Pampered Paws: A New Legacy
MKT 113: Final Project Part I Milestone Two
Pampered Paws: A New Legacy
Jackie Hale
Southern New Hampshire University
Pampered Paws: A New Legacy
2
The purpose of this paper is to define a tactful plan that reflects the companies
wants and desires. In the past this company has been known to produce many different items for
both cats and dogs, but going forward the company is hoping to expand by creating a superior
food brand that caters to the customer demographic who requires more pampering than most.
The name of this new brand is going to be Pampered Paws and will be all natural.
The target market for Pampered Paws' new product line is going to be set in Miami
Beach, Florida. The reason being is because this locations demographic aligns perfectly with the
company's goals. It is a bigger city that is very diverse in age. First, the company will be
focusing on the ages set between 25-65+ because although the gap is very large it is the prime
group of consumers that purchase pets. Second, the income in this location averages between
$50-$75k a year which aligns with the price margin conducted for this product. Lastly, a
household composition census provided in the form of a graph by Clarita's zip code lookup.
reflects that one person homes in this area is the largest group of Miami's population as is the
fact that over half of Miami's city population also does not have any children.(Claritas,2020) The
location of this city is great because it is a bigger city that is in the proximity of many other cities
of larger capacity which in the future would prove to be beneficial. These factors are just a few
reasons that make this city the perfect target market for a high-end pet food brand.
The new product line Pampered Paws desires to appeal to a wide age variety of consumers
for many reasons. The younger class of consumers because the average age of young adults that
begin relationships that last and those that start to build families is around the age 25. For those
that do not desire to have children in the beginning of their relationships compromise on getting
animals which therefore results in these specific couples treating their pets as their children of
whom they want to give the best too. On the other end of the spectrum, older generations usually
Pampered Paws: A New Legacy
struggle with loneliness which as a result causes this age group to also get pets that they in turn
spoil and treat as their family. This age group reflects the specifications that this brand wants to
attract. Both parties would be interested in this brand because while it may cost slightly more
than cheaper brands, the quality is going to be superior to other competition while also being all
natural.
In conclusion, the goal of this new venture is to provide its consumers with a brand that is
loved,