The product: Mr. Napper

1
The product Mr. Napper

• Nappies for dogs
• Consist of 2 parts
• Washable part the outer decorative part
  endures up to 150 washings
• Disposable part this is the actual diaper
  biodegradable

2
Benefits

• Abide by Canine Laws easily no more poop
  cleaning in parks!
• Stylish may appear like fir, pants, or a skirt
• Highly absorbent
• Reduce odor
• The Pouch an innovative way to throw out the
  diaper without having to touch it
• The disposable part has a pouch outside of it
  which you only have to turn inside out.

3
Target Markets, Segments
4
Projected sales
Sales of disposable (in packs of 6) and washable
parts

• 1st year
• 1,123,200 disposables
• 468,000 washables
• Total for 3 years
• 4,496,400 disposables
• 1,779,000 washables

5
Distribution Channels
1.00
1.50


Wholesalers
Retailers
8.00
7.50
Washable 5.50
5.50
Mr.Napper
Consumers
Ebay, PetSmart
5.00
Disposable 5.00
7.00
6.50
Retailers

1.50
6
Profits during 1st year
Costs Margins
Profits per segment and total
Washables
Disposables (in packs of 6)
7
Promotion (first 6 months)

• Budget 675,000

Sales Promotions A budget of 100,000 will be
allocated along the course of 6 months in order
to solve eventual horizontal/vertical
distribution conflicts
includes shipping costs
8
Promotional Mix
Budget for 1st year 1,350,000
9
Opportunities and Threats

• Opportunities and Strengths
• Canine Laws force consumers to seek solutions for
  cleaning after their dogs
• A novel product that offers both a washable part
  and a disposable relatively low price
• Threats
• Established competitors
• Difficulties with adoption of such a product

10
Profitability