SmartFeedAn innovative way to feed your pet while you’re away from home

TABLE OF CONTENTS

• Executive Summary

• Product Conception

• Domestic Marketing Strategy

• International Marketing Strategy

• SWOT Analysis

• Research Survey

• Marketing Mix

EXECUTIVE SUMMARY• Company: Distinctive Doggie and

Cattie Company• Been in business 23 years• Looking to broaden horizons• Wants to market new product, and not

just in the states, but Morocco as well• In order to have a strategic analysis

and a marketing plan, the company will be evaluated on its strengths, weaknesses, opportunities, and threats

• Plan mainly focuses around building off how the majority of people look to technology for ease and convenience, and incorporating that in the new product

PRODUCT CONCEPTION• SmartFeed is a food dispenser that

you can use to feed your pet well you are on the go. This feeder comes with a code used on our app that will be available for download on app stores. Not only can you choose when to feed you pet but also how much it will dispense. The storage unit will be big enough to hold up to 25lbs of food. Once the food supply gets down to ¾ quarters empty, a sensor will be tripped and the app will inform you that a refill is needed.

PRODUCT CONCEPTIONThe SmartFeed app has a function where it alerts the user 3 different times throughout the day that they should probably feed their pet. If you have the SmartFeed set to dispense at specific times throughout the day, you will get a notification when the food is dispensed. The SmartFeed incorporates the smart phone with everyday life for some people. With the app, it is easy for families who are one the go.

PRODUCT CONCEPTION

Regular Dispenser

• Timer dispenses food at a certain time of the day

• Set every night

• Only hold certain amounts of food

SmartFeed• Can be dispensed at

anytime

• Can hold up to a 25lb bag of food

• Has a sensor in bowl to tell when food has been eaten

• Has a sensor in container to alert once it’s ¾ quarters empty

DOMESTIC MARKETING STRATEGY

The domestic market for SmartFeed

DOMESTIC MARKETING STRATEGY

Competitive forcesThe timed food dispenser

Target the market

Economic ForcesIn 2013 people spent $55.53 billion on dog food

The number US households with pets is 82.5 million

Pets have increased by 4.7% this year

Vet and pet food is $21 billion

Political ForcesNo political forces are expected to effect our product

DOMESTIC MARKETING STRATEGY

Legal and Regulatory ForcesCopyright

Technological ForcesWe can add to the website to show updates as well as being able to have a help desk available 24 hours

Phone services with knowledgeable representatives

The high use of cell phones as well as fast speed services rising

Socio-Cultural ForcesConvenience for working families on the go

Easy to use

The languages used on the product will be English, Spanish, Chinese, etc. to accommodate for the wide variety of languages used in the US

INTERNATIONAL MARKETING STRATEGY

International market of Morocco for SmartFeed

INTERNATIONAL MARKETING STRATEGY

Competitive ForcesMorocco has more of other pets than they do dogs

Economical ForcesGDP has grown over the years.

Technology and transportation are now up to date.

Growth of population in the city.

Political ForcesForeign Policies

Free Trade Agreement

INTERNATIONAL MARKETING STRATEGY

Legal and Regulatory ForcesObtain a certificate negative which registers the company at the regional investment center

Pay stamp duty at mayors office

Register with ministry of finance for patent tax with the tribunal commerce and social security and taxation

Make company stamp

Technological ForcesInternational customer service for the product.

Promotions and ads throughout the social networks such as Facebook, twitter etc.

New and improved 3G network which will now let Morocco citizens surf the internet faster.

Socio-Cultural ForcesConvenient for those who own pets.

Language for business would be in French

Language for distribution will be Arabic

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MOBILE PHONE OWNERSHIP IN MOROCCO HAS LEAPT FROM ZERO PERCENT TO TWO THIRDS OF THE POPULATION IN LESS THAN TEN YEARS OF COMMERCIAL AVAILABILITY

Ilahaine,2009

SWOT ANALYSISStrength, Weaknesses, Opportunities, and Threats

SWOT ANALYSIS

Strengths

• Easy access for on the go families

• The use that smart phones in a persons life

Weaknesses

• Technology flaw in the first round of operation

• Not fully reliable in certain places and times

• The language change from the US and Morocco

SWOT ANALYSIS

Opportunities• Rise in cell phone use/

purchase in Morocco

• Working class family still would be able to have pets even while on the go

Threats• Other food dispensers

• People may prefer to interact with their pets

• Weather conditions causing cell phone connection to be last

SURVEY QUESTIONS

• How often to do feed your pet?

• Does your pet need to be feed at the same time everyday?

• Do you see yourself basing your schedule off of your dog?

• How often do you find yourself on your phone?

• Do you prefer your resources to be convenient for you?

MARKETING MIXDomestic and International

MARKETING MIX

Target Marketing Segmentation

StrategyHetogenous market

Smart market segment

Concentrated marketing strategy

Product Strategy

Branch out from food industry and into a food dispenser

Meet or exceed costumer expectations

Pricing Strategy

High quality product that is targeted at a small market segment. Quality of SmartFeed is reflected in its price and will be higher than other completive feeders

MARKETING MIX

Distribution Strategy

Social media websites

“Sharing” once app is downloaded

Promotion Strategy

The SmartFeed is compact, lightweight, and nonperishable.

It can be shipped from a central location direct to the clients

REFERENCES

• BUSINESS. (2006). Total Telecom Magazine, 4-5.

• PR, N. (2012, September 27). Moroccan Minister of Trade, Industry, and New Technologies, Abdelkader Amara, Makes the Case for More Business in Morocco. PR Newswire US.

• PR, N. (2013, July 5). IBM announces Morocco Global Delivery Center, creates up to 400 New Technology Roles. PR Newswire US

• Starting a Business In Morroco. (2013). In Doing Business. Retrieved November 15, 2013, from http://www.doingbusiness.org/data/exploreeconomies/morocco/starting-a-business

• Ilahiane, H., & Sherry, J. (2009). ECONOMIC AND SOCIAL EFFECTS OF MOBILE PHONE USE IN MOROCCO. Ethnology, 48(2), 85-98.

• Personal Income and Outlays September 2013. (2013, November 8). In US Department of Commerce. Retrieved November 21, 2013, from http://www.bea.gov/newsreleases/national/pi/pinewsrelease.htm

• Roberts, A. (2013, May). Dog Person? Or Cat Person? Pet's by the Numbers. In CNN. Retrieved November 10, 2013, from Google.

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