MARKETING PROJECT 2013

Product Conception  Contains Argan Oil  Provides moisture and soothes dry pet skin & coat  Softer, manageable fur  First shampoo of its kind for pets  Arganix Luxury Lather

Domestic Marketing Strategy Competitive ForcesEconomic Forces  Competitive advantage  Contains argan oil  Is currently the only pet product with argan oil as key ingredient  Paul Mitchell Pets & Pet Head  They are both popular US brands for luxury pet shampoos  These brands do not have argan oil as ingredients  Increase in pet shampoo sales  $30-$500 spent yearly on pets

Domestic Marketing Strategy Political ForcesLegal & Regulatory Forces  The U.S and Morocco are top trading  Free trade partner  Cosmetic vs. Conception  Market is NOT tightly regulated  FDA guidelines - Prohibits adulterated/ misbranded cosmetics

Domestic Marketing Strategy Technological ForcesSocio-cultural Forces  Advertising  Promotion  Sampling  Facebook  Role of Appearance in our culture  Brand Loyalty  Impact of “public eye”

International Marketing Strategy Competitive ForcesEconomic Forces  Jessy’s Animal World  52% of market share  Distributes to targeted businesses  Increase in disposable income  Growing population of domestic animals  Increase in the number of hypermarkets in the country

International Marketing Strategy Political ForcesLegal & Regulatory Forces  The U.S and Morocco are top trading  Free trade partner  Cosmetic vs. Conception  Argan tree is native to Morocco  Plan to Increase exports But…  Trees are now endangered

International Marketing Strategy Technological ForcesSocio-cultural Forces  Facebook  Promoting  Coupons  Samples  Role of Women in Argan industry - Bright future  Pet Owners in Morocco - Wealthy - Protection

Research Survey Sample Research Survey (sample) 1) Are you a male or female? Male Female 2) What is your age? years old years old years old 65+ years old 3) What is your current marital status? Single Married 4) What is your yearly income (on average)? 0-$20,000 $20,000-$30,000 $30,00-$45,000 $45,000-$60,000 $60,000+ Business Research Survey (sample) 1.) Are pet products popular in your store? Yes No 22) Would you use argan oil on your pet? Yes No 23) Do you use argan oil on your hair? Yes No 24) On a scale of 1-10 how much do you like using argan oil? (circle one) 25) Would you use it as often on your pet? Yes No

S.W.O.T Analysis STRENGTHSWEAKNESSES  Contains argan oil  Not tightly regulated  Skepticism

OPPORTUNITIESTHREATS  Expand our product line to conditioners, and fur care & maintenace  Growth to other countries  Build a distinctive brand  Few, because of lack of competitiors with same key ingredient

Marketing Strategies ProductPricing  Arganix Luxury Lather for Pets  Argan oil based pet shampoo  Two sizes  8oz. & 10 oz.  Recyclable packaging  Critical Component  Price Range: $10.00-$15.00  Morocco = Lower price

Marketing Strategies (cont) DistributionPromotion  Concentrated Strategy Morocco = Business Market U.S = Consumer Market  Importance of Technology  Facebook  Coupons  Samples