An innovative way to feed your pet while you’re away from home.
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Transcript of An innovative way to feed your pet while you’re away from home.
TABLE OF CONTENTS
• Executive Summary
• Product Conception
• Domestic Marketing Strategy
• International Marketing Strategy
• SWOT Analysis
• Research Survey
• Marketing Mix
EXECUTIVE SUMMARY• Company: Distinctive Doggie and
Cattie Company• Been in business 23 years• Looking to broaden horizons• Wants to market new product, and not
just in the states, but Morocco as well• In order to have a strategic analysis
and a marketing plan, the company will be evaluated on its strengths, weaknesses, opportunities, and threats
• Plan mainly focuses around building off how the majority of people look to technology for ease and convenience, and incorporating that in the new product
PRODUCT CONCEPTION• SmartFeed is a food dispenser that
you can use to feed your pet well you are on the go. This feeder comes with a code used on our app that will be available for download on app stores. Not only can you choose when to feed you pet but also how much it will dispense. The storage unit will be big enough to hold up to 25lbs of food. Once the food supply gets down to ¾ quarters empty, a sensor will be tripped and the app will inform you that a refill is needed.
PRODUCT CONCEPTIONThe SmartFeed app has a function where it alerts the user 3 different times throughout the day that they should probably feed their pet. If you have the SmartFeed set to dispense at specific times throughout the day, you will get a notification when the food is dispensed. The SmartFeed incorporates the smart phone with everyday life for some people. With the app, it is easy for families who are one the go.
PRODUCT CONCEPTION
Regular Dispenser
• Timer dispenses food at a certain time of the day
• Set every night
• Only hold certain amounts of food
SmartFeed• Can be dispensed at
anytime
• Can hold up to a 25lb bag of food
• Has a sensor in bowl to tell when food has been eaten
• Has a sensor in container to alert once it’s ¾ quarters empty
DOMESTIC MARKETING STRATEGY
Competitive forcesThe timed food dispenser
Target the market
Economic ForcesIn 2013 people spent $55.53 billion on dog food
The number US households with pets is 82.5 million
Pets have increased by 4.7% this year
Vet and pet food is $21 billion
Political ForcesNo political forces are expected to effect our product
DOMESTIC MARKETING STRATEGY
Legal and Regulatory ForcesCopyright
Technological ForcesWe can add to the website to show updates as well as being able to have a help desk available 24 hours
Phone services with knowledgeable representatives
The high use of cell phones as well as fast speed services rising
Socio-Cultural ForcesConvenience for working families on the go
Easy to use
The languages used on the product will be English, Spanish, Chinese, etc. to accommodate for the wide variety of languages used in the US
INTERNATIONAL MARKETING STRATEGY
Competitive ForcesMorocco has more of other pets than they do dogs
Economical ForcesGDP has grown over the years.
Technology and transportation are now up to date.
Growth of population in the city.
Political ForcesForeign Policies
Free Trade Agreement
INTERNATIONAL MARKETING STRATEGY
Legal and Regulatory ForcesObtain a certificate negative which registers the company at the regional investment center
Pay stamp duty at mayors office
Register with ministry of finance for patent tax with the tribunal commerce and social security and taxation
Make company stamp
Technological ForcesInternational customer service for the product.
Promotions and ads throughout the social networks such as Facebook, twitter etc.
New and improved 3G network which will now let Morocco citizens surf the internet faster.
Socio-Cultural ForcesConvenient for those who own pets.
Language for business would be in French
Language for distribution will be Arabic
“
”
MOBILE PHONE OWNERSHIP IN MOROCCO HAS LEAPT FROM ZERO PERCENT TO TWO THIRDS OF THE POPULATION IN LESS THAN TEN YEARS OF COMMERCIAL AVAILABILITY
Ilahaine,2009
SWOT ANALYSIS
Strengths
• Easy access for on the go families
• The use that smart phones in a persons life
Weaknesses
• Technology flaw in the first round of operation
• Not fully reliable in certain places and times
• The language change from the US and Morocco
SWOT ANALYSIS
Opportunities• Rise in cell phone use/
purchase in Morocco
• Working class family still would be able to have pets even while on the go
Threats• Other food dispensers
• People may prefer to interact with their pets
• Weather conditions causing cell phone connection to be last
SURVEY QUESTIONS
• How often to do feed your pet?
• Does your pet need to be feed at the same time everyday?
• Do you see yourself basing your schedule off of your dog?
• How often do you find yourself on your phone?
• Do you prefer your resources to be convenient for you?
MARKETING MIX
Target Marketing Segmentation
StrategyHetogenous market
Smart market segment
Concentrated marketing strategy
Product Strategy
Branch out from food industry and into a food dispenser
Meet or exceed costumer expectations
Pricing Strategy
High quality product that is targeted at a small market segment. Quality of SmartFeed is reflected in its price and will be higher than other completive feeders
MARKETING MIX
Distribution Strategy
Social media websites
“Sharing” once app is downloaded
Promotion Strategy
The SmartFeed is compact, lightweight, and nonperishable.
It can be shipped from a central location direct to the clients
REFERENCES
• BUSINESS. (2006). Total Telecom Magazine, 4-5.
• PR, N. (2012, September 27). Moroccan Minister of Trade, Industry, and New Technologies, Abdelkader Amara, Makes the Case for More Business in Morocco. PR Newswire US.
• PR, N. (2013, July 5). IBM announces Morocco Global Delivery Center, creates up to 400 New Technology Roles. PR Newswire US
• Starting a Business In Morroco. (2013). In Doing Business. Retrieved November 15, 2013, from http://www.doingbusiness.org/data/exploreeconomies/morocco/starting-a-business
• Ilahiane, H., & Sherry, J. (2009). ECONOMIC AND SOCIAL EFFECTS OF MOBILE PHONE USE IN MOROCCO. Ethnology, 48(2), 85-98.
• Personal Income and Outlays September 2013. (2013, November 8). In US Department of Commerce. Retrieved November 21, 2013, from http://www.bea.gov/newsreleases/national/pi/pinewsrelease.htm
• Roberts, A. (2013, May). Dog Person? Or Cat Person? Pet's by the Numbers. In CNN. Retrieved November 10, 2013, from Google.