Smart Feed An innovative way to feed your

Smart. Feed An innovative way to feed your pet while you’re away from home

TABLE OF CONTENTS • Executive Summary • Product Conception • Domestic Marketing Strategy • International Marketing Strategy • SWOT Analysis • Research Survey • Marketing Mix

EXECUTIVE SUMMARY • Company: Distinctive Doggie and Cattie Company • Been in business 23 years • Looking to broaden horizons • Wants to market new product, and not just in the states, but Morocco as well • In order to have a strategic analysis and a marketing plan, the company will be evaluated on its strengths, weaknesses, opportunities, and threats • Plan mainly focuses around building off how the majority of people look to technology for ease and convenience, and incorporating that in the new product

PRODUCT CONCEPTION • Smart. Feed is a food dispenser that you can use to feed your pet well you are on the go. This feeder comes with a code used on our app that will be available for download on app stores. Not only can you choose when to feed you pet but also how much it will dispense. The storage unit will be big enough to hold up to 25 lbs of food. Once the food supply gets down to ¾ quarters empty, a sensor will be tripped and the app will inform you that a refill is needed.

PRODUCT CONCEPTION The Smart. Feed app has a function where it alerts the user 3 different times throughout the day that they should probably feed their pet. If you have the Smart. Feed set to dispense at specific times throughout the day, you will get a notification when the food is dispensed. The Smart. Feed incorporates the smart phone with everyday life for some people. With the app, it is easy for families who are one the go.

PRODUCT CONCEPTION Regular Dispenser • Timer dispenses food at a certain time of the day • Set every night • Only hold certain amounts of food Smart. Feed • Can be dispensed at anytime • Can hold up to a 25 lb bag of food • Has a sensor in bowl to tell when food has been eaten • Has a sensor in container to alert once it’s ¾ quarters empty

DOMESTIC MARKETING STRATEGY The domestic market for Smart. Feed

DOMESTIC MARKETING STRATEGY Competitive forces The timed food dispenser Target the market Economic Forces Political Forces In 2013 people spent $55. 53 billion on dog food No political forces are expected to effect our product The number US households with pets is 82. 5 million Pets have increased by 4. 7% this year Vet and pet food is $21 billion

Legal and Regulatory Forces Copyright DOMESTIC MARKETING STRATEGY Technological Forces Socio-Cultural Forces We can add to the website to show updates as well as being able to have a help desk available 24 hours Convenience for working families on the go Phone services with knowledgeable representatives The languages used on the product will be English, Spanish, Chinese, etc. to accommodate for the wide variety of languages used in the US The high use of cell phones as well as fast speed services rising Easy to use

INTERNATIONAL MARKETING STRATEGY International market of Morocco for Smart. Feed

INTERNATIONAL MARKETING STRATEGY Competitive Forces Economical Forces Morocco has more of other pets than they do dogs GDP has grown over the years. Technology and transportation are now up to date. Growth of population in the city. Political Forces Foreign Policies Free Trade Agreement

INTERNATIONAL MARKETING STRATEGY Legal and Regulatory Forces Technological Forces Socio-Cultural Forces International customer service for the product. Convenient for those who own pets. Pay stamp duty at mayors office Promotions and ads throughout the social networks such as Facebook, twitter etc. Language for business would be in French Register with ministry of finance for patent tax with the tribunal commerce and social security and taxation New and improved 3 G network which will now let Morocco citizens surf the internet faster. Obtain a certificate negative which registers the company at the regional investment center Make company stamp Language for distribution will be Arabic

“ MOBILE PHONE OWNERSHIP IN MOROCCO HAS LEAPT FROM ZERO PERCENT TO TWO THIRDS OF THE POPULATION IN LESS THAN TEN YEARS OF COMMERCIAL AVAILABILITY Ilahaine, 2009 ”

SWOT ANALYSIS Strength, Weaknesses, Opportunities, and Threats

SWOT ANALYSIS Strengths Weaknesses • Easy access for on the go families • Technology flaw in the first round of operation • The use that smart phones in a persons life • Not fully reliable in certain places and times • The language change from the US and Morocco

SWOT ANALYSIS Opportunities • Rise in cell phone use/ purchase in Morocco • Working class family still would be able to have pets even while on the go Threats • Other food dispensers • People may prefer to interact with their pets • Weather conditions causing cell phone connection to be last

SURVEY QUESTIONS • How often to do feed your pet? • Does your pet need to be feed at the same time everyday? • Do you see yourself basing your schedule off of your dog? • How often do you find yourself on your phone? • Do you prefer your resources to be convenient for you?

MARKETING MIX Domestic and International

MARKETING MIX Target Marketing Segmentation Strategy Hetogenous market Smart market segment Concentrated marketing strategy Product Strategy Branch out from food industry and into a food dispenser Meet or exceed costumer expectations Pricing Strategy High quality product that is targeted at a small market segment. Quality of Smart. Feed is reflected in its price and will be higher than other completive feeders

MARKETING MIX Distribution Strategy The Smart. Feed is compact, lightweight, and nonperishable. It can be shipped from a central location direct to the clients Promotion Strategy Social media websites “Sharing” once app is downloaded

REFERENCES • BUSINESS. (2006). Total Telecom Magazine, 4 -5. • PR, N. (2012, September 27). Moroccan Minister of Trade, Industry, and New Technologies, Abdelkader Amara, Makes the Case for More Business in Morocco. PR Newswire US. • PR, N. (2013, July 5). IBM announces Morocco Global Delivery Center, creates up to 400 New Technology Roles. PR Newswire US • Starting a Business In Morroco. (2013). In Doing Business. Retrieved November 15, 2013, from http: //www. doingbusiness. org/data/exploreeconomies/morocco/starting-a-business • Ilahiane, H. , & Sherry, J. (2009). ECONOMIC AND SOCIAL EFFECTS OF MOBILE PHONE USE IN MOROCCO. Ethnology, 48(2), 85 -98. • Personal Income and Outlays September 2013. (2013, November 8). In US Department of Commerce. Retrieved November 21, 2013, from http: //www. bea. gov/newsreleases/national/pi/pinewsrelease. htm • Roberts, A. (2013, May). Dog Person? Or Cat Person? Pet's by the Numbers. In CNN. Retrieved November 10, 2013, from Google.

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