Catering for canine customers

Download: Catering for canine customers (.pdf file) 
One of the key attributes of a dog shampoo is that it must smell good. Pet owners in the USA are firmly convinced of this. If it gives off a strong fragrance of apple, apricot or coconut, then the product has a good chance of ending up in the shopping trolley. Not so in Europe: "The most important criterion for dog owners in Germany, the UK or France is that the shampoo has a fresh, natural fragrance," stresses Martje Masson, the person responsible for marketing "8 in1", at an advance presentation for the brand market launch in Europe. In Europe, consumers opt predominantly for grooming products that contain no artificial colourings or other additives.
What consumers wantThe different consumer preferences when it comes to dog shampoos show that the European and US pet supplies markets operate differently. "This is why we cannot carry over products that are highly successful in the USA on a one-to-one basis; they have to be reformulated and tailored to the requirements of the European market," says Masson. To this end Tetra commissioned a Europe-wide consumer survey, which provided detailed information on the special requirements of pets and their owners. The Tetra managers learned from this survey that European consumers expect three things above all from a grooming product: it should be of high quality, it should promote the health of the pet, and the packaging must satisfy consumer demands for convenience. On this basis the company has created a range that will be introduced into the European market with effect from April 2008. The range presently comprises 35 grooming and treat products, along with dog crates and transport cages. At least ten more products are to be presented at Interzoo in Nuremberg, following which the feedback from the trade and consumers will be analysed in detail. The "8 in1" brand is to be positioned in the premium segment, something that will be reflected in the price at the till, and it will be offered through all distribution channels. To distinguish the range from the competition, particular emphasis has been placed on creating a packaging design that appeals to the consumer's emotions, is attractive and yet has a discreet appearance.
First dogs, then small creatures"We're bringing the success story of '8 in1' from the USA to Europe," comments Martje Masson, looking forward optimistically to a successful market launch in Europe. And Koord Janssen, global marketing director at…