Crapper Trapper

1
Crapper Trapper

• Produced By Purina
• Presented By 2002

2
Marketing Plan

• Background on company
• Target market
• Product explanation
• Distribution channels
• Promotions ideas

3
Background on Purina

• One of the largest producers of pet supplies
• A leader in dog food and treats
• Products carried in all major pet stores

4
Business Opportunity

• Legal/social issues
• Adverse climate
• Lack of time in todays society
• Advances in technology

5
Target Market

• Males 20-40
• Successful
• Professionals
• Live in suburbs and urban areas
• Dog owners

6
The Crapper Trapper
The crapper trapper is an innovative waste
control system which allows dog owners the
freedom to leave their dogs indoors without
worrying about the cleanliness of their house
7
Core Product

• Convenience
• Cleanliness
• Time saving

8
Product Features

• Weight sensor for reward
• Attached brush for cleaning
• High quality porcelain grate
• Self cleaning
• Easy empty waste receptacle
• Automatic Squeegee system that can be self
  activated
• Adjustable front wall

9
(No Transcript)
10
After Purchase

• One year warranty
• Dog training hotline

11
List Price
12
Pricing Strategy

• Based on similar items
• More for more strategy
• Target market considerations
• Investment recovery

13
Contribution Margin
14
Sales Forecast (units)
15
Projected Profit
16
Distribution

• Purinas approach to business
• Reaching our target market
• Manufacturing facilities

17

• Broad selection
• Understand our target consumer
• Convenient
• 740 stores nationwide
• Located in practical areas

18

• Broad selection (Products Services)
• Leading retail supplier
• 700 superstores in U.S. Canada
• Catalog business
• Well established website

19
Promotional Tools

• Crapper Trapper

20
Tools

• Advertisements
• Broadcast Media
• Sales Promotions
• Displays and Demonstrations
• Online Services
• Patronage Awards
• Buzz Marketing

21
Magazine Ads

• Mens Health
• GQ
• Business Week
• Entrepreneur
• Good Dog
• Modern Dog

22
Broadcast Media

• Television Commercials
• 15-25 second ad stating core benefits
• Animal Planet
• Espn dog shows-Westminster Dog Show
• CNN
• MSNBC

23
Sales Promotions

• 25.00 coupon found on select Purina products
• 50.00 coupon available on website
• New product email registration
• Purina.com
• PetSmart.com
• PetCo.com

24
Online Services

• Send online ads to current e-mail list
• Send printable coupons to new product list
• Run ads on all 3 websites listed
• Replicate television commercial with online Ad
  firm Roo Group Inc.
• Dates and Times of Displays/Demos

25
Displays Demos

• Store display at Petco
• Demonstrations
• Purina sponsored
• Every 4-5 hours, span of 10-30 min.
• Petsmart (compliments other services)
• National dog show circuit

26
Patronage Awards

• Loyal online customers receive 50.00 off for
  1000.00 of Purina purchases on Purina website
  only

27
Buzz Marketing

• Oprah loves gifts, product tests, and dogs!
• Negative results lead to one lost product
• Positive feedback leads to
• Possible write-up/ad in gift section of Oprah
  Magazine
• Possible live demonstration on Oprah
• Increased market size
• Increased sales volume