MOTION-DETECTING ANIMAL DETERRENT.
Term Paper ID:23922
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Essay Subject:
Marketing plan for imaginary pet product. Target market, demand, economics, competition, objectives, advertising, projections. Tables.... More...
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14 Pages / 3150 Words
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Paper Abstract:
Marketing plan for imaginary pet product. Target market, demand, economics, competition, objectives, advertising, projections. Tables.
Paper Introduction:
I. Introduction
This marketing plan is for The Motion-Detecting Animal Deterrent, a new product designed to keep pets from leaving and undesired animals from entering an owner's property. It is a fully automatic device that uses infrared sensor technology to detect heat and motion up to 35 feet away and in a 105 degree arc. When the sensor is activated, a built-in pulsating water sprinkler head sends out a three-to-four second spray of water. The device can be adjusted so the target spray area can vary from 20 to 40 feet from the device, and the spray pattern can vary from as narrow as 10 degrees to as wide as 360 degrees. Housed in sturdy ABC plastic, the device attaches to any standard-sized garden house and is secured to the ground by a zinc-plated steel spike. Operated by an on/off switch, it is powered by a 9-volt
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automatic device that usesinfrared sensor technology to detect heat spray area can vary from to feetfrom any standard-sized garden house and billion a year on pets Palmer are dogs while percent are cats Purchases are increasing years old and makes more than annually which use electric shocks It will alsoappeal to property owners Home owners and pet owners Age Sex Male about the demographics of dogowners Least One Child Household Income A lifestyle profile Child Own a Dog Own a Cat both through traditionalmarket research methods and the more as House Gardenand Country Home MediaMark pp Similar specific measurable for the device The above-noted profiles accurately describe thetarget market withcrossover appeal in the home improvement product line These products are also pet at home and sees an upward trend in perceived strongvalue Brown pp Another upward demand trend is in their protection Similar to the motion detectorproduct of which thisproduct offers to home owners Botton pp will bepositive once the marketing strategies severewinter weather conditions This is a activities Theseestimates are derived from analysis of potential forinfluencing the acceptance of the product and pets Hisendorsement would reach thousands of potential customers integral influentialrole in the marketing of this product Strategies pet owners This demographic is open to innovative products and latest innovations in homeimprovement and animal-related products will likely increased awareness of vivisection laboratoryresearch and many people are against cruelty or unnecessaryharm Most often whatthey are looking for in a product is featurethat will appeal to these values Demographic Forces The now to The focus for most is the home and family lifestage Lifestyle Market Analyst CongressionalInformation Office This population especially in the fields of multimedia and informationtechnology which employ likely to purchase because it is the abilityeven to purchase a home eliminating devices Radio Fence is a computerized underground system themotion detector device will spray any animal which passes through Unlike the existing products it can be promoted as animal-friendly and have a fairly high awareness if not shelters and carriers Brown pp Their primary inthe specialized pet product category IV Marketing Objectives of gross sales within the first does not have direct product in pet interest and home improvementperiodicals pet products have successfully advertised inthese kind of magazines for advertising placement include AKC Gazette ASCPAAnimal Pet Subscriber Database and Your Dog-Newsletter for Caring soon-to-be-launched Pet TV Network a niche cable television channel devoted at pet shows animal fairs and television radio direct mailings promotional copyprinted on the product feedback considered an integral part of a company's positive word-of-mouth for a newproduct Another key component to success spay and neuter andadoption programs Partnerships promotion strategy Botton pp Pricing The manufacturing cost final product price The next factor inprice the competition section pricetheir products from to retail excluding collars a skimming-the-cream high-price strategy the mostappropriate and consistent supply stores andsuperstores such as natural niche fortheir stores Pecen market share for traditional outlets such as pet shops anddrugstores stores This strategyis appropriate because small pp If a distribution is desired an innovative with a confirmed order and assume the account Oneentrepreneur be designed for a relativelylow through this distributionchannel D'Amico p VI Financial Projections The and innovativecrossover product most emphasis Cost x units Owner's Salary and Summary The American Pet Products Manufacturing Association is for advertising once a business becomesestablished The organizations will also be used for information aboutpotential storerepresentatives potential product distributors and pet professionals suchas behaviorists breeders plans for growth to be Weekly HomeFurnishings Newspaper pp Brown D Pets and profits Supply Learning through suffering Forbes p Finsen S report New York MAI Information Group Palmer J April Well S June Pet products update Discount StoreNews pp Van pets from leaving and undesired animals sprinkler head sends out a three-to-four second spray of water narrow as degrees to as wide as degrees switch it ispowered by a volt alkaline percent of the million U the average owner is married from leaving their property but do not want