《宠物养护与美容第十章宠物市场与宠物美容店、宠物诊所、宠物医院的经营管理A》由会员分享，可在线阅读，更多相关《宠物养护与美容第十章宠物市场与宠物美容店、宠物诊所、宠物医院的经营管理A（27页珍藏版）》请在金锄头文库上搜索。
1、The World of Marketing to PetsRosenthal 2006Pets as the “other children” for many ownerslWere treating dogs & cats like childrenlThe human is making the purchase decisionlDogs have gone from the outside doghouse to sleeping in the basement to the main house to the master bedroomlPets become the new
2、American children, spoiled like the kidslLater marriage-age couples trying out a pet as a test for childrenlMainstream publications like GQ & TimeOut devoting stories & columns to pets & pet productslBoomers now buying pets thanks to products like timer-driven feeding & water devicesFill the void of
3、 the empty nestRosenthal 2006Pet Passionl$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 vetsl65 Million pet-owning households
4、(62%)56% in 1988lMore pets than people in the U.S. (350m vs. 378m)43 million dog owners, 34 million cat ownersEspecially with kids 5-1940% of homes have more than 1 petlSpent $350/yr. on pets in 1998lBaby boomers who are empty nest; young professionals who are delaying families.Rosenthal 2006Pet Pas
5、sionl40-100% 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 pets 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
6、 other human 52%Take their pet to work 44%Display a pets photograph at work 43%*1999 survey of 1100 pet owners by American Animal Hospital Assn.Rosenthal 2006Health Benefits of Pet OwnershiplHelps lower blood pressurelHelps reduce stresslHelps prevent heart diseaselHelps lower health care costslHelp
7、s fight depressionRosenthal 2006Pet IndustrylSuper-premium pet foods by Iams in 1976Eukanuba brand & Science Diet Co.70 brands today led by Ralston-PurinalPet superstores PetSmart in 1987Matched increase in consumer pet purchaseslSuperstores & discounters 50% of salesRosenthal 2006Pet Retail 2003 Ho
8、liday SaleslMake pet gifts a major part of holiday marketing planlNearly 90% of pet owners will buy gifts for their 4-legged friends (National Taubman Centers Survey)l10% of pet owners will spend up to $50 on their pets for the holidaysl40% plan to spend $100 this year to pamper their petsl40% plan
9、to have their pets photographedTaubman Santa Paws nights benefiting animal welfare causesRosenthal 2006Yes to Gifts, No to AntlerslExclusive companies have diversified into dog wear & paraphernalia in 2003/4.Ralph Lauren Fair Isle cashmere sweaters($100) & polo shirts for dogsPrada, Chanel and Burbe
10、rry dog collars & leashesGucci 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 jacketOmaha Steaks steak pet treatsSwarovski Crystal designer collar ($55-$140)Coach signature dog coat with shearling
11、trim ($150)Saks leather dog carrier ($750)Colognes for dogsRosenthal 2006Look What Santa Broughtl29 million dog owners bought Christmas gifts for their dogsl37 million cats owners bought Christmas gifts for their catsRosenthal 2006Rosenthal 2006 Birthday Barksl10 million dog owners celebrated their
12、dogs birthdayl5-10% gave their dog a party with other dogs or pets or took birthday photos or took their dog to a favorite placel13 million cat owners celebrated their cats birthdayRosenthal 2006Americans Go “Batty” for Halloween Pet Costumes & Candy l“SuperDog” and “BatDog” by Rubies Costume Co.l“P
13、uppy Pilot” cap with goggles & kerchiefl Pet candy: YipYap doggie breath mints Sniffers beef & cheese dog candy Pitr Pat cat breath mintslPet-friendly destinations in your neighborhoodRosenthal 2006Pets Prove to be Americas Sweetheartl9 million Americans will buy their pet a Valentines Day gift (200
