Principles of Marketing Professor: Dr. Dottin Andrew Small John Hatfield Shae Simpson Zoila Belliard Spring Semester 2013 Group #5

1.Executive Summary 2.Product Conception 3.SWOT Analysis 4. Domestic & International Strategies 5.International & Domestic Forces 6.Questionnaire & Social media

Presents

During the Spring 2013 Semester the class was broken into groups and giving the task of creating a new product for the Doggie & Cattie Company. As a group we needed to come up with plans and strategies of how to sell it, who will be our target market and how we will be distributing the product. We need to be able to sell the product in two countries, The United States & Morocco. In order to make this happen our team work needed to be outstanding and it was.

Our product So Dry took extensive research to develop. We thought about the different products already available and brainstormed some ideas. After brainstorming we came up with a product that not only washes the dog but leaves the dog water resistant and disease free.

Strengths: SO DRY is unique, the product that could revolutionize the way we wash and protect our pets. We offer something new and innovative. Weakness: The pet market industry is HUGE and we will have a lot of competitors. Opportunities: A large amount of people in the U.S. own dogs and many of them take their dogs on vacation & family trips. Threats: We may encounter Knock-off or imitation products that could damage or reputation. This could put our business ethics into question.

Product Strategy SO DRY is a Shampoo that offers 3 solutions when it comes to taking care of your dogs. o Cleans your dogs & makes their fur stay shiny and healthy o Protects the dog from fleas, ticks & diseases o Water Resistant

Camping Hiking Dog’s personal care Beach

 Target market segmentation Strategy o Our differentiated strategy focus is on the middle class and upper class.  Pricing Strategy o Our price will be based on the size of the bottle. We offer both travel sized 8 oz, and regular which is respectively 24 oz. Our product will cost slightly more because we offer more.  Distribution Strategy o Our product will be available in stores, and we will provide shipping and handling to online shoppers.  Promotion Strategy o TV commercials, Internet, magazines, Newspaper, train station, cabs and buses.

Target Segmentation: Our target in Morocco is tourism. Most Moroccans only have dogs as a form of protection. Pricing Strategy: We would have travel size bottles for tourist and the product will be available locally in markets. Distribution Strategy: We will have warehouses in Morocco, that way the product will be cheaper for those Moroccans that want to buy our product without the hassle of shipping costs. Promotion Strategies: We will be placing advertisement in train stations, buses, cabs as well as having TV commercials going on in Morocco. This will allow Moroccans to get familiar with our product and consider purchasing it.

Competitive forces: Our main competitor is Bayer, they focused on fighting fleas, we need to beat them with price and quality. Economic Forces: The United States is starting to come out of a recession and into recovery. Legal & Regulatory Forces: Some of the agencies that would have jurisdiction over our type of product are the Consumer Product Safety Commission, the Environmental Protection Agency, and the Trademark Law Revision Act. Technological Forces: I-Pads, Commercials, Magazines, Internet, Flyers & advertisement. Socio-Cultural Forces: Our product will be more popular with those who like to be outdoors with their pets as well as those who want to travel and want to have a sense of safety in regards to their pet. Political Forces: The government of the United States is the federal government. We must follow the rules of many agencies in order to keep the peace. Our product being Eco-friendly and American made we feel that our product will find itself being lightly affected by the political situation. With the current situation we feel there is a strong push to create more jobs here in America. We seek to fill that need by creating available jobs at our organization. We plan to help grow the economy and make an impact on the unemployment numbers.

Competitive Forces: International business manufacturing dogs’ shampoo Economic Forces: Morocco's economic freedom score is 59.6, tourists traveling with their dog will not pay attention to our shampoo prices. Political Forces: Morocco is a constitutional monarchy with an elected parliament run by King Mohammed VI. Legal & regulatory Forces: Procedures for setting up Private enterprises have been streamlined. Launching a business takes 6 procedures and 12 days. No minimum capital is required. Technological Forces: Computers, I-pads, Cellular phones, Tablets. Television. Social-Cultural Forces: In Morocco Tourism is huge, we are aware that there are a lot of different cultures, and we would like to persuade them all into purchasing our product if they own a dog.

1.Do you own a dog? 2.How many? 3. What breed? 4. How often do your buy products for your dog? 5. How do you shop for your dog, by using the Internet or going to stores directly? 6. Does your dog have short, medium, or long hair? 7. How often do you bathe your dog? 8. Is it hard to completely dry off your dog? 9. How long does the dog stay wet and damp? 10. Does your dog spray water everywhere when it “shakes off” after being outside in the rain, getting a bath or finished swimming? 11. Do you find it unpleasant when your dog is wet/damp inside your house or vehicle? 12. Would you like a product that would offer the ability to clean your dog and leave the dog with a water resistant coat?