THE PET MARKET
We Understand the Pet Industry Landscape
Does your bisiness love pets? We do too! In fact PA understands the Australian pet industry landscape better than most, with vast industry knowledge, many close ties, and core clients from the industry.
The Australian pet food market is highly consolidated, with a vast number of large-scale multinational companies and a few small-scale and medium-scale producers, making the market highly competitive.
The quality of pet life continues to play an essential role in product innovation and retail value sales growth within the pet food market with Pet owners not increasingly focusing on the quality of the pet products and convenient pet offerings.
The shift in pet ‘ownership’ to ‘parenting’ has been a very crucial and defining trend in the pet food market, more so in the developing countries. Over a third of the households in the developed countries own a pet. Traditionally, pet owners fed their pets the leftovers and scraps from family meals. However, consumers are now becoming aware that pet food and home-made food consist of separate nutritional elements, and that pets need to be fed a diverse range of food, as part of an adequate diet.
PA has been in charge of the overarching marketing strategy for the last 12 months. We utilise a mix of digital marketing and traditional platforms based on our research on consumer behaviour and their possible emotional response towards different campaign messages and formats.
Regardless of how much ad budget you put into a campaign, bad ad experience can be counter-productive and create bad brand association in the mind of consumers. We carefully chose ad platforms and ad placements that smoothly direct users into app stores and complete downloads.
Compared to traditional media, digital ads target users more efficiently because their algorithms are designed to analyse user data and support micro-optimisation based on ad performance. This makes digital campaigns more measurable and generally more cost-efficient compared to more traditional forms of marketing.