The product at the core of this marketing plan is “Sleep with the Animals” at the Toronto Zoo. The idea behind this service is that a person spends time in an outdoor guest room with the animals. Communicating with animals helps treat people suffering from physical or mental illnesses. Zootherapy is a therapy in which actual animals or representations of them, such as toys or paintings, are used. In addition to the animals, therapy in specialist facilities involves doctors, psychologists, and social workers. It is important to note that doctors utilize trained animals rather than the patients’ pets in this therapy. The only known contraindication of zootherapy is an allergy to animal hair. Physicians point out that it is also an entirely natural, non-medicinal therapeutic procedure with no negative side effects. This treatment procedure is affordable for everyone because it does not require expensive materials or specialized equipment. However, having any diseases to use this service is unnecessary. Anyone can come and spend time with animals and increase their happiness.
The Competitive Market Analysis
This service is unique because other companies still need to provide it. The product’s strength may be that it is exceptional and does not require high costs. The weak point is that there is a threat to both humans and animals when providing this service. Because of this, the company can incur significant losses, both financially and in terms of reputation. An opportunity for further development could be the expansion of branches and the number of services provided. Also, the company can increase the number of animals to give customers more choices. The threat could be that improper compliance with safety procedures during the provision of this service could lead to severe consequences and the company’s closure.
The Marketing Concept
Life in the city is a constant source of stress, and one of the most obvious ways to cope with it is by communicating with animals. There is a theory that when a person touches an animal, an energy exchange takes place, and the animal attracts the person’s negative energy, giving back healthy energy in return. The value lies in the fact that the client who takes advantage of this service can touch the animal and spend a long time with it, from which the positive effect is intensified. This service is a good investment because it is unique. Modern research shows that pet therapy increases human longevity, helps relieve stress, and helps cope with depression. Since prehistoric times, humans and animals have had a close, mutually beneficial relationship. Animals provided humans with food, clothing, materials, and tools. At the same time, humans provided shelter and proper care for their pets. In addition, animals were central to theories about the origin and treatment of diseases. For example, an ailment was believed to be caused by an angry animal spirit.
Satisfying Customer Needs & Wants
The client who needs this service will come to the guest room and spend time with the animals, coming into contact with them and feeling one with nature. By the end of the twentieth century, communication between man and animal began to be considered from a more practical perspective. The study began with a definitive 1980 study involving 92 patients suffering from heart disease (Gee & Mueller, 2019). Scientists at the University of Maryland found that those who had pets lived longer (Gee & Mueller, 2019). Of a series of follow-up studies, there is a 1983 paper in which scientists at the University of Pennsylvania prove that animals can immediately bring a person into a state of relaxation simply by attracting and holding their attention (Byström et al., 2019). Animals can provide social support to humans that reduces or mitigates stress levels.
Market Segmentation
Market segmentation allows one to determine the target audience and select one or more groups of potential customers. This approach helps to determine market share, calculate sales, think about positioning, and develop a sales strategy. The service will target customers of different ages and professions. Segmentation can also be extended to organizations. For example, companies can rent a guest house to increase the efficiency of their employees. This would help increase earnings, promote the service, and earn prestige.
Marketing Mix
The coordinated measures for the implementation of individual elements of the marketing complex based on the objectives of marketing activities are included in the marketing planning. The organization of pricing includes the identification of persons or units within companies that set prices (Golden & Eddleston, 2020). The price will be set depending on the demand for the service and will vary depending on the length of time booked by the customer. The main factor that influences the price is competitive. Undoubtedly, both the economic and political environment affects the consumption of certain goods and, consequently, the equilibrium market price of the product. This factor will be used in setting the value of the service. Since this service is unique, and keeping animals takes some money, the price will be high. When making a strategic marketing plan, the product is a service. This factor will be used in the product statement. The place will be used in directing advertising to narrow the audience. Promotion will be used to attract the largest number of customers and investors.
The first uncontrollable factor is social. The media and consumers will create an image and promote the service. The environmental factor will be taken into account in the development of the strategy, as well as in the improvement of the service, directing it towards environmental friendliness. Technology industries will drive the addition of innovation to the service presented. Economic factors will influence organizational behavior, and state and local governments will be considered when presenting the service. Legal factors will shape the organization’s documentation and various approvals for adding animals to the service.
Value and Exchange Process
A transaction between two parties is considered an exchange of value if each participant obtains something of value or gains something from the transaction. This organization will employ the value/exchange process to support its operations. Consumers will get access to special member-only deals, including discounted overnight rates and the chance to accumulate points for free sessions. The consumer will commit to this company in return for these advantages. In this approach, the zoo gains devoted patrons and a steady profit, while the consumer gains rewards.
Product Life Cycle
The service will not be in high demand during the introduction phase because few people know about it. In the next phase, called “growth,” when the organization’s marketing campaign yields results, the zoo service will be popular. At the maturity stage, customers will no longer perceive sleeping with animals as something new and interesting; demand will decline. Furthermore, in the final stage, called “decline,” customers will cease to be interested; they may be lured away by other companies because of more favorable offers.
Activating my Partnership
It is possible to cooperate with other companies to increase the success of the organization and the service provided in the future. These can be travel companies, such as AnexTour, as they can include this service in the tour of Toronto. Also, an agreement with veterinary clinics can be made to increase the effectiveness of the treatment and care of the animals. Another good partnership could be with a company such as Airbnb, as the service could be used as a hotel.
References
Byström, K., Grahn, P., & Hägerhäll, C. (2019). Vitality from experiences in nature and contact with animals—A way to develop joint attention and social engagement in children with autism?. International Journal of Environmental Research and Public Health, 16(23), 4673. Web.
Gee, N. R., & Mueller, M. K. (2019). A systematic review of research on pet ownership and animal interactions among older adults. Anthrozoös, 32(2), 183-207. Web.
Golden, T. D., & Eddleston, K. A. (2020). Is there a price telecommuters pay? Examining the relationship between telecommuting and objective career success. Journal of Vocational Behavior, 116, 103348. Web.