MKT 301 Principles of Marketing

MKT 301 Marketing Plan: Product Description Example

The Invisible Leash The Product is “Invisible Leash,” which is a dog training collar that works much like an invisible fence.

The active dog owner has a number of options when selecting a dog training or containment

system that best fits their needs. Do they want a physical leash? Are they concerned about harming the

dog? Is the product as mobile as they are? Dog owners want the comfort of knowing that wherever they

are, they can still have control of their dog. They want to jog at the park and take their “best friend” on

trips with them. To this end, we believe that although the many invisible fences available fulfill a niche on

the market, research suggests that our product is better equipped for a mobile, active person.

The product functions much as the name suggests. If the dog strays further from its owner than

the distance specified on the control (belt) unit, the pet receives either a warning “beep” or a mild electric

shock. The dog quickly learns not to go further than the allowable distance unless told to do so. An

important advantage to the product design is that all the components and required technology are “off the

shelf”, requiring little to no R&D and ease of manufacturing.

Team Dog Collar recognizes that our product will not replace the traditional leash. Therefore, we

will focus our promotion on people with active lifestyles, early adopters and “techies”. Since we are a

providing a unique product in a broad market, direct competition is limited. “Invisible Leash” will, however,

be up against higher end pet products that compete for the consumer’s pet related discretionary dollars.

The specifications of The Invisible Leash, such as weight, quality, and ease of use are of prime

importance to our customers. Our customers are active people and want a small, sleek, quality device

that will fit into their active lifestyle.

The Invisible Leash will be of top quality, in workmanship and choice of materials. The product

will not be limited due to the nature of the building materials. Product quality control will be implemented

from the initial design of the product to production. The Invisible Leash will have a product warranty on all

parts and labor.

Product Functionality and Design

The product consists of two components. The human element is a pager-sized unit that functions as the

control and the pet attachment is an electronic collar similar to those employed by existing pet

management products. The control unit offers settings that allow the owner to set the “roaming distance”

and the desired reinforcement, either a sound or, for more stubborn breeds, a mild

electric shock. The control unit can also be set for an audible tone or vibration. When

the pet strays more than the proscribed distance the unit signals the collar, executing

the reinforcement and alerting the owner.

Invisible Leash is, of, course, a product both newly designed and new to the consumer.

Consequently there are limited current issues of any significance with regard to product performance,

customer satisfaction, market presence, or warranty concerns.

Team Dog Collar has completed the design of Invisible Leash and successfully secured patents

for both the design of the overall product and for the EPROM that contains the firmware used in the core

functionality. Additionally, the product name has been Trademarked and the tag line “The Only Thing

Visible About Invisible Leash… Are The Results” has been copyrighted.

The core competency of the company and its staff is sales, marketing, and product innovation.

Consequently most other functions have been contracted to third party providers. Manufacturing has

been outsourced to a Mexican firm, Matamoras Electronic Manufacturing, who has significant experience

in small item consumer electronics. The firm has a good reputation for quality and there is substantial

American investment and oversight. MEM is also equipped to package the product on sight.

Feature and Benefit Analysis

Control Unit

Beeps Notifies owner Trains animal Non threatening

Vibrates Can be used where sound is not allowed Trains animal Alerts the owner when in noisy environments

Adjustable Range User Flexibility Can be used in different places

Colors User choice Coordinates with collars

Lightweight User comfort Low shipping costs

Belt clip Convenience Works on belt, backpack or purse

Lanyard Can be worn with sports clothes Convenience

Collar Unit

Hypo-allergenic Does not irritate animal’s skin Cat friendly

Attaches to existing collar Saves expense Owner can still use favorite collar

Temperature tolerant Can be used in winter Snow tolerant

Dirt/mud proof Can be in rugged conditions Can be used in bad weather Compatible with hunting and sports dogs

Lightweight Can be used on small dogs and cats Safety issues, especially for cats

Waterproof Dogs can swim & hunt Not hurt by rain storms Can be used in snow

Variable Shock Adjusts to different size dogs Adjusts for hard to train breeds

Alternative Beep Allows for owners with multiple dogs Training aid for dogs