Omega Paw Case
Marketing Management-MKT 4210
Omega Paw Case
February 10, 2011
Executive Summary Omega Paw is a corporation, which the owner/inventor, Michael Ebert, sells the “Self Cleaning Litter Box.” Michael aspires to reach goals of future sales of $1.7 million by December 1996, $3 million by December 1997, and $5.7 million by December 1998. With the cat population continuously rising as well as his product being the first to be introduced in the United States, these goals are not farfetched. The criteria that were taken into consideration are the number of grocery stores, the product in the consumer’s mind, the costs required, break even analysis in units and dollars, the cat population, and the capacity that Omega’s manufacture can produce. The alternatives that Michael was presented with was to do nothing and continue as is, to increase advertising or visit other mediums of advertising to increase penetration into pet stores, a mail order/TV campaign, mass distribution in K-Mart and Wal-Mart, and finally move the product into grocery stores. The decision to be made is to introduce Omega Paw’s self cleaning litter box into grocery stores. With all criteria taken into consideration, this alternative is the most viable and deemed most profitable after close financial analysis. The break even is sufficient for each of the three years of goals, the consumers in this market take almost all of the market at 95%, when they shop for litter boxes and the amount of exposure in the grocery store is to ensure that Omega Paw Inc. will produce the sales that they aspire for.
Decision/Problem Statement:
Michael Ebert must decide which alternative to take in order to boost sales over the following three years.
Analysis:
Company Profile
Omega Paw Inc. has been in the business of selling the “Self Cleaning Litter Box” since August 1995. The product line is a self cleaning litter box used for cats in order to ease the unpleasantness of cleaning a litter
Omega Paw Case
February 10, 2011
Executive Summary Omega Paw is a corporation, which the owner/inventor, Michael Ebert, sells the “Self Cleaning Litter Box.” Michael aspires to reach goals of future sales of $1.7 million by December 1996, $3 million by December 1997, and $5.7 million by December 1998. With the cat population continuously rising as well as his product being the first to be introduced in the United States, these goals are not farfetched. The criteria that were taken into consideration are the number of grocery stores, the product in the consumer’s mind, the costs required, break even analysis in units and dollars, the cat population, and the capacity that Omega’s manufacture can produce. The alternatives that Michael was presented with was to do nothing and continue as is, to increase advertising or visit other mediums of advertising to increase penetration into pet stores, a mail order/TV campaign, mass distribution in K-Mart and Wal-Mart, and finally move the product into grocery stores. The decision to be made is to introduce Omega Paw’s self cleaning litter box into grocery stores. With all criteria taken into consideration, this alternative is the most viable and deemed most profitable after close financial analysis. The break even is sufficient for each of the three years of goals, the consumers in this market take almost all of the market at 95%, when they shop for litter boxes and the amount of exposure in the grocery store is to ensure that Omega Paw Inc. will produce the sales that they aspire for.
Decision/Problem Statement:
Michael Ebert must decide which alternative to take in order to boost sales over the following three years.
Analysis:
Company Profile
Omega Paw Inc. has been in the business of selling the “Self Cleaning Litter Box” since August 1995. The product line is a self cleaning litter box used for cats in order to ease the unpleasantness of cleaning a litter