Current trend in the market is that people prefer environment friendly things (American Pet Products Association, 2010). Allergy Be-Gone uses environment friendly ingredients and can capture this edge by proper marketing. Main threats include large established pet care companies such as Hartz. They are already manufacturing related product and can easily launch a similar product at a much lower price because of economies of scale effect.
Marketing Research Approach Just like all other products, marketing will play a vital role in the success of Allergy Be-Gone. Marketing strategy will be defined and designed based on market research. Marketing information systems (MIS) will be used to design the marketing plan. Use of Marketing Information Systems will allow the marketers to properly plan each and every activity of the marketing plan. It will also enable them to keep an eye on the execution of marketing plan. Information collected through MIS is organized and more useful than traditional information collection. Information is collected through different techniques such as questionnaires and customer surveys. Constant monitoring is done through analysis of customer feedback. Marketers will decide how will they market the product based on information collected and then its progress will be monitored constantly through customer feedback. The constant information collection and analysis can also be