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Segmentation and Marketing of New Pet Products

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Hi Beatrica could you please help me again
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start collecting information on the description of the target market for your selected product. This should include the following information about your target customers:
•Where do they shop and why?

•How much are they willing and able to spend?

•What are their ethnographic and attitudinal characteristics?

•What are the characteristics of their behavior patterns?

•How can you describe their lifestyles and activities?

•What are their concerns and wants regarding current similar products/offerings?

All written assignments and responses should follow APA rules for attributing sources.

Hi this the work that you provided for me for the last assignment and I want to keep working on the same product to develop the research paper on .
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The new product to be introduced is dog treadmill designed to be used at will. It is a revamped
model of existing pet treadmills used in veterinary and pet rehab facilities. The difference is the new
features. The product will have a tread covered with a soft, grass-like fabric that is wear resistant, but can
be replaced when needed. The grass-like fabric is designed to give the dog the impression of walking on
the lawn.
One advantage of the product, is that the dog owner can connect a toy or some other item to the
frame, to encourage the dog to get on and 'walk.' It also comes with a built in music box that plays inviting
noises to get the dog's attention, but only when the dog steps on the tread and the sensors detect the
weight of the dog. The treadmill is a non-motorized version that is viewed as a safe item to use, even when
the pet owner is away from home. Therefore, it is less complex than existing motorized versions used in
animal therapy practices. The other advantage is that the product is more inviting, with its grass-like fabric
covering. This tread is slightly more complex than other treadmill models, as it can be removed and
replaced.
Value, Use, Risk, & Price
The value of this product to pet owners, is that it can reduce boredom and the negative behaviors
that occur when dogs are left home alone. Additionally, the product helps prevent overweight and obesity
in dogs, which leads to additional health problems. The risk is that pet owners may be fearful or hesitant to buy a product that can be used at will, without supervision. Additional risks involve the willingness of
pet owners to pay the price of the product, when they are unsure it will offer any results, in terms of
curbing boredom behaviors and weight maintenance. Trust is a risk when an existing product is designed
to be used in a novel way or context. Change and unpredictability are additional risks, as trends in pet
care change with emerging technologies (Jerrard, Barnes, & Reid, 2008)
The product is priced to reflect its simplicity, while also representing the value to dog owners.
The motorized version of this product ranges from $450 to $700 in price, while a non-motorized pet
wheel is priced just over $50. The new non-motorized pet treadmill is more aesthetically pleasing
to pet owners and less intimidating to pets than the wheel. An appropriate price for the product is
$199.
Target Market
The target market for this product includes owners of all dog breeds, particularly working
Dog owners who must leave their pets alone for several hours. Elderly dog owners may represent
another market segment, as they may be less mobile and less able to take their dogs for daily walks,
particularly in cold and/or rainy weather. A separate segment includes pet supply stores and animal
health retailers that typically sell pet care and pet health products.
SET Factors
Social.
Pet owners often take their dogs to parks so they can socialize and exercise. However, the
weather does not always permit this activity. Many dog owners do not live near a dog park or have
pets that are not as well socialized as others. Pet owners who leave their pets at home for several
hours face challenges, in that their dogs can develop social behavior issues, due to lack of attention.
The social factors of dogs developing negative behaviors may be the driving force in pet owners
wanting to purchase the product, to help curb behaviors related to boredom. For these pet owners,
a dog that is less bored is more likely to behavior in a socially acceptable manner, which is a source
of pride and accomplishment for the dog owner.

Economic.
The economic factors related to the product are the expenses related to dog behavior and
training classes. While such classes are relatively inexpensive, they may be less helpful for dogs left
home alone. For these pet owners, the dog treadmill may represent a better value. Consumers are
usually willing to pay a certain price for a sought after product (Rutio, 2007). The product is not
currently sought after, though higher price and lack of utility of electric models (cannot be used when
dog owner is away, due to safety reasons) is typically higher than dog owners may be willing to spend
on such a product. The newly revised dog treadmill is likely to represent a better value to dog owners,
as there are fewer safety concerns when used without supervision, the product is priced affordably
for most dog owners, and the more inviting look may urge dogs to use the product more frequently.
Technological.
The technological influence in a product is often a result of an added value feature. For the
newly developed dog treadmill, less technology (no power) means it can be used without having a
power cord. Users are less likely to become frustrated. The only electronic portion of the product is
the music box/sound effect device that mimics barking and sounds to draw the dog's attention. The
product is not too technologically advanced for dog owners to reconsider thepurchase. The only
preparation that may be necessary is to turn on the music/sound machine. Petrovic (2010) notes that
there is a high technological acceptance among young adults under age 25. However, this segment
makes up only a portion of working dog owners or those who may consider purchasing the product. The
lack of advanced technological function makes it more appealing to aging dog owners, to families with
children, and to many of the young adults, who don't have time to spend programming or operating
a device as they prepare to leave the house.

Jerrard, R.N., Barnes, N., & Reid, A. (2008). Design, risk, and new product development in five small creative
companies. International Journal of Design, 2(1). Retrieved June 2, 2014 from
http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/218/145.
Petrovic, D. (2010). Analysis of consumer behavior online. Retrieved June 2, 2014 from
http://analogik.com/articles/227/analysis-of-consumer-behaviour-online.
Routio, P. (2007). Descriptive study of economy. Retrieved June 2, 2014 from
http://www2.uiah.fi/projects/metodi/156.htm#kasite.

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Solution Preview

Target Market Evaluation
Segmentation
The target market for this product includes owners of all dog breeds, particularly working
dog owners who must leave their pets alone for several hours. Pet owners who leave their pets at home
for hours face challenges, in that their dogs can develop social behavior issues, due to lack of attention.
The social factors of dogs developing negative behaviors may be the driving force in pet owners
wanting to purchase the product, to help curb behaviors related to boredom. For these pet owners,
a dog that is less bored is more likely to behavior in a socially acceptable manner, which is a source
of pride and accomplishment for the dog owner.
The market segments to target the dog treadmill product include elderly dog owners, pet supply
stores, young, socially active adult dog owners, and middle aged dog owners. Elderly dog owners may
desire the treadmill for days when the owners don't move so well or when the weather is too cold or icy for
them to be outdoors. Young dog owners are social and want their dogs well behaved when they visit dog
parks and other places. The dog treadmill gives their dogs a way to stay active and helps eliminate
boredom, which can lead to unwanted behaviors. For middle aged adults, the product represents a lifestyle
they have adopted, in an attempt to fight off common health issues related to middle age, such as ...

Solution Summary

This discussion focuses on consumer market segments most likely to be interested in the nonmotorized dog treadmill. The various market segments are categorized by age, reason for interest in the product, and level of use they expect from the product. Some brief discussion about the approach necessary to reach various market segments is provided.

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