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The World of Marketing to Pets

The World of Marketing to Pets. Pets as the “other children” for many owners. We’re treating dogs & cats like children The human is making the purchase decision Dogs have gone from the outside doghouse to sleeping in the basement to the main house to the master bedroom

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The World of Marketing to Pets

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  1. The World of Marketing to Pets Rosenthal 2006

  2. Pets as the “other children” for many owners • We’re treating dogs & cats like children • The human is making the purchase decision • Dogs have gone from the outside doghouse to sleeping in the basement to the main house to the master bedroom • Pets become the new American children, spoiled like the kids • Later marriage-age couples trying out a pet as a test for children • Mainstream publications like GQ & TimeOut devoting stories & columns to pets & pet products • Boomers now buying pets thanks to products like timer-driven feeding & water devices • Fill the void of the empty nest Rosenthal 2006

  3. Pet Passion • $40 Billion industry is growing ($17 billion in 1994) • $20 billion on toys for humans, $24 billion on candy for humans • $13 billion on pet food • $ 5 billion on pet-related products • $10 billion on pet-related services including vets • 65 Million pet-owning households (62%) • 56% in 1988 • More pets than people in the U.S. (350m vs. 378m) • 43 million dog owners, 34 million cat owners • Especially with kids 5-19 • 40% of homes have more than 1 pet • Spent $350/yr. on pets in 1998 • Baby boomers who are empty nest; young professionals who are delaying families. Rosenthal 2006

  4. Pet Passion • 40-100% of respondents* • Gave their pet a holiday present – 100% • Include their pet in holiday celebrations – 97% • Consider their pet “smart” or a genius – 75% • Celebrate a pet’s birthday – 63% • Take time off to care for a sick pet – 53% • Prepare special meals for a pet – 52% • More attached to their pets than at least 1 other human – 52% • Take their pet to work – 44% • Display a pet’s photograph at work – 43% *1999 survey of 1100 pet owners by American Animal Hospital Assn. Rosenthal 2006

  5. Health Benefits of Pet Ownership • Helps lower blood pressure • Helps reduce stress • Helps prevent heart disease • Helps lower health care costs • Helps fight depression Rosenthal 2006

  6. Pet Industry • Super-premium pet foods by Iams in 1976 • Eukanuba brand & Science Diet Co. • 70 brands today led by Ralston-Purina • Pet superstores – PetSmart in 1987 • Matched increase in consumer pet purchases • Superstores & discounters – 50% of sales Rosenthal 2006

  7. Pet Retail 2003 Holiday Sales • Make pet gifts a major part of holiday marketing plan • Nearly 90% of pet owners will buy gifts for their 4-legged friends (National Taubman Centers Survey) • 10% of pet owners will spend up to $50 on their pets for the holidays • 40% plan to spend $100 this year to pamper their pets • 40% plan to have their pets photographed • Taubman Santa Paws nights benefiting animal welfare causes Rosenthal 2006

  8. Yes to Gifts, No to Antlers • Exclusive companies have diversified into dog wear & paraphernalia in 2003/4. • Ralph Lauren Fair Isle cashmere sweaters($100) & polo shirts for dogs • Prada, Chanel and Burberry dog collars & leashes • Gucci dog beds ($2,000) Sterling cat bowl ($1,220) • Tiffany & Co. inscribed sterling-silver pet tags ($80) • L.L. Bean pet booties, Harley- Davidson black-vinyl jacket • Omaha Steaks steak pet treats • Swarovski Crystal designer collar ($55-$140) • Coach signature dog coat with shearling trim • ($150) • Saks leather dog carrier ($750) • Colognes for dogs Rosenthal 2006

  9. Look What Santa Brought • 29 million dog owners bought Christmas gifts for their dogs • 37 million cats owners bought Christmas gifts for their cats Rosenthal 2006

  10. Rosenthal 2006

  11. Birthday Barks • 10 million dog owners celebrated their dog’s birthday • 5-10% gave their dog a party with other dogs or pets or took birthday photos or took their dog to a favorite place • 13 million cat owners celebrated their cat’s birthday Rosenthal 2006

  12. Americans Go “Batty” for Halloween Pet Costumes & Candy • “SuperDog” and “BatDog” by Rubie’s Costume Co. • “Puppy Pilot” – cap with goggles & kerchief • Pet candy: • YipYap doggie breath mints • Sniffers beef & cheese dog candy • Pit’r Pat cat breath mints • Pet-friendly destinations in your neighborhood Rosenthal 2006

  13. Pets Prove to be America’s Sweetheart • 9 million Americans will buy their pet a Valentine’s Day gift (2003 APPMA) • Pet charm jewelry by Celitei • Luscious Lips plush red velvet toy by Dogmopolitan • Crunchkins’ Crunch Cards – edible dog greeting cards • “My Heart Belongs to You” • “Friends Fur-ever” Rosenthal 2006

