July 02, 2014

Bark Away

Description: A citronella spray collar
Main Pitch: "Stops your dog from barking the fast, easy, painless way"
Main Offer: $19.99 for one
Bonus: Shed Ender (just pay P&H)
Marketer: Ontel
Website: www.GetBarkAway.com
Prediction: On the fence

My personal experience with this category (see No. 3 in this Weekly Round-Up) led me to believe the market is interested in an alternative to shock collars. Solutions to the barking problem have also found DRTV success. Telebrands' BarkOff and Emson's Sonic Pet Trainer both appeared on the Jordan Whitney annual in 2010.

On the other hand, a recent attempt by Emson (see Pet Command) to bring the concept back doesn't seem to have gone anywhere, which is the same fate ultimately suffered by K-9 Bark Stopper. This particular solution may also be too bulky and involved to catch on. And then there is the replenishment item (the citronella). Marketers love such things (repurchase!), but they can often act as a barrier to purchase for consumers.

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