The target market that Martha identified for the product is women. The traps offer several features such as superior safety, no messy cleanup process, and the elimination of the injury risk to pets which make the product more appealing. The unique nature of the trap and quality of the design are traits that have not been explored by Martha. A target market for the trap is novelty buyers. At these types of stores, the traps could be sold at a slightly higher price point.
The strategy of focusing on women is not necessarily a smart strategy since men hate rats as much as women and the hassle of using cheap mouse traps is unpleasant to them as well. More men might be willing to use the cheap traps that are dangerous when loading, but after a single bad experience, any men will automatically switch to a product such as Trap-Ease.
A target market that was not mentioned by the firm is the Asian marketplace. In Asia, rates are used as a source of food. They consider rat meat a delicacy. The Trap-Ease offers a more effective way to trap rats. The added cost will of the product are easier to absorb when a customer is going to make money by capturing the rat.
The marketing mix can be defined as a set of marketing tools the firm uses to pursue its marketing objectives in the target market (Kotler). The first issue with the marketing mix of the company is that the target market is not wide enough. Making women the target market is eliminating half the potential clients in the marketplace. The location variable is another problem.
The amount of distribution channels for the product is not wide enough. The price for the product is reasonable at $2.49 retail, but if the company could lower the retail price of the product to $1.99 the demand of the product would go up a lot. The firm is not using any promotional tools effectively to educate the masses about the existence of the product and its advantages.
The company should utilize a better product strategy. It would be wise to highlight the features of the trap in an advertising campaign. An improved packaging can make the product more appealing in the shelves of stores. Offering a greater variety of colors for the traps can help increase interest in the product and as a consequence, its demand will go up. .