  14. More Pet Picks • Team jerseys – L.A. Lakers & Dodgers ($30) • Ralph Lauren deodorizing spray tested by veterinary dermatologists ($25) • Wall Paw print frame at Things Remembered ($35) Rosenthal 2006

  15. Home Away From Home • Burberry pet tote ($100) • Coach plaid pet carrier ($400) • Discovery Store pet hammock ($30) • Brighton leather cat or dog carrier with braided leather loop handles ($300) • Wrought iron beds from Nixon’s Top Dog Bakery ($300-700) • Legally Blonde 2 polka dot tote ($450) • Nixon’s Top Dog Barkery Rosenthal 2006

  16. Mark Your Territory • Private label pet treats & spa products • Harry Barker pet shampoos & beauty products • Happy Hound Biscuit Company treats with store logo & décor theme Rosenthal 2006

  17. Service Industries Catering to Pets • Airlines • Hotels adopting pet-friendly policies • Pet pillows, plush doggie robes, check-in gifts, licensed dog masseuse on staff • Sheraton, Westin, and W Rosenthal 2006

  18. Pet-friendly Hotels • San Francisco Hotel Monaco “Bone-a-Petite” package includes a designer dog dish, gourmet treats and toys, and temporary dog tags. No pet? You can borrow a goldfish for your stay, or check out pet-themed videos. • Boston Nine Zero Hotel Pets with impeccable manners can still wind up “In the Doghouse,” courtesy of a complimentary package that includes a welcome treat, plus bowls and bedding. Let the concierge arrange for pet sitting, grooming, walking, and massage for your pooch. • New York City Soho Grand HotelHumans sharing the bed with furry friends will appreciate the free doggie toothbrushes, and lonely guests can choose a fish for a temporary (or permanent) adoption. • San Diego Loews Coronado Bay ResortOrder a snack from the vet-approved room service menu. • Telluride Wyndham Peaks ResortDoggie Spa: Packages include guided playtime, baths, haircuts, “pawdicures,” ear and teeth cleaning, blow drying, brushing, massage, and gourmet lunches. Rosenthal 2006

  19. Visitors on Board • Pet lovers winning the battle against allergy-sufferers • 13 carriers allow pets in the cabin & d on’t alert passengers • 29 million people traveled with pets by plane or car • $150 round-trip fee • Dogs, cats, birds, hamsters, ferrets, guinea pigs Rosenthal 2006

  20. Merchandising Mania • NY International Gift Fair • AAPPMA’s Pet Products Trade Show Rosenthal 2006

  21. Emotional Well-Being • Yoga for dogs at Waldenbooks ($15) • Paw balm by Ralph Lauren ($25) • Gramercy park dog cologne by Ralph Lauren ($25) • SnugglePuppy/Kitty plush with simulated heart beats at Petland ($40) • Discovery Intellibone pet toy develops canine coordination & puzzle-solving skills ($15) Rosenthal 2006

  22. 2003 Pet Trade Show • Reptile lunch box ($3) • Boxes of live crickets for lizards, frogs or birds • 2-3 week shelf life • Kosher food • www.kosherpets.com • Breath mints • www.chompinc.dom • Yip Yap for dogs, Pitr Pat for cats Rosenthal 2006

  23. Premium & Specialty Pet Products • 50% increase in nutraceutical properties (’97-’98) • 20% increase in natural, holistic properties (’97-’98) • Increase in behavior modification products • Increased specialization re. breed, stage of life, lifestyle • Increased interest in emotional & mental stability • Hyperactivity, motion sickness, sleep disorders, anxiety Rosenthal 2006

  24. Pet Parents • Think of & treat their pets like children • “Paws ‘N More” line – • Puppy key teether • Pacifier & play mat • Fish mobile for cats Rosenthal 2006

  25. Pet Products Trend Report • Going to the Dogs • Pets Welcome • Pet Products Sold Here • The Lap of Luxury • Dinner is Served • State-of-the-Art • Loosen Up Rosenthal 2006

  26. Pet Products Trend Report …Cont. • Ultra-Clean • Help Yourself • Straight from the Catwalk • Keep on Truckin’ • Hello, My Name is … • Human Look-Alikes • Convenience and on-the-go products Rosenthal 2006

  27. In Memory of Pets • Best friend memorial stone, $100, by Kay Berry • It's tough on your kids (and you) when your faithful friend and companion dies... ease the pain with a personalized Pet Memorial Stone. • http://www.in-memory-of-pets.com • Poems • Prayers Rosenthal 2006

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