Veterinary Mobile

Unit Mi PET
Johann Saúl López Parra
Tecnología en gestión de mercados
Servicio nacional de aprendizaje (sena)
2019
MOBILE VETERINARY UNIT
 Veterinary Mobile Unit Mi PET

Company
information It is a mobile veterinary service for pets such as dogs
and cats, affordable to the entire population
Name of metropolitan area of Bucaramanga, Santander,
the Colombia, innovative service, first in this region,
economic, from the comfort of their homes and is a
company
prepaid medicine
Trade’s
name
Company’s
activity
Veterinary Mobile Unit Mi PET

The need of existence in the market of a mobile veterinary unit that satisfies
those people lacking time and resources when their pet is sick, they want a
service that is available at any time of day and in the comfort of homes.
At present we are witnessing a growing demand for pet care in our society,
2.Company especially among adolescents and young people, which is increasing, as we
history consider them as a member of our family
We propose to provide a mobile veterinary service to pets such as dogs and cats,
accessible to the entire population of the city of Bucaramanga, Santander,
Colombia since it is low cost. Taking into account the studies carried out in
previous projects is a viable proposal considering that this market has increased
in the country in recent years, people said that they acquire it to help their pets
as they are considered as members of their family, this is how we consider that
the mobile veterinary unit is an innovative service, it would be the first in this
region, economic and from the comfort of their homes.
 Veterinary Mobile Unit Mi PET

Service Introduction
• Growth • Maturity phase:
• Declining
life cycle phase: phase: phase:
Publicize of Stimulate Stimulate the specific or
service selective selective demand, in favor of
Highlight
Inform about demand the brand
new uses of
the Create Maintain brand loyalty
the service
characteristics brand Attract new market
Highlight
Stimulate the preference segments
the price
generic demand Intensify the level of use
Maintain
Facilitate among current consumers
brand
service testing. Remember the existence
and benefits of the brand
Propose new uses of the
product.
 Veterinary Mobile Unit Mi PET
Promote our services economically
Advertising Let us know
and Provide an agile and timely quality service with an
promotion excellent qualified veterinary medical team
objectives
 Veterinary Mobile Unit Mi PET
Advertising media to be used: Social networks
Veterinary Mobile Unit Mi PET
Rolling advertising:
Through this mobile medium, it will be possible to
disseminate the service throughout the urban area
of Bucaramanga, thus achieving high impact,
flexibility, low cost coverage; through the
information placed in the urban transport of the
city.
Fences :
The billboards will be used in order to make the
service visible to an audience that may be in
motion, so that the message can be transmitted to
potential customers with comfort, attract their
attention and leave them an instant imprint of the
service.
 Veterinary Mobile Unit Mi PET

Business Cards:

This is intended to get the attention

of the person to whom it is addressed,
it contains necessary information in a
brief way of the basic elements of the
company, such as your address,
phone, email, social networks so you
can request information or in fact
specify orders.
 Veterinary Mobile Unit Mi PET

Traditional advertising media:

• radio: it follows in effectiveness and costs to

television. With the local radio channels making
commercial patterns of impact on the population

• written press: includes newspapers, magazines and

specialized publications.

• telephone: involves the making of telephone calls

where we offer our service, to industrial customers
offering the service.

• direct mail: implies the sending of advertisements or

advertising messages via postal mail. We must be
careful with the use of this medium
 Veterinary Mobile Unit Mi PET

Alternative advertising media:

• fairs: when renting a stand or stand to promote our

services. They can be fairs.

• advertising campaigns in activities, events or any other

place where our target audience attends, and where we can
disseminate or publicize our service.

• Activities or events that we organize ourselves, for

example, when organizing a championship of a sport that is
related to our services.
 Veterinary Mobile Unit Mi PET
a) Free review
b) 24-hour
c) Home service
Give know the
The service 365
professionalism of the
service services Performing a days a year This with point 2
check on the pet "Emergency" is a plus for those
Description
where the owner can who are looking
of the
check the treatment for comfort and
service with For those
given, the means you efficiency when
all its accidents or
have, the facilities, caring for their
features: events that may
the professionalism of pet, have their
take place
the veterinarians and own vehicle,
outside the
assistants that proper
normal opening
accompany you, the maintenance and
hours of the
punctuality at the time with the necessary
veterinarians.
to access the query, equipment.
among other aspects
Veterinary Mobile Unit Mi PET
 Veterinary Mobile Unit Mi PET

Company name Register a domain.

