Trap Ease Traps Mice Easily

Trap Ease Traps Mice Easily

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Martha has chosen women as its target market but Martha has to consider whether the woman is the decision maker when it comes to home improvement items like mousetraps. Martha could try targeting males. The men who see it as their role/duty to deal with pest control in the home thus protecting the women from the gruesome nature that is usually involves in the process. In the case of Trap-Ease the mouse maybe trap alive in the trap and women may not want to deal with that aspect but the man may have no problem of disposing the trap with a live mouse.

Businesses such as offices and warehouses are another option Martha may wish to consider. Business owners who need to safeguard their supplies and equipment can well be served by the Trap-Ease. Martha should appeal to these people showing them the benefit of using the Trap-Ease instead of poison or the traditional mousetrap. One of the benefit is when poison is used the mice may end up dead anywhere and stink up the office environment before it is found whereas the Trap-Ease you would know exactly where you place it and can dispose of it in a timely manner.

The food service industry such as restaurant, canteens is yet another market Martha can target. The food service industry has to maintain certain health standards one of which is maintaining a pest free

environment. Martha can show them the benefit of using the Trap-Ease to achieve these standards thus better serving their customers and at the same time protect their food supplies, ingredients and their business from being infected by mice.

Pest control companies would make a great target market for Martha. These companies specialize in finding solutions for their customers and Martha needs to convince them that Trap-Ease would be a great product for their clients.

Since a rancher invented the Trap-Ease, ranchers could be a target market because it seems that the inventor was having a problem with mice and other rancher like him can be experiencing the same problem. Martha could use the retired rancher to reach this target market.

Describe the current marketing mix for Trap-ease. Do you see any problems with this mix?

Marketing mix are the variables that mangers can control in order to best satisfy customers in the target market. A typical marketing mix includes the product offered at price, with some promotion to tell customers about the product and a way to reach the customers’ place.

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"Trap Ease Traps Mice Easily." 31 Mar 2020

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This is often referred to as the 4P’s: Product, Price, Place and Promotion.

The product is the physical product or service offered to the consumer. Price is the amount of money the customers have to pay obtain the product. Promotion represents the various aspects of communicating information about he product with the goal of generating a positive customer response. Place is about getting the products to the target customers. The following table summaries the marketing mix, including a list of the aspect of each of the 4Ps.

Product Price Place Promotion
FunctionalityAppearanceQualityPackagingBrandWarrantService/Support List PriceDiscountAllowancesFinancingLeasing options Channel membersChannel motivationMarket coverageLocationsLogisticsService levels AdvertisingPersonal sellingPublic relationsMessageMediaBudget

The marketing mix for Trap-Ease is:
Product: Trap-Ease innovative mousetrap
Price: Retail = $2.49
Place: Large Retailers, Safeway, Kmart, Hechingers & CB Drugs
Promotion: Trade shows, Home-and-Shelter style magazines, Publicity.
The Trap-Ease is an above average product that provides a much needed customer solution. There is no variety in the packaging therefore customers do not have a choice as whether they want a package with one or two. There is no mechanism to ascertain whether customers are satisfied with the product.
The price is very high when compared to its closest competitors and from the customer’s point of view that may not be worth the added value in the product itself. The retailers are given no motivation to sell the product in their stores and no incentive is offered to entice consumer to purchase.
Promotion is one in a medium that is not communicating the message to the correct targeted market. Women are a small segment of the total “hardware” customers. Good housekeeping and other home and shelter magazines may not appeal to many persons in the targeted market. As it stands right now the product has to sell itself because limited advertising is being as a result the public may not be aware of the product. There is not sufficient communication between Martha and customer or potential customers.
Trap-Ease is located in the top hardware, grocery and drug chains; this is not offering enough market coverage. Transportation of orders to retailers is not being done in a timely manner. The Trap-Ease is not sufficiently expose to the customer. The proximity of the stores where the product is sold in relation to where the customers are maybe impacting on the availability of the product to consumers.

How would you change Trap-Ease’s marketing strategy? What kind of control procedures would you establish for this strategy?

I would use the product innovative aspect to promote it to a larger potential clientele. I would change the fact the design just a little to ensure that once the mouse is trap it dies instantly or offer the customer a choice of purchasing one where the mouse dies instantly or it is caught alive. I would also look into the possibility of packaging the Trap-Ease with the bait as part of the package. Customer may only need one Trap therefore I would offer packages of one and packages of two.
I would lower the price for the initial

market penetration. This will help to increase sales by attracting new customers or attract them from the traditional product. Once Trap-Ease has established its name in the market by increasing market share the price may be increased. In lowering the price I will also ensure that it does not go below total average cost. Retailers would be offered discount and if they purchase a certain number.
Sell it in as much possible stores as possible to take advantage of sales generated by impulse purchase when a customer sees the product in the store. Ads will be palce in newspapers along with coupon that can be use towards purchase. I will hire sales person who will be visiting different outlets informing customers about the product and demonstrating how it works. They can also do direct sales on house to house visit. These person could also receive feedback from person who have use the Trap-Ease. For a certain time period I would include a very short questionnaire as part of the package to get feedback from consumers. Consumers who returned the questionnaire who receive a discount on their next purchase or some small token that depict the Trap-Ease such as a pen, pencil, key ring.
The product would reach retailers and consumers in a timely manner by ensuring that warehousing is centralized. To motivate retailers to sell the product I would offer certain guarantee such as if we do not deliver the product when promise they would get it at half the price. Instead of selling the product in top hardware, grocery and drug chains I would sell the product in more local stores where the product would be more accessible to the customer. I would also sell the product to wholesalers thus reducing the cost of promoting the product for Trap-Ease, as the wholesaler would now have to put measures in place to ensure that he sells the product.

I agree with the investors that this can be a once-in-a lifetime opportunity, but Martha needs to successfully find and utilize the right market segment.
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