Running head: MARKETING PLAN.

MARKETING PLAN FOR

TERMITE &PEST CONTROL
ACADEMY
Arizona Pest Control Company
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Executive Summary

The paper emphasis on the pest control system of the company named Termite and Pest Control

Academy that is situated in Tucson Arizona and This Company is being specialized in terminating the

control of the pest, bee removal, and rodent control and provide their service to the housing and the

profitable customers.

In the following paper, the marketing plan has been made based on their mission that they need to

achieve in the near future. The marketing plan has been made using the targeting strategy approaches,

4 Ps of marketing mix and by selecting the target market.

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Arizona Pest Control Company

Mission: To become a solutions provider. Become committed to protect and enhance the health and

the property of our customers. We will employ the best/latest technologies, using the most effective

methods and products, to deliver timely services and solutions.

Company Description: The Company that has been chosen from the Tucson Arizona is Arizona

Pest Control Company which used to provide for the free general post and dismiss inspections in the

Tucson and all over the Southern Arizona. This company is being specialized in terminating the

control of the pest, bee removal, and rodent control and also provide their service to the housing and

the profitable customers

Since in the year 1947, they are using latest and updated technologies for an elimination of the pest

that is being available for the industries also and used for minimizing the impact on environment. The

employees of Termite and Pest Control Academy are fully trained and are approved by the state of

Arizona, and even there are updating themselves with the new knowledge to provide the best services

to the peoples.

Product: They use to sell every type of pest control products which may include the products for

the rats, bees, crickets, cockroaches, spiders, flies and other insects.

Target markets: The target market of the Termite and Pest Control Academy was trying to reach

out to the average families by using the marketing mix approach for making it easier in expanding the

knowledge. They were also targeted towards the rich families by providing a luxurious and

comfortable living. Commercial and residential property owners within the southwest region of

Arizona within the cities of Green Valley, Marana, Nogales, Oro Valley, Sierra Vista and Tucson.

Consumers who want effective, reliable and of course affordable service for their properties.

Distribution Channels:
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Personal selling

Door to door selling

Magazine/newspaper

Radio/TV

Social Media

Company Website

Competitors: The competitor of Termite and Pest Control Academy are Truly Nolen, Orkin and

other local pest control.

Industry: Exterminating and Pest Control Services NAICS Code 561710

Mission statement

The mission statement of Termite and Pest Control Academy is the effective control of terminates and

the pest without damaging the environments. So they are taking some of the steps to save environment

and trying to the solutions of pest control that will not harm the nature and the products are naturally

made that will not even harm the peoples as if the product is natural no chemicals will be involved in

it, and no one will be get affected by these pest controls.

SWOT Analysis of pest Control Company

There are two kinds of factors includes internal and external factors. Internal factors include strength

and weakness of an organization and external factors includes opportunities and threats of an

organization that are being discussed below:

OPPORTUNITIES

Joint ventures with organizations in growing markets are available for business expansion.
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The growth in international trade brings enhancement in the level of trade among foreign and

other markets.

More than 50% of all holiday shopping is expected to be delivered by main in the next 4 years.

The administration has decided to achieve double exports by 2019 (Suh, J. (2014)

THREATS

The revenue of Arizona Pest Control varies from 12 per cent to 23 per cent and is backed by

the government.

High competition from other pest control companies present.

Slowing of world economies minimizes demand for products and causes customers to ship

more by standard rather than express shipping.

The world economy is becoming a service economy rather than manufacturing based.

Internal factors include strength and weakness of an organization which are explained below:

STRENGTHS

Natural Attractions

Security and Communication Service

Onsite Water filtration plant

Huge popularity

Growing community awareness

Improving environmental agenda

Shows the relationship between the suppliers and the customers the value of this varies

between 13 per cent and 55 per cent.

Reduced labor costs

Monetary assistance provided

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The nature of the company is becoming very difficult as they want to launch the new product

to compete with the other companies.

WEAKNESS

Lack of well-equipped and consistent festival

Lack of proper management

The structure of the business can be critical, and the weakness value for it is around 19 per

cent which varies to 53 per cent due to its critical issues.

Competitive market

Market size (Aithal, P. S., Shailashree,2015)

Marketing objectives

The marketing objective is being made on the basis of SMART objective. SMART approach refers to

a more wide-ranging description of goal setting. This objective might hold an approach that should be

achievable for an organization, and that should bring success for the organization.

S refers to specific, significant and stretching. The specific goal of the organization Arizona Pest

Control Company is profit maximization.

M refers to measurable, meaningful and should have motivational skills. As this refers to the

organizational skills that should be measurable in terms of money as every company has an objective

of earning the profits and these can be only done if the motivation level is being present in the

organization for motivating as many as employees for selling the pest control.

