TheWorldofMarketingtoPetsRosenthal2006Petsasthe“otherchildren”formanyownersWe’retreatingdogs&catslikechildrenThehumanismakingthepurchasedecisionDogshavegonefromtheoutsidedoghousetosleepinginthebasementtothemainhousetothemasterbedroomPetsbecomethenewAmericanchildren,spoiledlikethekidsLatermarriage-agecouplestryingoutapetasatestforchildrenMainstreampublicationslikeGQ&TimeOutdevotingstories&columnstopets&petproductsBoomersnowbuyingpetsthankstoproductsliketimer-drivenfeeding&waterdevicesFillthevoidoftheemptynestRosenthal2006PetPassion$40Billionindustryisgrowing($17billionin1994)$20billionontoysforhumans,$24billiononcandyforhumans$13billiononpetfood$5billiononpet-relatedproducts$10billiononpet-relatedservicesincludingvets65Millionpet-owninghouseholds(62%)56%in1988MorepetsthanpeopleintheU.S.(350mvs.378m)43milliondogowners,34millioncatownersEspeciallywithkids5-1940%ofhomeshavemorethan1petSpent$350/yr.onpetsin1998Babyboomerswhoareemptynest;youngprofessionalswhoaredelayingfamilies.Rosenthal2006HealthBenefitsofPetOwnershipHelpslowerbloodpressureHelpsreducestressHelpspreventheartdiseaseHelpslowerhealthcarecostsHelpsfightdepressionRosenthal2006PetIndustrySuper-premiumpetfoodsbyIamsin1976Eukanubabrand&ScienceDietCo.70brandstodayledbyRalston-PurinaPetsuperstores–PetSmartin1987MatchedincreaseinconsumerpetpurchasesSuperstores&discounters–50%ofsalesRosenthal2006PetRetail2003HolidaySalesMakepetgiftsamajorpartofholidaymarketingplanNearly90%ofpetownerswillbuygiftsfortheir4-leggedfriends(NationalTaubmanCentersSurvey)10%ofpetownerswillspendupto$50ontheirpetsfortheholidays40%plantospend$100thisyeartopampertheirpets40%plantohavetheirpetsphotographedTaubmanSantaPawsnightsbenefitinganimalwelfarecausesRosenthal2006LookWhatSantaBrought29milliondogownersboughtChristmasgiftsfortheirdogs37millioncatsownersboughtChristmasgiftsfortheircatsRosenthal2006Rosenthal2006

BirthdayBarks10milliondogownerscelebratedtheirdog’sbirthday5-10%gavetheirdogapartywithotherdogsorpetsortookbirthdayphotosortooktheirdogtoafavoriteplace13millioncatownerscelebratedtheircat’sbirthdayRosenthal2006PetsProvetobeAmerica’sSweetheart9millionAmericanswillbuytheirpetaValentine’sDaygift(2003APPMA)PetcharmjewelrybyCeliteiLusciousLipsplushredvelvettoybyDogmopolitanCrunchkins’CrunchCards–edibledoggreetingcards“MyHeartBelongstoYou”“FriendsFur-ever”Rosenthal2006MorePetPicksTeamjerseys–L.A.Lakers&Dodgers($30)RalphLaurendeodorizingspraytestedbyveterinarydermatologists($25)WallPawprintframeatThingsRemembered($35)Rosenthal2006

HomeAwayFromHomeBurberrypettote($100)Coachplaidpetcarrier($400)DiscoveryStorepethammock($30)Brightonleathercatordogcarrierwithbraidedleatherloophandles($300)WroughtironbedsfromNixon’sTopDogBakery($300-700)LegallyBlonde2polkadottote($450)Nixon’sTopDogBarkeryRosenthal2006ServiceIndustriesCateringtoPetsAirlinesHotelsadoptingpet-friendlypoliciesPetpillows,plushdoggierobes,check-ingifts,licenseddogmasseuseonstaffSheraton,Westin,andWRosenthal2006Pet-friendlyHotels

SanFranciscoHotelMonaco

“Bone-a-Petite”packageincludesadesignerdogdish,gourmettreatsandtoys,andtemporarydogtags.Nopet?Youcanborrowagoldfishforyourstay,orcheckoutpet-themedvideos.

BostonNineZeroHotel

Petswithimpeccablemannerscanstillwindup“IntheDoghouse,”courtesyofacomplimentarypackagethatincludesawelcometreat,plusbowlsandbedding.Lettheconciergearrangeforpetsitting,grooming,walking,andmassageforyourpooch.

NewYorkCitySohoGrandHotel

Humanssharingthebedwithfurryfriendswillappreciatethefreedoggietoothbrushes,andlonelyguestscanchooseafishforatemporary(orpermanent)adoption.

SanDiegoLoewsCoronadoBayResort

Orderasnackfromthevet-approvedroomservicemenu.

TellurideWyndhamPeaksResort

DoggieSpa:Packagesincludeguidedplaytime,baths,haircuts,“pawdicures,”earandteethcleaning,blowdrying,brushing,massage,andgourmetlunches.

Rosenthal2006

VisitorsonBoardPetloverswinningthebattleagainstallergy-sufferers13carriersallowpetsinthecabin&don’talertpassengers29millionpeopletraveledwithpetsbyplaneorcar$150round-tripfeeDogs,cats,birds,hamsters,ferrets,guineapigsRosenthal2006EmotionalWell-BeingYogafordogsatWaldenbooks($15)PawbalmbyRalphLauren($25)GramercyparkdogcolognebyRalphLauren($25)SnugglePuppy/KittyplushwithsimulatedheartbeatsatPetland($40)DiscoveryIntellibonepettoydevelopscaninecoordination&puzzle-solvingskills($15)Rosenthal20062003PetTradeShowReptilelunchbox($3)Boxesoflivecricketsforlizards,frogsorbirds2-3weekshelflifeKosherfoodBreathmints

YipYapfordogs,PitrPatforcatsRosenthal2006

Premium&SpecialtyPetProducts50%increaseinnutraceuticalproperties(’97-’98)20%increasein