NATURE'S SOURCE PET FOOD
MKT 113: Final Project Part I Milestone Two
Nature's Source Pet Food: Healthy Living for Healthy Pets
Southern New Hampshire University
NATURE'S SOURCE PET FOOD
2
Nature's Source is the new line of all natural, locally sourced pet food distributed by SNHU
Pet Supply. There has been a growing trend throughout the United States of "healthy eating"
habits and the search for an overall healthier lifestyle; especially during these difficult times
(Insight, 2020). According to the 2019-2020 APPA National Pet Owners Survey, there are over
63 million American households that have a dog and 42 million that own a cat (APPA, 2020)
This leaves SNHU Pet Supply with a huge opportunity in launching its Nature's Source Pet Food
line. With such a huge potential market, the best thing to do will be to narrow it down to a
smaller segment. This product is priced at a higher point than the leading competitor, but it also
offers fresh, local and all-natural ingredients that the right segment will enjoy. These consumers
have the basic need of feeding their pets; they also will have to appreciate superior quality at
increased costs.
Demographically speaking, SNHU Pet Supply should focus its efforts on consumers that are
between the ages of 30-45, have some college education, and are making above $75,000 a year.
This demographic will be the most likely to purchase Nature's Source due to their interests in the
environment, physical wellbeing, and healthy foods (ESRI, 2020). According to ESRI location
demographic services, the members of this group are "attentive to good nutrition and fresh
organic foods" and are "socially responsible consumers". Earning well above the average US
household, a 10% markup in price will barely phase this group of people: especially when
weighing all the benefits that come along with it.
Based on market zip code research, it has been determined that area in Austin, TX meet these
demographic requirements. These consumers belong to a group that has been labeled as "Top
Tier" and make well over $100,000 a year. It has been shown that the members of this group are
socially responsible, environmentally friendly, and spend more than twice the national averag