Pet related marketing

Pets: Part of the Brand Family
http://www.brandchannel.com/start1.asp?fa_id=429
Extracts: Mars’ 2007 introduction of The Goodlife Recipe Brand was its largest pet food brand launch at the time, trading on consumer interest in “all natural” ingredients as a means to market cat and dog food. In 2008, Mars created an even bolder breakthrough brand unique in the dog food category—WholeMeals.

Traditionally, dog food brands have been packaged in bags, boxes, or cans. WholeMeals breaks convention because it is a meal packaged in the form of a bone. Working with dog behaviorists and veterinarians, Mars created what it believes is a revolutionary method of feeding dogs their food. The company says the WholeMeals brand provides “premium nutrition” as well as “advanced oral care” and results in “natural feeding enjoyment.”

WholeMeals is one example of how companies differentiate their brands in the cat and dog food marketplace. Recent trends show this brand category moving ever more closely toward food that looks almost fit for human consumption. Mars’ Cesar brand dog food offers the “Original Paté” menu or the “Gourmet Fillets in Sauce” menu for small dogs. Both lines are packaged in special self-contained feeding trays.

Second only to Mars in worldwide cat and dog food sales is Nestlé Purina PetCare. Purina’s Fancy Feast brand for cats goes even further than Mars’ Cesar brand with the recently introduced “Elegant Medleys: Restaurant Inspired Food for Cats.” Supported by a television ad that shows a meal prepared by a chef and then being fed to a cat by its owner, Elegant Medleys are “inspired by the traditional tastes of Tuscany,” featuring “old world flavors balanced with modern sophistication,” according to Purina.

Pet lovers create business boom
http://www.smartcompany.com.au/Free-Articles/Trends/20080617-Pet-lovers-create-business-boom.html?source=cmailer
Wednesday, 18 June 2008: Australians spend thousands of dollars each year on presents, clothing and jewellery for their pets, a new Sensis Consumer Report says.

According to the report, Australians spend an average of $1083 a year taking care of their pets, with 20% spending more than $1000, and 1% spending over $5000.

With half of all Australian households owning a pet, that means businesses such as specialist pet-goods stores, grooming services, exercise programs and in-home pet minding are booming.
Sensis says families with children are much more likely to keep their pet inside, while only 25% of pet owners keep their animals outside all the time.

The report also finds Australians are increasingly treating their pets like a member of the family, with 40% of owners buying their pets presents at Christmas or for birthdays.