Household pet in UK – Marketing strategy

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I am a student at Parkstone Grammar School in year11 currently completing my GCSE Business Studies coursework. I am researching marketing strategies of local pet and home sitting companies in order to produce a marketing strategy of my own. I would be most grateful if you could send information on your marketing strategy and any additional information you may have, which you feel would help me in my studies, in the S. A. E provided.

Thank You Samantha Pennington

Unfortunately none of the companies responded to the letter so I have decided (in my primary research) to telephone the companies instead. How many pets are there in England? The UK’s multi-billion dollar pet industry is the largest in Europe. There are over 52 million pets in the UK, with over half of all households owning at least one pet. (www. pets. com) This report gives a more detailed account of pet ownership in the UK. “Around 11 million households in the UK own at least one pet.

Although cat-owning households are considerably less numerous than dog-owning ones, the latter own, on average, fewer animals than cat-owning households. This has the result that, on the basis of 1992 figures, the cat population of the country, at 7 million, is only slightly smaller than the dog population of 7. 3 million. Despite lack of precise information on numbers, it has been estimated that fish are third in the popularity stakes, with budgerigars occupying fourth place.

Other popular pets include hamsters, gerbils, rabbits and guinea pigs, as well as other bird species. Although the UK pet population has grown significantly over the past 20 years, this growth has somewhat declined recently. In fact, if the relatively modest growth in the number of households over the past 5 years is taken into account, there has been an actual decline in the numbers of pets per household over this period. In the case of dogs, the number of dogs per household has declined, but the total dog population has remained virtually static.

Within the dog population the trends are unclear, depending in part on how breeds are defined as `large’ or `small’. Some commentators claim to detect an increase in the popularity of smaller dogs, attributed to a variety of causes, including the expense of feeding and the adverse publicity suffered by some of the larger, more aggressive, breeds. However, recent research suggests `a slow but discernible trend towards larger dogs – which is being stimulated by a growing number of older people with extended leisure time’.

Another trend is towards the ownership of the more independent kinds of pets, which need less in the way of constant care and attention, and which can be left unattended for relatively long periods. This trend favours cat rather than dog ownership, and it is indisputable that the cat population has grown somewhat more rapidly than the dog population over the past 5 years. ” This helps me to form my market strategy because it shows me what types of pets are owned etc which will help me construct the product part of my marketing strategy.

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