Tag Archives: Pets

No More Shedding Hair

If you have a dog, you are probably familiar with having pet hair pretty much everywhere. Floors, furniture, cars, and clothing – all of these attract pet hair! While it is certainly a nuisance, pet hair shedding can also be an irritant and cause allergic reactions. But unless you have a hairless dog (such as the American Hairless Terrier) home life with dogs requires constant dusting, vacuuming, and lint rollers. Or does it?

Enter the Shed Defender. The one-piece leotard keeps pet hair contained and protects furniture and clothing from shedding hair. The body suit keeps the hair inside until the owners wash it out. Available in different sizes and colors, the Shed Defender helps reduce the spread of canine dander and other allergens. Fido can even go visit friends who love dogs, but have allergies to them.

It’s not just for containing shedding hair. The product also helps keep pets calm by keeping them warm and wrapped. And, it can replace the dreaded “cone of shame” that many pets have to wear to keep them from biting and licking wounds.

It might be time to put the lint roller away.

Group Activities and Discussion Questions:

  1. Discuss the importance of defining a target market.
  2. Show the Shed Defender Web site: https://sheddefender.com/
  3. Videos can be found at: https://youtu.be/gpDZK0Xouno
  4. For Shed Defender product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for Shed Defender. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product unique for these customers?
  7. Debrief the exercise.

Source:  Bender, K. (10, Jan. 2018). End dog shedding – and get great Instagrams – with this hilarious dog leotard. People.

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Brand Extension – PetComfort

 

Brand and product line extensions can be tricky things to successfully pull off. If the extension is too far out of the organization’s capabilities, or if the extension brings the organization into contact with a new target market, then the extension might be too costly or risky. However, when the extension helps expand the offerings and meet needs of the current market, it can be a beautiful thing.

WeatherTech is a company well-known for its American-made floor mats and trunk liners. It has gained greater market awareness through advertising in the Super Bowl for each of the last five years. However, WeatherTech recently announced an interesting brand and product line extension that takes it into a new market – pet care. The new brand is called PetComfort and is a line of pet food bowls and mats that are made to human-safety standards.

The PetComfort products are ergonomically designed stainless steel bowls on an elevated state with integrated floor mat. Materials are NSF-certified safe for humans and uses anti-microbial and anti-fungal additives and resins that are meet FDA requirements. The products come in different sizes and colors and range in price from $89.95 – $149.95.

Does this new product line fit into the WeatherTech brand?

Group Activities and Discussion Questions:

  1. Discuss product and brand extensions. What makes for successful extensions? Unsuccessful extensions?
  2. Show WeatherTech Web site: http://www.weathertech.com/

Show PetComfort Web site: https://www.petcomfort.com/

  1. Which marketing strategy is WeatherTech using for PetComfort? (Ex: market penetration, product development, market development, or diversification)
  2. Divide students into teams. Have teams develop a target market profile for WeatherTech products and PetComfort products.
  3. What are the similarities? Differences?

Source:  Buss, D. (27, Feb., 2018). For Pet’s Sake. Brandchannel.com

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Prosthetics for Pets

There is no doubt that the medical options for prosthetics offered to people are advancing by giant leaps. Recently, we wrote about a new amphibious prosthetic leg developed specifically for swimmers. Such innovations are not reserved only for the two-legged species; new orthotic and prosthetics are also available for pets who need new paws or legs.

While the animal prosthetic industry is very new, there have been new advances and an increase in demand for prosthetics for animals. According to industry experts, the growth has been exponential for the innovative services.

Perhaps some of this is due to the change in family/pet dynamics – pets are often viewed as important members of the family, and receive important health care. The prosthetics are custom-made and can cover knees, ankles, pays, wrists, elbows, and legs. Orthotic devices range in price from $750 – $950, while prosthetics average $1,350 – $1,750.

What would you pay for your pet’s care?

Group Activities and Discussion Questions:

  1. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  2. Next, show the Web site and videos for Ortho Pets: http://orthopets.com/
  3. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  4. For this product, divide students into groups and have each group work on any/all of the six steps.
  5. When setting the price level, assign each team a different model to use (demand-oriented, cost- oriented, etc.).
  6. Debrief the exercise. Compare the various pricing models and discuss advantages/disadvantages of each.

Source: Tribune News Service

 

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