This marketing plan is for The Motion-Detecting Animal Deterrent, a new product designed to keep pets from leaving and undesired animals from entering an owner's property. It is a fully automatic device that uses infrared sensor technology to detect heat and motion up to 35 feet away and in a 105 degree arc. When the sensor is activated, a built-in pulsating water sprinkler head sends out a three-to-four second spray of water. The device can be adjusted so the target spray area can vary from 20 to 40 feet from the device, and the spray pattern can vary from as narrow as 10 degrees to as wide as 360 degrees. Housed in sturdy ABC plastic, the device attaches to any standard-sized garden house and is secured to the ground by a zinc-plated steel spike. Operated by an on/off switch, it is powered by a 9-volt alkaline battery, included with the product.
Americans currently spend $20 billion a year on pets (Palmer, 1996, pp. 29-34). There are 236 million dogs, cats, and other small animals kept as pets in 52.8 million, or 56 percent, of the 93.1 million U.S. households. 36 percent, or 54 million, of these pets are dogs, while 30 percent are cats. Purchases are increasing for nonfood, higher-priced, niche, and premium products, which also offer higher profit margins for retailers than food items. Demographically, the average owner is married, owns a home, is younger than 50 years old, and makes more than $30,000 annually (Russell, 1995, pp. 63-65).
This product will appeal to pet and home owners who want to deter their animals from leaving their property but do not want to use the existing animal deterrent products which use electric shocks. It will also appeal to property owners who want to deter unwanted animals or humans from entering their property without the danger of causing physical harm or possible legal action.
Demographics: Home owners and pet owners
Education: Graduated from high school
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