Mouse Trap: Woodstream Corporation

Mouse Trap Woodstream Corporation The company that has been chosen for this case study is Woodstream Corporation. This company was founded in 1832 and was formerly kn hold as Animal Trap accompany of America. It manufactures and markets a variety of pest control products including rodent control, caring control for pets and different types of mouse muddles. It has been round for more(prenominal) than 150 years and marketed over 2500 unique products. Woodstream works to bring innovation to consumers by combination category leading products with technology and it services to solve the business needs of the retailer.The business strategy of Woodstream Corporation, in its own words is Our go to market strategies argon structured to help you optimize inventory levels, maximise sales and grow positiveness (1). The company is striving to give its retailers the maximum sell through forward-looking products and grow profitably. The president of the company, Harry Whaley, came up wit h a radical and innovative credit card mouse bound also known as operate mouse confine, which is more effective and easy to use than the conventional wood mouse narrow.However, sales engagent increased and in this case study we are going to look at the selling strategy used for two different mouse traps and how it affects the purchaser decision process. In order to radiation diagram a customer-driven marketing strategy, a company must starting understand the marketplace as well as the customers needs and wants. Seeing a mouse inside the house triggers an individual the need to look for a solution to take negociate of the problem. That individual is now going to look for a solution that they want in order to see their need.In this case they probably want to get rid of the mouse permanently. In the market place thither are two mouse traps available for them with Woodstream Corporation. The traditional wooden mouse trap and the innovative plastic mouse trap which are made by the same company. The traditional wooden mouse trap is known to work fifty share of the time and it costs 15 cents for a pack of two. The new plastic mouse trap on the opposite hand is known to be forty percent more effective than the traditional wooden trap but costs a little more with the price of 25 cents per mouse trap.Despite the great effectiveness of the new innovative plastic mouse traps, tidy sum still tend to buy more of the wooden traps. It could be because the customer-perceived value of the traditional wooden trap is very high that people still choose to buy the old snap trap. It could also be that the companys president Harry Whaley was too, focused on innovation and maximizing sales and profitability when creating the new mouse trap that he lost sight of the underlying customer need and value. This is when marketing myopia induces into play.The traditional wooden mouse trap is cheap, good quality and effective in get rid of the mouse problem permanently. The way it works is the snap bar comes down violently on the head or neck of a mouse killing them instantly. The problem is being solved dear then and there because the mouse died. The old traditional wooden trap satisfies the customer need by doing the entire job on its own. The new and innovative plastic mouse trap on the former(a) hand does not complete the job entirely. It is effective in capturing the mouse in fact it is more effective than the traditional wooden trap however, it only captures the mouse.It doesnt get rid of the mouse by killing it. Now the consumers are left in a serious dilemma with a live mouse in their trap. Most of them do not want to kill the mouse on their own and they also dont want to release it near their homes because they are afraid that it will come straight back into the home. In this case the customers are left with a product that solved half of their problem and dont know what to do afterward. They are not willing to pay a higher price for a prod uct like that despite its effectiveness and innovation.They are more willing to pay less for a traditional wooden mouse trap that satisfies their needs to its entirety. Woodstream might yield failed to understand what the customers really want when building this new mouse trap. The company also does not have a well constructed marketing program that promotes the new plastic mousetrap. The more innovative product design does have a little advantage over the old one however the pricing doesnt create a real value for the customers. The distribution channel is great because it is being distributed from the same company.Promotion on the other hand needs a lot of improvement. The old traditional mouse trap has been nigh for many years. A great deal of promotion and advertising was done for this product. The wooden mouse trap also gained a lot of exposure through cartoon television shows for kids like Tom and Jerry, and other media advertising. The new plastic mouse trap on the other han d has not been promoted well in todays media. Not a lot of consumers know about it and for those who havent had a mouse problem in the past, the new plastic mousetrap is nonexistent to them. They are unaware of the new and innovated mouse trap.