Trap-Ease America : Marketing Analysis To better evaluate the potential for Trap-Ease America and to settle the minds of the company ‘s investors , Martha should glean information from more extensive primary marketing and product research . From this additional research she would find that Trap-Ease , while more expensive than the spring loaded mousetraps , is actually much more reasonably priced than nearly every other type of trap available on the market today . Not only does this explain the lack of initial price resistance that surprised her , but it could be used as a good selling point in the company ‘s advertising ventures . Perhaps more importantly she would be able to identify more specific target markets for Trap-Ease . I imagine that the company ‘s mission statement might be : “Providing a no-mess option for eliminating your mouse problem through innovative design ‘while I would choose , “Offering a clean , safe , and animal-friendly solution for rodent removal at a low cost ‘While I can agree with the company ‘s identification of women as a good target market for Trap-Ease , I believe they are selling the company short by limiting the target to one demographic variable . Certainly such a humane live trap would be appealing to other segments as well .Based on the same reasons that it would be preferable to women with children at home (safety and cleanliness , it could also be marketed to schools and daycare facilities , particularly in more rural areas of the country , where rodent infestation might be more of a concern . One of the main distinguishing characteristics between Trap-Ease and the more traditional traps available is the fact that it does not automatically kill the mouse , allowing for catch-and-release treatment of the animal .This factor unlocks potential for marketing the trap to the animal-rights segment and making it available in health food stores and via websites that feature animal friendly products . The company could submit Trap-Ease for PETA (People for the Ethical Treatment of Animals )approval and display their cruelty-free logo on the packaging . Though this segment is admittedly a niche market , larger health conscious companies like Whole Foods Market have been growing steadily since their start and maintain a loyal customer base , which could only aid Trap-Ease in establishing itself in the market as a beneficial and innovative new product .Though the Trap-Ease had received recognition at the National Hardware Show and been featured in some trade publications , it did not prove very effective in positioning the product relative to their chosen market of women . The article in People magazine and advertising in Good Housekeeping would have been more likely to reach the target market ,but , on the whole , I feel that the company ‘s attempts to position the product were passive , at best . Taking a stronger stance on the humane nature and safety factors of the Trap-Ease in relation to other products available via more advertising in female oriented publications , or demonstrations of it at conventions that would be more likely to have a predominantly female audience would greatly help position…