For this project, you are asked to develop a new product and write a brief marke

Question

For this project, you are asked to develop a new product and write a brief marketing plan (8-10 pages, double-spaced, in font size 12, Times New Roman style) for marketing that product. The product has to be new, meaning that it does not yet exist. Use your creativity. Examples from past classes (among others) include a new “Apple iVideo” device similar to the iPhone which creates & edits videos, an internet café adjacent to the Emporia campus as a franchise of a national chain, a pet waste pick-up service added for a local pet supplies store, and a new lightweight kayak carrier designed for smaller cars. The outline of the marketing plan is given below:

Explanation / Answer

1. PET WASTE PICK-UP SERVICE.

WHY PET WASTE PICK-UP SERVICE… By effectively and efficiently disposing of your pet’s waste on a regular basis, we help keep our courtyard and environment clean. This helps reduce the chances of your pet coming into contact with harmful bacteria.

2. THE MARKET SIZE

The estimated market size of pet food and products is estimated to be around US$ 30 Billion in the US alone and is growing at a rate of around 4% annually. The number of Dog ownership dominates the segment and accounts for the major share of total pet industry. It is followed by Cats, birds, fish and small mammals.

3. PROJECTION OF MARKET SIZE

Taking in consideration the total size of the market, the estimated market size for pet waste pick-up tools and accessories can be parked at between 5 – 8 % of the total size..i.e. around 2 Billion USD. The growth rate in the segment could be close to double digit figure.

4. TARGET SEGMENT

The TARGET segment for the products has to primarily the owners of pet that are existing in the market. The need is to educate the customers and ensure it becomes a habit for them to use the products and services.

5. PRODUCT OFFERINGS

In this segment, we talk of the products and services that would be helpful and easy-to-use from the customer’s view point. We need to focus on two aspects namely, products that the customers can use on their own and services, that would be available through the nearest supermarket or customer help centers.

6. Products

7. SERVICES

8. MARKETING CHANNEL SUPPORT

The first step is to create awareness to customer and make the products and services available at the supermarkets and pet shops. On-line and web services are suggested along with the channel support for greater customer support and satisfaction.

Related Questions

Navigate

• Browse (All)
• Browse F
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.