MARKETING BRIEF

VAPOOF
MARKETING BRIEF
by
ABOUT SKILLFUL7

Skillful7 is an award winning, highly creative, full-service advertising agency that specializes in
Internet marketing and viral campaigns in order to position a brand successfully.

Skillful7 expertly manages everything from marketing strategy and guerrilla advertising, to es-
tablishing and growing brand recognition in the mind of the consumers.

Skillful7 is dedicated to creative and efficient solutions that generate impact in the consumer’s
mind while reaching the marketing goals and objectives previously determined.

The ultimate mission of Skillful7 is to provide each client with a custom-designed strategy that
will increase their ROI.
MISSION STATEMENT

“ To deliver innovative campaigns

based on efficient marketing strategies
that generate brand recognition

”
and increase our clients’ ROI.
TABLE OF CONTENTS

ABOUT VAPOOF 2

COMPETITIVE ADVANTAGE 3

PRODUCT OPERATION 4

MISSION STATEMENT 5

SLOGAN / TAG LINE 6

MARKETING OBJECTIVES 7

MARKETING GOALS 8

MARKETING MIX (4Ps) 9

SWOT ANALYSIS 10

TARGET MARKET 11

BUDGET 12
ABOUT VAPOOF

VaPoof is a new category of a known domestic appliance: the vacuum cleaner. It is a vacuum
that cleans/picks-up dog poop and then converts it into an eco-friendly fertilizer.

Currently, it is the only pet poop vacuum in the market. This product is meant to be a practi-
cal yet fun alternative to the traditional process of cleaning up pet stools. It can be use indoors
(carpets) as well as outdoors (lawns). It is simple to use and easy to store.

The VaPoof has a powerful suction system and convenient solution that eliminate poop odor.
It is an 8x6 inch disc and less than 2.5 inches (9 cm) high. The VaPoof operates with internal
nickel-metal hydride batteries and must be recharged regularly from a wall plug. The VaPoof
has a carrying handle fitted on the top of the unit for easy handling. As well as the “Easy Clean
Brush” a brush better designed to tackle all pets’ disposals, and is easier to clean.

The VaPoof has a scheduler that allows the user to program the VaPoof to clean around your
schedule, even when he/she is out. The Schedule Upgrade accessory will also update. This de-
vice works with an Advanced Power System (APS) Battery, a rechargeable battery that enable
the VaPoof to clean for up to 200 minutes. It has powerful suction and rotating brushes that
navigates automatically for best cleaning coverage.

It is self-adjustable from carpets to hard floors and back again. Automatically avoids stairs,
drop-offs and off-limit areas. It is so simple to use that the user just press the clean button and
the VaPoof does the rest. Its current price to the market: US $79.99

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COMPETITIVE ADVANTAGE

The VaPoof is an affordable mechanism that cleans up pet poop. It’s a pre-assembled mobile
robot platform that provides an out-of-the-box opportunity for homeowners, pet lovers and
owners. This robotic vacuum poop cleaner operates with internal nickel-metal hydride batteries
and must be recharged regularly from a wall plug.

The VaPoof automatically transitions from one surface to the next, effectively lifting poop and
cleaning after whether it’s on the carpets, floors or lawn. The VaPoof is specially designed with
suspension allowing it to maneuver over cords and effectively move itself from difficult angles.

The VaPoof is making a difference in the advancement of robotic vacuums, these product de-
velopment and Science, Technology, Engineering and Mathematics (S.T.E.M.) education helps
make our life easier.

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PRODUCT OPERATION

OUTDOORS MODE

When the outdoors-cleaning button is pressed, the VaPoof begins its work. The VaPoof can
sense any poop in a 1-mile radius that your pet had disposed of. It then moves over your pets
disposals and sprays a cleaning chemical that is eco-friendly and dissolves the poop. Such
solution is also totally harmless against pets.

INDOORS MODE

When the indoors-cleaning button is pressed, the VaPoof moves over your pet’s disposals and
vacuums it. The VaPoof then sprays a cleaning substance that scrubs the floor or dry washes
the carpet leaving the area where the pet pooped completely odorless. This cleaning substance
is as well totally harmless against pets.

4
MISSION STATEMENT

“ To provide pet owners with an

effortless yet efficient solution when

”
picking up their best friends’ poop.

5
SLOGAN / TAG LINE

“ ”
Bye-Bye Pet Poop

6
MARKETING OBJECTIVES

To successfully launch and market a new category of vacuum cleaners that has no direct com-
petitor at the moment, in order to achieve the following:

• To create a strong consumer awarnes of VaPoof through the 4Ps.

• To become the market leader in pet poop cleaning devices category.
• To assert the company’s name as market leader in product innovations and original branding.

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MARKETING GOALS

• To achieve brand recognitions within the first quarter and customer loyalty within the first year
of beign launched.
• Beign the first option in the consumer’s mind when it comes to dealing with their pet’s poop.
• To become an internationally sold product within three years of beign launched.
• To constantly offer special promotions and rewards for previous customers and new motiva-
tions and incentives for potential ones.

