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Marketing Presentation: Trap-Ease America
Transcript of Marketing Presentation: Trap-Ease America
With the cooperation of a plastics-manufacturing firm, Trap-Ease America produces the traps which consist of a plastic tube of about 6 inches (15.24 cm), and a diameter of 1.5 inches (3.81 cm). The 15.24 cm tube bends at a 30 degree angle at the middle. Trap-Ease America The Big Cheese of Mousetraps Case: Martha House, President of Trap-Ease America, has recieved a lot of positive feedback on her company's new innovative mousetrap. Nevertheless the demand for the new mousetrap hasn't materialized. Central Idea Ralph Waldo Emerson - "If a man can make a better mousetrap than his neighbor, the world will make a beaten path to his door." Questions for Discussion Martha and the Trap-Ease American investors believe they face a once-in-a-lifetime opportunity. What information do they need to evaluate this opportunity? How do you think the group would write its mission statement? How would you write it?
Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?
How has the company positioned the Trap-Ease for the chose target market? Could it position the product in other ways?
How would you describe the current marketing mix for Trap-Ease? Do you see any problems with this mix?
How would you change Trap-Ease's marketing strategy? What kinds of controld procedures would you establish for this strategy? Question 1: Once-in-a-lifetime Opportunity: A innovative mousetrap that works effectively.
Required Information to Evaluate the Opportunity:
Decide whether the company has a unique selling point (USP) that will put it as a competitive advantage over other companies.
Decide whether customers are willing to pay a higher price for the "more-for-more" value proposition offered by the company.
Evaluate the market segments, and decide whether the right segments have been targeted. Trap-Ease America Consumer Product
Core Competence: Product Features Advantages of using the Ease-Trap User Friendly
No clean-up Mission Statement: Providing a mouse-free environment in a convenient and effective manner while considering everyone's needs and values. Question 2 Has Martha identified the best target market for Trap-Ease? What other market segments might the firm target?
She did identify the best target market because most men don't really care about the mouse itself or the type of mouse trap.
Most women want to get rid of the mouse itself, but don't want to kill it because it's inmoral and they don't like the mess.
Perhaps they could try to focus on companies as well for example supermarkets or food factories. Question 3: How has the company positioned the Trap-Ease for the chosen market? Could it position the product in any other ways?
The position of the Trap-Ease is “Traps Mice Easily”. Other suitable positions will be; “Never see or touch a dead mouse again” “Trap-Ease is clean, safe and easy to use” and “Avoid the mess and create a no clean-up problem with Trap-Ease”. Question 4 Place: National grocery, hardware, and drug chains such as Safeway, Kmart, Hechinger's and CB Drug. Product: Currently Trap-Ease only has one product, their mouse trap. They probably could create a couple different versions of their mouse trap in order to offer more variety. Price: The higher price of their mouse trap seems to be consistent with a quality differentiation strategy but they probably could offer a wider range of prices on the different models of their trap if they chose to widen their product range. Promotion:
Right now, Ease-Trap has an advertising budget of $60.000.
They spend $10.000 on Good Housekeeping and other "home and shelter" magazines.
The other $50.000 are spent on travel costs to visit trade shows and to make sales calls on retailers.
They are trying to distribute their product through stores like Kmart and Safeway. A really good market to hit would probably be the internet. People on in the internet are often times into quality, ease of use, and innovativeness and don’t mind spending a little more money to get what they want. It is also a high profit market because it reduces transportation costs and there are no middle man costs. The promotion of the Trap-Ease mouse trap seems to be one of their largest problems.
They should promote over the internet for certain on sites that they think their target market will be visiting and they should also think about putting out ads on TV. In this changing high tech environment magazine ads aren’t enough anymore. $ € £ ¢ ¥ Question 5 Trap-Ease America’s competition is any company that creates mouse traps. They face a market in which large volume of low quality low cost mouse traps are sold. There are also poisons that are sold which are a danger to pets and animals as well as the mice they are supposed to kill. There are also other versions of live catch mouse traps out there. An example of one of Trap-Ease’s competition is d-CON who offers both baits and traps. Question 6 How would you change Trap-Ease's marketing strategy? What kinds of control procefures would you establish for this strategy?
Control Thank You Questions?