Moshe Engelberg On Everything Marketing

Marketing Tree Branches for Dogs??

My wife just told me about sticks - actually a chunk of a branch - that a pet store was selling for dogs to chew. Super Pet Branches are here!

Really?? Sure, dogs like to chew. And most dogs love to pick up a stick or branch and run with it, chew it, and if you throw it, chase after it. But do we really need to buy them? Last I looked, it wasn't too hard to find a branch around that would satisfy our so picky canines.

What's next -- buying perfectly sculpted stones in a store? Umm, oops.

Filed under // marketing pets wants vs. needs

Talk about a niche market

The first "pet only" airline in the U.S. is flying. Pet Airways have outfitted their planes for pets only, along with special pet lounges in the airports they use. Dogs and cats travel in the main climate-controlled cabin with special attendants and anywhere/anytime bathroom privileges.

One news story quoted a customer justifying the investment for her dog: "He's a member of our family," she said. "He's certainly not cargo and he's not a suitcase."

A quick analysis might suggest that launching a new company with a new luxury service in an industry that is in terrible shape during a severe recession might not be a great idea. Or... is there enough demand among extreme pet lovers with discretionary income to make Pet Airways a success?

Personally, I love my dog Lukie.

But he's still a dog. It may be a sweet idea, but my guess is Pet Airways won't fly for long. Not knowing their capitalization, I give them two years.

What's your guesstimate?

Filed under // business economic downturn Entrepreneurial luxury service market segmentation niche market Pet Airways pets product launch recession strategy

Posted by Moshe Engelberg

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Moshe Engelberg On Everything Marketing

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Marketing Tree Branches for Dogs??

Talk about a niche market