Zoecon Corporation Case Study

1. Introduction

Zoecon Corporation was found in 1968 in Palo California by Dr Carl Djerassi to research endocrinological methods of insects’ population control Djerassi was a pioneer in the development of chemical methods for human birth control which subsequently led to the introduction of the birth control pill.

2. Mission

Zoecon mission was to be marketing arm of Sandoz I.T.D in the animal health and insect control areas.

3. Positioning and segmentation:

Research indicated that there are three segments.

· The primary target market for Strike Roach Render was the end problem permanently segment.

· The secondary market was the product that lasts segment

· The convenience low cost segment as not considered a primary of secondary market.

Strike Roach Render was positioned as a scientific breakthrough with unique qualities desired by the target segments.

4. Marketing mix:

* Product price and packaging

Strike Roach Render was packaged in a 10-Ounc aerosol spray and a 6 Ounce togger.The retail price for the Aerosol was $4.49 and for the fogger was $3.99. The premium price was justified on the basis of the product’s unique compound and long lasting effect.

* Products

Zoecon sells:

1. Animal health products to small-animal veterinarians and clinics

2. Pest control chemicals for farm animals

3. Insecticides for household pets and pest control to supermarkets, pest stores, veterinarians, and pest control companies

4. Products and chemical compounds to firms engaged in marketing pest control products to consumer market.

* Consumer and trade promotion:

1) Television and newspaper advertising was used to build consumer awareness and cent off coupons were employed to stimulate product trial. The consumer promotion and media strategy focused on 25 to 54 years old women living in households of three or more. A public relation effort was also launched, featuring press kit mailings to newspapers. Guest appearances on local radio and...