To: Executive, Zoecon Corporation
From:
Date: Thursday, February 17, 2005
Subject: Strike Roach Ender Introduction
Projected Industry
Consumers Professional
Projected Growth Rate of 10% annually Projected growth rate of 8% annually
Projected sales of $4.4 million Projected sales of $2.7 billion
Flea IGR Introduction – Similar Scenario
• Great success of introduction of flea IGR PRECOR into PCO, veterinary and pet store markets.
• In 1980 Zoecon broke into the supermarket segment by selling the PRECOR ingredient to it’s competitor dCon
• In early 1983 Flea Ender (using PRECOR) was introduced to supermarkets by Zoecon – 11 % of the market was captured by late 1983
• Flea Ender’s success attributed to a second 3rd party competitor S.C. Johnson
• By 1985 Strike Flea Ender had captured 18% of the flea pesticide market and continues to achieve it’s profit objective
Consumer Test Market Analysis
Zoecon’s introduction of the Strike Roach Ender has captured a substantial portion of the test area household market segment. As seen in Table A the brand was recognized by over half of ...