My Product 'Poo Be Gone' Marketing Plan Paper Example

Introduction

The continued increase in single households in the United States have seen a tremendous increase in the number of pet owners. Fertility levels are have recorded a downward slope in the last decade, and the same trend is likely to continue. Delay in marriages, high rates of divorces and focus on personal careers have largely contributed to this trend. Pets are being treated as children, and thus individuals are willing to spend increasing amounts on pet products and foods. However, with the increased investments in the nutrition needs for the pets and especially dogs, grooming, in particular, pet waste has been a challenge for many. It is estimated that pet owners never collect four million tons of dog waste every year. Besides, 20-30% of all pollutants in waterways are attributed to pet waste. This argument has been evident along the beach areas and nature parks with watersheds and streams. Overall, it is estimated that dog waste is ranked fourth contributors to bacteria in contaminated waters (Poopbags.com). To solve the above pet problem, I developed a dog waste collector called "Poo be Gone" that collects the dog feces without getting one's hands dirty, having to bend over or squat- especially for the elderly- to manage the waste.

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Product Description

'Poo is Gone' is a jacket-like cloth with a sizable disposable bag for dogs and could wear while you take them out on their daily walk for the bathroom and works as a poo catcher. The jacket will fit like any normal dog jacket, but in the end, it will wrap around the dog's tail and have a baggy attached to it. Once the dog has relieved itself, the bag will seal and automatically drop from the added weight.

Target Market

The target market for this product would be dog owners. Who find it challenging to pick up their dog's droppings. Increased rates of divorces and focus on personal careers have largely contribute to this trend in the US and Taiwan has resulted in continued look to pets for companionship. These two countries will be a significant market for the product.

Pet owners are spending huge amounts of funds on pets. This spending culture is expected to bolster pet products demand as well as waste collection products. Pet products market has been estimated to grow by 5-10 percent in the next three to five years (Wang, 2010). Delay in marriages, high rates of divorces and focus on personal careers have largely contributed to this trend. Pets are being treated as children, and thus individuals are willing to spend increasing amounts on pet products and foods. However, with the increased investments in the nutrition needs for the pets and especially dogs, grooming, in particular, pet waste has been a challenge for many. (Wang).

In Taiwan, a differentiate segment approach will be used in entering the market.

Customer Demographics

Taiwan total population is 23,718,232. The Nations' population density 669 per Km2 with approximately 1,733 people per mi2. Taiwan's total land area is approximately 35,410 Km2 (13,672 sq. miles).compare to the United States; the country is less than a single state. However, over 77.5 percent of the population resides in urban areas (18,363,359 people in 2018). The country's median age is 40.1 years (Santander TradePortal, 2018), which is relatively high that than of the United States of 39.3 years (US Census Bureau, 2017).

The country's Sex ratio from 15-64 years is 1.03 male(s) to female and 1.0 for Sixty-five years and over (2006 est.) (Santander TradePortal, 2018). The dominating language is Chinese (Santander TradePortal)

Psychographics

Taiwan has a sophisticated consumer market that is accessible and well regulated. Consumers have been plugged into global consumer trends. Taiwan has been defined as the hub linking developed Western economies and that of emerging Asian markets. Although Taiwan is perceived as a country whose economy is based on manufacturing, and where brands and marketing are not prioritized. However, modern Taiwanese population are identifying themselves with global brand and product. The population believes that imported products that are specifically designed to match their needs. The median age is 39.3 years old (Santander TradePortal).

In the United States, the market size for the pet industry at the end of 2018 was 72.13 billion US dollars. The Pet industry is also known to be on the rise. By the year 2025, the pet care market is supposed to be worth 202.6 billion US dollars. A study taken shows sixty-nine percent of millennials are likely to look for technology to watch after their pets (Grand view Research, 2018). People are always looking for a new way to make things easier especially when it comes to their pets.

Primary Market Segment

The primary target consumers of the brand are people from age 45 and above both males and females. This is mainly because as one gets older, it could become more difficult to bend down and pick up poo. Similarly, due to their health-related issues, they are often required to exercise regularly, and the most common exercises are walking. As a companion, they bring their dogs with them. Majority of this population live in the city, and they are in the middle to upper classes.

Total United States population is estimated at 325,719,179 and covers 3,536,342.7 square miles (US Census Bureau, 2017). The median age in the US is 38.1 years, and the most dominating language is English. Median household income is $60,336 and only 9% of the population above 65 years are below the poverty line (US Census Bureau, 2017).

