Marketing Plan
Marketing Plan: Phase I, II, III, and IV
Lora, Jina, Tina, and Josie
MKT 421
Jon Smith
1/25/2008
Executive Summary Petsmart would like to introduce a new product called CuddleSmart. This product has been developed in order to aid desired pet owners to control allergies caused by cats and dogs. A four-phased plan has been developed to market the new product.
Phase 1 – Development of CuddleSmart
• Development of product – 63% of 112.9 American households have family pets. 15% of Americans are allergic to pets, however one third still own pets. Allergies to pets present many complications that led to 5.6 American households living uncomfortably.
• SWOTT – An analysis of the CuddleSmart finding its strengths, weaknesses, opportunities, threats and trends in the market.
• Market Research – Petsmart will distribute a survey to consumers that will lead to a better understanding of the consumer’s experience with allergies to pets.
Phase 2 – Marketing to Consumers
• Target Market – Consumers aged 25-50 with families located in the Midwest.
• Consumers/Organizational Buyers – Consumers that want to have pets, but cannot due to complications of themselves or family members with pet allergies. Organizations would include pet trainers, owners of special need dogs, and police department.
• Competitors – Possible competitors would include Petco, Wal-Mart, and Target.
Phase 3 – Expectations of the CuddleSmart
• Attributes – White spray bottle available in 16 oz. or 24 oz. bottle. Spray bottle will be handled easily and product is safe for pets and humans.
• Product life cycle – Expected product life cycle for spray is 10 years. Expected reaction from competitors will be strong and product uniqueness will cause a high incentive to create own spray.
• Strategy & Price – Basic strategy is to educated consumers on the benefits of the spray. The price the spray will be offered at is $11.99 for 16 oz. and $17.99 for 24 oz.
Phase 4 – Launching of pet spray
Lora, Jina, Tina, and Josie
MKT 421
Jon Smith
1/25/2008
Executive Summary Petsmart would like to introduce a new product called CuddleSmart. This product has been developed in order to aid desired pet owners to control allergies caused by cats and dogs. A four-phased plan has been developed to market the new product.
Phase 1 – Development of CuddleSmart
• Development of product – 63% of 112.9 American households have family pets. 15% of Americans are allergic to pets, however one third still own pets. Allergies to pets present many complications that led to 5.6 American households living uncomfortably.
• SWOTT – An analysis of the CuddleSmart finding its strengths, weaknesses, opportunities, threats and trends in the market.
• Market Research – Petsmart will distribute a survey to consumers that will lead to a better understanding of the consumer’s experience with allergies to pets.
Phase 2 – Marketing to Consumers
• Target Market – Consumers aged 25-50 with families located in the Midwest.
• Consumers/Organizational Buyers – Consumers that want to have pets, but cannot due to complications of themselves or family members with pet allergies. Organizations would include pet trainers, owners of special need dogs, and police department.
• Competitors – Possible competitors would include Petco, Wal-Mart, and Target.
Phase 3 – Expectations of the CuddleSmart
• Attributes – White spray bottle available in 16 oz. or 24 oz. bottle. Spray bottle will be handled easily and product is safe for pets and humans.
• Product life cycle – Expected product life cycle for spray is 10 years. Expected reaction from competitors will be strong and product uniqueness will cause a high incentive to create own spray.
• Strategy & Price – Basic strategy is to educated consumers on the benefits of the spray. The price the spray will be offered at is $11.99 for 16 oz. and $17.99 for 24 oz.
Phase 4 – Launching of pet spray
References: APPMA. (2008). Industry statistics & trends. Retrieved January 3, 2007 from: http://www.appma.org/press_industrytrends.asp Armstrong G. and Kotler P. (2005). Marketing: An Introduction (7th ed.). Upper Saddle River, NJ: Pearson. Retrieved December 15, 2007, from University of Phoenix eBook Collection database. Determan, M. (1999). Pricing. Retrieved January 13, 2008 from. http://www.varatek.com/launchsite/price.html Kotler P. & Keller K. (2006) Marketing Management (12th ed.) Upper Saddle River, NJ: Pearson. Retrieved December 15, 2007, from University of Phoenix eBook Collection database. NetMBA.com. (2007). Market segmentation. Internet Center for Management and Business Administration, Inc. Retrieved January 8, 2008 from http://www.netmba.com/marketing/market/segmentation/ Perreault, W., & McCarthy, E. (2005). Basic Marketing (15th ed.). McGraw-Hill/Irwin, New York, NY. Retrieved December 19, 2007, from University of Phoenix eBook collection database. PetSmart. (2007). Company Overview. PetSmart Store Support Group, Inc. Retrieved December 29, 2007 from: http://phx.corporate-ir.net/phoenix.zhtml?c=93506&p=irol- companyOverview Quantifiability