A refers to attainable, achievable and must be action oriented. As the organization must be able to

make the plan that should be implemented and result in the achievement of the goals that should be

attainable. The goal that is attainable and the attainable goal of the company is the effective control of

terminates and the pest without damaging the environments (Hammond, J. S., 2015)
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R refers to the realistic, relevant and the result oriented. As the goal that is being made by the

company Termite and Pest Control Academy should be based on the reality in spite of the

assumptions or predications and the goal that has being set by the company should have relevancy in

it and have some result to be included in it i.e. it should be achievable and is to be result oriented as

companys goal is the effective control of terminates and the pest without damaging the environments

T refers to time based and should be tangible. As the goal, should be tangible and the time should be

set for the particular goal. The goal should not be intangible like to increase the goodwill as it cannot

be touched the goal should be like the effective control of terminates and the pest without damaging

the environments that is the major goal of the organization taken. (Landers, R. N, 2017)

Moreover as per the SMART objective the goal must be well defined and should be measurable in

terms of the quality or quantity. The goals should be also agreed by the stakeholders of an

organization.

Target Market & Positioning Strategy

The target market of the Termite and Pest Control Academy was trying to reach out to the average

families by using the marketing mix approach for making it easier in expanding the knowledge.

They were also targeted towards the rich families by providing a luxurious and comfortable living. As

by focusing on their needs and wants they can increase their profit to a large extent and gain the

competitive advantage and makes their brand image in front of the rich consumers so they would only

prefer this pest control for their healthy living environment as natural integrant attract most of the

consumers more than the chemical substances.

They were only focusing on the age distribution of their target market analysis which can be done by

analyzing the age group consumers who were mainly presented in the target market. As the old age

groups and the group of the consumers who are so sensitive and are very health conscious prefer the

pest control that does not harm them and the general consumers will prefer any kind as they seem to
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be indifferent about it and will buy any anything for controlling the rats, bees, crickets, cockroaches,

spiders, flies and so on.

As per the analysis being done by Termite and Pest Control Academy they were mainly focusing on

the middle-class families with the normal incomes and by researching in their market they found that

almost 77 per cent of the buyers are falling in this particular category and so the major concern is on

them as well as on the natural pest control, there are approximately 50 per cent of the consumers that

are very health conscious. Apart of this, its main focus should towards nature lovers.

The value proposition that can deliver by the Termite and Pest Control Academy to the individuals is

the satisfaction of their interest by serving best for them. (Pirsch, J., 2014)

Positioning refers to prefixing the brand image of their product in the mind of the customers, and this

can only be done on the basis of the product that should be different from the other products that are

being produced by the competitors.

In order to position the product, the company should use the strategic approaches that are basically

focusing on the distinctive features of their brand and create an appropriate image using the 4 Ps of a

marketing mix. (Arndt, A., Harrison, 2017)

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There is three statement that is being used to develop the position statement. The three process that is

included in this particular strategy is STP approach.

S refers to the segmentation and it refers to the process of separating or dividing a market into

segments or sub groups like the segments as per the organization taken can be health conscious

groups, normal peoples, natural lovers etc. or can be segmented and the product can be made on the

basis of rich, middle and low income groups as who could afford and who will be using the products

for the controlling of the pest or other insects. The company needs to do the segmentation on the basis

of that how many individuals are the natural lovers or demand to use the natural products only or

segments of consumers who use to demand for the normal product which is one of the major thing

that needs to be done in segmentation.

T stands for targeting which refers to selecting the segments that will be majorly focused on the

organization on the basis of segments which is known as the target marketing. In this kind of target

marketing, the company sets the targeted customers that they need to focus on. As mainly today they

are focusing on the general customer's that will be focusing on controlling the pest either through

natural products or through chemical but in the near future they will be focusing on the effective

control of terminates and the pest without damaging the environments.

P stands for positioning which means aiming to set the position for their products in the mind of the

customer and the positioning should be done in such a way that the customers prefer their products

only in spite of the other products that has been supplied by the other competitors. The Termite and

Pest Control Academy can only position their product by the effective control of terminates and the

pest that will not cause any damage to the environments as well as to the peoples. There are some of

the approaches to positioning.

Positioning against the competitors

Positioning against the supplementary goods

Positioning by keeping the culture in mind of the consumers

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Positioning according to the customers needs and wants

Positioning on the basis of product trait

Positioning on the basis of income level

Positioning according to the benefits of the products

These are some of the major positioning approaches that are being used by some of the companies for

the motive of increasing their profits and for gaining the competitive advantages.

