文档介绍：The World of Marketing to Pets
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Pets as the “other children” for many owners
We’re treating dogs & cats like cn 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)
. 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 dog’s 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 cat’s birthday
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Americans Go “Batty” for Halloween Pet Costumes & Candy
“SuperDog” and “BatDog” by Rubie’s Costume Co.
“Puppy Pilot” – cap with goggles & kerchief
Pet candy:
YipYap doggie breath mints
Sniffers beef & cheese dog candy
Pit’r Pat cat breath mints
Pet-friendly destinations in your
neighborhood
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Pets Prove to be America’s Sweetheart
9 million Americans wil