Presented by 1.Tahniyat Sultana Prova Tanvir Ahmed Morium Akhter Shanjida Islam Khan Md.Farhadul Islam Presented by 1.Tahniyat Sultana Prova Tanvir Ahmed Morium Akhter Shanjida Islam Khan Md.Farhadul Islam16-066

BACKGROUND  Trap-Ease America  President-Martha House  Formed in January  Contracted with a plastics-manufacturing firm  The trap owned the National Hardware Contest beating 300 new product  People magazine had run a feature article and the trap had been the subject of numerous talk shows.  Trap-Ease America  President-Martha House  Formed in January  Contracted with a plastics-manufacturing firm  The trap owned the National Hardware Contest beating 300 new product  People magazine had run a feature article and the trap had been the subject of numerous talk shows.

 Mouse trap  Consist of a square, plastic tube measuring about 6 inches long and 1-1/2 inches in diameter.  Efficient  Clean  Safe  Sold in packages of two  Retail price $2.49  Mouse trap  Consist of a square, plastic tube measuring about 6 inches long and 1-1/2 inches in diameter.  Efficient  Clean  Safe  Sold in packages of two  Retail price $2.49

Mission Statement Group would write mission strategy like “we are making innovative mousetrap that traps mice easily”. We would write it like“ get rid of mice in the easiest, cleanest and safest way – you can achieve it with the Trap-Ease mousetraps”. Group would write mission strategy like “we are making innovative mousetrap that traps mice easily”. We would write it like“ get rid of mice in the easiest, cleanest and safest way – you can achieve it with the Trap-Ease mousetraps”.

Target Market Martha has targeted the best market women for the product Men were more willing to buy and use the traditional,spring loaded trap Martha might also target vessel-owner and docks. Martha has targeted the best market women for the product Men were more willing to buy and use the traditional,spring loaded trap Martha might also target vessel-owner and docks.

Company Positioning The company’s positioning was that the Trap- Ease “traps mice easily”. This positioning is too broad and not catchy. The company would rather position it as “the Trap-Ease traps mice creating no clean-up problems”, or “traps mice leaving your hands clean”. The company’s positioning was that the Trap- Ease “traps mice easily”. This positioning is too broad and not catchy. The company would rather position it as “the Trap-Ease traps mice creating no clean-up problems”, or “traps mice leaving your hands clean”.

Competitors The Trap-Ease America’s competition is the producer of traditional, spring- loaded trap its price is cheaper than Trap-Ease’s and it is the perfect substitute of the Trap-Ease. The Trap-Ease America’s competition is the producer of traditional, spring- loaded trap its price is cheaper than Trap-Ease’s and it is the perfect substitute of the Trap-Ease.

MARKETING MIX Product:- Innovative mousetrap – the Trap-Ease. Price:- $2.49 per 2 units Place:- National grocery, hardware, and drug chains such as Safeway, Kmart, Hechingers and CB Drug. Promotion:- $10,000 on advertising in Good Housekeeping and other “home and shelter” magazines. - $50,000 for travel costs to visit trade shows and to make sales calls on retailers

Marketing Strategy  Marketing strategy is too product-oriented.  The company is facing marketing myopia.  It should customer-oriented.  Martha cares about how to sell expected units of traps rather than caring about how to meet customer needs and create value for them.  Marketing strategy is too product-oriented.  The company is facing marketing myopia.  It should customer-oriented.  Martha cares about how to sell expected units of traps rather than caring about how to meet customer needs and create value for them.

Some Problems Martha has detected some problems although none seemed overly serious. 1.Not enough repeat buying. 2.Groups impatience with the company’s progress. 3.Keeping investor happy by selling enough traps covering cost and making reasonable profit. Martha has detected some problems although none seemed overly serious. 1.Not enough repeat buying. 2.Groups impatience with the company’s progress. 3.Keeping investor happy by selling enough traps covering cost and making reasonable profit.

Control Procedure for Marketing Strategy  The Trap-Ease America’s marketing strategy is based on product differentiation and widening the target. 1.Product Strategy 2.Distribution Strategy 3.Control  The Trap-Ease America’s marketing strategy is based on product differentiation and widening the target. 1.Product Strategy 2.Distribution Strategy 3.Control

Product Strategy  Product Strategy The Trap-Ease America should introduce new tool fighting against mice. For example: 1.The spray which smell frightens mice off so that they wouldn’t like to “enter” the house. 2.Improve the Trap-Ease. the plastic tube can be blacked out (toned) so that a mouse inside the trap is not seen as women are afraid of mice and would prefer not to see them at all.  Product Strategy The Trap-Ease America should introduce new tool fighting against mice. For example: 1.The spray which smell frightens mice off so that they wouldn’t like to “enter” the house. 2.Improve the Trap-Ease. the plastic tube can be blacked out (toned) so that a mouse inside the trap is not seen as women are afraid of mice and would prefer not to see them at all.

Distribution Strategy  Distribution Strategy. The Trap-Ease should be distributed in national grocery, hardware, drug chains, and supermarkets as well. Orders will be delivered strictly on time.  Distribution Strategy. The Trap-Ease should be distributed in national grocery, hardware, drug chains, and supermarkets as well. Orders will be delivered strictly on time.

Control  Control: The Trap-Ease America should strictly monitor customer service satisfaction The company should control time of delivering the orders to retailers, especially to docks. The company should also control that sample mousetraps are used by retailers to demonstrate them to consumers  Control: The Trap-Ease America should strictly monitor customer service satisfaction The company should control time of delivering the orders to retailers, especially to docks. The company should also control that sample mousetraps are used by retailers to demonstrate them to consumers

Recommendation The company’s opportunities are not so high. But if another tool haven’t been invented yet and the trap-Ease is the only innovative mousetrap on the market. Martha and investors are able to use this opportunity. Martha needed to rethink her marketing strategy to overcome the present situation. The company’s opportunities are not so high. But if another tool haven’t been invented yet and the trap-Ease is the only innovative mousetrap on the market. Martha and investors are able to use this opportunity. Martha needed to rethink her marketing strategy to overcome the present situation.

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