Marketing Plan for Enviro-Pet Formula
Proposed by: Sean Brandner
Submitted to: Professor Luvison, DeVry University
Date: 2/25/2013

Table of Contents
1. Company Description…………………………………………………………………………………………………………………….......3
2. Strategic and Focus Plan………………………………………………………………………………………………………………………3 A. Mission Statement……………………………………………………………………………………………………………….…3 B. Business Goals…………………………………………………………………………………………………………………………3 C. Competitive Advantage………………………………………………………………………………………………………..…4
3. SWOT Analysis……………………………………………………………………………………………………………………………………..4 4. Market-Product Focus……………………………………………………………………………………………………………………......4 A. Marketing and Product Trends…………………………………………………………………………………………….4 a. Social………………………………………………………………………………………………………………………4 b. Economic…………………………………………………………………………………………………………………5 c. Technological…………………………………………………………………………………………………………..5 d. Competitive…………………………………………………………………………………………………………….5 e. Regulatory……………………………………………………………………………………………………………….5 B. Target Markets……………………………………………………………………………………………………………………..5 C. Points of Difference……………………………………………………………………………………………………………..5 D. Positioning……………………………………………………………………………………………………………………………5
5. Marketing Program………………………………………………………………………………………………………………………………6 A. Product Strategy…………………………………………………………………………………………………………………..6 B. Price Strategy……………………………………………………………………………………………………………………….6 C. Promotion Strategy………………………………………………………………………………………………………………7 D. Place (Distribution) Strategy ……………………………………………………………………………………………..…8 6. Financial Data and Projections………………………………………………………………………………………………………….…8
7. Organizational Structure………………………………………………………………………………………………………………………8
8. Implementation…………………………………………………………………………………………………………………………………..9
9. Bibliography………………………………………………………………………………………………………………………………………10

1. Company Description

Enviro-Pet-Formula was started by its founder Sean Brandner to develop a special formula used in canine foods to help create enzymes that hasten the breakdown of fecal matter once it is deposited onto natural grass. The Enviro-Pet-Formula company has begun production and mass manufacturing of the product in Virginia with plans to reach into the DC metro area within the year.
There doesn’t appear to be any other product such as this on the open market as of today, and as a result this product will have the leading edge on any future competitors. We want to offer an environmentally sound solution to owners with pets that defecate on grounds covered in natural materials capable of biodegrading feces with the help of our formula mixed in. The plan is to coat animal food products with a safe compound that will mix with their digestive systems to create an enzyme that will break down their waste while safely depositing it into the soil.
Essentially this product is geared more towards domesticated animals currently as of now such as dogs, cats, and even pigs, as they have similar digestive tracts which our formula is more suited for. It helps the ever vigilant owners whom are diligent about cleaning up after their pets, to ease the experience of handling animal waste.

2. Strategic Focus and Plan
A. Mission Statement
The mission for Envrio-Pet-Formula is to provide its customers with a high quality product safe for both the pet to digest and the environment to absorb. We challenge employees to continue any forward thinking about how to better improve the product as well as conceiving any other idea for its other applicable uses.
B. Business Goals
The following goals have been set over the course of the next 3 years: * Nonfinancial Goals 1. Continue expansion into the DC metro area, which includes Virginia, Maryland and DC itself. 2. Continue product development so that it eventually provides benefits to the environment as opposed to just causing a faster decomposition of animal feces. 3. Look into