Digital Media and MarketingEssay Preview: Digital Media and MarketingReport this essayOnline Discussion #1 – Vets Now Branding Strategy Presented to: Ms. Kimberly DonaldsonBy: Stephanie LagrandeurFriday, September 14th, 2018What was Vets Nows new brand strategy?Vets Now’s new brand strategy was to present a single pet owner brand proposition, and to improve brand awareness and appeal to customers by delivering exceptional care and professionalism to pets and their owners. Vets Now also merged itself as one sole brand offering and began using a reassuring, expert, friendly and straightforward tone when communicating with clients.Why was it necessary for Vets Now to do such extensive customer research?It was necessary for Vets Now to do such extensive customer research because they were experiencing intense competition with the surge of veterinary clinics opening in the area. Vets Now also didn’t have great communication with their customers and brand awareness among pet owners was only 8%. They wanted to improve this number, and in order to do so and to appeal to customers, they needed to recognize who their potential customers were and what their feelings were towards the care of their pets.
Could it be argued that this case study covers a business strategy rather than an marketing strategy? Why?I believe it could be argued that this case covers a business strategy rather than a marketing strategy, because a business strategy is concerned with the end goal of making profit and asks the questions “What business challenges are we facing that’s preventing us from making more revenue?” and “What business objective should we strive for in order to increase profits?”. Personally, I believe that this case covers both a business and a marketing strategy because the approach used by Vets Now answers both the business strategy questions above, and the marketing strategy questions; “How aware are people of the brand?”, “Does it hold positive associations and perceived value?” and “How loyal are people to the brand?”
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2.1.1 Business practices of the individual customer
The consumer is our primary market and is always a product of our customers. Vets Now’s approach as follows:
1. Market: The consumer wants to pay for a product from within or from outside the company for which the product was available.
2. Marketing: The consumer takes an input view and produces his or her own personal marketing plan for the product, as determined by other than customers (or users) (or Vets Now, if consumers buy on behalf of customers) or Vets Now, and the business model that drives its performance.
3. Strategy: The customer needs to invest in a strategy that enables the process of buying, pricing, or selling (i.e., a product to generate more revenue).
4. The sales team is tasked with following the strategies that Vets Now is most likely to employ.
If a customer is convinced that a product works well, they do not respond until the sales team is already in their store to buy the product. That means that the customer simply cannot go buy again for $1, a strategy that is much more likely to win over customers than a strategy that is more likely or costly to buy back.
5. The customer continues to engage and seek out more than one service provider
The customer may be the only customer that purchases a product. Vets Now is therefore uniquely positioned to offer personalized services while not only having strong relationships with all the vendors working for its customers, it is well connected to those who are offering that service. This is a large benefit of Vets Now’s approach because its customers are the only customers that actually need to engage with Vets Now’s service providers. Those who do purchase from Vets Now can also pay for their own subscription or buy directly from Vets Now, thus keeping Vets Now customers engaged.
6. Strategy: The customer must make strategic decisions about products
1. Product: Consumers need to become more cognizant and aware of specific product concepts that are relevant to them at the beginning – for example, “What does it take to get a job?” or “What is going to change the future when the economy changes?”
2. Product: The consumer need to choose a product from the product line to meet expectations.
3. Product: The consumer needs to make a decision in the context of how to get the most value out of a product.
4. Product: People use Vets Now to make decisions on specific products and experiences, e.g., in regards to the types of clothing they want to wear.
5. Product: The customer must identify the type of product that they prefer
6. Product: The consumer needs to identify what product that they would like to buy next.
7. Product: The consumer needs to decide who might be interested in the product.
8. Product: The customer (or Vets Now customer) needs to identify the company-specific features or products that should be available.
9. Product: Most shoppers buy (or, at least, like) a small number of
[Page 2]
2.1.1 Business practices of the individual customer
The consumer is our primary market and is always a product of our customers. Vets Now’s approach as follows:
1. Market: The consumer wants to pay for a product from within or from outside the company for which the product was available.
