Week 5B: Defining the Target Market of Matigan Golden Retrievers

Target Market Analysis
Matigan Golden Retrievers 

Golden Retrievers are gregarious loving dogs. They are intelligent and loyal and thus make ideal family pets. People who have owned Goldens are just as loyal to the breed.

There are several types of dog breeders. They have been broadly categorized as either backyard breeders, puppy mills, or reputable show/hobby breeders. I would classify Matigan Golden Retrievers as the latter. 

After selling Golden puppies for 15 years and screening hundreds of potential customers, I have identified certain characteristics in people that look for show-quality family Goldens. While there are certainly exceptions, the majority of inquiries (via calls or emails)  that translate into sales fall into two categories, and often times they overlap. This target market analysis will explain the demographics and psychographics for the two categories.

• The first category of people looking for a Golden Retriever puppy include people who have already owned a Golden who died recently.  They loved their dog so much that they are looking for another Golden to love them. Demographically this customer is in a higher income bracket such that they can afford a higher priced dog. Most often it is a couple: either married or committed long-term. They may or may not have children. Often they are empty-nesters or have teenage children. The ages of this group range from 45-65. I would not target people beyond 65 years-old out of concern that the dog may outlive them.

• The second is a family where at least one of the parents is home all day, usually a Stay-at-Home-Mom or a parent who works from home. Demographically this group is younger and upwardly mobile. Typically they are between the ages 35-50 and have young children. They often have had dogs growing up and want to provide that experience for their own children. Many times it is their first family dog. They have done extensive internet searches looking for a good breeder and they have heard that Goldens make the best family dog.

In my experience the majority of people that inquire are Caucasian. The second most common in terms of race have been Asian. There have been a spattering of Indians and Hispanics. I have never had an African-American inquiry.

While I have sent dogs all over North America and as far as Hong Kong, the majority of customers are in San Diego County, with a close second in Orange County, California. To target the area further, Encinitas, Carlsbad, and Carmel Valley represent the best areas for sales in San Diego County. Further north there is a strong interest in Laguna Beach, Newport Beach, Palos Verdes, and Irvine. 

People have a tendency to want to buy from me because I concentrate on quality: temperament, beauty, and health. Secondly, I offer a very personable approach with strong after-sales support.

Summary

I would anticipate this target market analysis to continue to hold into the future. In terms of competition, there are always new breeders showing up in the market. Of concern is the trend toward "designer hybrid" dogs. Many people think Golden Doodles are the latest rage and they want one too. Another challenge is the "war on breeders" where some people think all breeders are money hungry scum-bag puppy mills and that the only dog you should get is a shelter dog. I always support a shelter dog getting a home, but for people with young children, it often does not work out because the dog has an unknown history that may not be compatible with young children.