danger of causing physical harm orpossible legal and Radio Home Improvement Pet Magazines Newspapers Computers and years old years old Married Home of population years old years old years old Married Analyst These market segmentations are all accessible For example market researchers report thatthis target market obtained and used These segments and Demand Trends This product fits their number of animal-related products because Pecen pp A hardware trade both a homeimprovement and animal-related product Surveys find that these supplies are the result of consumers' manufacturers reveals thatthe two primary by most consumers rather than a staple productlike or annual purchases for most people Seasonal product Similarly sales should also increase in Social and Cultural Factors Certain social and example popular KABC radio talk-show host WarrenEckstein hosts a systems Animal-related service providers such as breeders trainers behaviorists channels section of the marketing plan Reference groups with Rovers and Jeep Cherokees to transport their families thestrong cultural value of preventing and limiting cruelty partlythe result of concerns about the killing of animals bond betweenowners and pets In fact industry executives believe emotions about consumer behavior Pearce Robinson p The animal-friendly home ownership and consumer spendingyears The million empty-nest lifestage the populationof the second-wave boomers will take area selected is the Southern will have the disposable income to and shelter first Kurikoff Hemphill p If businessand economic competitors to the product because of itsunique and innovative include Fido Shock and Radio Repel However using natural water spray rather exiting property Thecompetitions' perceived advantage is the fact U S Pet Products FenceMaster and Dogloo and marketing resources However this product can be promoted marketing objectives These were derived partly from evaluatingthe reported from customers in the Southern marketing strategy is that ofdifferentiation which also be placed in petprofessional journals including Pet Age for research which shows that they subscribe to home-relatedmagazines such as are also available from Animals magazine Dog Show Judges be appropriate in twoinitial venues the above-mentioned KABC magazines and pet product catalogs alongwith anddistributing press materials to a targeted media list information customer sales and service and a of the promotionalstrategy a day money-back guarantee will the consumer The company missionshould relatively low cost These efforts willreinforce consumer includes packing and shipping Opportunities retailers pay a wholesaler for product a higherpremium price can be justified Therefore the Hemphill p Distribution channels The distribution channels that Depot Most home improvement retailersfind that animal-related products for these retailers has increased in whose sales force willmarket the product smaller the trade-off is worth the advantages themand obtaining agreements to stock the product fairly low-cost yet potentially successful accept orders from across the country the significantly high amount of figures are dependent on securingpotential product distribution deals Unit Expected Sales Units Less Fixed Variable Costs Projected first-year networking opportunities For example they can for reachingadvisors whose experience offers lessons for the be spent on developing and contacting media outlets topotential problems in the areas to maximizesales potential while minimizing marketing Government Printing Office D'Amico E April Profit from pet New York McGraw-Hill Lifestyle Market Analyst Denver CO SRDS implementation and control of competitive strategy Homewood IL Irwin Publishing I Introduction This marketing plan is for The Motion-Detecting Animal and motion up to feet away andin a degree arc the device and the spray is secured to theground by a zinc-plated steel pp There are million dogs cats and other small for nonfood higher-priced niche and premium products which also Russell pp This product will appeal to pet and home who want to deter unwanted animals or and female Income Education Graduated from high school Psychographic reveals the following national statistics Ages of head of of the initial target market the Los Education College years College years Occupation Administrative recent development of Website trackingtechnology Information for the and actionable information regarding what other media the chosen A greater number of potential customers emerges withthis and security categories In fact hardware and attractive items becausetheir profit margins are higher than average the demand for premium andcrossover products such as in the area of home and personalsafety devices this category also has crossover Expected demand will be slow have been in place forapproximately six months to a time of year which impedes muchoutside activity from both industry and demographic factorsand because First opinion leaders caninfluence word-of-mouth Another powerfulgroup of opinion leaders are veterinarians for reaching theseopinion leaders at pet-related events services which willenhance their lives have a positive effecton potential future sales The most important testing of animals the mistreatment of zoo and circusanimals Similarly being done to animals Finsen pp a sense of security and comfort Brown pp This portion of the baby boomer demographic that family While many in the leading shift is a positive indicatorfor this product's large numbers of the target demographic LifestyleMarket not anitem of necessity for those with low the need for this type of specialtydevice B The whichdelivers a shock to the animal through a thetarget area Another differential advantage of the indesign It also has the advantage of dual protection purchase level among the public Well-known large advantages are their experience and reputation in theindustry Following are the first-year sales year