Running head: ANI Pet Food
MKT 113: Final Project Part I Milestone Two
ANI Pet Food
Veronica Shelton
Southern New Hampshire University
This target market analysis is for SNHU Pet Supply, which is a well-established pet supply
store offering a variety of supplies for any of your house pets. SNHU has recently added its own
brand of pet food to its already popular pet supplies. Its new product is called ANI Pet Food,
which stands for All-Natural Ingredients. The ANI Pet Food is made of farm fresh and natural
ingredients such as organic meats, corn and wheat. The ANI Pet Food cost 10% more than its
largest competitor because it only uses certified organic ingredients.
Our target market area is Costa Mesa, California, which is an upper middle-class coastal city
in Orange County. The city's median household income is $79,207; with a low percentage of
poverty (13%) (US Census Bureau 2019). The target market will be men and women who tend to
buy more organic and natural products for themselves and their families. Most pet owners
consider their pets as a member of their families.
Our target market is also technologically savvy people that research new products before
purchasing a new item for their household. This will help with our online presence and
promotions on the website. Costa Mesa has a large amount of pet friendly events, which would
allow for the introduction of the product. Free samples can be offered and as well as literature
about ANI Pet Food.
In conclusion our target market are men and women over the median household income, that
consider their pets as part of their family. These customers shop at high end stores and are ready
and willing to research a product before making a purchase, not because of the cost, more for
informational purposes.
References
Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Upper Saddle River,
NJ: Pearson Education, Inc.
U.S. Census Bureau (2019). Quick Facts Costa Mesa City, California. URI https://www.census.gov/quickfacts/costamesacitycalifornia