•第三層

MBA 2009 Fall Semester Date: December, 2009Marketing ManagementGroup Presentation

GloFish, LLCwww.glofish.com

•第三層

•第三層

Group Members9862502 林淵源9862506 李佳琤9862514 曾淑華9862527 周瑞麟9862531 范國勝9862532 王舜盈9863537 湯美玲9862538 范玉琴

•第三層

Agenda

• Summary • Analyze • Making decisions• Conclusions

•第三層

Abstract Blake, CEO and co-founder of Glofish, LLC. Blake knew that if GolFish were to be succes

sful, the board of directors would need to approve key changes in the firm’s marketing strategy, and soon.

I. ZEBRA DANIO FISH Fluorescent zebra fish can be produced by injecting natural fluorescent protein genes int

o recently fertilized zebra fish embryos.II. COMPANY HISTORY NUS licensing the technology to GloFish for a 16 percent royalty fee with an annual mini

mum royalty of $150,000. A formal agreement was reached in September 2002 that gave GloFish exclusive rights to lines of red, green, yellow, and orange fluorescent zebra fish.

III. REGULATORY OBSTACLES AND MARKETING ACTIVITIES California Fish and Game Commission prohibited the possession of any genetically modi

fied fish. GloFish prove that its fish were safe for the environment, ultimately allow the fish to be sold in California.

IV.MARKETING FRESHWATER ORNAMENTAL FISH A majority of the freshwater ornamental fish sold on the U.S are purchased from independent pe

t stores, chain stores, kiosks and internet. The international markets represented a huge opportunity.

IV.BLAKEE’S RECOMMENDATION Blake knew that distribution was the key to market success.

•第三層

Company History2001.11 Company founded 2002.01 Acceptance by Dr.Pruchansky to sell his fish (20% Royalty fee)2002.summer Dr.Pruchansky pulls out 2002.09 NUS signed instead to supply the fish (16% Royalty

fee) 2003.09 California Fish and Game commission pas requlation forcingGloFish to prove it’s fish are safe for the environment2003.11 California Fish and Game commission Hearing for GloFish2003.12 FDA states GloFish “fish” safe2004.01 GloFish “original” product Launch date2004.04 California Fish and Game commission Accept GloFish products2004 GloFish “released” however due to controversy, few retailers wished to stock it2004 Poor Sales for 20042005 Improved “Fish” Release date

•第三層

•第三層

•第三層

I. THE CHANNEL-SELECTION DECISIONWho are potential customers? Where do they buy? When do they buy? How do they buy? What do they buy?

‧Target Market Coverage Intensive distribution, exclusive distribution or selective distribution?

‧Satisfying Buyer Requirements The identification of channels and intermediaries that satisfy at least some of interests buyers want fulfilled when purchasing a firm’s products or services.

‧Profitability Channel cost is the critical dimension of profitability. II. MULTI-CHANNEL MARKETING electronic marketing channel v.s traditional channel Ш. CHANNEL-MODIFICATION DECISIONSShifts in the geographical concentration of buyers

•第三層

Our Choices are ……Independent Pet StoresKiosksInternet

•第三層

GloFish, LLC

THE ENDTHANK YOU