MKT 113: Final Project Part I Final Submission
Jennifer Breneman
Southern New Hampshire University
SNHU Pet Supply is a recognized leader in pet supplies with five plus years of successfully meeting and exceeding the requirements of pets both online and in stores. Listening to pet owner’s requests for a healthy alternative, SHNU is introducing a new beneficial food choice, "Critter Nourish". A great tasting, all natural, and nutritionally balanced food that pets will love, using home grown sourced products. To help SNHU ascertain the best way to market Critter Nourish, a SWOT analysis of Critter Nourish was created. Critter Nourish has numerous strengths to leverage in the current pet food market. …show more content…
Direct marketing via opt in email, SHNU can utilize their existing house list for a direct campaign ad announcing Critter Nourish. The house list is less costly since the recipient(s) have already requested their name/email be included to have such information sent to them. Since the existing house list includes vital information such as zip code and type of pet(s), the emails can be tailored to specific households within the given market segment. The promotional email(s) can be personalized with the consumers name and/or pet name giving them information regarding Critter Nourish along with a direct link to the website and a promotion code for a percentage off at check out. The second marketing strategy, in-store promotions. SNHU Pet Supply already has a large customer base that visits the store(s) on a regular basis for supplies, visiting the on-site vet and/or a pet grooming with on-site trained groomers. The use of the current store frontage for signs and posters announcing the availability of Critter Nourish and its benefits will help keep the marketing budget within reason. The signage can be reused at other launch locations as well to keep the cost within reason. Since pets can ‘shop’ with their owners in the store, having a sample table giving away free samples would allow pets to try Critter Nourish before ‘they’ buy. Having a discount coupon available with the free literature advising the whole Critter Nourish story and its benefits will help encourage reluctant buyers to make their initial
Jennifer Breneman
Southern New Hampshire University
SNHU Pet Supply is a recognized leader in pet supplies with five plus years of successfully meeting and exceeding the requirements of pets both online and in stores. Listening to pet owner’s requests for a healthy alternative, SHNU is introducing a new beneficial food choice, "Critter Nourish". A great tasting, all natural, and nutritionally balanced food that pets will love, using home grown sourced products. To help SNHU ascertain the best way to market Critter Nourish, a SWOT analysis of Critter Nourish was created. Critter Nourish has numerous strengths to leverage in the current pet food market. …show more content…
Direct marketing via opt in email, SHNU can utilize their existing house list for a direct campaign ad announcing Critter Nourish. The house list is less costly since the recipient(s) have already requested their name/email be included to have such information sent to them. Since the existing house list includes vital information such as zip code and type of pet(s), the emails can be tailored to specific households within the given market segment. The promotional email(s) can be personalized with the consumers name and/or pet name giving them information regarding Critter Nourish along with a direct link to the website and a promotion code for a percentage off at check out. The second marketing strategy, in-store promotions. SNHU Pet Supply already has a large customer base that visits the store(s) on a regular basis for supplies, visiting the on-site vet and/or a pet grooming with on-site trained groomers. The use of the current store frontage for signs and posters announcing the availability of Critter Nourish and its benefits will help keep the marketing budget within reason. The signage can be reused at other launch locations as well to keep the cost within reason. Since pets can ‘shop’ with their owners in the store, having a sample table giving away free samples would allow pets to try Critter Nourish before ‘they’ buy. Having a discount coupon available with the free literature advising the whole Critter Nourish story and its benefits will help encourage reluctant buyers to make their initial