Trap-Ease

TRAP-EASE AMERICA CASE QUESTIONS

1. Has Martha identified the best target market for Trap Ease? What other market segments might the firm target?

I don’t agree that this is the best marketing strategy for Trap-Ease. She has targeted stay at home women. While I do think that this is a good start, I think she should have elaborated. It seems nowadays there are more and more women going off to work, so this market seems to be getting smaller.

I believe she could target people like my mother, the people that love and don’t want to hurt animals. Not only because it would be humane to the mice themselves but also because it wouldn’t require poison or hurt (due to the spring loaded traps) other domesticated animals she house’s. Also families with small children because you wouldn’t want your young children getting caught with the spring loaded traps or eating the poison.

2. How has the company “positioned” the Trap Ease for the chosen target market? Could it position the product in other ways?

Trap-Ease has positioned itself to be one of the best non-lethal and humane mouse traps on the market. It has won the ‘Good Housekeeping” seal of approval. Also positioned itself to be the cleaner and greener (due to the fact you could re-use it over and over) mouse trap.

3. Describe the current “marketing mix” for Trap Ease. Do you see any problems with this mix?

Product- Well right now Trap-ease has only the one product, which is a very innovative product. As far as their one product they don’t need to change anything.

Price- The price is currently 2.49 which is five to ten times more than that of a traditional mouse traps sold. The trap seems to justify the price due to the quality and the fact that these traps can be used over again, unlike traditional traps that cause a “mess” after one mouse has been captured.

Place- She is selling the traps at Safeways, Kmarts, and other drug and hardware stores, while avoiding wholesalers and middlemen....