Better Mouse Trap

1. THE BETTER MOUSE TRAP
MINI CASE STUDY 02 : MARKETING MANAGEMENT

2. “BUILD A BETTER MOUSE TRAP AND THE WORLD
WILL BEAT A PATH TO YOUR DOOR”
• A phrase attributed to Ralph Waldo Emerson in the late
nineteenth century
• Metaphor about the power of innovation
• The theory sounds right. After all, if you build a better
mousetrap or other product, shouldn’t the world beat a
path to your door? Isn’t this what the innovation process
is all about?

3. THE MAJOR PROBLEM WITH THIS THEORY IS IT
DOESN’T WORK !!!
• Emerson failed to define “better” and he failed to consider the
reality of the marketplace and consumer (buyer) behavior
• So, what’s wrong with the Better Mousetrap Theory ?
• Too much emphasis on the building or technical side of the
innovation equation

4. 2 basic problems with the better Mouse Trap Theory
1.Focuses on hardware, and not benefits
2.Puts all of the inventors strategies together

5. • The significance of the New product strategic mix is that
innovators have MORE to consider than simply a new
product
• The product is important, but it takes a good deal more
than a better mouse trap before the world will start
beating a path to your door

6. Animal Trap
Company
Mouse
Traps
1832

7. PRESIDENT : MR. WOOLWORTH
• First developed a wooden mouse trap, was a success
• With new entry to the market , sales declined for wooden
mouse trap
• A new product was developed , by conducting only a Product
Research
• Worked well, but was not good as wished after launching of the
product
• Slogan ??

8. THE NEW IDEA THAT THEY HAVE COME UP WITH :
• Slick looking gadget
• Appearance of an inverted miniatures bath tub
• Modern, streamline look
• Molded in plastic
• Hole just the right size of the mouse
• Instant death, catch it nearly by the throat
• Can be easily installed and uninstalled
• Clean, noiseless, sanitary
• Modern, simple and safe to operate

9. PRODUCT RESEARCH :
• Focuses on the dynamics of the product
• How to make the product, how does it work, how to
make the different from competitors and whom to
target to

10. MARKET RESEARCH :
• Collects data about market, market competition,
market trends, market and supply etc.
• Find out answers to;
• What to sell?
• Where to sell?
• When to sell?
• How much to sell?

11. HAVE THEY DONE A MARKET OR PRODUCT RESEARCH :
Product
Research
Market
Research

12. WHAT HAPPENED AFTER THE LAUNCH ?
• The product failed in the market
• The product quality was very high and they have no issue with
their product
• The product was not known by the customers to buy it out
• The publicity given by the Animal Trap Company is not
sufficient
• The product wouldn’t have been successful in the market as
well if proper market research was conducted before
launching the product

13. WHAT WOULD BE THE REASON FOR DROPPING THE PRODUCT ?
• The new idea that was launched by the Animal Trap
Company didn’t show the expected return
• Reasons ;
• No proper market research
• Problem in Pricing Strategies
• Problem in Advertising
• Disposal Problem
• Strongness of the Product

14. CONCLUSION
• Lack of knowledge gathered regarding prevailing market
situations
• With the product analysis that have developed the
product effectively which suits to the current market
• It has become impossible or not sufficient enough to
compete with the similar products and the competitors
have increased their market share since the wooden
mouse trap hasn’t developed with innovation

15. • The information relating to the product hasn’t
communicated well
• Study shows that the wooden trap had removed from the
existing product line. Thereby when the company
introduces the new idea, they need a advertising
campaign to recall the new product to the customers.

16. RECOMMENDATION
• The Animal Trap Company should conduct advertising
campaign before the introduction of the new product to the
market
• As the product has removed from the product line, the
introduction of the new product should come with a better
marketing strategy
• The market research should identify the existing products in
the market, competitor strategies, price of related products,
customer needs as well as drawbacks of the existing products
etc

17. • The company should also have to create a strategy
to operate as a lower cost manufacture in the
market
• This can be done through specialization of the
labour force
• This will enable company to increase their sales
demand and survive in the competitive market
condition

18. ---- THANK YOU ----