LUCY'S NATURAL TREATS PRODUCT OVERVIEW
MKT 113: Final Project Part I Final Submission
Jennifer Breshears
Southern New Hampshire University
LUCY'S NATURAL TREATS PRODUCT OVERVIEW
SNHU Pet Supply Store has seen significant growth over the last five (5) years. We are now
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 will
love. 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.
To help SNHU Pet Supply Store make decisions regarding their new product, Lucy's Natural
Treats, a SWOT analysis on the product is recommended. This analysis will help the pet store
take advantage of both their opportunities and strengths.
Strengths
Weaknesses
Organic ingredients Available for purchase online via store website as well as Amazon Freshness and Quality standards backed by money-back guarantee Opportunities
Price is higher than most leading brands Organic/All-natural ingredients can lead to shorter shelf life in store No social media presence currently Threats
Online/Amazon sales Trend of increased organic product sales New social media presence
Cheaper prices by leading brands Cost of production (organic ingredients) Companies with customer loyalty Leading companies with established brand recognition Figure 1: SWOT Analysis for Lucy 's Natural Treats
Lucy 's Natural Treats should use the combination of increased sales of Organic and All-Natural
products as well as an increase in online shopping to our advantage. Since our company offers
both selections it would be in our best interest to push these hard in our marketing efforts. Pets
are much more a part of our families now than in the past and we should capitalize on investing
in only the best products for our furry friends. Our culture is one of "screens and social media'
LUCY'S NATURAL TREATS PRODUCT OVERVIEW
so our first line of marketing business should be to begin to build our online presence. This
should include all platforms of social media -- Twitter, Instagram, and Facebook to name a few.
Another focus should be on our freshness and quality standards being backed by a money-back
guarantee. Since we are newer to the market, we need to assure our customers that we aim to
make a quality product that they can depend on. By offering a guarantee of satisfaction with
getting their money back, Lucy's Natural Treats is showing the customer that we stand behind
our fresh, organic ingredients. This also helps to create a worry-free shopping experience for our
customers. People want to know that the products they are spending their money on are worthy
of their investment.
The target for the new all-natural pet food are active, health conscious men and women
between the ages of 35-65 with an annual income of $100,000. These consumers a