Canine Critter College will target two different groups that have uses for dog obedience training. The first group is people who just received a dog, whether a puppy or a dog new to the owners, and they would like the dog to be trained for easy management and clear communication with the pet. The other group of people are having issues with an existing dog and they are using the obedience training as a way to solve or minimize the issues. In general the distinction is a proactive vs. reactive approach.
4.1 Market Segmentation
The market can be broken down into two segments:
Dog owners with young dogs: this segment recognizes the value of obedience training, particularly the efficiency of training at a younger age. This segment is typically well educated, with either an undergraduate degree or a graduate degree. Their household income is greater than $60,000. These people are willing to invest time into the pet now to create ease of control for the rest of the pet's life.
Dog owners with misbehaving dogs: this group of people either has a dog with control issues and just now has decided to do something about it, or just received a dog and would like to have more control over the animal.
Proactive dog parents
Reactive dog parents
4.2 Target Market Segment Strategy
Canine Critter College will target the chosen segments through a focused networking and advertising campaign that will reach dog owners.