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.ppt
TheWorldofMarketingtoPetsPetsasthe“otherchildren〞formanyownersWe’retreatingdogs&catslikechildrenThehumanismakingthepurchasedecisionDogshavegonefromtheoutsidedoghousetosleepinginthebasementtothemainhousetothemasterbedroomPetsbecomethenewAmericanchildren,spoiledlikethekidsLatermarriage-agecouplestryingoutapetasatestforchildrenMainstreampublicationslikeGQ&TimeOutdevotingstories&columnstopets&petproductsBoomersnowbuyingpetsthankstoproductsliketimer-drivenfeeding&waterdevicesFillthevoidoftheemptynestPetPassion$40Billionindustryisgrowing($17billionin1994)$20billionontoysforhumans,$24billiononcandyforhumans$13billiononpetfood$5billiononpet-relatedproducts$10billiononpet-relatedservicesincludingvets65Millionpet-owninghouseholds(62%)56%in1988MorepetsthanpeopleintheU.S.(350mvs.378m)43milliondogowners,34millioncatownersEspeciallywithkids5-1940%ofhomeshavemorethan1petSpent$350/yr.onpetsin1998Babyboomerswhoareemptynest;youngprofessionalswhoaredelayingfamilies.PetPassion40-100%ofrespondents*Gavetheirpetaholidaypresent–100%Includetheirpetinholidaycelebrations–97%Considertheirpet“smart〞oragenius–75%Celebrateapet’sbirthday–63%Taketimeofftocareforasickpet–53%Preparespecialmealsforapet–52%Moreattachedtotheirpetsthanatleast1otherhuman–52%Taketheirpettowork–44%Displayapet’sphotographatwork–43%*1999surveyof1100petownersbyAmericanAnimalHospitalAssn.HealthBenefitsofPetOwnershipHelpslowerbloodpressureHelpsreducestressHelpspreventheartdiseaseHelpslowerhealthcarecostsHelpsfightdepressionPetIndustrySuper-premiumpetfoodsbyIamsin1976Eukanubabrand&ScienceDietCo.70brandstodayledbyRalston-PurinaPetsuperstores–PetSmartin1987MatchedincreaseinconsumerpetpurchasesSuperstores&discounters–50%ofsalesPetRetail2003HolidaySalesMakepetgiftsamajorpartofholidaymarketingplanNearly90%ofpetownerswillbuygiftsfortheir4-leggedfriends(NationalTaubmanCentersSurvey)10%ofpetownerswillspendupto$50ontheirpetsfortheholidays40%plantospend$100thisyeartopampertheirpets40%plantohavetheirpetsphotographedTaubmanSantaPawsnightsbenefitinganimalwelfarecausesYestoGifts,NotoAntlersExclusivecompanieshavediversifiedintodogwear¶phernaliain2003/4.RalphLaurenFairIslecashmeresweaters($100)&poloshirtsfordogsPrada,ChanelandBurberrydogcollars&leashesGuccidogbeds($2,000)Sterlingcatbowl($1,220)Tiffany&Co.inscribedsterling-silverpettags($80)L.L.Beanpetbooties,Harley-Davidsonblack-vinyljacketOmahaSteakssteakpettreatsSwarovskiCrystaldesignercollar($55-$140)Coachsignaturedogcoatwithshearlingtrim($150)Saksleatherdogcarrier($750)ColognesfordogsLookWhatSantaBrought29milliondogownersboughtChristmasgiftsfortheirdogs37millioncatsownersboughtChristmasgiftsfortheircats
BirthdayBarks10milliondogownerscelebratedtheirdog’sbirthday5-10%gavetheirdogapartywithotherdogsorpetsortookbirthdayphotosortooktheirdogtoafavoriteplace13millioncatownerscelebratedtheircat’sbirthdayAmericansGo“Batty〞forHalloweenPetCostumes&Candy“SuperDog〞and“BatDog〞byRubie’sCostumeCo.“PuppyPilot〞–capwithgoggles&kerchiefPetcandy:YipYapdoggiebreathmintsSniffersbeef&cheesedogcandyPit’rPatcatbreathmintsPet-friendlydestinationsinyourneighborhoodPetsProvetobeAmerica’sSweetheart9millionAmericanswillbuytheirpetaValentine’sDaygift(2003APPMA)PetcharmjewelrybyCeliteiLusciousLipsplushredvelvettoybyDogmopolitanCrunchkins’CrunchCards–edibledoggreetingcards“MyHeartBelongstoYou〞“FriendsFur-ever〞MorePetPicksTeamjerseys–L.A.Lakers&Dodgers($30)RalphLaurendeodorizingspraytestedbyveterinarydermatologists($25)WallPawprintframeatThingsRemembered($35)
HomeAwayFromHomeBurberrypettote($100)Coachplaidpetcarrier($400)DiscoveryStorepethammock($30)Brightonleathercatordogcarrierwithbraidedleatherloophandles($300)WroughtironbedsfromNixon’sTopDogBakery($300-700)LegallyBlonde2polkadottote($450)Nixon’sTopDogBarkeryMarkYourTerritoryPrivatelabelpettreats&spaproductsHarryBarkerpetshampoos&beautyproductsHappyHoundBiscuitCompanytreatswithstorelogo&décorthemeServiceIndustriesCateringtoPetsAirlinesHotelsadoptingpet-friendlypoliciesPetpillows,plushdoggierobes,check-ingifts,licenseddogmasseuseonstaffSheraton,Westin,andWPet-friendlyHotelsSanFranciscoHotelMonaco
“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.
VisitorsonBoardPetloverswinningthebattleagainstallergy-sufferers13carriersallowpetsinthecabin&don’talertpassengers29millionpeopletraveledwithpetsbyplaneorcar$150round-tripfeeDogs,cats,birds,hamsters,ferrets,guineapigs
MerchandisingManiaNYInternationalGiftFairAAPPMA’sPetProductsTradeShowEmotionalWell-BeingYogafordogsatWaldenbooks($15)PawbalmbyRalphLauren($25)GramercyparkdogcolognebyRalphLauren($25)SnugglePuppy/KittyplushwithsimulatedheartbeatsatPetland($40)DiscoveryIntellibonepettoydevelopscaninecoordination&puzzle-solvingskills($15)2003PetTradeShowReptilelunchbox($3)Boxesoflivecricketsforlizards,frogsorbirds2-3weekshelflifeKosherfoodBreathmints
YipYapfordogs,PitrPatforcats
Premium&SpecialtyPetProducts50%increaseinnutraceuticalproperties(’97-’98)20%increaseinnatural,holisticproperties(’97-’98)IncreaseinbehaviormodificationproductsIncreasedspecializationre.breed,stageoflife,lifestyleI
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