Home Grown Bites Product Overview

MKT 113: Final Project Part I Final Submission

Home Grown Bites Product Overview

Southern New Hampshire University

Home Grown Bites Product Overview

The pet supply store is growing larger and new products will start to be introduced to the

consumer. Approaching is the first big launch of an all-natural pet food line for both cats and

dogs called “Home-Grown Bites”. Home-Grown Bites will boast many benefits for dogs and

cats. Healthy benefits include, freshness, less chance of allergies, and an all-around better life

style for pets. In business we are trying to target several markets such as demographic,

psychographic, and geographic. This product overview explain the direction Home Grown Bites

will be taking.

Strengths Weaknesses

All natural pet food Short shelf life

Freshness More expensice
Sold Online Small margin for
Pricing

High demand
High cost
Expansion ingrediats
Partner with Compition
Vetanierans
Regulations

Opportunities Threats

When customers are walking down the pet food aisle, or browsing online, looking for

the best all-natural pet food "Home Grown Bites" will really sticks out at them. This will

happen with the strengths from the SWOT analysis. The freshness of the pet food will be one

of the top forces. Although freshness is going to be one of the main selling points, it will
Home Grown Bites Product Overview

come along with a weakness that will have to be addressed, the short shelf life. The short shelf

life will drive up the price and the customer will have to be fully aware of how fresh the

product is, to be able to understand the higher price.

Millennial consumers aged between 18 and 34 not have their beloved pets by their sides, but

they are also ready to coddle them. As millennials pet owners were brought up, they were made

aware of a much more health-conscious culture, making them a perfect target market for an all-

natural pet food line. Targeting bigger cities and the suburbs of cities, will be a key to the start of

Home Grown Bites. “With the U.S. Census reporting 124.587 million households, the number of

pet owning households is 84.6 million.” (Springer, 2018) With 48% of households owning dogs

and 38% of households owning cats, there is 86% of the market to interduce, Home-Grown

Bites, an all-natural pet food to the consumers.

Most pet owners view their pets as part of their families, in return wanting to feed and

treat them just like they would their own family. “Millennials are on the lookout for products

whose labeling is transparent and green and are most likely to use pet foods with formulations

geared toward enhancing the health of their pets, including pet foods characterized as organic,

holistic, non-GMO, and grain-free.” (Miller, 2017) It will be critical to ensure we hit every need

of the millennial target market. Home-Grown Bites will offer organic, fresh ingredients, that are

grain free. In return Home-Grown Bites will give benefits such as, less chance of allergies,

healthier weight, and an all-around healthier life style. Hitting all points of the needs and wants

of the targeted market will establish the trust and relationship need with the targeted market,

millennial pet owners.

Home Grown Bites will have many different marketing strategies to ensure its success.

Introducing Home Grown Bites into veterinarian offices will play a large roll in getting
Home Grown Bites Product Overview

consumers to believe in the product. This will promote the product to all consumers who are

giving their pets the routine cares they need. Home Grown Bites will become a trusted brand by

consumers by being backed with veterinarian approval and this will also allow the higher price

of the product to be more acceptable. Along with having Home Grown Bites in veterinarian’s

offices it will be important to have marketing strategies around large cities to make sure the

product is being exposed to a large market. Focusing on heavily populated areas such as coffee

shops and shopping centers will allow the marketing strategy to be seen the targeted market but

also by many others.

During the initial launch of Home Grown Bites it will be necessary to avoid rural areas.

Wasting the time and money it would take to advertise in these areas, to only attract a small

amount would not make it worth the effort. The sort shelf life of Home Grown Bites would also

make it difficult to keep on the shelf in places that are not selling the product as fast as

somewhere more populated may. The rural area consumers can still be targeted by the marketing

strategies in the larger cities. Almost all consumers travel to larger cities to get the necessities

needed to make life work in rural areas. Creating potential for the larger city marketing to

catcher their eye and solidify the spot on their list for Home Grown Bites every time they go into

the city.

Home-Grown Bites will be backed by this strong and capable product overview. While

also going above all standards in the all-natural pet food market. Targeting the demographic,

psychographic, and geographic of millennial pet owners, Home-Grown Bites will overcome the

competition with all it has to offer. Not only will Home-Grown bites include organic, fresh

ingredients, that are grain free, it will help the targeted market pet’s stay happy and healthy.
Home Grown Bites Product Overview

References

Springer, J. (2018). 2017-2018 APPA National Pet Owners Survey.

Miller, N. (2017). 1 in 3 U.S. Pet Owners Millennials: What it Means for the Pet Food Market.

[online] Packaged Facts. Available at:

https://www.packagedfacts.com/Content/Blog/2017/02/07/1-in-3-US-Pet-Owners-Millennials-

What-it-Means-for-the-Pet-Food-Market [Accessed 24 May 2018].