and longstanding presence in the market can create trust and credibility among customers Customers may perceive them as a safe and reliable choice

- Extensive Store Network: The competitor has a widespread network of stores, enabling them to reach a larger customer base

- Strong Distribution Channels and Logistics: The competitor's robust distribution system and logistics strength ensure fast and efficient service, meeting customer needs excellently

1.3

- Product Diversity: The competitor offers a wide range of products spanning various price points, catering to different purposes However, it's important to note that there may be some products of lower quality or lacking safety assurance for

pets

> Winning Zone: Quality and Safe Products/Services: Emphasizing the provision of high-quality and safe products and services Attentive Advisory and Customer Care Staff: Ensuring staffs attentive, provides quality advice, and offers excellent

customer care

s* Poin(s of Differentiation:

Staff Expertise: All staff members at Cuddle possess a minimum of 5 years of experience, demonstrating a high level of proficiency in tasks such as pet bathing, nail trimming, styling, coloring, and managing pets' activities Comprehensive training ensures they handle each case with appropriate care, maintaming a professional demeanor that fosters comfort and safety for both pets and customers

Ambiance and Facilities: The spacious and well-ventilated environment at Cuddle, adomed with greenery and equipped with modern amenities, creates an ideal space for pets to relax and enjoy the grooming process The facilities are designed to meet the diverse needs and desires of customers, contributing to a positive experience

Pricing Strategy: Despite the high-quality staff and modern facilities, Cuddle adopts a pricing strategy that is relatively competitive in the market, ranging from 200,000 VND to 2,000,000 VND for the services provided This approach aims to offer customers value for their money, making Cuddle an attractive and worthwhile service to experience

Brand Identity

Brand Name: Cuddle

21

"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

1.3.2 Logo:

Hinh I Logo

- Font: "Borsok"

Figure 3: Font Information

- Secondary Font: "Garet" Color Code:

23

Figure 4: Color Code Information 1 Figure 5: Color Code Information 2

CHAPTER 2: E-MARKETING CAMPAIGN 2.1 Customer Journey Map

Awareness Consideration

- Running ads on

- Recognizing their Facebook, - Social media

- Feeling curious

own needs Google, TikTok Word of and somewhat

- Researching the to make mouth from intrigued about a

related stores - Customers being Online - They want to

- Choosing the referred by advertising learn more about preferred store friends and family (Facebook the product or

to the store Ads, Google service ads, etc.)

- Pricing - Customers read - Direct Gy ctomers may

- Service quality information on consultation r Ị hesitant the website

- Location

- Customers social media use the service or - Facilities watch service - Marketing not They will - Business license videos on the content research the

comments, likes, -~ Customers read online 25

may even intend

Decision

etc., on social reviews from channels

- Inquiring with on social media acquaintances _ if - Customers they know of it receive direct

consultant to address their concerns

- After having all

customers lại will decide to schedule - Website ạ - Emotions

contemplate = =anda q service through - 6" - Soclal media ewhat rely on i i

make the final the website, social ” - In-person the —_ anticipated nà decision on media, or hotline payment alservice quality;

whether to use the - Customers pay the spa the higher the

- Direct or online contact

- Visit the store to use the service

more likely they are to use the

gradually feel relaxation after this decision.

Service

Loyatly

- Continuous

customer care team

messaging, calling satisfied with the

reminding of - Customers are promotions, new _gatisfied with the - Service

- Friendly, - Customers are sociable, and satisfied with the understanding

staff

service quality - Building a closer

relationship

vouchers, and receive

participating in information about

- Posting feedback °SS48°S- etc

photos, comments, - Customers are

cared service reviews, attentively hashtags, etc for by staff - Directly inquiring

27

- Facilities

Customers — will feel satisfied with

quality, products, and will have a desire for a long- connection

- Customer friends, becoming care services long-term

customers of the brand.

or calling via fan

phone number, etc., for timely advice - Sharing with friends and family with similar needs

Table 6: Customer Journey Map

2.2 Integrated Communication Strategy

2.2.1 Overview

“+ Objective

Social Issue

Communicate Objective

- 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 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 29

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

Table 7: Analyze the SMART Model

Target Audience: Demographics: Gender: Male and female Age: 20 — 30 years old

Income: Income of at least 7 million VND/month with financial independence

Engage in various pet-related social media communities

Figure 6: Analysis of Driving Factors and Barriers

Providing high-quality pet care

Customers tend to care for pets Consumers are services or a reliable source of safe

find it challenging will assess the overall health

are unsure if taking their pets to to discern the during the spa service to detect

a pet spa is necessary, but they benefits of pet any unusual signs in pets and alert

have concerns and a desire to

health issues

I want my pet to always be healthy I gather information from various sources to provide the best care for my pet, but sometimes Insight 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

Table 8: Analysis of the 3C's Truth Model

“+ Strategic Approach:

31