Company Introduction, Market Segmentation, and Product Positioning
Professor: Gary Smith
Sonya R. Byrd
April 28, 2013
We are a family owned and operated, full service lawn care and grounds keeping company based out of Raleigh, North Carolina. We pride ourselves in professionalism, quality and affordability. With over 20 years of experience serving the Triangle, we eagerly seek to perform above and beyond other turf care providers. “We started mowing lawns with one philosophy and mission in mind: provide consistent, superior service while building lasting relationships within our community.” The services we offer are as follows: Mowing, Edging, Blowing, 6-Step Fertilizing Program, ...view middle of the document...
We have produced an organic, pet friendly, environmentally safe line of products that packs the following punch: 1) Kills all rag weeds 2) No harm to pets 3) Grows and retreats all browning grass and this is done with all natural and organic composition and makeup. We feel this product line coupled with our previously established philosophy and mission to provide consistent, superior service while building lasting relationships within our community will pack the necessary punch to complete in foreign markets. Our rationale for this market is based in our belief in protecting the environment for our children and generations to come and keeping our furry friends safe and healthy while playing outside on our lawns. We recognize the dangers that harsh pesticides can cause to drinking water and humans that are sensitive to allergies both airborne and via touch and smell. When we created this product line we kept this information top of mind during the creation and research of products that are all natural, organic and safe to touch, smell and potentially taste.
The marketing plan is simple our first phase is to secure approval from the FDA about the safety of our product line. We feel this would be strategic and go a long way to solidify our product line as a government sanctioned approved product for use in both residential and commercial environments. The second phase is to use this FDA (Food and Drug Administration) stamp of approval gain access to the EPA (Environmental Protection Agency) and other government Agencies to get additional approval stamps of support. Third phase is to partner with Eco-Friendly companies, Pet Company’s, Veterinary Physicians to gain additional support and backing. We feel this marketing plan is strategic yet simple enough to master with great ease. We recognize that our business plan is hinging on the FDA and EPA approval, but we have been received notification from the FDA that we have successfully passed the first round of testing and only have three to go.
Our product line with be marketed to a specific target market that is consumed with -protecting the environment and eco-sphere while also appealing to pet lovers and children lovers alike. According to (Iacobucci, D. (2012) “Positioning has many physical elements, but even more perceptual ones. Positioning is about identity and who you are in the marketplace vis-à-vis the...