The group accounts for 46% of the total population with at an average of 50% in marriage, 11% divorced and 6% widowed. The fertility rate is below 2 percent. 21.8 percent of the total population speak another language other than English, and the majority of them, especially men are veterans (US Census Bureau, 2017).

Market Research

Will Kenton defines Market research has the process of assessing product viability by directly testing the product with the targeted consumers (KENTON, 2018). The practice allows the inventor or developer of the new product discover other essential aspects of the targeted consumers, record their opinions and inputs, as well as test the likability, attractions, and satisfaction levels of the consumers to aid in refining the product to suit consumer needs.

The market research will involve all the three forms of research: primary, secondary, and both qualitative and qualitative approaches. However, in the development stage of the product, the primary research form will be the most fundamental.

Also referred to as field research, this approach will involve gathering original information relating to the product development process directly from the targeted populations. The procedure will include using surveys, direct observations, interviews, and questionnaires. The purpose of the research will be to identify the consumer needs, market segmentation, and the magnitude of the problem, competition, and aid in developing the best design that does not limit pet normal behaviors and mobility.

Also, the approach is also a perfect form of research after conducting a secondary examination, to determine what formation exists, comparability as well as the variability of the collected information. By identifying the differentiation threshold between the data sets obtained using the two approaches, developing a market-friendly product will be more comfortable and more manageable in terms of cost of production as well as a market entry (Business Queensland, 2017).

With every new product idea, you have to keep in mind the consumers' needs and wants. For my product research, the first step will be to identify the problem at hand and consumer needs that need to be addressed. The consumer needs to walk their dog every day. The consumer also needs to enjoy their dog walks or find a way to make it more enjoyable. The consumer needs also to make sure they are picking up after their pet or else they could be fined. As for the consumers wants for this product I would say it is simple, the consumer wants to stop having to pick up dog poop. The consumer wants to find a simpler solution to this issue. There you have it the wants and needs for " Poo Be Gone."

Consumer Buying Process vs. New Product Adoption

The study conducted by Ma and his colleagues revealed that the predominant independent consumers were more willing to adapt to new products, while the predominately interdependent consumers preferred adopting an incrementally new product (Ma, Yang, & Mourali, 2014). This purchase behavior according to the researchers is evoked by the perception to fit in the newness level of the product and the optimal distinctiveness level of the consumer (Ma, Yang, & Mourali, 2014). The consumers will undergo the following distinctive steps:

• Awareness: this step involves the consumers merely knowing about the product. As the product developer, this step demands that the product is advertised through as many channels as possible to spread the word to the potential consumers that the product is the solution they are seeking. "Poo be gone" will be advertised on social media platforms as well as the traditional media channels including the Television, radio, and Newspapers.
• Interest stage: this stage involves the consumer generating some curiosity about the product. The consumer is keen on the product presentation, information and what the product can do in solving their needs. The product will be placed in strategic positions and be uniquely displayed in several chain stores, malls, and nature parks to attract potential customers.
• Evaluation stage: after the consumer has fully established what the product is, what it can do, the consumer now evaluates what makes the new product different or better than existing choices. They will compare the pricing, benefits, and viability of the product before they decide to purchase it. Live demonstrations of how to use the 'Poo be gone' will be done as well as people be allowed to try, feel, and compare with any dog waste collectors they know.
• Trial/test stage: this stage is the consumer's first and real interaction with the product. Here, the consumer evaluates the effectiveness of the product by literary using it. Also, this stage is very crucial for the developer because it helps determine or rate the level of consumer satisfaction. Free testing will be allowed to attract huge masses. Also during the launch, Gift With Purchase and discounts will be given out, to ensure that as many as possible customers try the product.
• Lastly, the adoption stage: this is the last stage of consumer product adoption culture. Under this stage, the product developer usually has succeeded in meeting all consumer needs and their level of satisfaction is high (Fripp, n.d.).

Brand Name

The Brand Name for my new product is "Poo Be Gone." I came up with this brand name of "Poo Be Gone" because the dog owner no longer has ever to pick up poop from their pups again. It is a catchy brand name that I would hope grabs the customers' eye.

Brand Position Strategy

It will make their dog walking experience more pleasurable. 'Poo is gone' aims to be the number one most eco-friendly and easy to use dog waste collector in the US and Taiwan. To achieve this brand position, the collecting bags will be made of biodegradable poly-materials that can easily decay to avoid environmental pollution. Keen emphasis on effective pet management will also be the message o...