VCA Final
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This document analyzes marketing data from five veterinary clinic segments - Star Barks, Odd Chicks, Joyless Budders, Grumpy Cats, and Average Joeys - to understand what drives revenue and satisfaction. It finds that Star Barks achieves the highest customer happiness while maintaining a good price-to-value ratio. Odd Chicks performs very well but has relatively few clinics. Joyless Budders is the unhappiest segment and should focus less on price and more on quality services. Grumpy Cats and Average Joeys could increase revenue by raising prices while enhancing perceived value. Increasing satisfaction may not be cost-effective for the top two segments.
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VCA Final
- 1. VCA Animal Hospitals Marketing Analytics Professor : Dr. Mike Grigsby Group # 2 Akshay Mishra Byron Simpson Kavitha Ravichandran Vipul Neema Xiaoxiang Wu
- 2. Problem Statement What drives revenue ? What drives overall satisfaction ? What impact does price sensitivity have on the overall business ?
- 3. Segmentation Overview Clinics Marketing Spend Total Happiness Household Income Median Invoice Price vs Fairness Elasticity Star Barks 45 6,900 363 68,300 149 0.68 -0.62 Odd Chicks 11 8,900 466 87,800 151 0.48 -0.76 Joyless Budders 123 4,000 109 58,700 127 0.28 -0.21 Grumpy Cats 150 5,500 179 67,400 136 0.40 -0.59 Average Joes 93 6,600 253 67,000 142 0.83 -0.69
- 4. Star Barks Insights ? Good balance of price and satisfaction. Keep focus on Value. Happiest of all – Total happiness count is 363 Contributes 21% to overall revenue 10% of all clinics – 45 Price = Value = Fair Price(0.68) Well! They are just too amazing!!! Elasticity Price Units Revenue %Change Price Units Revenue %Increase -0.62 149 7741 1160000 10% 165 7258 1196200 3% Impact of 10% change in Price!
- 5. Odd Chicks ;) Insights ? Great performance, but relatively few clinics. Happiest of the happiest – Total happiness 466 Only 11 Clinics – 2.6% of the total Contributes 7% to the overall revenue More price sensitive, but don’t overly relate price with price fairness (0.48) They are great! But too few clinics to really analyze Elasticity Price Units Revenue %Change Price Units Revenue %Increase -0.67 151 11330 1708890 10% 166 10560 1751978 2.5% Impact of 10% change in Price!
- 6. Joyless Budders Insights ? Stop competing on price. Start competing on giving quality services & value. Unhappiest of all – Total happiness count is 109 29.1% of all clinics – 123 Contributes 12.4% to the overall revenue Only Segment where # of competitors is a factor Satisfaction not driven by price (Fair Price : 0.28) Elasticity Price Units Revenue %Change Price Units Revenue %Increase -0.21 127 1892 240973 10% 140 1852 259440 7.6%
- 7. Grumpy Cats Insights ? Increase prices and marketing spend while keeping values & services in focus Unsatisfied! – Total happiness count 179 150 Clinics – 35.5% of the total clinics Contributes 28.8% to the overall revenue Total satisfaction >> units >> Revenue Relation to fair price is 0.40 Elasticity Price Units Revenue %Change Price Units Revenue %Increase -0.59 136 3393 459976 10% 149 3191 475960 3.4% Impact of 10% change in Price!
- 8. Average Joey’s Insights ? Increasing price would increase net revenue, but customers must see additional value. Total happiness 253 93 Clinics – 2.6% of the total Contributes 29% to the overall revenue Correlate to fair price (0.83) Equates price with overall value Elasticity Price Units Revenue %Change Price Units Revenue %Increase -0.69 142 5263 745903 10% 155 4900 763850 2.5% Impact of 10% change in Price!
- 9. Revenue Impact & Conclusion * Increasing Satisfaction for Star Barks and Odd Chicks may be cost-prohibitive
- 10. Thank You – Group 2