Omega Paw Case Study
Autor: orgo7 • March 1, 2017 • Case Study • 2,641 Words (11 Pages) • 867 Views
Issues: Michael Ebert is the president of Omega Paw and invented the self-cleaning litter box. Ebert believes his company has potential to grow and generate more revenue. Ebert needs to come up with a marketing strategy to increase sales, better his distribution and increase interest among prospective customers. A clear and concise marketing strategy needs to be put in place so Omega Paw can realize the potential Ebert thinks it can.
Objectives: Ebert has a goal of achieving 1.7 million dollars in sales year ending in 2012 which is $700,000 more than the 1 million he earned in 2011. He also would like to up his sales to 3-million-year end in 2013 and 5.7-million-year end in 2014. The personal goals for Ebert and the corporate goals for Omega Paws are intertwined because Michael Ebert is the founder, creator and President of Omega Paws and his personal income depends on the success of the company.
Analysis:
Consumer Analysis: Ebert has identified three different consumer groups new cat owners which make up 5% of the total market share, existing cat owners that make up 80% of the market share and cat owners that live in rural areas which make up the remaining 15% of the market. The rural cat owners that make up 15% of the market is a segment that should not be targeted because they have no need for the product Omega Paw is offering. There are overlapping places which segments one and two shop the vet’s office and specialty pet stores. The group of existing cat owners also shop at household supply stores as well as grocery stores for their cat supplies. The segment of new cat owners would be willing to pay more for a product that they deem is quality where as the segment of existing cat owners know the market and look to save money without totally compromising value. Therefor the price at the intersecting place of purchase at the vets office and specialty stores need to remain constant. The work force is more mobile than it use to be and the reason for an increase in the cat market is because of the ease of caring for the animal so the product would be appealing to both market segments. The place for promotion of the product should be more focused on the internet and in magazines for the segment of new cat owners because that is where they would do their research and primarily television ads and in store displays for existing cat owners who shop when supplies are needed and will gravitate more to the most recent product that comes to mind.
Group 1 5% of the Market | Group 2 80% of the market | Group 3 15% of the market | |
Who? | New cat owners | Existing cat owners | Rural Cat owners |
What? | All cat supplies | All cat supplies | Cat food |
When? | As soon as they know they are getting a cat | When cat supplies run out | When food runs out |
Where? | Specialty stores and Vets office | Pet stores, vets office, household supply stores and grocery stores | N/A (most likely household supply stores or grocery stores) |
Why? | Do research on the different supplies | Know the market and price points of supplies | The cats food is basic |
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