Fellini’s Cat Litter Tray

Description

Fellini’s Cat Litter Tray: Abstract

Hubert Fellini has invented a collapsible litter tray made of corrugated cardboard that he believes could replace conventional litter boxes and solve many problems, including the spread of bacteria, dust, and the smell of urine and feces. He patented his invention in 2004 in Canada and the United States. Unfortunately, he has had trouble penetrating the North American market. In 2014, frustrated by his many unsuccessful marketing attempts, he wondered: “What should I do to successfully launch my innovative, user-friendly product?”.

Teaching objectives

Students will learn to gather relevant and credible supplementary information in addition to that provided in the case; collection of both primary data (e.g., testimonials, retailer surveys) and secondary data (e.g., Statistics Canada, Pijac) is encouraged.

Main themes covered

• Analyzing markets and sub-markets
• Preparing a complex marketing proposal taking into account previous failed attempts
• Finding a profitable niche given a client’s limited financial resources.

Concepts and theories related to the case

• Segmentation
• Differenciation
• Positioning
• Targeting
• 4Ps (price, place, product, promotion)

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.