MKT 113: Final Project Part I Milestone Two
Longevity
Amanda Martin
Southern New Hampshire University
MKT 113: Final Project Part I Milestone Two
Longevity
Amanda Martin
Southern New Hampshire University
SNHU Pet Supply Store is introducing a new line of pet food in conjunction with their
already established SNHU Chow. The new food, Longevity is a healthy and tasty alternative that
fits the needs of our consumer's trend to eat healthy. Longevity is made with all natural and fresh
ingredients that are recommended and safe for your pet. For marketing purposes it is important to
know your target market and who you will be selling your product to.
To reach our target market we will be focusing on the 93730 area of Fresno, CA. This
location meets many of the demographics that will make up Longevity's target market. We will
target middle aged (35-54 year olds), this group makes up roughly 25% of the 93730 area.
(Connexion) It is important for our marketing strategy that they are married with no children, as
these people tend to treat their pets like their children. (Klein, 2019) Since Longevity is a higher
priced pet food we will also be focusing on pet owners with an income above $75,000 which
makes up over 60% of the population in this area. (Connexion, 2020) The focus on this particular
area is not only because of the demographics that meet our target market, but also for the
geographical location. This Fresno area has a popular and well known park, Woodward park, it
has two large dog parks in it that are always busy. There are also many pet friendly restaurants in
the area, many pet stores, and pet grooming/pet washing businesses. These amenities will attract
many people that meet our target market even outside of the specific zip code giving us an
opportunity to reach even more potential customers.
Longevity
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Longevity is a great healthy option, but does run 10% higher in cost than similar pet foods.
Targeting pet owners that are willing and able to buy a more costly food as long as it's beneficial
to their pet is important. These pet owners will likely overlook the cost for the many health
benefits that Longevity offers, with its fresh and all natural ingredients. "Not only can wealthy
people afford to buy better food, but they tend to be better educated and more aware of the health
benefits of fresh fruits and vegetables as well as the negative effects of sugary, salty, high-fat
foods." (Sightings, 2012) A healthy pet food would appeal to a person that wants to be active and
eat healthy themselves. Many people with children don't have as much free time or disposable
income for their pet, so we are focusing on marketing to people that are married with no
children. This group of people likely treat their pet like family and want the healthiest food for
their pet no matter what the cost. The purpose of targeting 35-54 year olds is that