This document provides a marketing analysis for Mouse Experts, a company that produces mouse traps. It segments the target customer as households with rat problems who need an effective mouse trap. It describes the current mouse trap product as humane, effective at catching mice without injury, and long-lasting. It proposes marketing the traps in retail stores, pet stores, and online. Pricing strategies include an initial promotional lower price and premium pricing later due to product differentiation. Promotional strategies include posters, TV ads during soap operas, bulk purchase discounts, and free samples. A new trap design is suggested combining an exercise wheel and music box to notify users when a mouse is caught.

1. Marketing Analysis for Mouse Experts
by Magic Marketing Cube
Group Leader:
Brandy, Wang Yuqi 1155031779 s1155031779@mailserv.cuhk.edu.hk
Group Members:
Akai, Chen Tien Yi 1155032054 s1155032054@mailserv.cuhk.edu.hk
Alan, Lau Chun Leung 1155015481 s1155015481@mailserv.cuhk.edu.hk
Cathy, Gan Zifan 1155029022 s1155029022@mailserv.cuhk.edu.hk
Ivan, Lin Pak Ki 1155017469 s1155017469@mailserv.cuhk.edu.hk
Leon, Kwan Iat Leong 1155008524 s1155008524@mailserv.cuhk.edu.hk
Rita, Chen Tingchan 1155028939 s1155028939@mailserv.cuhk.edu.hk
Overview
This is a conceptual marketing analysis for Mouse Expert, a company producing
mouse traps. We will apply the marketing segmenting and the 4Ps module to the
product, as well as suggest a new design for further improvement.
1.1 Segmenting
Our target customer is the households that have rats or want to prevent rats. They
have different characteristics but require the same product. That is, a well-performed
mouse trap.
2.1“Product”:
The product is mouse trap.
The characteristic of the mouse trap is user-friendly and reliable. Whatever the mice
are big or small, the mouse trap also can trap the mouse without injuring the mouse.
In other words, the design of mouse track is humane. Besides, although the design of
mouse trap is not complicated, it is effective to catch the mouse and the mouse is
impossible to get out once it is caught. In addition, due to the mouse trap is well-
design with simple but effective components, he failure rate is rather low and the
working life is long (more than 10 years).
2.2“Place” :
As a consumer product, we rely on retails like grocery stores and department stores to reach
customers.
There we may negotiate with the stores to reserve a corner to solely display or demonstrate our
product, if budget allows.We can also market it as a toy for hamsters and sell them in pet stores.
To ensure the coverage, we shall have sufficient stores in each area in HK so customers can notice

2. and therefore consider our product.
Making use of the Internet, we can set up an online selling channel to catch customers who enjoy
convenience.
Another advantage is that we can extend our sales to the Mainland and Taiwan.
The deliveries will be made through specialized companies and will not be much a problem.
2.3 Price
The design of mouse track is quite a unique one in existing market. So we can set a
price with a premium for the product differentiation of our design. So we can set a
higher price on our product compared to our competitors.
But, in order to help our promotion plan, we can start by setting a lower price on it for
promotion purpose. And the after the promotion period, we can then set back the price
at the original level.
2.4 Promotion
Advertising:
(i) Provide posters to shops/sellers.
(ii)Post TV advertisements on soap opera time period.
Show: The harm rats can bring;
Locations that rats may exist;
Mouse track is healthier and environment-friendlier than Rodenticide;
Other specific advantages our product has.
Sale: Cut 10% if purchasing over 5 and 20% over 10. (adjust it according to the price
and cost)
Additionally: Handsel a mouse track if one brings a new customer.

3. 3.1 Suggested New Design
Basically it's composed of an exercise wheel and a music box. When a stupid mouse run into the
wheel, the latch closed tightly. Thus, all the poor kid can do is to run, transferring the energy to
music box through the wheel and axle system between. On hearing the music, you know you got a
guest!