The proposed new product for Zevo a Proctor & Gamble company is a Pest Prevention Topical for Cats that includes natural, family-friendly ingredients.
Supporting Claim with Market Research
Utilizing market research to identify and understand market needs allows us to make informed product development plans and shape relevant marketing strategies. Market research will help Zevo determine the extent of pest infestations in cats and the market need for a solution. By analyzing this information, we can assess the size of the potential market and the overall need for a pest prevention solution. By utilizing surveys, interviews, and industry reports, we can gain valuable data on the prevalence of fleas, ticks, and other pests among cats in different regions and demographics (Babin, 1998).
Additionally, this knowledge can pinpoint the specific pests that cat owners are most concerned about. This information is crucial for developing a product that effectively targets the most prevalent and problematic pests. With market research we can uncover the concerns and pain points that cat owners face when dealing with pest infestations, allowing Zevo to address these concerns in its product messaging and packaging and shedding light on the factors that cat owners consider when choosing a pest prevention product. This information is essential for positioning Zevo’s product effectively in the market. Understanding cat owners’ preferences regarding product form, ingredients, safety, efficacy, and convenience can guide Zevo’s product development and marketing strategies.
Industry Trends and Possible Future Trends
The pet care industry is a multi-billion dollar industry that is constantly growing. In 2020, the United States pet care industry reached an all-time high of $99.7 billion (Statista, 2020). This growth is being driven by a number of factors, including the increasing number of pet owners, the humanization of pets, and the growing awareness of the health benefits of pet ownership. As pet ownership increases so does the pest prevention market is a subset of the pet care industry (U.S. Census Bureau, 2021). In 2020, the global pest prevention market was valued at $15.9 billion and is expected to reach $27.6 billion by 2028 (Statista, 2020). This growth is being driven by a number of factors, including the increasing prevalence of pests, the growing demand for natural and organic pest prevention products, and the increasing awareness of the health risks associated with pests.
The increasing popularity of natural and organic pest prevention products. Consumers are becoming increasingly concerned about the safety of traditional pest prevention products, which often contain harsh chemicals. As a result, there is a growing demand for natural and organic pest prevention products (Vmd, 2023). These trends suggest that there is a strong demand for safe and effective pest-prevention products for cats. Both of these factors suggest that the pest prevention market is poised for continued growth in the coming years. Zevo is well positioned to capitalize on this growth with its innovative and effective pest-prevention products.
Marketing Strategy Legal, Ethical, and Industry Standards
When addressing the legal, ethical, and industry standards with marketing Zevo will need to be cognizant of how they present the product to consumers are as follows:
Legal Standards
Compliance with the Animal Welfare Act (AWA) The AWA protects animals used in research, testing, and exhibition (National Agricultural Library, 2023). Zevo must comply with AWA regulations if it conducts any animal testing on its product. Along these lines Zevo will also need to comply with the Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA) by obtaining an EPA registration for its pest prevention topical and ensuring that the product meets safety and efficacy requirements (U.S. EPA, 2023).
Ethical Standards
Zevo should avoid misleading or deceptive marketing practices that could lead to misuse of the product or harm to animals. Marketing materials should be accurate, truthful, and responsible. Additionally, transparency about the ingredients, efficacy, and potential risks of its product. It should provide clear and accessible information to consumers and veterinarians to make informed decisions about using the product (Humane, Natural, and Organic Animal and Insect Control | PETA, 2019).
Industry Standards
American Veterinary Medical Association (AVMA) provides guidelines and recommendations for the use of pest prevention products in veterinary medicine (American Veterinary Medical Association, 2023). Zevo should follow these guidelines to ensure that its product is aligned with veterinary best practices. Additionally, Zevo should adhere to Good Manufacturing Practices (GMPs) as set forth by the World Health Organization (WHO) to ensure consistent quality and safety of its product is in accordance with manufacturing procedures, quality control measures and sanitation practices (World Health Organization, 2022).
Marketing Strategy Limitations
When considering the marketing limitations of a pest prevention topical from Zevo the first consideration falls on the effectiveness of the product for cats that primarily live indoors; they may not think this product beneficial and will opt out of the purchase (NPIC, 2020). The application may also be challenging for cats that dislike being handled, which would lead to frustration for cat owners and reduce compliance with regular application regimens which could affect the overall effectiveness of the product (American Veterinary Medical Association, 2023). Zevo also faces competition from established brands with a strong presence in the pet care market which could cause hesitation for pet parents to switch products. Cat owners may be more familiar with and trust existing products, making it challenging for Zevo to gain market share (U.S. Census Bureau, 2021).
To counter these limitations Zevo will need to develop a more effective and sustainable marketing approach for its pest prevention topical for cats. Tailored messaging, targeted outreach, and clear communication of product benefits can help Zevo overcome these challenges and establish its product as a valuable solution for cat owners.
Resources
American Veterinary Medical Association. (2023). Integrated pest management. Retrieved December 3, 2023, from https://www.avma.org/resources-tools/avma-policies/integrated-pest-management
Babin, B. J. (2019). Essentials of Marketing Research. Cengage Learning.
Humane, Natural, and Organic Animal and Insect Control | PETA. (2019, January 9). PETA. Retrieved December 3, 2023, from https://www.peta.org/issues/wildlife/dealing-household-guests/#:~:text=Humane%20control%20methods%E2%80%94including%20removing,uninvited%20guests%E2%80%9D%20out%20for%20good.
National Agricultural Library. (2023). Animal Welfare Act. U.S. DEPARTMENT OF AGRICULTURE. Retrieved December 3, 2023, from https://www.nal.usda.gov/animal-health-and-welfare/animal-welfare-act
NPIC. (2020). Pets and Pesticide Use fact sheet. National Pesticide Information Center. Retrieved December 3, 2023, from http://npic.orst.edu/factsheets/petspest.html
Statista. (2020, January 16). Where Americans buy flea and tick medications by pet type 2018. https://www.statista.com/statistics/1086680/flea-tick-medication-purchase-channel/
U.S. Census Bureau. (2021a, October 8). Pet owners spending more on Time-Saving, specialty pet care services. Census.gov. Retrieved November 5, 2023, from https://www.census.gov/library/stories/2020/02/spending-on-pet-care-services-doubled-in-last-decade.html
U.S. EPA. (2023, September 6). Summary of the Federal Insecticide, Fungicide, and Rodenticide Act | US EPA. Retrieved December 3, 2023, from https://www.epa.gov/laws-regulations/summary-federal-insecticide-fungicide-and-rodenticide-act
Vmd, L. J. (2023, September 22). Flea and tick prevention and treatment for cats. petMD by Chewy. Retrieved November 5, 2023, from https://www.petmd.com/cat/general-health/flea-and-tick-prevention-and-treatment-cats
World Health Organization. (2022). Good manufacturing practices. Retrieved December 3, 2023, from https://www.who.int/teams/health-product-policy-and-standards/standards-and-specifications/gmp#:~:text=Good%20Manufacturing%20Practices%20(GMP%2C%20also,required%20by%20the%20product%20specification