or two of business D'Amico p competition Return on Investment Achieve before-tax profit of least V along with direct mailings sent publications Specific consumer magazine advertising for this Watch Dog World Pets Quarterly and Dog Owners among others MediaMark pp Local to thetopic of animals Several pet product entrepreneurs confirm that trade shows is anotherpromotional distribution opportunity entrepeneurs box or the company Web Site detailed below an telephone success by several start-up petproduct in this niche category is the with pet protection programs and non-profit organizations shelters and after the initial set-up fee of is determination is retailer mark-up for non-food pet whichlist from to each Because no collars have to be with the image of a high-quality Petco and Petsmart along with hardware and pp Many also offer service repair andcustomer consultation has decreased Russell pp This companies have limited financial andpromotional resources to reach approach to securing adeal is first in the pet industry successfully used this strategy andreported million cost In addition to offering information following financial projections are for the needs to be placed on Overhead x month Variable Costs of Expected Sales Advertising the petindustry trade association It is recommended they Pet Industry Joint Advisory Council product distributors The first year of operation will be and trainers Building the business on a developed with more precision andaccuracy and demand Chilton'sHardware Age pp Congressional Information July Animal rights Animals Agenda pp Kuriloff aren't you the cat's meow Barrons Fleet D Contemporary management New York HoughtonMifflin fromentering an owner's property It is a fully Thedevice can be adjusted so the target Housed in sturdy ABC plastic thedevice attaches to battery included with the product Americans currently spend S households percent or million of these pets owns a home is younger than to use theexisting animal deterrent products action II Target Market Segments Demographics Internet usage A lifestyle profile research report Ownership Children at Home At Home Ownership Children at Home At Least One measurable accessible substantial in number and actionable targets also uses home-related magazines such were chosen to appeal to the widest range of possiblecustomers into the pet product specialty niche category they are perceived as ideal companions to theirexisting journal reports that almost every other customer hasa consumersare looking for products that have style quality and a increased interest intaking an active part features are prevention and deterrence both food Kuriloff Hemphill p The demand trend factorswould be a consideration for distribution in geographic areas with warmer weather correlated to the increase in animal and people cultural factors do have significant weekend show on the topic of animals boarders and groomers will also play an influence include fellow home and overstation wagons and minivans Peers who use the to animals Theanimal rights movement has for human consumption These indicators show that ultimatelyplay a large part in the pet owner's purchase decision nature of this product is a positive boomers born from to are its place in the next years in thehome and Californiaregion including greater Los Angeles Business and economic conditionsare strong purchase theproduct Otherwise they are not conditions are unfavorable many will not have design Indirect competitors are the electronicboundary these products work only on animals wearing a collar while than electric or static shocks that they have been on themarket for a few years They offer products like petdoors modular kennels pet as complementary and the natural evolution experiences of other pet product entrepeneurs who reported anaverage California region Market Share Not applicable as the product also emphasizes safety quality and service Advertising will be placed the pet product industry andDVM for veterinarians Other House Garden Better Homes Gardens and Country Home Other Dog Shows Pedigrees-The Pet Catalog Radio talk show and the sending press releases to print radio and television media Exhibiting are relatively low-cost methods of product promotion Whether through free videodemonstration of the product This will encourage customer also be offered to theconsumer an important way to garner be publicized as animal-friendly sponsoring education as an important part of the for product distributionwill be explored and may alter the a product Russell pp The indirect competitors as noted in planned per-unit price willbe This is offer thegreatest time and place utility for consumers are pet pet and animal supplies and products are a the past few years while to the consumer through the pet gained inaccess to marketing and financial resources Van Fleet Potential distributors canthen be approached distributionchannel is the Internet A Website page can Numerous products includingbooks laserdiscs and clothing are purchased percent ofexpected sales for advertising and promotion For a new Fixed Costs Manufacturing Set-Up Fee Unit pre-tax profit VII Recommendation and provide certain competitor information including the averageamount of revenue allocated fledgling entrepreneur Both of these attending animal trade shows meeting with pet and home improvement of manufacturing sales and service Thiswill also allow costs References Botton S March Taking safety in hand products Home OfficeComputing p Feldman A February Polk Company MediaMark Research Pet and baby products Pecen M February Pet products Do-it-yourself retailing pp Russell Deterrent anew product designed to keep When the sensor is activated a built-in pulsatingwater pattern can vary from as spike Operated by an on off animals keptas pets in million or offer higher profit margins forretailers than food items Demographically owners who want to detertheir animals humans fromentering their property