Q: 6 Is the Mosquito Magnet an innovation? If so, what type?Q: 7 How can the firm encourage word-of-mouth communications about the Mosquito Magnet? Q: 8 Which family members will be involved in the purchase decision? What roles will they play?
Case study The Mosquito Magnet Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds in their breath as well as body heat, moisture and organic compounds on the skin. Mosquitoes typically do not fly from more than 200 yards from where they are hatched (unless windblown) during their short (several weeks |ife).Thus if most females are continuously killed in an area, the population should collapse in six to eight weeks. American biophysics recently introduced the Mosquito Magnets on the basis of these facts. It looks a bit like a small gas barbecue grill complete with propane tank. It mimics a large mammal by emitting a plume of carbon dioxide heat and moisture, and octenol (a chemical in human breath) .This plume attracts female mosquitoes, no -see ums, black flies and sand ies .It only attracts blood - sucking insects. As the insects approach the Magnet, they are vacuumed into a net where they dehydrate and die. A variety of tests indicate that this system does indeed work and is most effective available. The system needs to operate 24 hours a day as it works by creating a mosquito free (or low density area).lt takes about two weeks for there to be a noticeable decrease in the mosquito population .The company claims that the population will typically collapse in four to six weeks, leaving only occasional, windblown mosquitoes in the area. The 20 gallon propane tank will need to be refilled approximately three weeks (approximately $ 10). The octenol cartridge (which is not essential but improves the attraction power of the system) also need to be replaced every three weeks (about 6$ each). The net needs to be emptied when half full (frequency depends upon the mosquito density in the area. There are three models of the Mosquito Magnet as described below (prices do not include the propane tank, which costs less than $50) Liberty: covers three quarters of an acre: needs a 110-volt plug to operate the vacuum fan:$495. Freedom: covers three quarters of an acre: generates its own electricity;$795. Pro: covers one acre: generates its own electricity;$1,295