It is a decisive Logo.
Legal Currently having a
decision that will
Aspects corporate website is
influence all of life. It is the combination of the
paramount, for this
It is advised that it be logo (special
reason you must
easy to pronounce, to characteristics of the letters
register an
remember, with which the name is
exclusive domain
not excessively long written to be differentiated,
on the internet.
and differentiable.
Ideally, it matches
Once the name has being our brand
your company
been chosen, it must “VETERINARY MOBILE
name, as it
be legally processed UNIT MY PET” a colorful,
facilitates the
at the local Chamber attractive image, according
interconnection
of Commerce to the raw material of the
between the two.
acceptance. service.
 Veterinary Mobile Unit Mi PET
STRATEGIC

DOFA
FACTOR D O F A APPROACH
unfair competition, which creates an image of the veterinary as X
"careers"

Expensive supplies X
advantages over the competition for the subject of Mobility X

The veterinary clinics that exist in Bucaramanga none provide the X

External service 24 hours and are located in a single sector
analysis
X
There is a lot of legal uncertainty with veterinary legislation

Bucaramanga is the 5th most populated city in Colombia for its X

metropolitan area consisting of Floridablanca, Girón, and
Piedecuesta with a total of 1,141,694 inhabitants, with 17
communes, 200 neighborhoods, 3 corregimientos, 25 lanes
 Veterinary Mobile Unit Mi PET
APROXIMACION
FACTOR D O F A
ESTRATEGICA

DOFA
X Beneficial characteristics

It is a mobile veterinary service for pets such as dogs and cats, affordable to the
entire population metropolitan area of ​Bucaramanga, Santander, Colombia, innovative
service, first in this region, economic, from the comfort of their homes and is a prepaid
medicine

In 20 kilometers 1.5 gallons of Gasoline* Speed ​120 k x

Internal NISSAN Frontier truck with platon, single cabin and petrol fuel. x

analisis *Pharmacy * Accessories store for pets * Pet bathroom area * Surgical room * 1 office x

* Recovery room with 8 spaces

Two mobile units will work since the metropolitan area of ​Bucaramanga is quite x

extensive and mobility is difficult due to the high vehicular flow.The metropolitan area
was distributed as follows:mobile unit 1 will cover the north and unit 2 will cover the
south

Contribution of capital by the 4 possible partners and credit studies. x

The conditions of technological and scientific capacity are indispensable,Sufficient x

and necessary to reduce the main risks that threaten the life or health of the users in
the framework of the provision of the health service.

Thanks to the accompaniment of the university we can select the best veterinary x

medicine graduates, requesting recommendations, observing their work and taking

advantage of their new and innovative ideas for the organization
 Veterinary Mobile Unit Mi PET
directed to the pets owners from the urban
PROFILE area of the City of Bucaramanga, that require
GEOGRAFIC veterinary medical attention, or to acquire
plan in prepaid medicine
SEGMENTATION
PLAN
PROFILE owners of pets, men and women of legal age, legal
DEMOGRAFIC holder of the animal residing in the city of
bucaramanga

pet owners interested in the health and welfare

PSYCOGRAPHIC of their pets
PROFILE
Veterinary Mobile Unit Mi PET
TARGET pet owners
PUBLIC

pets, dogs, cats of puppies, young adults and

adults who acquire the plan in prepaid
END
medicine; likewise any pet that requires
CONSUMER priority and urgent medical attention.

pet owners who are interested in

acquiring the services of veterinary
POTENTIAL medicine in prepaid plans, veterinary
CONSUMER medical attention, pet care, and other
medical services
 Veterinary Mobile Unit Mi PET

MAIN
COMPANIES
THAT GENERATE
COMPETITION
 MAIN COMPANIES THAT
GENERATE COMPETITION
Veterinary Mobile Unit Mi PET
GENERATE COMPETITION
Veterinary Mobile Unit Mi PET
MAIN COMPANIES THAT

these veterinary
clinics provide
their services in a
fixed place, with
local, contrary to
our unique mobile
service in the city,
we make a
difference in the
market
 Veterinary Mobile Unit Mi PET

GENERAL OBJECTIVE
OF THE TRAINING
Provide veterinary medical
PROJECT
attention through the
veterinary mobile unit my Pet
throughout the urban area
of Bucaramanga, offering plans
in prepaid veterinary
medicine.
Veterinary Mobile Unit Mi PET
INTRODUCTION
Market Research
GENERAL MARKETING Awareness and service test.
GOALS
Limited models with
features Limited, frequent
PRODUCT STRATEGIES changes in the service.
Penetration prices to
establish a presence in the
PRICE STRATEGIES market, or to skim prices to
recover development costs.
Gradual adoption of the
DISTRIBUTION STRATEGIES service for Expand
availability: participation of
retailers and wholesalers.
Advertising and personal
PROMOTION STRATEGIES sales to create awareness;
Intense sales promotion to
stimulate service testing.
GROWTH
Increase in market share by
acquiring new customers,
searching for new needs and
new market segments.
Introduction of new services
and products for pets, with
new features, changes in the
services continue.
Prices go down due to
competition; setting prices to
match or exceed the
competition.
Intensify efforts to expand
the reach and availability of
service.
Advertising, sales and
aggressive sales promotion of
the brand to encourage brand
change and continuous
testing.
MATURITY
Maximize profits by defending
market share or taking it away
from competitors.
Complete model line, increase
of complementary service and
product offers to help
differentiate the service.
Prices continue to fall, setting
prices to beat the
competition.
Increase availability of
service, conserve space in
shelves, eliminate shops and
non-productive channels
Point out the differences and
benefits of the brand,
encourage the change of
brands, keep the service or
brand updated.
FALL
Reduce marketing expenses
and efforts to maximize the
last opportunity to obtain
profits.
Eliminate services that are
not productive.
The prices stabilize at a low
level.
Maintain the level necessary
to keep customers who are
loyal to the brand, eliminate
non-productive channels
continuously
Reduce it to a minimum level
or eliminate it completely.