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MARKETING MIX (4Ps)

PRICE STRATEGY

• Competitive pricing.
• Introductory discounts when visiting the website and registering online.

PRODUCT STRATEGY

• Brand personality: colorful logo, fun mascot and visionary products.

• Product: eco-friendly, affordable, convenient and innovative.
• Benefits: it does the dirty job for you so that you and your best friend can focus on having fun.

PROMOTION STRATEGY

• Highly creative advertising (through traditional media such as TV and print).

• Strong internet and viral campaigns, focusing on guerrilla advertising.
• To establish and continuously grow VaPoof internet presence and worth of mouth (eventually
avoiding print and direct marketing) to be finally recognized as an eco-friendly brand.

PLACE STRATEGY

• Exclusively sold at Petsmart nation-wide.

• To be sold also at www.vapoof.com.

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SWOT ANALYSIS

STRENGTHS

• Innovative, unique product.

• Affordable
• Practical and easy to use.
• Eco-friendly
• Deals with the down side of having a dog.

WEAKNESSES

• Not a proven system, therefore it has no credibility yet.

• New brand.
• May not seem as user-friendly to use as it is.

OPPORTUNITIES

• No direct competitors.
• Follows eco-friendly trend.
• Creative positioning and advertising strategy.

THREATS

• More expensive than other pet pop cleaning devices.

• Not available at most popular retailer stores such as Wal-Mart, Target, etc.

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TARGET MARKET

DEMOGRAPHICS

Males and females 18 years-old and up that own a dog and that currently in a house/apartment
with carpet and/or garden.

PSYCHOGRAPHICS

The potential market includes a wide-rage of people with a desire of avoiding cleaning up after
their dogs while helping the environment. The most obvious group within this potential market are
people that own large dogs and big backyards (since Vapoof primarily use is outdoors); however,
there are many other potential customers, including people that own small dogs and don’t have
an outdoors area.

GEOGRAPHICS

VaPoof will be launched in Los Angeles, California and distributed nation-wide. Our target market
are the people that currentlly resides within the US.

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BUDGET
(IN US$)

CORPORATE ID & STATIONERY

5,000 Business cards - President
Two sided, full color with die cut 299.00
5,000 Business cards - Distribution Manager
Two sided, full color with die cut 299.00
10,000 Letterheads
#70, text uncoated, full color 255.00
10,000 Envelopes
#10, premium opaque, full color 435.00
Total Corporate ID & Stationery Cost 1,288.00

TRADE SHOW DISPLAY

Custom-made 20 x 10 ft.
Can be divided into two 10-foot inline displays
Reconfigurable into an island exhibit
Includes 2 flat screens and a small podium
Can be re-skined to promote new marketing messages
Total Trade Show Display Cost 85,000.00

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POINT OF PURCHASE

Custom-made H42” x W42” x L60”

Three levels for displaying merchandise
VaPoof model on top with grass finish on bottom
200 units for most popular stores
Total Point of Purchase Cost 63,000.00


BILLBOARD AD

South Miami (near dog parks and beaches)
20,000 sq.ft. for 3 months 350,000.00
Los Angeles (near dog parks and beaches)
20,000 sq.ft. for 3 months 380,000.00
Total Billboard Ads Cost 730,000.00


TV SPOT AND INFOMERCIAL PRODUCTION

Models
4 males, 1 female, 20 hours 10,000.00
Equipment
Includes location and lighting, 20 hours 200,000.00
Spokesperson
20 hours 10,000.00
Editing & After Effects
Includes TV spot adaptation, 10 hours 80,000.00
Total TV Spot and Infomercial Production Cost 300,000.00

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TV SPOT AND INFOMERCIAL PLACEMENT

TV Spot
Jay Leno Show, 30-sec spot, 3 months
Informercial
Local and cable channels, 2 minutes, 3 months
Total TV Spot and Informercial Placement Cost


PRINT ADVERTISING

LA Times
Sundays only, half page, full color 4,500.00
Miami Herald & El Nuevo Herald
Sundays only, half page, full color 5,500.00
Total Print Advertising Cost 10,000.00


ADVERTORIAL

LA Modern Dog Magazine
3 pages, full color, one time edition
Total Advertorial Cost 5,800.00


PROMOTIONS

Guerilla Coupons
25% OFF, 1,000 coupons 20,000.00
Free VaPoof
Ellen Degeneres Show, 100 pieces 8,000.00
Total Promotions Cost 28,000.00

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GUERRILLA

1,000 Balloons
Green, 17 inches, with VaPoof logo 480.00
1,000 Coupons
Glossy, full color 50.00
1,000 Fake stools
Eco-friendly, brown finish with ring 780.00
Confetti
5lb. Puppy shape 100.00
Helium
For 1,000 balloons 500.00
Total Guerilla Cost 1,910.00


GIVEAWAYS

1,000 Dog Collars
Nylon, colors green and orange 2,000.00
1,000 Super Absorbent Towels
With logo, colors green and orange 6,000.00
Total Giveaways Cost 8,000.00

TOTAL BUDGET COST 1,147,998.00

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