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Step-Up 4 Paws Executive Summary

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This paper is recommending a marketing strategy for the SNHU Pet Supply Store to introduce their all-natural dinner pet food line named Step-Up 4 Paws. Step-Up 4 Paws will have two brands of pet food; Purr-fect Paws for cats and Pampered Pooch for dogs. This is an all-natural, fresh, high-quality ingredient product line that has been tested and the flavor is greatly desired by pets. The SNHU Pet Supply Store has enjoyed great success in the pet supplies and food market and have expanded operations by opening stores across the United States. Adding an all-natural pet food line will give SNHU Pet Supply Store a unique, profitable share in the U.S. natural pet food market. According to Wall (2017), “…natural pet food sales reached $8.2 billion …show more content…

After the first year, the distribution will be expanded based on product sales. Further, this market analysis recommends the Step-Up 4 Paws natural pet food should be added to existing pet products websites to expand sales. According to Packaged Facts (2016), 46% of pet owners buy pet products online.
Pet ownership in the United States has increased and 68% of U.S. households own a pet, which equates to 84.6 million homes (APPA, 2018). This market analysis will target households with and without children. Per the American Veterinary Medical Association (2007), there is a correlation between pet ownership and annual income, as income increases so do pet ownership. Since the price for Step-Up 4 Paws will be 10% higher than existing natural food brands, the initial product marketing will be to households with disposable/discretionary income. The initial market segmentation will focus on geographic, demographic, and psychographic segmentation using location, age, lifestyle, income levels, and social status. The target …show more content…

The housing is predominately single-family homes with very few apartments and condominium complexes. Over 70% of the residents have some college education and 37.7% have college degrees. Most households have two incomes and consist of married couples with children. The median age is 36.6 and the median income is $84K. Approximately 37.5% of the population is over 45 years old. Homeownership is 85.5% of the population and 14.5% are rentals. The median home value is $248K and goes up to $1M. Homes within this area come with larger than normal yards. Major retail outlets and a shopping mall are within a 10-minute

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