umass Companys Target Market Case Study
ANSWER
Target Market Analysis for SNHU Pet Supply’s New Pet Food Line
Introduction
SNHU Pet Supply, a reputable pet supply company, is planning to launch a new high-quality pet food line for both cats and dogs. As the assistant to the marketing manager, Francis Del Corral, it is crucial to conduct a target market analysis to recommend a suitable target market and determine the desired customer experience. This analysis aims to align with the company’s overall marketing strategy and provide evidence-based recommendations.
Target Market Description
Company’s Target Market
SNHU Pet Supply’s current target market includes pet owners of various ages, income levels, and lifestyles. Their brick-and-mortar locations and online store cater to a diverse customer base.
Demographic, Psychographic, and Geographic Breakdown
Demographics:
- Age: Primarily adults aged 25-55.
- Income: Middle to upper-middle class.
- Gender: Balanced male and female customers.
- Family Size: Varied, including singles, couples, and families.
Psychographics:
- Lifestyle: Pet enthusiasts who prioritize the well-being of their pets.
- Values: Value quality, convenience, and trustworthiness.
- Interests: Engage in activities related to pet care, such as pet training and grooming.
Geographic:
- Location: Primarily urban and suburban areas.
- Region: Nationwide presence with a concentration in densely populated regions.
Wants and Needs
The target market’s primary wants and needs include:
- High-Quality Pet Food: Customers seek premium pet food with wholesome ingredients.
- Convenience: Desire for easy access to pet supplies and online shopping options.
- Trustworthy Brands: A preference for reputable brands with a track record of safe and healthy products.
- Personalized Service: A desire for personalized recommendations and advice on pet care.
Psychological, Personal, and Social Factors
- Psychological Factors: Customers may be emotionally attached to their pets and willing to invest in their well-being. The desire to provide the best for their pets can strongly influence buying behavior.
- Personal Factors: Lifestyle choices, income, and individual preferences play a significant role. For example, a pet owner who values organic and natural products may seek specific pet food options.
- Social Factors: Peer influence and recommendations from pet communities can affect choices. Social media and online forums often serve as sources of information and product reviews.
Justification of Target Market Selection
Why This Target Market?
The chosen target market aligns with SNHU Pet Supply’s strengths and objectives. This market is well-established and represents a significant portion of their current customer base. Additionally, there is a growing trend in pet owners seeking premium pet food options.
Consideration of Other Potential Markets
Other potential markets, such as lower-income pet owners or specific breed-focused markets, were considered. However, these markets were not chosen because they might not align with SNHU Pet Supply’s positioning as a provider of high-quality pet products. The company’s reputation and existing customer base make it well-suited for the selected market.
Product Appeal
The new pet food line appeals to this target market by offering:
- Premium Ingredients: High-quality and wholesome ingredients for pet health.
- Convenience: Availability both in physical stores and online for ease of purchase.
- Trustworthiness: SNHU Pet Supply’s established reputation as a reliable source for pet products.
Desired Customer Experience
Storytelling
SNHU Pet Supply aims to tell a story about the new pet food line as a testament to their commitment to pets’ health and happiness. The narrative revolves around providing pets with the best nutrition to enhance their well-being, thus strengthening the bond between pets and their owners.
Integrated Marketing Communications (IMC)
To ensure a consistent message, SNHU Pet Supply will use IMC by:
- Advertising: Running TV and online ads showcasing the benefits of the new pet food.
- Social Media: Engaging customers through pet-related content and user-generated content featuring their pets enjoying the product.
- In-Store Promotion: Offering in-store demonstrations and free samples to encourage trial.
Marketing Channels
The company should leverage the following marketing channels:
- Online Store: Capitalize on the convenience of online shopping.
- Brick-and-Mortar Locations: Provide in-person shopping experiences and expert advice.
- Social Media: Utilize platforms like Instagram and Facebook to engage with the target market.
- Pet Influencers: Collaborate with pet influencers to reach a broader audience.
