The Pet Food Market :: Business Marketing Studies

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 The Pet Food Market :: Business Marketing Studies 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