Target Customers

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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
SNHU Pet Supply logo

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.

A cat eating dry cat food from a metal bowl.

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 companys 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.

Two people looking at charts and graphs at a shared work area.

Read 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 companys 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 markets behaviors in the marketing channels you are suggesting?
Demonstrate how your new target market and the desired customer experience align to the companys 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?

Sample Solution

Target Market Analysis: SNHU Pet Supply’s High-Quality Pet Food Line

Executive Summary

This report analyzes the target market for SNHU Pet Supply’s new high-quality pet food line. The analysis identifies pet owners with above-average income, prioritizing their pet’s health and well-being, as the ideal target audience. This segment is particularly receptive to premium pet food due to their psychographic profile and evolving pet care trends. The report outlines a desired customer experience focused on education, convenience, and community building, delivered through a mix of online and offline marketing channels. This strategy aligns with SNHU’s established focus on convenience and quality, leveraging existing marketing strengths to effectively reach the target market.

Target Market Description

Demographics:

  • Age: 25-54 (American Pet Products Association [invalid URL removed])
  • Income: Above-average household income (Packaged Facts [invalid URL removed])
  • Location: Urban and suburban areas (Packaged Facts [invalid URL removed])

Psychographics:

  • Values pet health and well-being highly (Rover [invalid URL removed])
  • Considers pets as part of the family (American Psychological Association [invalid URL removed])
  • Seeks out natural and organic products (Statista [invalid URL removed])
  • Active on social media and open to online research (SPCA [invalid URL removed])

Needs and Wants:

  • High-quality, nutritious food for their pets
  • Convenient purchasing options
  • Transparent information about ingredients and sourcing
  • Connection with a community of like-minded pet owners

Justification for Target Market Selection

This target market segment demonstrates a strong fit for SNHU’s high-quality pet food line due to several factors:

  • Willingness to Pay: Their above-average income indicates a higher propensity to spend on premium pet food (Packaged Facts [invalid URL removed]).
  • Value Alignment: Their focus on pet health aligns with the product’s emphasis on quality ingredients and nutrition.
  • Digital Savvy: Their online research habits allow SNHU to leverage digital marketing channels effectively (SPCA [invalid URL removed]).

While other market segments exist (e.g., budget-conscious pet owners), the premium market offers higher margins and aligns with SNHU’s focus on quality products.

Desired Customer Experience

The desired customer experience focuses on three key elements:

  • Education: Providing informative content on pet health, nutrition, and the benefits of high-quality food. This can be achieved through blog posts, social media engagement, and partnerships with veterinarians.
  • Convenience: Offering a seamless online shopping experience with options for auto-shipments and home delivery. In-store staff should be knowledgeable about the product and able to answer customer questions.
  • Community Building: Fostering a sense of community by creating online forums and social media groups where pet owners can connect, share experiences, and receive support.

Marketing Channels and Alignment with Target Market Behavior

  • Digital Marketing: Leverage social media platforms popular with the target audience (e.g., Instagram, Facebook) to share educational content, user-generated content, and promotional offers. Utilize search engine optimization (SEO) to ensure the product appears when pet owners research high-quality pet food online. Partner with pet influencers who resonate with the target market.
  • Content Marketing: Develop a blog section on the SNHU website featuring articles on pet health, nutrition, and recipes that utilize the new food line. Partner with animal welfare organizations to create informative content.
  • In-Store Experience: Train store staff to be knowledgeable about the product’s ingredients and benefits. Offer in-store demonstrations and samples.

These channels align with the target market’s digital savviness and their desire for information

 

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