without the Independent Achiever Geographic Southern California Mediagraphic Television household of households years old AngelesCounty population reveals similar numbers Age of head of household Professional Technical Source The Lifestyle Market development of an effective media strategyis available and petownership demographics uses radio newspapers magazines television canbe strategy III Situation Analysis A The Situational Environments Demand home improvement stores are increasing ranging from percent to percent pet doors which are considered including motion detectors Innovations in safetyequipment and appeal to personal care electronics and home improvement Research by in growth because this is a specialtyproduct which is unsought year The trend will not be correlateddirectly to monthly humans and animals and hence the demand forsuch a they are fairly conservative look to be realistic and product demand with positive opinions andendorsements For Many carry and recommend petproducts such as anti-barking and venues are detailed in thepromotion and distribution in a unique manner For example this demographicchooses Range value supporting acceptance of this product is the increasing popularity of vegetarianism is Another powerful cultural value is the strong emotional supports the motivational behavior theoriesmarketing experts report is the primary targetmarket is in the prime child rearing edgeof this demographic are entering the potential Economic and Business Conditions The initial geographic Analyst If unemployment and other economic factors remainpositive this market incomes who focus on fulfilling needsfor food Competition There are no known direct collar if it passes over theproperty boundary Similar systems detector system is thesafety of from unwanted animalsentering and preventing personal pets from pet supply manufacturers include Johnson Pet-Dor as well as their financial goals as defined through thefollowing Sales Volume Achieve sales of units Marketing Mix Strategy Promotion The appropriate to the subscriber listsavailable from these publications Advertising will target market willtake advantage of Your Pet Direct marketing andsubscriber lists television and radio advertising may also an effective marketingstrategy includes placing ads in report success with D'Amico p These activities especially developing number will be publicized for the public to call forproduct companies D'Amico p As part imageand message the product conveys to humane societies can garner significantpositive word-of-mouth at per unit including battery The manufacturer costalso items usually percent over the price purchasedand because of the dual protection advantage of the specialty itemtargeting a higher-income demographic Kuriloff homeimprovement stores such as Home for products In fact market share for product can be sold to a distributor the consumer effectively While the profitmargin will be to create demand among retailers by directly contacting in sales in Feldman p Another about the product this sitecan first year ofoperation and include publicity promotionand advertising opportunities Final and Promotion Supplies State and local taxes Selling Price Per be contacted forfurther industry information and also provides information andreferrals valuable resources They may provide opportunities home-based to minimize costs Most time should regional level will allow for attention In sum this strategy offers the best opportunity Service Statistical ReferenceIndex Bethesda MD U S A H Hemphill J M Starting and managing thesmall business pp Pearce J A Robinson R B Formulation automatic device that usesinfrared sensor technology to detect heat spray area can vary from to feetfrom any standard-sized garden house and billion a year on pets Palmer are dogs while percent are cats Purchases are increasing years old and makes more than annually which use electric shocks It will alsoappeal to property owners Home owners and pet owners Age Sex Male about the demographics of dogowners Least One Child Household Income A lifestyle profile Child Own a Dog Own a Cat both through traditionalmarket research methods and the more as House Gardenand Country Home MediaMark pp Similar specific measurable for the device The above-noted profiles accurately describe thetarget market withcrossover appeal in the home improvement product line These products are also pet at home and sees an upward trend in perceived strongvalue Brown pp Another upward demand trend is in their protection Similar to the motion detectorproduct of which thisproduct offers to home owners Botton pp will bepositive once the marketing strategies severewinter weather conditions This is a activities Theseestimates are derived from analysis of potential forinfluencing the acceptance of the product and pets Hisendorsement would reach thousands of potential customers integral influentialrole in the marketing of this product Strategies pet owners This demographic is open to innovative products and latest innovations in homeimprovement and animal-related products will likely increased awareness of vivisection laboratoryresearch and many people are against cruelty or unnecessaryharm Most often whatthey are looking for in a product is featurethat will appeal to these values Demographic Forces The now to The focus for most is the home and family lifestage Lifestyle Market Analyst CongressionalInformation Office This population especially in the fields of multimedia and informationtechnology which employ likely to purchase because it is the abilityeven to purchase a home eliminating devices Radio Fence is a computerized underground system themotion detector device will spray any animal which passes through Unlike the existing products it can be promoted as animal-friendly and have a fairly high awareness if not shelters and carriers Brown pp Their primary inthe specialized pet product category IV Marketing Objectives of gross sales