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1、The World of Marketing to Pets1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APets 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 bedro
2、omlPets become the new 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
3、devicesFill the void of the empty nest2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APet 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 in
4、cluding vetsl65 Million pet-owning households (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 w
5、ho are delaying families.3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APet Passionl40-100% 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 s
6、pecial 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 pets photograph at work 43%*1999 survey of 1100 pet owners by American Animal Hospital Assn.4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AHealth Benefits of Pet OwnershiplHelps lower blood
7、 pressurelHelps reduce stresslHelps prevent heart diseaselHelps lower health care costslHelps fight depression5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APet IndustrylSuper-premium pet foods by Iams in 1976Eukanuba brand & Science Diet Co.70 brands today led by Ralston-PurinalPet superstores PetSmart in 19
8、87Matched increase in consumer pet purchaseslSuperstores & discounters 50% of sales6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APet Retail 2003 Holiday 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 Sur
9、vey)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 to have their pets photographedTaubman Santa Paws nights benefiting animal welfare causes7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AYes to Gifts, No to AntlerslExclusiv
10、e companies have diversified into dog wear & paraphernalia in 2003/4.Ralph Lauren Fair Isle cashmere sweaters($100) & polo shirts for dogsPrada, Chanel and Burberry dog collars & leashesGucci dog beds ($2,000) Sterling cat bowl ($1,220)Tiffany & Co. inscribed sterling-silver pet tags ($80)L.L. Bean
11、pet booties, Harley- Davidson black-vinyl jacketOmaha Steaks steak pet treatsSwarovski Crystal designer collar ($55-$140)Coach signature dog coat with shearling trim ($150)Saks leather dog carrier ($750)Colognes for dogs8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ALook What Santa Broughtl29 million dog owne
12、rs bought Christmas gifts for their dogsl37 million cats owners bought Christmas gifts for their cats9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A10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 Birthday Barksl10 million dog owners celebrated their dogs birthdayl5-10% gave their dog a party with other dogs or pets or
13、 took birthday photos or took their dog to a favorite placel13 million cat owners celebrated their cats birthday11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AAmericans Go “Batty” for Halloween Pet Costumes & Candy l“SuperDog” and “BatDog” by Rubies Costume Co.l“Puppy Pilot” cap with goggles & kerchiefl Pet
14、candy: YipYap doggie breath mints Sniffers beef & cheese dog candy Pitr Pat cat breath mintslPet-friendly destinations in your neighborhood12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APets Prove to be Americas Sweetheartl9 million Americans will buy their pet a Valentines Day gift (2003 APPMA)Pet charm jew
15、elry by CeliteiLuscious Lips plush red velvet toy by DogmopolitanCrunchkins Crunch Cards edible dog greeting cardsl“My Heart Belongs to You”l“Friends Fur-ever”13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AMore Pet PickslTeam jerseys L.A. Lakers & Dodgers ($30)lRalph Lauren deodorizing spray tested by veteri
16、nary dermatologists ($25)lWall Paw print frame at Things Remembered ($35)14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 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)lW
17、rought iron beds from Nixons Top Dog Bakery ($300-700)lLegally Blonde 2 polka dot tote ($450)Nixons Top Dog Barkery15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AMark Your TerritorylPrivate label pet treats & spa productslHarry Barker pet shampoos & beauty productslHappy Hound Biscuit Company treats with sto
18、re logo & dcor theme16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AService Industries Catering to PetslAirlineslHotels adopting pet-friendly policiesPet pillows, plush doggie robes, check-in gifts, licensed dog masseuse on staffSheraton, Westin, and W17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APet-friendly Hotelsl
19、 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.l Boston Nine Zero Hotel Pets with impeccable manners can still wind up “In the Doghouse,
20、” 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. l New York City Soho Grand Hotel Humans sharing the bed with furry friends will appreciate the free doggie toothbrush
21、es, and lonely guests can choose a fish for a temporary (or permanent) adoption.l San Diego Loews Coronado 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 clea
22、ning, blow drying, brushing, massage, and gourmet lunches.18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 Visitors on BoardlPet lovers 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
23、 fee lDogs, cats, birds, hamsters, ferrets, guinea pigs19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 Merchandising ManialNY International Gift FairlAAPPMAs Pet Products Trade Show20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AEmotional Well-BeinglYoga for dogs at Waldenbooks ($15)lPaw balm by Ralph Lauren ($25)lGra
24、mercy park dog cologne by Ralph Lauren ($25)lSnugglePuppy/Kitty plush with simulated heart beats at Petland ($40)lDiscovery Intellibone pet toy develops canine coordination & puzzle-solving skills ($15)21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A2003 Pet Trade ShowlReptile lunch box ($3)Boxes of live cric
25、kets for lizards, frogs or birds2-3 week shelf lifelKosher foodlBreath mints Yip Yap for dogs, Pitr Pat for cats 22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 Premium & Specialty Pet Productsl50% increase in nutraceutical properties (97-98)l20% increase in natural, holistic properties (97-98)lIncrease in b
26、ehavior modification productslIncreased specialization re. breed, stage of life, lifestylelIncreased interest in emotional & mental stabilityHyperactivity, motion sickness, sleep disorders, anxiety23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APet ParentslThink of & treat their pets like childrenl“Paws N Mor
27、e” line Puppy key teether Pacifier & play matFish mobile for cats24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APet Products Trend ReportlGoing to the DogslPets WelcomelPet Products Sold HerelThe Lap of LuxurylDinner is ServedlState-of-the-ArtlLoosen Up25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APet Products Trend
28、 Report Cont.lUltra-CleanlHelp YourselflStraight from the CatwalklKeep on TruckinlHello, My Name is lHuman Look-AlikeslConvenience and on-the-go products26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AIn 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. PoemsPrayers27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
