Trap-Ease America: the Big Cheese of Mousetraps

In: Business and Management

Submitted By blaine
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Case Analysis
Case: Trap-Ease America: The Big Cheese of Mousetraps

Product: Variety, quality, design, features, brand, packing, services, warranties, returns.
Price: List price, discounts, allowances, payment period, credit terms.
Promotion: Sales promotion, advertising, sales force, public relations, and direct marketing.
Place: Channels, coverage, assortments, locations, inventory, transport.

Strategic Marketing
Choose de value: STP: Segmentation, Targeting, and Positioning. The marketing staff must segment the market, select the appropriate market target, and develop the offering’s value positioning.

Tactical Marketing
Provide the value: Product development, service development, pricing, sourcing making, distributing.
Communicate the value: Sales force, sales promotion, and advertising.

Strategy Formulation: Overall cost leadership, differentiation, and focus.

1) Diagnose

Advantages: Consumers can use safely and easily with no risk, and it poised no injury or poising.
Target Market: Women
Distribution: Direct through national grocery, hardware, and drug chains (Safeway, Kmart…).
Pricing: $0.99 – Suggested Retail Price $2.49 (2 unit) – Cost $0.392 – Retail net revenue $0.75.
Price Positioning: 5 to 10 times more expensive
Sales expenses: $60,000 ($50K for travel, and sales calls - $10K advertising).
Advertising: Good Housekeeping Magazine.
Sales Forecast: 5 millions of units - Current Sales: Several hundred thousand.
Budget: $250,000 for fixed costs.

2) Analysis

General Marketing Strategy: Weak, wide, focus on women, without a proper segmentation.
Product: Good, innovative, easy to use, advantageous, but unknown for the public.
Price: Confusing, small margin for volume sales (revenue 0.99 for 2 units, Net revenue only $0.10 p/unit), even with high final price (5 to 10 times than standard traps).
Promotion: Good help from…...

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