DUKES' Naturals Target Market
MKT 113: Final Project Part I Milestone Two
DUKES' Naturals Target Market
Joseph Harrison
Southern New Hampshire University
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SNHU Pet Stores are happy to announce the addition of a totally new, fully natural, and
organic pet food called DUKES' Naturals.With the introduction of this new food we would like
to bring everyone up to speed on the launch and target market that we will be aiming for. The
food will be available in our flagship stores and online. The reason for this new brand is to target
an audience that we have previously only had limited exposure to, the Sports and Outdoor
market.
The target market for this new product is going to be the segment market of middle aged
men and women who like to hunt, fish, and spend time outdoors with their pets. Were hoping to
reach the Sports and Outdoor market that is currently worth $20,961m annually in 2018. The
revenue in this market is expected to hit $31,634m by 2022.(Statista, 2018) Were going to do this
by promoting the brand as a pet food specially formulated for sporting dogs. Dogs that hunters
and outdoors men/women use to help retrieve and track wild game. The launch area for this food
is going to be in a smaller market in the 75143 area zip code to help minimize our losses while
gaining a strong foothold in the local market giving us something solid to build on.
This target audience is also part of the growing $36,419m market that is currently generated
by the DIY, Garden and Pet market. We believe this brand will speak to people who are looking
to give their pets the highest quality food while also helping them maintain a strict regiment of
training for their hunting companions. While other food on the market may try to do this, we are
pioneers in capturing the fully balanced diet that focuses on appropriate nutritional value, high
meat as well as fiber content and importance we link with freshness. The flavors are also
designed, to mimic what your pet would feed on in the wild such as Duck, Rabbit, Deer as well
as other commonly known game animals. In addition to that, the fresh food will be perfectly
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balanced with added focus on supplements that will benefit bone and joint health, healthy
digestive system, and vitality. This market of people spend lots of money on their dogs health
and paying a slightly higher premium for something that is made specifically for their hunting
partner.
With the addition of DUKES' Naturals into market SNHU Pet Supply looks to continue its
proud history of providing a quality product. The aim of getting of piece of the Sports and
Outdoor market is a tough market for pet food to break into. By launching in this small market it
gives us a chance to see how well received the product is. The hunting market is huge and we
believ