14、3 APPMA)Pet charm jewelry by CeliteiLuscious Lips plush red velvet toy by DogmopolitanCrunchkins Crunch Cards edible dog greeting cardsl“My Heart Belongs to You”l“Friends Fur-ever”Rosenthal 2006More Pet PickslTeam jerseys L.A. Lakers & Dodgers ($30)lRalph Lauren deodorizing spray tested by veterinar
15、y dermatologists ($25)lWall Paw print frame at Things Remembered ($35)Rosenthal 2006 Home Away From HomelBurberry pet tote ($100)lCoach plaid pet carrier ($400)lDiscovery Store pet hammock ($30)lBrighton leather cat or dog carrier with braided leather loop handles ($300)lWrought iron beds from Nixon
16、s Top Dog Bakery ($300-700)lLegally Blonde 2 polka dot tote ($450)Nixons Top Dog BarkeryRosenthal 2006Mark Your TerritorylPrivate label pet treats & spa productslHarry Barker pet shampoos & beauty productslHappy Hound Biscuit Company treats with store logo & dcor themeRosenthal 2006Service Industrie
17、s Catering to PetslAirlineslHotels adopting pet-friendly policiesPet pillows, plush doggie robes, check-in gifts, licensed dog masseuse on staffSheraton, Westin, and WRosenthal 2006Pet-friendly Hotelsl San Francisco Hotel Monaco “Bone-a-Petite” package includes a designer dog dish, gourmet treats an
18、d toys, and temporary dog tags. No pet? You can borrow a goldfish for your stay, or check out pet-themed videos.l 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 th
19、e concierge arrange for pet sitting, grooming, walking, and massage for your pooch. l New York City Soho Grand Hotel Humans 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.l San Diego Loews C
20、oronado Bay Resort Order a snack from the vet-approved room service menu.l Telluride Wyndham Peaks Resort Doggie Spa: Packages include guided playtime, baths, haircuts, “pawdicures,” ear and teeth cleaning, blow drying, brushing, massage, and gourmet lunches.Rosenthal 2006 Visitors on BoardlPet love
21、rs winning the battle against allergy-sufferersl13 carriers allow pets in the cabin & d ont alert passengersl29 million people traveled with pets by plane or car $150 round-trip fee lDogs, cats, birds, hamsters, ferrets, guinea pigsRosenthal 2006 Merchandising ManialNY International Gift FairlAAPPMA
22、s Pet Products Trade ShowRosenthal 2006Emotional Well-BeinglYoga for dogs at Waldenbooks ($15)lPaw balm by Ralph Lauren ($25)lGramercy park dog cologne by Ralph Lauren ($25)lSnugglePuppy/Kitty plush with simulated heart beats at Petland ($40)lDiscovery Intellibone pet toy develops canine coordinatio
23、n & puzzle-solving skills ($15)Rosenthal 20062003 Pet Trade ShowlReptile lunch box ($3)Boxes of live crickets for lizards, frogs or birds2-3 week shelf lifelKosher lBreath mints www.chompinc.dom Yip Yap for dogs, Pitr Pat for cats Rosenthal 2006 Premium & Specialty Pet Productsl50% increase in nutra
24、ceutical properties (97-98)l20% increase in natural, holistic properties (97-98)lIncrease in behavior modification productslIncreased specialization re. breed, stage of life, lifestylelIncreased interest in emotional & mental stabilityHyperactivity, motion sickness, sleep disorders, anxietyRosenthal
25、 2006Pet ParentslThink of & treat their pets like childrenl“Paws N More” line Puppy key teether Pacifier & play matFish mobile for catsRosenthal 2006Pet Products Trend ReportlGoing to the DogslPets WelcomelPet Products Sold HerelThe Lap of LuxurylDinner is ServedlState-of-the-ArtlLoosen UpRosenthal
26、2006Pet Products Trend Report Cont.lUltra-CleanlHelp YourselflStraight from the CatwalklKeep on TruckinlHello, My Name is lHuman Look-AlikeslConvenience and on-the-go productsRosenthal 2006In Memory of PetslBest friend memorial stone, $100, by Kay Berry Its tough on your kids (and you) when your faithful friend and companion dies. ease the pain with a personalized Pet Memorial Stone. lhttp:/www.in-memory-of-PoemsPrayersRosenthal 2006
