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

GloFish, LLCwww.glofish.com

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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

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Agenda

• Summary

• Analyze

• Making decisions

• Conclusions

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Abstract

Blake, CEO and co-founder of Glofish, LLC. Blake knew that if GolFish were to be successful, 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 into recently fertilized zebra fish embryos.

II. COMPANY HISTORY

NUS licensing the technology to GloFish for a 16 percent royalty fee with an annual minimum 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 modified 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 pet 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.

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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 environment

2003.11 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 products

2004 GloFish “released” however due to controversy, few retailers wished to stock it

2004 Poor Sales for 2004

2005 Improved “Fish” Release date

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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 DECISIONS

Shifts in the geographical concentration of buyers

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Our Choices are ……Independent Pet StoresKiosksInternet

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GloFish, LLC

THE END

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