Presented by
1.Tahniyat Sultana Prova
2.Tanvir Ahmed
3.Morium Akhter
4.Shanjida Islam Khan
5.Md.Farhadul Islam
16-017
16-009
16-002
16-018
16-066
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.
 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”.
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.
Company Positioning
• The company’s positioning was that the TrapEase “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, springloaded 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.
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.
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
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.
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.
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
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.
Thanks
for
being with Us