New Product Release

New Products• The Weiner Cleaner• The Kibbleback• The Mood Collar

The Wiener Cleaner

• Customer traits: • Owns a Wiener dog

(or a dog similar in stature)

• Doesn’t clean their home much

• Needs to like dogs

• What they’ll like about the product:

• Dogs will clean for them

• Makes having a dog bearable

• Makes one less job to do around the house

The Kibbleback

• Customer traits: • Dog Lovers• People who love the

outdoors (hiking, running, biking)

• People who own a large dog

• What they’ll like about the product:

• Allows them to not have to carry the dogs food

• Allows the dog to eat on the go

Mood Collar

• Customer traits:• Animal lover• People concerned

about their pets feelings

• What they’ll like about the product:

• Informs owners of their pets feelings

• Pet can communicate with their owner

• Could lead to helping the animal (health)

• Strengths

• Reliable, customers trust

• Established products

• Various Locations

• Weaknesses

• Creativity• Customization• Lower prices

• Strengths

• Established market• Mass production• Low prices• Various Locations

• Weaknesses

• Reliable Products• Smaller company• More creative

products

Target AudienceTarget Audience Employees• Allow employees to test products at their own homes

with their own pets to let them experience how much they enjoy the products. Also gives them experience before the NYC trade show

Media• Media will be used through Billboards, Podcasts,

Social Media Posts, Radio BroadcastsBuyers• Customers will be able to view our products through

social media posts and then at the NYC Trade Show

Strategic Goal• Have an employee trial the products two months

prior to trade show• Increase awareness of products through use of

interviews and social media• Advertise through use of billboards in New York

prior to trade show

Objective Goal• Overall Desired Outcome• Increase sales of products• Goal: Buyers• Expose buyers to product demonstrations at our tent• Expose buyers to us on social media. Have them follow us

• Goal: Media• Be able to spread the word of our new products to buyers

through social media, billboards, podcasts, radio, and radio broadcasts

• Goal: Internal• Create future buyers after demonstrations of products are

over

Key MessagesMedia • Everyone who follows on social media will have the chance to

win a toy of their choosing from our store

Booth Visitors• Every person who emails us will receive a coupon to our store

Internal Everyone who comes to our booth will have a chance to win half off at our store for a month

Current Customers• All current customers will receive half off product coupons

Story Opportunities

The Wiener Cleaner• Allows your house to get clean

while your away• Teaches your dog to not be lazy• Makes your dog earn his keep

Mood Collar• Allows you always understand

your dog• Warns strangers of their

feelings

The Kibbleback• No more waiting on

your dog to eat• Makes your dog burn

calories quick

Tactical Planning

Employees• Meetings• Social Media• Flyers

Buyers• Social Media• Billboards• Paid Advertising

Media• Interview• Social Media• Press conference

Audience: Buyers• Get as many people aware of our new products as

possible

Tactic Responsibility Budget

Email notification Spread word through email

Free

Billboard Design $5,000

Paid Advertising Marketing $500

Media• Trying to gain as many followers as possible• Hold a press conference discussing new products• New commercial showing what products can do

Tactic Responsibility Budget

Press conference Announcing new products

free

Website Sending out posts free

Commercial Designing layout of commercial

$2,000

Audience: Internal• Creating a happy/stress free working environment

Tactic Responsibility Budget

Field Day Food, Activities, Marketing

$1,000

Bring dog to work day

Advertising $50

Professional Massage Day

Advertising, Provide Masseuse

$1,000

Timeline: BuyerWho does what when? Work backward from deadline or forward from start date.

Tactic Week One Week Two Week Three

Week Four

Buyer Tactic One

Draft Email Edit Edit Final Draft

Send Email

Buyer Tactic Two

Call Advertisement Company

Arrange Appointment

Draft of Advertisement

Send Advertisement out

Buyer Tactic Three

Draft Idea Discuss idea Create a post

Schedule Post time

MediaWho does what when? Work backward from deadline or forward from start date.

Tactic Week One Week Two Week Three

Week Four

Email Draft Edit Send Send in time for show

Social media challenge

Create challenge

Post it through all social media outlets

Announce winner

Prize will be given to winner at the show

News Release

Research Create draft Edit Ready for the show

InternalWho does what when? Work backward from deadline or forward from start date

Tactic Week One Week Two Week Three

Week Four

Company meeting

Discuss ideas

Test them Make final changes

Present them at conference

Flyers Create idea Create draft Edit Post Idea

News Release

Generate idea

Discuss plans

Edit Release Statement

BudgetExpense Item Price Target Audience

Event $2,000 Buyers

Office events $2,050 Employees

News Releases Free Buyers

Paid advertising $2,000 Buyers

Advertisement $7,000 Buyers

Flyers $50 Employees

Total: $13,100

Evaluation• Conduct surveys on how the customers enjoyed

their experience with us and our products, ask what they would like to see changed in the future

• By calculating our profits we will be able to see how successful we were, and also evaluating results of our surveys