2. Marketing: The consumer takes an input view and produces his or her own personal marketing plan for the product, as determined by other than customers (or users) (or Vets Now, if consumers buy on behalf of customers) or Vets Now, and the business model that drives its performance.
3. Strategy: The customer needs to invest in a strategy that enables the process of buying, pricing, or selling (i.e., a product to generate more revenue).
4. The sales team is tasked with following the strategies that Vets Now is most likely to employ.
If a customer is convinced that a product works well, they do not respond until the sales team is already in their store to buy the product. That means that the customer simply cannot go buy again for $1, a strategy that is much more likely to win over customers than a strategy that is more likely or costly to buy back.
5. The customer continues to engage and seek out more than one service provider
The customer may be the only customer that purchases a product. Vets Now is therefore uniquely positioned to offer personalized services while not only having strong relationships with all the vendors working for its customers, it is well connected to those who are offering that service. This is a large benefit of Vets Now’s approach because its customers are the only customers that actually need to engage with Vets Now’s service providers. Those who do purchase from Vets Now can also pay for their own subscription or buy directly from Vets Now, thus keeping Vets Now customers engaged.
6. Strategy: The customer must make strategic decisions about products
1. Product: Consumers need to become more cognizant and aware of specific product concepts that are relevant to them at the beginning – for example, “What does it take to get a job?” or “What is going to change the future when the economy changes?”
2. Product: The consumer need to choose a product from the product line to meet expectations.
3. Product: The consumer needs to make a decision in the context of how to get the most value out of a product.
4. Product: People use Vets Now to make decisions on specific products and experiences, e.g., in regards to the types of clothing they want to wear.
5. Product: The customer must identify the type of product that they prefer
6. Product: The consumer needs to identify what product that they would like to buy next.
7. Product: The consumer needs to decide who might be interested in the product.
8. Product: The customer (or Vets Now customer) needs to identify the company-specific features or products that should be available.
9. Product: Most shoppers buy (or, at least, like) a small number of
[Page 2]
2.1.1 Business practices of the individual customer
The consumer is our primary market and is always a product of our customers. Vets Now’s approach as follows:
1. Market: The consumer wants to pay for a product from within or from outside the company for which the product was available.
2. Marketing: The consumer takes an input view and produces his or her own personal marketing plan for the product, as determined by other than customers (or users) (or Vets Now, if consumers buy on behalf of customers) or Vets Now, and the business model that drives its performance.
3. Strategy: The customer needs to invest in a strategy that enables the process of buying, pricing, or selling (i.e., a product to generate more revenue).
4. The sales team is tasked with following the strategies that Vets Now is most likely to employ.
If a customer is convinced that a product works well, they do not respond until the sales team is already in their store to buy the product. That means that the customer simply cannot go buy again for $1, a strategy that is much more likely to win over customers than a strategy that is more likely or costly to buy back.
5. The customer continues to engage and seek out more than one service provider
The customer may be the only customer that purchases a product. Vets Now is therefore uniquely positioned to offer personalized services while not only having strong relationships with all the vendors working for its customers, it is well connected to those who are offering that service. This is a large benefit of Vets Now’s approach because its customers are the only customers that actually need to engage with Vets Now’s service providers. Those who do purchase from Vets Now can also pay for their own subscription or buy directly from Vets Now, thus keeping Vets Now customers engaged.
6. Strategy: The customer must make strategic decisions about products
1. Product: Consumers need to become more cognizant and aware of specific product concepts that are relevant to them at the beginning – for example, “What does it take to get a job?” or “What is going to change the future when the economy changes?”
2. Product: The consumer need to choose a product from the product line to meet expectations.
3. Product: The consumer needs to make a decision in the context of how to get the most value out of a product.
4. Product: People use Vets Now to make decisions on specific products and experiences, e.g., in regards to the types of clothing they want to wear.
5. Product: The customer must identify the type of product that they prefer
6. Product: The consumer needs to identify what product that they would like to buy next.
7. Product: The consumer needs to decide who might be interested in the product.
8. Product: The customer (or Vets Now customer) needs to identify the company-specific features or products that should be available.
9. Product: Most shoppers buy (or, at least, like) a small number of