The Pet Food Market

The Pet Food Market

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4. Draw a perceptual map for the pet food market as a whole to be
included as an appendix of the final report.

The perceptual map shows us the spending on advertising of different
brands against the average sale price of their products.

It can be seen that although some brands have very high advertisement
expenses, their products aren?t classified in the super-premium price
class.

Whiskas products are priced averagely whereas IAMS charges a high
price for its products, although it doesn?t promote its image in such
a way.

Whiskas is surely more well-known than the rest, having a
advertisement expenditure far greater than any other brand. This is
mainly due to the multinational position of Mars Incorporation, its
products being retailed all over the world.

5. Produce a fully referenced macro-environmental analysis for the
national pet food market. Approx. 250 words

On the political side, the UK has a great number of legislation
governing the pet food market. Though the pet food market is subject
to the same legislation as human food, there are a number of
individual parts of legislation for that particular market as well:

The Animal By-Products has guidelines on what ingredients are
permitted for the production of pet food, as well as the processing
procedures of these products. (Great Britain. Statutory Instruments,
2001)

The Feeding Stuffs Regulations 2000 include regulations about
appropriate labelling of the advertised product and criteria for the
use of additives and contaminants. (Great Britain. Statutory
Instruments, 2000)

To ensure that the customer is properly informed about the product,
the Packaging Goods Regulations requires that the net weight of
pre-packed foods is displayed properly on each pack.

There?s the problem with the VAT on pet food varying widely across
Europe. Some countries apply the same tax rate on pet food as on human
food, whereas others impose a higher rate on pet food.
As for the UK, human food is zero-rated, but pet food is charged at
the standard rate of 17.5%. This causes discontent amongst people in
the industry, seeing themselves in a competitive disadvantage. (PFMA)

Economic factors don?t have a large impact on the pet food market,
because it is a necessity rather than a luxury. A decline in the
economy would probably enable owners to move away from premium brands
to low-cost supermarket pet food.

Social benefits are explained thoroughly in the ?pets are good for
you? report by the petcare trust (2003). According to the statistics
pets make their owners feel happier and reduce health problems like

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Bibliography:

GREAT BRITAIN. STATUTORY INSTRUMENTS, (2001) Animal Health: The Animal
By-Products. London : HMSO (S.I. No. 1704)

GREAT BRITAIN. STATUTORY INSTRUMENTS, (2000) Agriculture: The Feeding
Stuffs. London : HMSO (S.I. No. 2481)

PFMA (No date) Legislation [Online], Pet Food Manufacturer?s
Association. Available: http://www.pfma.com/legislation.htm [Accessed:
6th March 2004]

Petcare Trust (2003) Pets are good for you?. [Online] Available:
http://www.petcare.org.uk/news/pdf/goodforyou.pdf [Accessed: 6th March
2004]
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