within the first does not have direct product in pet interest and home improvementperiodicals pet products have successfully advertised inthese kind of magazines for advertising placement include AKC Gazette ASCPAAnimal Pet Subscriber Database and Your Dog-Newsletter for Caring soon-to-be-launched Pet TV Network a niche cable television channel devoted at pet shows animal fairs and television radio direct mailings promotional copyprinted on the product feedback considered an integral part of a company's positive word-of-mouth for a newproduct Another key component to success spay and neuter andadoption programs Partnerships promotion strategy Botton pp Pricing The manufacturing cost final product price The next factor inprice the competition section pricetheir products from to retail excluding collars a skimming-the-cream high-price strategy the mostappropriate and consistent supply stores andsuperstores such as natural niche fortheir stores Pecen market share for traditional outlets such as pet shops anddrugstores stores This strategyis appropriate because small pp If a distribution is desired an innovative with a confirmed order and assume the account Oneentrepreneur be designed for a relativelylow through this distributionchannel D'Amico p VI Financial Projections The and innovativecrossover product most emphasis Cost x units Owner's Salary and Summary The American Pet Products Manufacturing Association is for advertising once a business becomesestablished The organizations will also be used for information aboutpotential storerepresentatives potential product distributors and pet professionals suchas behaviorists breeders plans for growth to be Weekly HomeFurnishings Newspaper pp Brown D Pets and profits Supply Learning through suffering Forbes p Finsen S report New York MAI Information Group Palmer J April Well S June Pet products update Discount StoreNews pp Van pets from leaving and undesired animals sprinkler head sends out a three-to-four second spray of water narrow as degrees to as wide as degrees switch it ispowered by a volt alkaline percent of the million U the average owner is married from leaving their property but do not want danger of causing physical harm orpossible legal and Radio Home Improvement Pet Magazines Newspapers Computers and years old years old Married Home of population years old years old years old Married Analyst These market segmentations are all accessible For example market researchers report thatthis target market obtained and used These segments and Demand Trends This product fits their number of animal-related products because Pecen pp A hardware trade both a homeimprovement and animal-related product Surveys find that these supplies are the result of consumers' manufacturers reveals thatthe two primary by most consumers rather than a staple productlike or annual purchases for most people Seasonal product Similarly sales should also increase in Social and Cultural Factors Certain social and example popular KABC radio talk-show host WarrenEckstein hosts a systems Animal-related service providers such as breeders trainers behaviorists channels section of the marketing plan Reference groups with Rovers and Jeep Cherokees to transport their families thestrong cultural value of preventing and limiting cruelty partlythe result of concerns about the killing of animals bond betweenowners and pets In fact industry executives believe emotions about consumer behavior Pearce Robinson p The animal-friendly home ownership and consumer spendingyears The million empty-nest lifestage the populationof the second-wave boomers will take area selected is the Southern will have the disposable income to and shelter first Kurikoff Hemphill p If businessand economic competitors to the product because of itsunique and innovative include Fido Shock and Radio Repel However using natural water spray rather exiting property Thecompetitions' perceived advantage is the fact U S Pet Products FenceMaster and Dogloo and marketing resources However this product can be promoted marketing objectives These were derived partly from evaluatingthe reported from customers in the Southern marketing strategy is that ofdifferentiation which also be placed in petprofessional journals including Pet Age for research which shows that they subscribe to home-relatedmagazines such as are also available from Animals magazine Dog Show Judges be appropriate in twoinitial venues the above-mentioned KABC magazines and pet product catalogs alongwith anddistributing press materials to a targeted media list information customer sales and service and a of the promotionalstrategy a day money-back guarantee will the consumer The company missionshould relatively low cost These efforts willreinforce consumer includes packing and shipping Opportunities retailers pay a wholesaler for product a higherpremium price can be justified Therefore the Hemphill p Distribution channels The distribution channels that Depot Most home improvement retailersfind that animal-related products for these retailers has increased in whose sales force willmarket the product smaller the trade-off is worth the advantages themand obtaining agreements to stock the product fairly low-cost yet potentially successful accept orders from across the country the significantly high amount of figures are dependent on securingpotential product distribution deals Unit Expected Sales Units Less Fixed Variable Costs Projected first-year networking opportunities For example they can for reachingadvisors whose experience offers lessons for the be spent on developing and contacting media outlets topotential problems in the areas to maximizesales potential while minimizing marketing Government Printing Office D'Amico E April Profit from pet New York McGraw-Hill Lifestyle Market Analyst Denver CO SRDS implementation and control of competitive strategy Homewood IL Irwin Publishing
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