寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A課件

1、寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A1The World of Marketing to Pets寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A2Pets 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

2、to the main house to the master bedroomlPets 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 produc

3、ts like timer-driven feeding & water devicesFill the void of the empty nest寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A3Pet 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$

4、10 billion on pet-related services including 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

5、are empty nest; young professionals who are delaying families.寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A4Pet 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 of

6、f 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.寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A5Health Benefi

7、ts of Pet OwnershiplHelps lower blood pressurelHelps reduce stresslHelps prevent heart diseaselHelps lower health care costslHelps fight depression寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A6Pet IndustrylSuper-premium pet foods by Iams in 1976Eukanuba brand & Science Diet Co.70 brands today led by Ralston-

8、PurinalPet superstores PetSmart in 1987Matched increase in consumer pet purchaseslSuperstores & discounters 50% of sales寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A7Pet Retail 2003 Holiday SaleslMake pet gifts a major part of holiday marketing planlNearly 90% of pet owners will buy gifts for their 4-legged

9、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 to have their pets photographedTaubman Santa Paws nights benefiting animal welfare causes寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A

10、8Yes 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 Burberry dog collars & leashesGucci dog beds ($2,000) Sterling cat bowl ($1,220)Tiffany & Co. inscribed ste

11、rling-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 trim ($150)Saks leather dog carrier ($750)Colognes for dogs寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A9Look W

12、hat Santa Broughtl29 million dog owners bought Christmas gifts for their dogsl37 million cats owners bought Christmas gifts for their cats寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A10寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A11 Birthday Barksl10 million dog owners celebrated their dogs birthdayl5-10% gave their

13、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 birthday寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A12Americans Go “Batty” for Halloween Pet Costumes & Candy l“SuperDog” and “BatDog” by Rubies Costume Co.l“Puppy Pi

14、lot” cap with goggles & kerchiefl Pet candy: YipYap doggie breath mints Sniffers beef & cheese dog candy Pitr Pat cat breath mintslPet-friendly destinations in your neighborhood寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A13Pets Prove to be Americas Sweetheartl9 million Americans will buy their pet a Valenti

15、nes Day gift (2003 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”寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A14More Pet PickslTeam jerseys L.A. Lakers & Dodgers ($30)lRalph Lau

16、ren deodorizing spray tested by veterinary dermatologists ($25)lWall Paw print frame at Things Remembered ($35)寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A15 Home Away From HomelBurberry pet tote ($100)lCoach plaid pet carrier ($400)lDiscovery Store pet hammock ($30)lBrighton leather cat or dog carrier with

17、 braided leather loop handles ($300)lWrought iron beds from Nixons Top Dog Bakery ($300-700)lLegally Blonde 2 polka dot tote ($450)Nixons Top Dog Barkery寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A16Mark Your TerritorylPrivate label pet treats & spa productslHarry Barker pet shampoos & beauty productslHappy

18、 Hound Biscuit Company treats with store logo & dcor theme寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A17Service Industries Catering to PetslAirlineslHotels adopting pet-friendly policiesPet pillows, plush doggie robes, check-in gifts, licensed dog masseuse on staffSheraton, Westin, and W寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店

19、、寵物診所、寵物醫(yī)院的經(jīng)營管理A18Pet-friendly Hotelsl 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 manne

20、rs 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. l New York City Soho Grand Hotel Humans sharing the bed with furry friends will

21、 appreciate the free doggie toothbrushes, 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, hair

22、cuts, “pawdicures,” ear and teeth cleaning, blow drying, brushing, massage, and gourmet lunches.寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A19 Visitors on BoardlPet lovers winning the battle against allergy-sufferersl13 carriers allow pets in the cabin & d ont alert passengersl29 million people traveled wit

23、h pets by plane or car $150 round-trip fee lDogs, cats, birds, hamsters, ferrets, guinea pigs寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A20 Merchandising ManialNY International Gift FairlAAPPMAs Pet Products Trade Show寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A21Emotional Well-BeinglYoga for dogs at Waldenbooks ($

24、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 coordination & puzzle-solving skills ($15)寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A222003 Pet Trade ShowlRe

25、ptile lunch box ($3)Boxes of live crickets for lizards, frogs or birds2-3 week shelf lifelKosher foodlBreath mints Yip Yap for dogs, Pitr Pat for cats 寵物養(yǎng)護(hù)與美容第十章寵物市場與寵物美容店、寵物診所、寵物醫(yī)院的經(jīng)營管理A23 Premium & Specialty Pet Productsl50% increase in nutraceutical 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 stabilityHyperac