Marketing Mix

The marketing mix has 4Ps which are product, place, promotion, and price as a set of strategies that

are used by the companies for its marketing plan. These level of control maximizes the effectiveness

of the companies in reaching to its target customers and optimizing the profits. Termite and Pest

Control Academy uses the marketing mix strategy for supporting the market penetration and for the

potential expansion in overseas locations. (Tapp, A., & Spotswood, F., 2013)

By using the four P's, it has grown its brand popularity along with the increased market penetration.

From the four P's is the best suitable for this company was the place and promotion components

which have made an Termite and Pest Control Academy an unusual in the pest control industry. There

are some profitable products that provide values for the customers that they will be paying for.

The major 4 Ps are discussed below:

1. Products:

Product mix refers to the bunch of product lines that company is contributing for sale. The product

mix of the company is to sell every type of pest control products which may include the products for

the rats, bees, crickets, cockroaches, spiders, flies and other insects.

In the context of the company Termite and Pest Control Academy taken as with the growing

attraction of consumers towards nature and environmental causes, it is necessary for them to focus on

products that take care of needs and passion of customers attracting in the market.
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2. Price:

The price mix strategy helps the company to set the prices of the products and the prices can be set

using the demand curve estimation as it indicates the inverse relationship between the price of the

product and the demand for the products. In the context of the company Termite and Pest Control

Academy, the main key focus is to consider the possibilities of offer and discounts that attracts the

nature lover towards the market. (Meyer, P., 2015)

3. Promotion:

The company Termite and Pest Control Academy should use promotional activities on social media

like Twitter, Instagram, and Facebook needs to be implemented. Posters and flyer will be key in the

promotion. Strategies like direct marketing, advertising and promotion need to be implemented. These

all strategies will help in increase in the reach of the wide range of participants from different parts of

the country as well as the world.

4. Place:

In the context of the company Termite and Pest Control Academy it is important for them to be

located in an area which is easily accessible for the potential customers. The market areas should

acquire more land in the middle of the beautiful nature, which will attract adventure lover consumers

apart from market areas and which is comfortable for them to visit.

Moreover, there are 3 more Ps that will also be useful for the in the plan of the Termite and Pest

Control Academy as the below mention is also included in the marketing mix elements.

There three elements are mentioned below:

People:

The staff and management involved come under consumers category in which the customers and the

sellers or retailers met. They need to provide excellent service to all the consumers that are coming in

the shops to make them 100% satisfied. Competitive advantage will only be achieved when the

company Termite and Pest Control Academy will recruit right management as consumers coming to
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the shops will spread words about the shop, and a good review is always something that every

organization wants.

Process:

In context of the company Termite and Pest Control Academy the process involved in delivering the

services to the participant should ensure that good standard of services should be repeated every time.

Also to save time and money, they should increase the efficiency.

Physical Evidence:

In the context of company Termite and Pest Control Academy, whenever the customers interact with

the shopkeepers or owners in the shop, they analyze the surrounding, the layout of the shops and

interiors of shops even the staff, their dress and their act comes under the physical evidence. (Luo, A.,

Roach, 2016)

Implementation

They could implement their market plan by using the natural products other than chemical substances

that are harming the environment. The natural integrant that could be used by the company for

controlling the pest can be Neem plants, making salt spray, making onion and garlic spray, Chile powder

and other natural integrant.

Conclusion

As per the market plan made using the marketing mix, the promotion mix has somewhere impacted

the customers as Marketing campaigns as the advertisement play a major role in manipulating the

decision of acquiring as per their acquiring power of the customers. These Marketing campaigns bring

the excessive variations in the share of the market by impacting on the decision of the customers in

choosing the products. As these are being done on the regular basis that influences most of the
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purchasing decisions of the consumers to the large extent in which they use to shift from one product

or brand to another one which will leads to buy the pest control for their healthy living.

Moreover, Personal preferences in which the consumer behavior is being prejudiced by the numerous

shadows of like which can include hatreds, significances, ethics and the standards can also be used by

the company and the mission that they have made for the effective control of terminates and the pest

without damaging the environments should be followed for gaining the competitive advantage as

many of the peoples are nature lovers which will directly increase their profits.
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References

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Gupta, S., & Pirsch, J. (2014). Consumer evaluation of target marketing to the bottom of the pyramid.

Journal of International Consumer Marketing, 26(1), 58-74.

Hammond, J. S., Keeney, R. L., & Raiffa, H. (2015). Smart choices: A practical guide to making better

decisions. Harvard Business Review Press.

Khan, M. T. (2014). The concept of'marketing mix and its elements (a conceptual review paper).

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Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with

leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508-515.

Luo, A., Roach, S., & Jiratchot, C. (2016). The effect of the 7Ps of the marketing mix on air freight

customer satisfaction and repurchase intention. Journal of Supply Chain Management, 9(2).

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