US Pet Food Delivery: Industrial Marketing

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Table of Contents

Analysis
Conclusion
References

The pet food industry in the United States has not been impacted by the recession and shows continuous growth. As of 2016, the pet food market was valued at $24.60 billion (Zion Market Research, 2017). The market is expected to show a 3.36% growth until it reaches the $30.01 billion mark (Zion Market Research, 2017). This paper aims to analyze a pet food delivery business from a marketing strategy perspective.

Analysis

Target Market

A recently published survey conducted by the American Pet Products Association has ranked Tampa, FL third on the association’s list of most pet-friendly cities (Bernardo, 2016). Neighboring St. Petersburg, FL, has been ranked seventieth on the list of one hundred cities, which suggests that the individual has made the right choice of location for conducting operations (Bernardo, 2016).

To better understand the geographic segment, it is important to consider the fact that the Tampa/St. Petersburg area was included in the Forbes’ list of best places for conducting business (Forbes, n.d.). In terms of demographic characteristics, the median household income in the area is $49,426, slightly below the national average of $55,775 (Department of Numbers, n.d.). However, the majority of pet owners are Whites whose family income is $100,000 or more (American Veterinary Medical Association, 2012). Regarding the psychographic segment, it can be argued that the target market is comprised of empathetic people who are attached to their pets.

Customer Retention

Loyalty cards will become a key component in a customer retention program for the pet food delivery business. The company’s customers will be rewarded with exclusive discounts for their participation in a loyalty program. The program’s members will also earn reward dollars, which they will be able to use for repeat purchases. To gain customer loyalty, the company will need access to customer information, such as e-mail or physical mailing addresses. This information can be collected when customers decide to sign up for the program. Contact information will be used to provide customers with “updates on the status of accounts” as well as to “simplify reordering” (Inc, n.d., para. 7).

After relationships with customers have been established, the company will provide the customers with information about new offers and discounts. By doing so, the pet food delivery business will explore cross-selling opportunities and retain its existing customer base.

Needs

To properly differentiate the products and services offered by the company, it is necessary to link them to the customers’ needs. Primary needs that will be satisfied by the pet food delivery products include, but are not limited to, quality, naturalness, and freshness. The secondary needs that will help the company’s customers to judge the primary needs are the delivered products’ color, texture, gluten content, and preservatives, among other factors. In terms of delivery, customers will look for the speed and quality of the company’s services. The analysis of these needs will help the company to find gaps in existing markets, which is critical for the successful differentiation and positioning of the product. Furthermore, the recognition of the customers’ primary and secondary needs is essential in guiding consumer purchasing behavior because it is significantly influenced by the desire to provide pets with natural and organic foods (SN, 2017).

Conclusion

The paper has analyzed the pet food delivery business from a marketing strategy perspective. This has included discussion of the primary and secondary needs of the company’s customers, the target market, and the consumer retention program.