Target Market Analysis: Lucy's Natural Treats
MKT 113: Final Project Part I Milestone Two
Target Market Analysis: Lucy's Natural Treats
Jennifer D. Breshears
Southern New Hampshire University
Target Market Analysis: Lucy's Natural Treats
SNHU Pet Supply Store is introducing Lucy's Natural Treats, our first all-natural pet
food line for cats and dogs. This product is unique because it provides a healthy and additive-
free dinner solution that pets love the taste of. We want our customers to continue to see us as the
leaders in offering high-quality products and food. We believe this new product line will
distinguish us in the market and set us apart from the competition. Lucy's Natural Treats features
all-natural ingredients, as well as both freshness and money-back guarantees.
The target market for Lucy's Natural Treats will be both men and women between
the ages of 35-65 with an annual income of $100,000. Our consumers will be highly educated.
possessing a bachelor's degree or higher. Our target market is employed full-time and self-
employed. While some may be home owners a large majority are renters in our target area. The
target market includes a higher proportion of partner households and single households
outnumber couples. Our consumers should be eco-conscious and technologically savvy. Ideally
our consumers should be health-conscious, exercise regularly, and pay attention to the nutritional
value of the food they purchase. The target market should favor organic food and regularly
purchase groceries at higher-end markets. Our target market is technologically savvy and use
laptops, iPads, and cell phones to stay connected. This is will be a big push for our website sales.
Sixty-eight percent of U.S. households, or about 85 million families, own a pet,
according to the 2017-18 National Pet Owners Survey conducted by the American Pet Products
Association (APPA). This is up from 56% of U.S. households in 1988, the first year the survey
was conducted. In 2017, U.S. households spent $69.51 billion in pet industry expenditures. Of
that, $29.07 billion was spent on pet food (American Pet Products Association, 2017). Our target
Target Market Analvsis: Lucy's Natural Treats
number of dogs as children: 120,000 (Fuller, 2017). Californians own the most dogs of any state
in the United States. Nearly 40% of California households own at least one dog.
The target market for SNHU Pet Supply Store's newest all-natural pet food, Lucy's
Natural Treats, will be health-conscious men and women in the 35-65 age group. Our highly
educated consumers will eco-conscious, technologically savvy, and pay attention to the
nutritional value of their food. The target market should favor all-natural ingredients and organic
food. We truly believe Lucy's Natural Treats will distinguish us in the market and set us apart
from our competition.