MARKETING PLAN: CORDLESS DISPOSABLE INSECT VACUUM
A marketing plant for a consumer product is detailed. The company, the Consumer Products Distribution Company (CPDC), is hypothetical, as is the product, Bug Grabber, a Cordless Insect-Disposal Vacuum, which is produced (hypothesized) in Indonesia.
Marketing research was conducted, and this research established that a viable market could be established for the product. The primary and secondary target markets will be segmented according to psychographic and demographic criteria. The aversion to insects in one's habitat is the basis in this instance for the use of a psychographics in segmentation. In the case of the Bug Grabber, personality will provide the psychographic criterion for segmentation.
The product will be packaged in a clear plastic bag that permits consumers to see the product. The package label will include the product name, a location for retailer-placement of the product price, a brief description of the product, its purpose, and its use, a statement of the product warranty, and the CPDC name and consumer service contact mailing address, voice telephone number, FAX telephone number, e-mail address, and web site URL.
Were a major appliance manufacturer to decide to develop and market a product directly competitive with the Bug Grabber, this action would constitute a major threat to the marketing of the Bug Grabber, as a large firm likely could both under-price and out-advertise CPDC. This threat constitutes a real threat, not because it is likely to occur, but rather because it could be disastrous to the Bug Grabber marketing effort should it occur. Should such a threat occur, therefore, as a contingency plan, CPDC must be prepared to effect quick sales of all products in inventory through a substantial price reduction designed to clear the market.
The marketing objectives for the Bug Grabber are constructed in terms of both market share and profit...