Hillside Veterinary Clinic's Marketing Strategy and Managing Channels (Article Sample)

Hillside Veterinary Clinic's Marketing Strategy and Managing Channels NameInstitutionInstructorCourseDate
Introduction
Hillside Veterinary Clinic (HVC) operates in Wellington Colorado. It is a small animal veterinary clinic that supplies pets, dogs and cats, and provide veterinary services to the customers. Due to rapid growth of the town and increase in customers, HVC developed marketing plan to help counter competitors and retain its customers. This paper discusses its marketing strategy and managing channels of the marketing plan
Hillside Veterinary Clinic
Hillside sells and supplies pets, dogs and cats, and kennel services in its veterinary services provision. Hillside Veterinary Clinic sell most of its product directly to its customers so that it would be able to maintain loyalty to the customers through provision of high quality veterinary services, compassionate treatment, and quality customer service to its customers since HVC's will have additional staff that share core values . By selling indirectly to its customers, the intermediaries may not provide the best service as compared to the HVC officials. HVC offer resell of the pet supplies at its retail stores. HVC provides the channel function of linking the customers and clients with the wide range of services they offer to their customers such as Euthanasia services, ophthalmology, dermatology, endocrinology, orthopedics, gastroenterology, pediatrics, and general surgery services to the pets, dogs, and cats. The suppliers for HVC performs the channel function of supplying pets to HVC. They are the pet owners and caregivers.
Hillside place (distribution) strategy compared with marketing plan product strategy
HVC plans to build a completely big, new facility that it will operates in two years and this will help retain customers and attract more customers as well. This place distribution strategy will add more space for facility and attendance to the customers. HVC will also offer promotion of its services and products through participation in community events to improve on their reputation and create awareness of their services and thereby increasing new customers to the clinic.
Additionally, HVC will extend the working hours of the clinic at the work place so that customers will have more time to be attended to and served. This will require experienced additional staff that will be added to help work for the adjusted additional hours. This will help HVC to deliver on high standards through compassionate and personalized care.
HVC will also offer marketing plan product strategy through offering bundle package services for kittens and puppies to increase customer value per patient and also to acquire new customers for the clinic. Besides, it will provides Dental care and Geriatric pets product bundled service packages that shall encourage customers to spend more on the care for their pets. HVC will also design a promotional website that makes the features offered appeal to customers. It will have photos, logo, office hours, contacts, and description of the clinics mascots. This will help attract new customers.
Potential for Channel Conflict
Potential of conflicts in the channel may arise where HVC strategizes to provide its services such as compassionately and personalized care directly to the customers without involving the middlemen or retailers. With the strategy plan to develop a website and a customer Database management system, HVC intends to capture markets and customers online, and this will eliminates some other middlemen in the channel thereby causing some other customers ...