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Matthew M. Hoffmann Vanny Sok Christina Ley Sean Burton December 4 th , 2012 Principles of Marketing BUS 240-50 Professor Dr. J.W. Dottin . Executive Summary. Enhance the apparel category in modern pet stores today.
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Matthew M. HoffmannVanny SokChristina Ley Sean Burton December 4th, 2012Principles of Marketing BUS 240-50 Professor Dr. J.W. Dottin
Executive Summary • Enhance the apparel category in modern pet stores today. • A high performance luminous spray paint, based on new generation glow material. • Without harm and safe to the owners and their cats or dogs, as well as environmental living. • Provide pets owners with protection, safety, and peace of mind during night time. • Achievement Objectiveto a long-term development with the marketing mix. • Unique product. • Pricing is competitive among the competition. • Satisfy consumers at the right time and in convenient location. • Promote and delivery to consumers with positive qualities.
Product Conception How is “GLOW” unique? • Nonelectrical barriers can be exorbitant or hazardous toward cats and dogs. • “GLOW” can be fit in a purse or a small area for easy storage. • Flexible to use at any circumstances even during rainy night. • Easy to remove the paint out with our dual spray. • Profitable price under $7.00. • Owners could enjoy their pets with their favorite colors.
SWOT Analysis • Strengths • “GLOW” will never smudges or erase. • reflection without light. • Illuminates in the dark or rainy night. • Easy to apply and remove from the pet’s pelt. • Weaknesses • The product only works during the night. • Opportunities • Dual spray to remove the paint. • A winter spray keeping cats and dogs warm during the fall season. • Variety of different colors.
SWOT Analysis • Threats • Product those are competitive to our product such as: • Reflector vest • Raincoats • Winter jackets • GPS collars • Extendable leashes • Electronic fencing
Domestic Marketing Strategies • Target Market Segmentation Strategy • Targeting on cats and dogs’ owners. • Focusing on the consumer marketing: • Consumers attitude • Perceptions • Lifestyle • geographic • Production Strategy • The product is first appearance in the market. • Introduce the opportunities section of the SWOT analysis. • Introduce another product during the stage of the product life cycle.
Domestic Marketing Strategies • Pricing Strategy • Be competitive among the competition. • Stabilizes the product in order to avoid price wars. • Maintain a moderate but also maximize profit. • Listed price without tax is $6.95 per canister. • Distribution Strategy • Satisfy customers at the right time and selective locations. • Direct distribution from the manufacturer to retailers. • Intermediates distribution through aggregators like: • Petco • Dog walker businesses • Veterinarians
Domestic Marketing Strategies • Promotion Strategy • Using order getter and Conducting a sales contest. • Some percentage discount to first time buyers. • Social media (Facebook, Twitter, LinkedIn, etc.) • Door to door fly or brochures.
Research Survey for Product Potential Target Audience • Do you have any kid(s) at home? (Yes or no) • Do you walk your pet at night? (Yes or no) • Is your pet an indoor or out door animal? (Yes or no) • Do you buy apparel for your pet? (Yes or no) • What type of apparel do you buy? (Jackets, costumes, flotation vest, other) • Between what ranges in price do you spend on your pet? ($1-10, $11-20, $21-40, $41+) • What local pet store do you visit on a regular visit? (Petco, Petsmart, other)
