MKT 113: Final Project Part I Milestone Two
MKT 113: Final Project Part I Final Submission
Coner’s Natural’s Pet Food
Joe Robinson
Southern New Hampshire University
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Coner’s All Natural has consistently held 24% of the organic pet food market for the last 5 years.
Coner’s All Natural hopes that the offering of our new line of all natural lines will offer
consumers with a premier healthy choice in the all natural segment. The following SWOT
analysis of the product is recommended. Coner’s All Natural can use the SWOT to identify
opportunities and challenges in the market.
The purpose of this study is to produce a Target Market Analysis for Coner’s Natural’s Pet
Food. Coner’s Natural’s Pet Food has been introduced to provide clients with a holistic natural
option to traditional pet foods. Coner’s Natural’s Pet Food offers a product that contains only
the highest quality all-natural ingredients.
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The target market for Coner’s Natural’s Pet Food will include individuals that are college
educated, have a combined household income in excess of $100,000 per year and currently
purchase and consume holistic and all-natural products. The product should initially be
marketed to a target audience that is situated in metropolitan suburban areas as a large number of
this demographic fall into the financial parameters as well as have a large number of the
population who is fitness oriented and want to offer the same level of health and care to their
pets.
The target market for Coner’s Natural’s Pet Food will be Mid-level organic/all-natural
consumers. Mid-Level consumers make up the bulk of organic/all-natural consumers (65%)
They are individuals who are not only changing their attitudes but who are also changing their
habits and buying organic products. (Chait, 2019) Well-informed customers who currently
purchase organics in other facets of their lives have usually been buying organics for a while and
are often very well versed in the benefits of organic/all-natural products and are looking for
much more than just a label. (Chait, 2019)
The makers of Coner’s Natural’s Pet Food offer consumers a holistic all-natural option to pet
foods comprised of fillers and biproducts. Our target market analysis is aimed at Mid-Level
organic/all-natural consumers who value the health benefits of organic/all-natural products and
in these instances this can often include family pets as well. We feel that this market segment
will give Coner’s Natural’s Pet Food the highest chances of success in the market.
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Coner’s All Natural will use a combination of Email Marketing, In Store Advertising and
Social Media. Coner’s All Natural will rely on its current marketing database to market its
new product through its email campaigns, will offer intensive in store marketing to drive
traffic to our new product and drive our product on social media channels. All of these
strategies rely on product, place and promotion. Coner’s All Natural will not rely heavily on
price reduction to drive products.
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References
Chait, J. (2019, Janurary 19). Who Buys Organic Food: Different Types of Consumers. Retrieved
from Small Business: https://www.thebalancesmb.com/who-buys-organic-food-differenttypes-of-consumers-2538042