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Matthew M. HoffmannVanny Sok

Christina Ley Sean Burton

December 4th, 2012

Principles of Marketing BUS 240-50 Professor Dr.

J.W. Dottin

+ Executive Summary Enhance the apparel category in modern pet stores

today. A high performance luminous spray paint, based on

new generation glow material. Without harm and safe to the owners and their cats or

dogs, as well as environmental living. Provide pets owners with protection, safety, and peace

of mind during night time. Achievement Objective to a long-term development

with the marketing mix. Unique product. Pricing is competitive among the competition. Satisfy consumers at the right time and in convenient

location. Promote and delivery to consumers with positive

qualities.

+ Product ConceptionHow is “GLOW” unique?

Nonelectrical barriers can be exorbitant or hazardous toward cats and dogs.

“GLOW” can be fit in a purse or a small area for easy storage.

Flexible to use at any circumstances even during rainy night.

Easy to remove the paint out with our dual spray. Profitable price under $7.00. Owners could enjoy their pets with their favorite colors.

+ SWOT Analysis Strengths

“GLOW” will never smudges or erase. reflection without light. Illuminates in the dark or rainy night. Easy to apply and remove from the pet’s pelt.

Weaknesses The product only works during the night.

Opportunities Dual spray to remove the paint. A winter spray keeping cats and dogs warm during

the fall season. Variety of different colors.

+ SWOT Analysis

Threats Product those are competitive to our product such as:

- Reflector vest- Raincoats- Winter jackets- GPS collars- Extendable leashes- Electronic fencing

+ Domestic Marketing Strategies

Target Market Segmentation Strategy Targeting on cats and dogs’ owners. Focusing on the consumer marketing:

• Consumers attitude• Perceptions• Lifestyle• geographic

Production Strategy The product is first appearance in the market. Introduce the opportunities section of the SWOT

analysis. Introduce another product during the stage of the

product life cycle.

+ Domestic Marketing Strategies Pricing Strategy

Be competitive among the competition. Stabilizes the product in order to avoid price wars. Maintain a moderate but also maximize profit. Listed price without tax is $6.95 per canister.

Distribution Strategy Satisfy customers at the right time and selective

locations. Direct distribution from the manufacturer to retailers. Intermediates distribution through aggregators like:

- Petco- Dog walker businesses- Veterinarians

+ Domestic Marketing Strategies

Promotion Strategy Using order getter and Conducting a sales contest. Some percentage discount to first time buyers. Social media (Facebook, Twitter, LinkedIn, etc.) Door to door fly or brochures.

+ Research Survey for Product Potential Target Audience

1. Do you have any kid(s) at home? (Yes or no)

2. Do you walk your pet at night? (Yes or no)

3. Is your pet an indoor or out door animal? (Yes or no)

4. Do you buy apparel for your pet? (Yes or no)

5. What type of apparel do you buy? (Jackets, costumes, flotation vest, other)

6. Between what ranges in price do you spend on your pet? ($1-10, $11-20, $21-40, $41+)

7. What local pet store do you visit on a regular visit? (Petco, Petsmart, other)

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Thank You!