Scribd
Upload
42 views17 pages

John Mullin'S Seven Domain Model

This document discusses John Mullin's seven domain model for analyzing the attractiveness of a market. It analyzes the pet care market in western India, noting trends in demographics, socio-cultural factors, and economics that indicate growth potential. The target segment is described as class A and B customers seeking pet care services like grooming and yoga. A SWOT analysis identifies strengths in unique service offerings and weaknesses in lack of awareness and a niche market. The industry is assessed to have sustainable advantages through uniqueness and superior value.

Uploaded by

AshishSonawane
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
42 views17 pages

John Mullin'S Seven Domain Model

This document discusses John Mullin's seven domain model for analyzing the attractiveness of a market. It analyzes the pet care market in western India, noting trends in demographics, socio-cultural factors, and economics that indicate growth potential. The target segment is described as class A and B customers seeking pet care services like grooming and yoga. A SWOT analysis identifies strengths in unique service offerings and weaknesses in lack of awareness and a niche market. The industry is assessed to have sustainable advantages through uniqueness and superior value.

Uploaded by

AshishSonawane
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 17

JOHN MULLIN’S SEVEN

DOMAIN MODEL
MARKET ATTRACTIVENESS
 Overall market – size ( Western zone)
• Number of customers- Initially in 1000’s
• Aggregate money spent-
• Number of usage occasions- Once in a month
• Where is the market on the “S curve” –It is at a Nascent stage
• Trends in broad categories –
Demographic- Growth of pet ownership in urban areas of India
with 10 % growth rate
Socio-cultural-Nuclear families, Showing Interest in their pet’s
diet health and grooming
Economic-Double income of nuclear families in urban areas
Technological- Increase in online users
CONTINUED.......
 Business is sought- Small level ( with 5 stores in a city)
 PESTEL Analysis

Political- Emphasis of healthcare for pet animals


Economical- Growing Indian household disposable income
Social- Changing culture for increase in pet care by
treating them as family members
Technological- Increase in use of online service
Environmental- Growing concern over animal protection
CONTINUED......
 Target segment benefits and attractiveness –
- Providing all necessary information and
training essential for adopting a new pet
- Reasonable price
- Convenient location
- Pick and drop facility
Market Analysis – Micro Level
• Target segment benefits and attractiveness-Sec
A,B
• Growing market
• Who you would like to be your FIRST customer – can you
name him-Celebrity Salman Khan
• Differentiating Factor-Grooming and Yoga for Pets
• Lateral entry – Search for a pet
--Tie up with veterinary hospitals
TARGET SEGMENT BENEFITS AND
ATTRACTIVENESS
 A true market segment meets all of the following
criteria:
 Distinct from other segments (meets different needs for
your pets)
 Homogeneous within the segment (exhibits common
needs)
 Responds similarly to a market stimulus, and it can be
reached by a market intervention
INDUSTRY ATTRACTIVENESS

12/08/2021 8
INDUSTRY ANALYSIS AT MICRO LEVEL
Sustainable competitive advantage
 Uniqueness : special pet grooming centre

 Superior to competitor

 Resources & capabilities

 Value for customer


MISSION
“Our mission is to have people and their pets, deliver an unequaled experience
and great joy to the pet owners and a chance for both to spend quality time
with each other”
ASPIRATIONS
 We aspire to broaden our culture of innovation,
exploration, and creativity.
 We will be increasingly service centered offering
more & more services to our customers and provide
an unparalleled experience.
 To keep looking for new ways for humans to spend
time with their pets.
 We will support our trainers & “dog” yogis to
continue to bring distinction to themselves and the
club.
COST SENSITIVITY FACTORS
 The Service offering “Yoga for pets” is unique.
 Consumers will not be price sensitive as

there are no specific substitutes/competitors


 Product is targeted at class A & B customers who regard
the end benefit more than the price.
 It is difficult for the buyer to compare the services of the
substitute.
CONNECTEDNESS
 Knowledge of the members in the value chain
 Suppliers
 Food Products
 Grooming products
 Pet providers
 Customers
 Information of the customer
 Competitors : Upcoming Pet Spa’s

 Substitute : Veterinary Hospitals


SWOT ANALYSIS
 Strength
 Brick n click model

 Service at doorstep

 USP- yoga for pets

 Documentation for adoption of pets

 Weakness

 Lack of awareness

 Niche market
CONTINUED....
 Opportunity
 The affluent section of the urban population –

the 350 million strong middleclass


 It is at a nascent stage so good market potential

 No major players

 Threat

 Local players

 Vet nary hospitals


INDUSTRY ANALYSIS AT MICRO LEVEL
Sustainable competitive advantage
 Uniqueness : special pet grooming centre

 Superior to competitor

 Resources & capabilities

 Value for customer


CONNECTEDNESS
 Knowledge of the members in the value chain
 Information of the customer

 Competitors : Upcoming Pet Spa’s

 Substitute : Veterinary Hospitals

You might also like