Rosenthal 2006

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The World of Marketing to Pets
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Pets as the other children for many owners

• Were 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

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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.

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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 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 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.

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Health Benefits of Pet Ownership

• Helps lower blood pressure
• Helps reduce stress
• Helps prevent heart disease
• Helps lower health care costs
• Helps fight depression

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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

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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

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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

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Look What Santa Brought

• 29 million dog owners bought Christmas gifts for
  their dogs
• 37 million cats owners bought Christmas gifts for
  their cats

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Birthday Barks

• 10 million dog owners celebrated their dogs
  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 cats birthday

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Americans Go Batty for Halloween Pet Costumes
Candy

• SuperDog and BatDog by Rubies Costume Co.
• Puppy Pilot cap with goggles kerchief
• Pet candy
• YipYap doggie breath mints
• Sniffers beef cheese dog candy
• Pitr Pat cat breath mints
• Pet-friendly destinations in your
• neighborhood

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Pets Prove to be Americas Sweetheart

• 9 million Americans will buy their pet a
  Valentines 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

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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)

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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 Nixons Top Dog Bakery
  (300-700)
• Legally Blonde 2 polka dot tote (450)
• Nixons Top Dog Barkery

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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

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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

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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 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.
• San Diego Loews Coronado Bay Resort Order
  a snack from the vet-approved room service menu.
• Telluride Wyndham Peaks Resort Doggie Spa
  Packages include guided playtime, baths,
  haircuts, pawdicures, ear and teeth cleaning,
  blow drying, brushing, massage, and gourmet
  lunches.

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Visitors on Board

• Pet lovers winning the battle against
  allergy-sufferers
• 13 carriers allow pets in the cabin d ont
  alert passengers
• 29 million people traveled with pets by plane or
  car
• 150 round-trip fee
• Dogs, cats, birds, hamsters, ferrets, guinea pigs

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Merchandising Mania

• NY International Gift Fair
• AAPPMAs Pet Products Trade Show

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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)

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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

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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

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Pet Parents

• Think of treat their pets like children
• Paws N More line
• Puppy key teether
• Pacifier play mat
• Fish mobile for cats

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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

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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

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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