Trap-Ease America: The Big Cheese of Mouse Traps

Case study

Trap-Ease America: The Big Cheese of Mouse traps

Faculty Name : Mr.A.Ramesh

Team Members : T.Ritu Sri, Tanushree Das, T.Uday , Abhiram, M.Krishna Rao, V.Vamsi Krishna

Issue: - A group of investors in order to market the innovative mouse trap formed trap ease America in January.

They hired Martha to serve as president and manage the organization. But in spite of the clever design and efficiency, the product did not bring profits to the company. The demand and sales always fell radically short of expectations. Though the trap won the first place among all the new products in a trade show, it could not attract the customers. Martha detected some problems but none seemed serious. We are doing this case study to analyze what factors are responsible for this situation and suggest some strategies that will help Martha to sustain in the business and keep the investors happy.

Existing marketingstrategies:-

y

Martha followed theproduct conce ptapproach.

y

She thought that the value proposition of the product will bring along the customers without much

promotion. The product was easy to use and designed keeping the safety of the customers in mind. Its

uniqueness lies in its re-usability.

y

Communication Channel:-Numerous talk shows and trade publications had featured the uniqueness of the

product.She promoted the product through trade shows.

y

Targeting:-Martha has targeted the women specially the house wives to buy the product.

y

Sheadve rtise d in magazines to attract the house keepers.

y

Distribution Channel:-She sold the traps directly to large retailers.

SWOT analysis

Strengths:-

y

Product Concept and ValueExploration:-Very innovative product and engineered well.

y

Core Competency and Value Creation:-Long lasting product because of its re-usability.

y

Core Competency and Value Creation:-Less risk involved

y

Social