Trap-Ease American:The Big Cheese of Mousetraps - Assignment Example

Secondly, additional consumer-oriented market research needs to be conducted to find out the specific needs of those more likely to purchase mousetraps. A quantitative survey or interviews can be developed with questions relevant for consumer decision-making when buying mousetraps that can be distributed to a large cross-section of different demographic market segments. This approach will help to shape the foundational knowledge of market characteristics to develop an appropriate promotional strategy to gain market interest.

An appropriate mission statement will provide knowledge to consumers about product benefits to the purchaser. The proposed statement is “Trap-Ease works with the utmost diligence to ensure innovative solutions to pest control. We strive to quickly and cleanly rid you of your mouse troubles to ensure your lives and work environments are sterile and cheerful”. Question 2 One target market is women, who are known (even if stereotypically) to have a fear of pests and who do not enjoy physically touching traditional spring-loaded mousetraps.

Ship owners and associated docking authorities that always have pest problems represent yet another target market with ample resources and needs. Trap-Ease maintains many important, potential target markets. Restaurant owners and managers that must comply with hygienic regulatory frameworks represent a vast market opportunity spread throughout the entire nation. This market will likely procure high volume orders for better revenue growth in a single sale. The firm could also target hospitality industries (e.g., hotels and motels) that must ensure clean and safe environments for travelers in-line with regulatory frameworks for hospitality business ownership.

Question 3 Because Trap-Ease is attempting to target women, the product is positioned under cleanliness associated with pricing. The business brand is using this hygiene-focused positioning strategy in order to appeal to its most important target market and help differentiate it from existing competition. Other methods of positioning the product would be dependent on pursuing new target markets, such as the hospitality and restaurant industries. The business could position based on quality, illustrating the innovations that make Trap-Ease a superior product to existing, competitive mousetrap designs.

Quality positioning could lead to creating long-term perceptions of superiority under premium methodology that will, long-term, justify a higher price tag when consumers believe in the product’s integrity and are loyal to the brand because of its quality (Boone & Kurtz, 2007; Chaudhuri & Holbrook, 2001). Question 4 Trap-Ease emphasizes the following marketing mix: Product: It is a patented innovation that allows consumers to experience quality mouse-catching opportunities while also experiencing a sanitary and safe catching scenario.

Price: $2.49 for dual units – a very low price aligned with traditional spring-loaded instruments and not aligned with the quality aspects for such an innovative product. Place: Well-known, brand-recognized national retailers such as K-Mart, CB Drug and Safeway. Using companies as intermediaries that have strong brand following is an excellent strategy. Promotion: Travel to different trade shows for more brand exposure is being accomplished, however this is not necessarily relevant for women markets as trade show attendance is not generally aligned with