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Essay on Equitime Equine Toys

Updated September 15, 2022
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Essay on Equitime Equine Toys essay

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The Equitime Holder which is one product of Equitime Toys is designed to be hung freely in the stable from the rope provided to foster curiosity and encourage play. As your horse plays with the toy, it will move, making the horse work harder for the Equitime reward. Equitime Equine Toys, in their various forms, act as enrichment devices within the stall and can relieve the boredom experienced by equines due to long stretches where the horse is confined to its limited environment.

In the wild, horses would have access to many different types of forage and it has been clearly shown that the provision of different forages within the stable can help to enrich the horse’s environment. Equitime Toys provide another forage choice in the form of flavored mineral licks, pure grade Himaylan salt licks, and solid healthy treats in a variety of yummy flavors such as apple cranberry, carrot and molasses, apple cinnamon. There are also low starch and low sugar options for horses that have a limited diet but still would welcome a toy to alleviate boredom. The customer can ‘mix and match’ these options using all these different flavours and nutrient sources for an enriching and varied source of entertainment for your equine.

Studies have shown that horses will spend quite a lot of time licking the Equitime and this may be regarded as a form of ingestive behaviour. Thus, the horse is extending the time it spends eating in the stable and reducing the time it spends being inactive. It is less likely to develop abnormal behaviours such as crib-biting and box walking. In summary, Equitime may be regarded as fulfilling three functions: 1) A source of nutrients 2) A means of extending the time the horse spends licking & chewing, similar to grazing behaviour 3) A way of enriching/improving the environment in the stall. We would ask customers to tell us what combinations are their horse’s favorite and share their story on social media about how Equitime has helped their horse with boredom or reducing any stereotypies.

Price: $24 -$70 range – from a starter kit which would include the toy itself plus three refills. The higher end price would be for the purchase of a large paddock mineral block flavored in apple, apple cinnamon or cranapple. A small $5 purchase would be available through our website that would include samples of five of our top flavors in treat form to see what flavor the horses loved most. Then the customer would receive a code and apply a 5% discount to the starter kit with the preferred flavors. A loyalty program for long time customers would include a yearly deal where those who routinely buy at least one toy and 4 refills a month through us are entitled to the yearly member sale on discontinued refills of up to 80% off and up to three favorite flavors free and four pre market samples of new flavors.

Place & Distribution: The first method for distribution would be a website that explained the product and the options that the customer has available, along with directions to look at our social media for giveaways and contests and promotion sales. There would be a page where the customer would be directed to stores (such as small local tack shops to big operations such as Amazon and IFA) that would offer the product. To returning customers who are looking for a loyalty program, we will offer discounts and member only sales where the quantity of product and interest in new product counts more than the instant gratification of an impulse or quick buy.

Our single buyer or intermittent impulse customer will want to buy our product while picking up grain and other horse feed at their local feed shops. This is where the B2B transaction comes in building relationships with online equine retail shops and an emphasis on brick and mortar stores for those customers. Another way to introduce impulse customers to our members only sales is to attach a tag or card to the product directing them to look into our site for more deals and our loyalty program.

Target Market: The target market for Equitime Toys is private horse owners between the ages of 20-65 with an average income of 55,000 a year. This type of horse owner ranges from having personal trail horses to high performance sport horses. Our toys are bought for horses who are stabled either at working facilities and barns or housed in a small barn on the owner’s private property. Our primary market is for customers who very often rely on their trainers or other professionals on ways to keep their horses’ mental health stable and then choose to buy our products through such recommendations. These owners seek advice as well from tack shops, both local and national chains, for the most popular products. These owners want well being for their horses but tend to rely heavily on other’s expertise.

We will also reach out to customers who are involved in their horse’s care in order to provide other options that are healthier than the products currently available. The customers are mostly 30-45 and are proactive about gaining experience and knowledge for their equines. These owners often have a basic working knowledge on why stabling is not the norm for equines and want to alleviate boredom and prevent or reduce the possibility of creating bad habits such as cribbing, but are seeking healthy alternatives. These are people who have an in depth knowledge on equine nutrition in general and are fastidious about the specific needs of their own horse.

Both of these customers are observant on a price point but, if the product is something their horses like and they can be assured is also good for the equine’s health and happiness, the price is something long term that is slightly less of an issue.

Influencers: The primary market of influencers for Equitime Toys are local feed and tack shops that have developed strong, loyal customers that listen to them for recommendations and advice. Also boarders and clients of trainers who speak to each other about their purchases. The secondary market would be horse shows that showcase equestrian brands and products, horse forums and other social media such as interactive Facebook groups.

Direct competitors – Direct competition to Equitime Equine Toys would be Likit Boredom Buster and Likit Tongue Twister with refills available, Hay Play Feeder, Uncle Jimmy’s Hangin’ Ball, Jumbo Lick and Shire’s Carrot Ball. These are primarily sold by brick and mortar stores such as Tractor Supply and IFA or online by SmartPak Equine, State Line Tack, Dover and Valley Vet Supply. Indirect competitors – Indirect competition would be Horse treats such as Hilton Herbals, Mrs. Pastures’ Cookies, Dimple’s Horse Treats, Mindful Horse Low Sugar Horse Treat Cookies, Standlee Low Starch and Low Sugar Treat. These can be found at IFA, Tractor Supply, tack shops in person and online such as State Line Tack and Dover’s Saddlery and directly from the manufacturer. Phantom competitors – Phantom competition would be makers and manufacturers of horse toys such as Horsemen’s Pride Jolly Ball and Jolly Mega Ball, Himalyan Salt Rock, and other mineral and salt blocks. These can be found in all the locations mentioned above as well as through the manufacturer’s site, including big mega corporations such as Amazon and specialty sites such as Equi-Spirit Toys and Tools.

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Essay on Equitime Equine Toys. (2022, Sep 15). Retrieved from https://sunnypapers.com/essay-on-equitime-equine-toys/