ARGANIX LUXURY LATHERFOR PETS

MARKETING PROJECT 2013

Product Conception

Contains Argan Oil Provides moisture and soothes dry pet

skin & coat Softer, manageable fur

First shampoo of its kind for pets

Arganix Luxury Lather

Domestic Marketing Strategy

Competitive Forces Economic Forces

Competitive advantage Contains argan oil Is currently the only pet

product with argan oil as key ingredient

Paul Mitchell Pets & Pet Head They are both popular US

brands for luxury pet shampoos

These brands do not have argan oil as ingredients

Increase in pet shampoo sales

$30-$500 spent yearly on pets

Domestic Marketing StrategyPolitical Forces

Legal & Regulatory Forces

The U.S and Morocco are top trading

Free trade partner Cosmetic vs.

Conception

Market is NOT tightly regulated

FDA guidelines

- Prohibits adulterated/ misbranded cosmetics

Domestic Marketing StrategyTechnological Forces Socio-cultural Forces

Advertising Promotion Sampling Facebook

Role of Appearance in our culture

Brand Loyalty

Impact of “public eye”

International Marketing Strategy

Competitive Forces Economic Forces

Jessy’s Animal World 52% of market share Distributes to targeted

businesses

Increase in disposable income

Growing population of domestic animals

Increase in the number of hypermarkets in the country

International Marketing StrategyPolitical Forces

Legal & Regulatory Forces

The U.S and Morocco are top trading

Free trade partner Cosmetic vs.

Conception

Argan tree is native to Morocco

Plan to Increase exports

But… Trees are now

endangered

International Marketing Strategy

Technological Forces Socio-cultural Forces

Facebook Promoting Coupons Samples

Role of Women in Argan industry

- Bright future

Pet Owners in Morocco

- Wealthy

- Protection

Research Survey

Sample Research Survey (sample)

1) Are you a male or female? •Male

•Female

2) What is your age?•18-35 years old•35-50 years old•50-65 years old•65+ years old

3) What is your current marital status?•Single•Married

4) What is your yearly income (on average)?•0-$20,000

•$20,000-$30,000•$30,00-$45,000•$45,000-$60,000

•$60,000+

Business Research Survey (sample)

1.) Are pet products popular in your store? Yes No 22) Would you use argan oil on your pet?Yes No

23) Do you use argan oil on your hair?YesNo

24) On a scale of 1-10 how much do you like using argan oil?

1 2 3 4 5 6 7 8 9 10 (circle one) 25) Would you use it as often on your pet?YesNo

S.W.O.T Analysis

STRENGTHS WEAKNESSES

Contains argan oil Not tightly regulated

Skepticism

OPPORTUNITIES THREATS

Expand our product line to conditioners, and fur care & maintenace

Growth to other countries

Build a distinctive brand

Few, because of lack of competitiors with same key ingredient

Marketing Strategies

Product Pricing

Arganix Luxury Lather for Pets

Argan oil based pet shampoo

Two sizes 8oz. & 10 oz. Recyclable packaging

Critical Component

Price Range: $10.00-$15.00

Morocco = Lower price

Marketing Strategies (cont)

Distribution Promotion

Concentrated Strategy

Morocco = Business Market

U.S = Consumer Market

Importance of Technology

Facebook Coupons Samples