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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

Yellow Team Marketing Project

+ Executive Summary Enhance the apparel category in modern pet stores today. Glow is a luminous spray paint, made from new generation

material. It is safe for pet owners to use on their cats or dogs, while the

chemicals are environmentally safe. Providing pet owners with peace of mind during the after hours

of the day. Achievement Objective to a long-term development with the

marketing mix. Providing a Unique product.

Competitive pricing.

Ø Satisfy consumers needs by providing at convenient locations.

Ø Distributing the product at the most dependable and fastest way possible.

+ 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.

Water resistant “GLOW” can be use in any circumstances, even during a rainy night.

Easy to apply & remove, spray paint on and use our dual spray to remove the paint.

Profitable price under $7.00. “GLOW” comes in a variety of colors to chose from.

+ SWOT Analysis Strengths

“GLOW” will never smudges or erase. Illuminates in the dark. Does not need light to bounce off of it. Easy to apply and remove from the pet’s pelt. Works for a solid up to 5 hours.

Weaknesses The product only works during the night.

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

fall season.

+ 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 market:

• 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 to avoid the decline stage.

+ Product Cycle

Introduc-tion

Stage

Growth Stage

Maturity Stage

Decline Stage-10

01020304050607080

Industry SalesIndustry Profits

+ 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. Door to door fly or brochures. Social media (Facebook, Twitter, LinkedIn, etc.)

+ 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!