THE BARKING LOT

Store Layout

The Barking Lot

Introducing The Barking Lot Your one stop solution for all your dog-care problems. Our mission is to help people find a balance between their 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 dogs comfort level. As, a result, you will have a fit and happy dog!

The Barking Lot

Our system works just like a daycare for humans. You can drop your dog off in the morning on the way to work, or you can even leave him under our careful supervision just for a couple of hours. We have specialized professionals who will introduce the dog to the surroundings and accustom it accordingly to the play-area, where he can also interact with other dogs. Our store, strategically located in mall basements due to minimal space constrictions and business viability. We have a wide range of treatments right from a basic haircut to our state-of-theart Hydro Bath and Turbo Dry. We also have a merchandise section where you can pick up official The Barking Lot merchandise for your dog such as toys, t-shirts, accessories etc.

PRICE
Since it is a new concept, pricing of the services offered at our facility would play a crucial role in the success of it. The Barking Lot has to offer various services at their centers, for customers convenience we have compiled them into packages. They are priced keeping in mind the materials that go into it and also the service required. The packages and costs are as follows.

 IT S A DOGS LIFE : Duration: 3 hour +. Additional time charged on hourly basis Features: Access to the play area + 2 meals Cost: Rs. 350/- And Rs. 75/- For each extra hour

 SCOOBY SCRUB : Duration: 3 hours + Additional time charged on hourly basis Features: Access to play area + two meals + bath (Hydro Jet and Turbo Drying) Cost: Rs. 500/- And Rs. 75/- for each extra hour

 FUZZY WUZZY : Duration: 3 hours + Additional time charged on hourly basis Features: Access to play area + two meals + a bath + tick & flea treatment Cost: Rs. 750/- And Rs. 75/- for each extra hour

 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/-

 BOW CHIKA WOW WOW : Duration: No specific timing Features: Access to play area + two meals + bath + tick and flea treatment + haircut and nail care + Spa treatment (inclusive of Aroma Therapy, Relaxation, Massage) Cost: Rs. 1200/-

We also offer the above-mentioned services individually according to the specific needs of the customer. Customised packages are also made. We also intend to start a membership feature too for our regular customers.

PLACE
We are launching our service initially at 5 malls located in strategic locations to expand our reach through North and South 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.

PROMOTION
Promotion being a very important element during the start of the launch of a product or service to catch the eyes of the masses and create an identity. We at THE BARKING LOT look to promote our brand by carrying out the following activities. Kiosks setting up of kiosks at prominent dog parks of in the city to enlighten dog owners about the service, provide them with free brochures and one on one briefing.

Pamphlets- it being an economical medium for promotion which gives effective results, we will distribute pamphlets through newspapers and also free discount coupons.

 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.

MARKET ANALYSIS
Market Scenario
Currently the only dog care and grooming services available in the 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.

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.

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.

Market Growth and Profitability :

India has emerged as best potential pet care markets in Asia after Japan because of the changing lifestyles in India. And according to Euromonitor International (a research company) it is said to grow all the more. Indian pet market is mainly dominated by dogs (80% of the total pet market) It is estimated that there are 3.6 million pet dogs in the 6 major cities of India. The pet industry in India is earning 78.44 million dollars , out of which 56 million is through pet food and the remaining from their grooming centers etc.

Competition and Consumer Preference:

Competitors of The barking lot would be kennels and other day care services and dog parlors. Kennels basically provide basic facilities for dogs like food and shelter. And parlors provide grooming for dogs. But we at The Barking Lot provide both of this under one rood at nominal rates. Malls being a place which is frequently visited by people and it being the place where you can dine in, shop, watch a movie, or play games and do almost everything is therefore a place which is always visited by people and hence when the dog owners are enjoying their time they can drop off their dogs here.

 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 their dogs but also be a place where their dogs can 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.

Media Objectivity
Reach and Frequency :
Reach basically refers to the number of households exposed to a particular advertisement for a particular time period. Frequency on the other hand refers to the number of exposures a particular ad message gets for a particular time period . Print Media - Media vehicle here is Mumbai mirror, it being the largest paper in Mumbai fits in the best. A full page ad here would be exposed to the audience every Sunday for one month which makes it 4 slots. Two being pre launch and Two post launch. As far as the magazine is concerned which is distributed by the Kennel club of India, there would be 1 advertisement here.

 Outdoor : There would be 8 hoardings displayed at a few prominent places in Mumbai where it can grab 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 of NDTV good 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 and according 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.

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.

Media strategy
Time

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 NDTV GOOD 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 of India . Both our facebook advertisement and the advertisements on our hoardings will be advertised for one whole day .

Size and Position :

Keeping in mind our media objective and advertising message we have decided that in newspaper 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 .

CONTINUITY
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% JUNE JULY CONTINUOUS CONTINUITY

Media Mix
Outdoor media :
We have taken 8 slots of hoardings . 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

Internet :
According to our research , our facebook advertisement will fetch us a reach of around 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 of India .

Television :
There are 4 slots during the show Heavy Petting .

Media Buying
This basically refers to the purchasing of slots and where to purchase how to purchase and how much to put in for the purchase keeping in mind what 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

 Internet Facebook Print Media Mumbai Mirror and Dog magazine by the Kennel club of India Television NDTV Good times Heavy Petting

HOPE TO SEE YOU AND YOUR F DOGS SOON AT THE BARKING LOT

PROJECT MADE BY