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 the households in the market and 6 %,( 70,200 households) of those households purchased the brand, resulting in a profit of $ 247,180.40. Though repeat purchases were also high at 30% (21,060 households) the profit generated was not enough to sustain a revenue in the trial market. Zoecon ended the market in a net loss of $$1,230,819.40 ...