| Whether it's for Fido or for Morris, the market for pet | | | | your product. |
| products in "nontraditional" outlets (specific to retail | | | | Recently "Greenies" (a top selling dog treat) got in |
| outlets outside the traditional pet store venue) should | | | | trouble with consumers because purchasers claimed |
| reach nearly $4.2 billion by 2010, according to Market | | | | the product packaging was not informative enough |
| Trends. This area is expected to grow as pet | | | | about the potential choking problem. I don't know the |
| products move into the luxury and "lifestyle" category | | | | outcome but its important to note that the consumers |
| such as diamond studded collars or designer duds for | | | | blamed the package labeling as part of the problem. |
| your pet. Companies like as Eddie Bauer and Louis | | | | Affluent boomers and other empty nesters are looking |
| Vitton are making luxury pet accessories and "must | | | | at Fido as an integral part of the family. They have |
| have" pet products. After all, your pet is the most | | | | money to spend and plenty of it so look for an influx |
| important part of the family. (Just kidding!) But seriously, | | | | of products geared towards this audience. A good |
| there is more money spent on things for pets than on | | | | example is Harley Davidson. They see money in the |
| babies - a lot more. | | | | 50+ generation and have developed the companion |
| Remember last week when I asked "What's In You | | | | dog products too. |
| Bottle?" Well, it turns out that dogs have special bottled | | | | Think about this unique marketing and packaging |
| water too. "PetRefresh® is the only water available | | | | application too. Prepared meals for dogs, sounds good |
| today that is specifically designed for the daily | | | | enough for humans to eat. |
| hydration needs of pets. Not a treat, but a core nutrient | | | | "BENEFUL® ELEVATES PET FOOD TO NEW |
| for better health." Also a new water product for dogs, | | | | HEIGHTS WITH |
| OOH's "Pup Cups", is water in a cup for dogs on the | | | | INTRODUCTION OF FIRST-EVER PREPARED |
| go. They got great brand recognition by donating | | | | MEALS(TM) FOR DOGS |
| water to the Humane Society for Hurricane Katrina | | | | The difference is visible, as Beneful Prepared Meals |
| canine victims. I just love this one: K9 Water Co., a | | | | showcase the eight, mouth-watering varieties and real |
| Valencia, Calif.-based company, is selling a line of | | | | food ingredients in clear, ready-to-serve, re-sealable |
| vitamin-enriched bottled waters for dogs over the | | | | plastic containers - a new packaging innovation in pet |
| Internet. A four-pack comes in four flavors -- Toilet | | | | food. The new product is being launched regionally in |
| Water (chicken), Gutter Water (beef), Puddle Water | | | | 2006 in 50 percent of the U.S." |
| (liver) and Hose Water (lamb). | | | | I just had to use this example, Bow Wow Breakfast |
| The humanization of pets is more than just as part of | | | | Cereal for Dogs. It is a new line of dog food intended |
| the family; they are living longer and healthier lives. | | | | for morning consumption. The company that makes it |
| There are all kinds of innovations in pet "goodies." The | | | | claims it's specifically formulated to meet a dog's |
| list of packaged things for your dog is endless. In fact, | | | | needs in the morning. The thing is pets don't buy this |
| there is even a new word coined, pupperware, to | | | | stuff; people do. So keep that in mind as you develop |
| describe this niche. Pupperware n. Dog accessories | | | | your product packaging. First, you have to appeal to |
| and toys, particularly ones demonstrated and sold at | | | | the "human" side of the dog owner. |
| in-home parties. [Blend of pup and Tupperware.] | | | | At the Marketing to Women conference at which I |
| But just innovation and being trendy doesn't tell the | | | | recently spoke, I used an example of packaging dog |
| whole story. People are concerned about a dog's | | | | food that appeals to women. Pedigree Dog Food just |
| health too. Vitamins and minerals for Fido present a | | | | implemented a reclosable zipper, something SHE will |
| huge new segment. The big thing in "packaging" is | | | | buy. So think "people" when packaging your products |
| ease of dispensing and use for DIY pet medications. | | | | for the dogs. You have to first persuade the owner to |
| There are a lot of new DIY products offered for | | | | pick your product up off the shelf. Make sure that in |
| when you can do it yourself instead of carting your | | | | addition to your packaging "going to the dogs" it's |
| dog to the vet. Just remember make the instructions | | | | attracting the people too. |
| simple and easy to read if you want people to buy | | | | |