Subject: General Questions / General General Questions
Case #3 InstructionsDoggie Dip and DoDarla Domke had always been an animal lover. Early in life Darla wanted to become a veterinarian, but unfortunately, she found the science classes a little too challenging. Still, she wanted to work with pets, especially dogs, if at all possible. Eventually an idea came to her, a new business called Doggie Dip and Do.Doggie Dip and Do is a full-service dog shelter. An owner can have a dog’s hair groomed and nails trimmed; in the summertime, the dog can be dipped in a solution that provides flea and tick protection. The shelter also offers a dog kennel for owners who are on vacation or out of town. Inside the store various dog products are sold, including foods, medicines, collars, chewing bones, and other treats.Darla’s main worry was consumer awareness. Her store is located in a convenient shopping plaza on the outskirts of Atlanta, Georgia. There are clearly enough potential customers in the Atlanta area to support her business, but they need to know about all of the products and services that Doggie Dip and Do offers.There were other challenges. Another issue was finding ways to reach potential Doggie Dip and Do customers efficiently. Clearly a large number of people in the Atlanta area owned dogs, and many knew what a “doggie dip” was. Still, how could she steer them to her retail outlet?Darla believed it would be worth her while to spend $40,000 on advertising in the first year. She took out a loan to help finance what she thought of as “start-up advertising expenses.” Her first thought was to simply hire a television station to create ads. After visiting with a local marketing professor, she decided it would be better to spend money on several media. Her choices were to try to figure out an advertising campaign on her own or hire a local advertising agency. Clearly money was the biggest obstacle.Darla decided her ads should emphasize her love for animals. Customers should believe they were going to find quality dog products and be greeted by employees who genuinely care about the dog as well as the pet’s owner.In 400 to 700 words, answer the following questions. Support your answers with academic research.Which alternative media best fit with Doggie Dip and Do’s market? Why?
Would a lifestyle marketing program be available for Doggie Dip and Do? If so, describe it. If not, why not?
Could Darla develop a brand community for her company? Defend your answer.
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