Alignment with Marketing Strategy
The chosen target market aligns with SNHU Pet Supply’s marketing strategy in the following ways:
- Target Market Alignment: The target market matches the company’s current customer base and supports its reputation for quality products.
- Customer Experience Alignment: The emphasis on pet well-being aligns with the company’s mission of providing the best for pets.
- Channel Alignment: Utilizing online and offline channels aligns with the company’s omni-channel strategy to cater to diverse customer preferences.
In conclusion, the target market analysis recommends focusing on the existing customer base of adults aged 25-55 with middle to upper-middle-class income levels. The desired customer experience revolves around providing high-quality pet food and reinforcing the bond between pets and their owners. This strategy aligns with SNHU Pet Supply’s overall marketing objectives and strengths in the pet supply industry.
QUESTION
Description
In this project, you will demonstrate your mastery of the following competency:
Determine target customers and desired customer experiences as part of marketing strategies
Scenario
- SNHU Pet Supply
Food, Toys, and Supplies for Your Four-Legged Family Members
You are the assistant to Francis Del Corral, the marketing manager of SNHU Pet Supply, a large pet supply company that sells pet food, toys, and supplies in brick-and-mortar locations and through an online store. Francis, who knows of your interest in pursuing a career in marketing, has asked you to determine target customers for a new high-quality pet food line for both cats and dogs.
Directions
TARGET MARKET ANALYSIS: YOUR MANAGER, FRANCIS DEL CORRAL, HAS ASKED YOU TO CONDUCT A TARGET MARKET ANALYSIS. USING YOUR ANALYSIS, YOU WILL RECOMMEND A TARGET MARKET FOR THE NEW PET FOOD LINE AND DETERMINE THE DESIRED CUSTOMER EXPERIENCE. FRANCIS WANTS YOU TO CLEARLY DEMONSTRATE HOW YOUR RECOMMENDATIONS ALIGN TO THE COMPANY’S OVERALL MARKETING STRATEGY IN A WRITTEN REPORT SUPPORTED BY EVIDENCE FROM RESEARCH.
Note: If this project would be appropriate for a company you work for, you may use that company instead of the one provided in the scenario. If you choose a different company, you must provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Present your summary in the last section of your written report. For an example of how to present this information, review the Target Market Analysis: SNHU Pet Supply Case Study.
ead the Target Market Analysis: SNHU Pet Supply Case Study located in the Deliverables section. This case study includes important details about the company. If you chose a different company for your project, provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Use the Target Market Analysis: SNHU Pet Supply Case Study as an example of how to present this information. Include your summary as the last section of your written report.
Research a target market for your product. You may use the sources presented in the Supporting Materials section to begin your research. Make sure you use authoritative sources throughout. Remember to cite your sources appropriately.
In your target market analysis, be sure to address the following:
Describe the target market for your new product in detail. Address these points in your response:
What is your company’s target market?
What is the demographic, psychographic, and geographic breakdown of your target market?
What are the wants and needs of this target market?
How might the psychological, personal, and social factors impact consumer behavior of this target market?
Justify why the characteristics of the new target market make it suitable for your product. Support your response with evidence from authoritative sources. Consider the following:
- Why did you choose this target market?
What other potential markets did you research? Why did you decide not to choose them?
- How would the product appeal to their wants and/or satisfy their needs?
Determine the desired customer experience for your new target market, providing specific examples. Consider the following in your response:
- What story do you want your company to tell this target market about the product?
How would you use integrated marketing communications to ensure a consistent message?
- What marketing channels would you suggest the company use to reach this market? Why?
How will you leverage your target market’s behaviors in the marketing channels you are suggesting?
- Demonstrate how your new target market and the desired customer experience align to the company’s marketing strategy. Provide specific examples.
- How does your target market align to the marketing strategy?
- How does your customer experience align to the marketing strategy?
- How do your recommended channels align to the marketing strategy?
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