To

Presentation
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“Trap-Ease America:
The Big Cheese of
Mousetraps.”

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Background of the Case. . .

Trap-Ease is a specially designed mousetrap and the name

of this trap seller is Trap-Ease America.
The trap-Ease has won that year’s national hardware show
contest beating over 300 products.
But they are rudely shocked when selling the products.
Their target was first year’s sales at five million units but
January to April; they sold only several hundred thousand
units.
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 Question for Discussion
Question-1:
Martha and the Trap-Ease America investors believe
they face a once-in-a-lifetime opportunity. What information do
they need to evaluate the opportunity? How do you think the
group would write its mission statement? How would you write
it?

Solution:
To evaluate this opportunity, we need the
information about;
Selecting customer to serve
Target customer
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 Que-1 Continued . . .
Product will be highly available and highly
affordable
Products quality, performance & innovative
features
Bringing attention to the people
Willing to pay for the product
Products manufacturing designs & packages
Other competitor’s positions
To convince the buyers
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 Que-1 continued . . .
Mission statement:
A Statement of the organizations purpose-
what it wants to accomplish in the large
environment.
Company Product oriented
definition

Trap-Ease America Never see or touch a dead

mouse again.

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 Que-1 continued . . .
But a mission statement should be:-

Realistic
Specific
Public relations
Workable relations
Customer satisfaction
Guidance or inspirations
Market oriented customer needs

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 Que-1 continued . . .
The Market oriented definition can be written as:-

Company Market oriented definition

Trap-Ease America “We make mouse trap which

is clean, safe, easy to use, and
affordable at price, use of it
will make your house mouse
free.”

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 Question- 2:
Has Martha identified the best target market for
Trap-ease? What other market segments might the firm
target?

Answer:
Martha has identified that women were the best
target market for the Trap-Ease.its quite right,
But the firm might target some other market segments.
That are:-

Martha could try targeting males.

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 Que-2 continued . . .
Businesses such as offices and warehouses are
another option Martha may wish to consider.
The food service industry such as restaurant, canteens
is yet another market Martha can target.
Pest control companies would make a great target
market for Martha.
Since a rancher invented the Trap-Ease, ranchers
could be a target market.

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 Question-3:
How has the company positioned the Trap-Ease for the
chosen target market? Could it position the product in
other ways?

Answer:
The Company has positioned the Trap-Ease especially
for the female customer.
They prefer the Trap-Ease rather than the traditional
trap.
These women often stayed at home and took care of
their children.
They wanted to deal with the mouse problem that
avoided the unpleasantness and risks.
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 Que-3 continued . . .
But this innovative mouse trap is more safe and easy to
use than traditional trap.

With no risk of catching their fingers while loading

No injury
No poisoning
And no threat to children or pets.

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 Que-3 continued . . .
The company could position the product other ways.
Such as:-

The company could offer greater value to target

customer.
By charging lower price than competitors.
By offering more benefits.

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 Question-4:
Describe the current market mix for Trap-ease?
Do you see any problem with this mix?

Answer:
The current market mix for Trap-ease is;
The traps sold in packages of two, with a suggested
retail price of $2.49.
The manufacturing cost for the Trap- ease including
freight and packaging costs was about 31 cents per unit.
The company paid an additional 8.2 cents per unit in
royalty fees.
Martha priced the traps to retailers at 99 cents per unit.
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 Que-4 continued . . .
To promote the product for the 1st year she
planned to use $50,000 for travel costs to visit trade
shows and to make sales calls on retailers and
$10,000 for advertising.

She had placed advertising in

``Good housekeeping `` and in ``Home and
shelter`` magazines.
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 Que-4 continued . . .
Problems:
In this marketing mix of Trap-ease, we found some
problems.
These are:-
Martha was the only sales persons.
There had not been enough repeat buying.
Consumers also buying the traps as novelties rather
then as solution to their mouse problems.
Because the mouse trap has generated so much
publicity, she did not do much advertising.
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 Question-5:
Who is trap-ease America’s competition?
Answer :
Marketers plan positions that distinguish their
products from competing brands and give them the
greatest strategic advantage in their market.
The main competitors of this trap are:

Traditional spring-loaded traps.

Home made traps.
Mouse killing poisons.

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Queestion-6:
How would you change Trap-Ease’s marketing strategy?
What kinds of control procedures would you establish for this
strategy?
Answer :
Trap-Ease’s marketing can be changed by three steps:
Market segmentation: Two segments-
♦Male consumer
♦Female consumer
Market targeting: add some New target. such as,
offices and warehouses
Pest control companies
restaurant, canteens etc.

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 Que-6 continued . . .
Market positioning: Which is discussed in que-3.
To control this marketing strategy we will follow four
steps. these are:

First we setting Trap-Ease marketing goals, that is “selling

more unit of trap.”
To ensure the target market we spread our market place.
Evaluating the causes of any differences between expected and
actual performance.
Finally we will take corrective action to close the gape between
Trap-Ease goals and its performance.

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 Recommendation:
Wholesalers or middleman were necessary to have a good
sale of product.
A sufficient number of salesmen were needed to increase the
product sale.
Martha needed an appropriate marketing strategy to sell
enough Trap-Ease to make a reasonable profit.
The product will be familiar to target market through
advertisement.
Martha should reduce the price for selling more.

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ANY
QUESTIONS ?

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THANK YOU. . .

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