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MKT421 Wk 3 Marketing Plan Phase II

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Abstract
Pet Palace is going to introduce a new product in the market, called Allergy Be-Gone. It will
dramatically reduce the chances of having allergies from pets. This product will allow people to
have pets that have given up hope because of the allergy problem. Now they can have the pet of
their choice without any health concern. This is a unique product and has shown great results in
the testing phases. Regardless of that, a comprehensive marketing campaign will ensure its
success in the market.

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Marketing Plan: Phase II
This paper will focus on the marketing plan of Allergy Be-Gone. Different angles of
marketing will come under discussion so that we can decide the best way to market our product.
This product is not only for current pet owners or the people who have allergies but for all future
pet owners as well. For correct identification of the target market, a study will be conducted,
findings of which will be used in next steps. Market competition will also be judged because it
will be a critical part of marketing strategy.
Pet Palace rightly thinks that they have a winner product that can change the life of
millions but they also understand that it may not yield excellent sales and profit figures without
proper marketing effort. They realize that the time and effort in identifying key factors is not a
big deal and will give healthy return in near future. The desired information will be regarding
specific target market, consumer behavior and market competition stats. This paper will focus on
how Pet Palace will find about these variables.
Segmentation Criteria Affecting the Target Market
More than 300 million people constitute the American consumer market. These
people spend above $12 trillion on goods and services every year and this makes is one the most
tempting markets in the world. Consumer market around the globe is of 6.6 billion people and
they spend an estimated $65 trillion on goods and services annually (Armstrong & Kotler, 2009).
Target market identification is the very first step in this critical planning practice and
it is to be done before we place our product. Normal exercise is too time-consuming as it
involves surveys, mail responses and even telephonic interviews to know what type people will

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