3-5 IS YOUR DOG A CHEESEHEAD? TARGETING THE PREMIUM PET MARKET The market for pet products and services is large and growing, with a current estimated size of $47 billion. It's not just dry dog food anymore. Pet owners refer to themselves as "pet parents," put their animals in "pet motels," and pamper them with spa-like treatments. Pet owners, it seems, are a very interesting and committed group of folks. Increasingly, pet owners are "humanizing" their pets, with 92 percent considering their pets to be another member of the family. According to survey results from the American Animal Hospital Association, of pet owners surveyed, 63 percent tell their pets they love them at least once a day, 59 percent celebrate their pet's birthday, and 66 percent prepare special foods for their pet! These purchases, attitudes, and behaviors belong to the premium pet market, which consists of some 17 million people across a number of subsegments, including (1) affluents ($150,000+ annual income), (2) specialty shoppers (shop only in specialty stores and online), (3) married with children, (4) empty nesters, (5) dual-income households with no kids, and (6) singles with no children. No longer does the presence of children drive pet ownership and spending. Today, pet ownership and pampering is a lifestyle, with pets being part of the family. Table A contains demographic data pertaining to the premium pet market compared with the baseline of all households who own a dog or cat (for example, 18- to 24-year-olds index 91, which means they are 9 percent less likely to have premium pet owners in that age group than the average pet household). While brands such as Purina and Hartz are major players in the mass market for pet supplies and products, numerous smaller brands exist that fill various niches in the market. One such company that is riding this premium pet wave is Complete Natural Nutrition, which sells all natural products for discerning pet parents. A core aspect of their approach is that their products are human food "disguised" as pet treats. According to their website: Complete Natural Nutrition is a health "solutions" company for discriminating pets whose parents accept nothing less than the very best. In 2005, Complete Natural Nutrition set out to develop products that would make a significant difference in the daily lives of dogs and cats. We understood that pet parents did not need another treat, cookie, raw hide or body part to feed their companion pet. Rather, we set out to provide frustrated pet parents with treat solutions for pets with specific health issues like diabetes, overweight, finicky, allergies or on restricted diets. We set out to provide discriminating pet parents, who read labels and who want US made and US sourced ingredients, with the world's healthiest pet treats. They offer Cheese Please, made from 100 percent pure Wisconsin cheese, which they describe as "a human snack disguised as a training treat." A 7 oz. bag sells for \$15.99. They also offer different Real Food Toppers such as beef, chicken, and salmon, which are 100 percent meat. Each 4 oz. bag sells for $15.99. Complete Natural Nutrition products can be bought (a) online at their website, (b) through specialty online stores, and (c) through specialty retail pet stores. 1.Develop a psychographic profile relating to the type of person who would be most likely to purchase pet food products from Complete Natural Nutrition. That is, generate a list of attitudes, values, activities, and interests that are specifically related to having a dog that Cheese Please and Real Food Toppers buyers would likely possess. 2.Develop an ad or marketing approach to create a positive attitude toward Cheese Please or Real Food Toppers, using the following: a. Humor b. Emotion c. Utilitarian appeal d. Value-expressive appeal e. Celebrity endorser f. Self-concept g. Fear