Creative Brief
client: High Tech Pet
Product Background
The Power Pet Automatic Electronic Dog Cat Doors are designed to meet
every concern that consumers have in regards to traditional mechanic
pet doors. Those concerns include security, cooling and heating, and
unwanted guests entering the home. The door is fully electronic and
will only open when a collar’s sensor is in direct approach of the
door. The deadlock automatically locks each time the door is shut,
providing the utmost security. The way that the door is installed
combined with the motorized panel leads to improved insulation and
lowered air conditioning and heating bills.
Competition
-Traditional, mechanic pet doors
-Electronic pet doors
Plexidor Performance Pet Doors (most expensive)
Solo Automatic (connects to home security system)
Electronic Smartdoor (least expensive)
Prospect Profile
The target consumer is a “busy bee.” They are career-oriented people who
spend a minimum of nine hours a day outside of the house. They are most
likely single and live alone, making them the sole person responsible for
taking care of their pets. They do not have room in their schedule to make
trips home during the day.
This type of person represents a fifth of all pet owners in the
United States.
The time spent out of the home throughout the average day will be
related to the necessity of purchasing a Power Pet door.
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