Demographic(s)
The target audience, which is composed of people between the ages of 25 to 45, is a big group that represents the majority of pet owners in France. This age group consists of people who are in various stages of life like young professionals, couples and families with new-born babies. This group has a lot do like keeping busy with a career, family and personal life. The individuals in this group are often willing to pay more for products that elevate the quality of life for their pets and at the same time meet their own values and standards. In the demographic, there are two main subgroups; the working professionals and young families.
Most professionals lead a hectic life since they must balance their work and personal undertakings. They are often looking for convenience and practicality in the market choices they make. So, the products they buy, as far as pets are concerned, are meant to simplify their pet care and integrate well with their daily life (Weissman, 2012). In contrast, young families are more focused on security and function when selecting pet products. They choose products that can work for their kid(s) as well as their pet(s). From a geographical perspective, this group is mainly based in urban and suburban surroundings where there is no difficulty in accessing the pet specialty stores and online sellers (Spain, 2008). These are the centers of economic activity, cultural variety, and interaction among people and are essential for consumer preferences and buying choices in urban and suburban areas.
Cultural Dimension Description Demographics
Power distance index The degree to which less powerful members of a society accept and expect that power is distributed unequally (Saleem and Larimo, 2016). Low power distance index: Individuals in this group may prefer flatter hierarchies and value equality in decision-making, especially in personal and family matters.
Individualism vs. Collectivism The degree to which individuals in a society are integrated into groups. High individualism: Members of this group value personal achievement, independence, and self-reliance while balancing their obligations to their families and communities.
Masculinity vs. Femininity The distribution of emotional roles between genders (Saleem and Larimo, 2016). Moderate: Both men and women in this group may value quality of life, nurturing aspects, and practicality in their roles as pet owners and caregivers.
Uncertainty avoidance index The extent to which a society tolerates uncertainty and ambiguity (Saleem and Larimo, 2016). Moderate uncertainty avoidance: These individuals are open to new pet care products and innovations that improve their pets’ quality of life while ensuring safety and reliability.
Long-term orientation vs. Short-term normative orientation The degree to which a society values long-term goals over short-term norms (Saleem and Larimo, 2016). Moderate long-term orientation: Members of this group may prioritize both immediate needs (convenience, functionality) and long-term considerations (sustainability, durability) when choosing pet products.
Indulgence vs. Restraint The extent to which a society allows for gratification of basic and natural human desires related to enjoying life and having fun (Saleem and Larimo, 2016). Moderate indulgence: These individuals may seek pet products that balance practicality and enjoyment, considering both their and their pets’ well-being and happiness.
Figure 1: A table describing the target demographics using the Hofstede’s cultural framework.
Occupation of the Target Consumers
The target consumers are an extremely diverse group consisting of all kinds of professionals. This is in line with the dynamic nature of the French workforce. Whether it is the white-collar professionals working in corporate settings or the freelancers who are entrepreneurial, each of these occupations have their own types of challenges and opportunities when it comes to pet ownership and product preferences (Gold, 2023). White-collar employees like executives, managers and office workers focus on efficiency and productivity in their professional life. As pet owners, they are in search of products that can be used with their busy lives, for example, automated feeders, ergonomic grooming tools and trendy accessories that fit in their style.
The freelance workers like the consultants, artists and digital nomads are more likely to have a flexible and independent work style than the white-collar workforce (Gold, 2023). For example, their work may take them to different places for a long time and they may travel with their pets. So, they need different types of pet accessories that are lightweight and can adjust to different areas and schedules. The work-life balance and lifestyle choices of the target consumers should be considered by Good Pets Ltd. With a product line that is aimed at the working and relaxation needs of the diverse demographics, Good Pets Ltd. is poised to attain significant success in the French market. Ideally, pet owners have a strong emotional attachment to their pets. So, the company can consider this too in their marketing strategies (Van der Linden et al., 2020). The company can this by focusing on the value proposition of their products which support both the health of the pets and the well-being of their owners in this highly diverse customer market.
Income of the Target Consumers
The target market segment has a moderate or high disposable income that can be spent on pet related activities. This category of consumers is likely to give more priority to quality instead of quantity. They are sensitive to the quality of materials, workmanship, and design (Nast, 2024). Some people look at pet ownership as an investment in friendship and emotional happiness, and so they spend their spare money on improving their pet’s quality of life (Chaudhary & Srivastava, 2017). Imtiaz (2024) opines that, in France, rich pet owners do not hesitate on spending thousands of dollars on designer pet beds, organic treats and customized accessories which they consider as an expression of their status and lifestyle.
Essentially, the motivation to pay for quality pet products is not only driven by the nature of the product but also due to the emotional attachment to the well-being and comfort of the pets. Considering this, Good Pets Ltd. can leverage the high-end consumer perception of the brand and offer exclusive pet accessories that would reflect the customers’ views and values in France. This wealthy market niche should be the main target of the company due to the exclusive nature of its products. This will help it in becoming one of the leading brands in the French pet accessories market and ultimately develop long-term customer relations based on trust and contentment.
Psychographics
The influence of culture is a significant element of the consumer behavior of the French which determines the taste, perception and the buying intentions. French people are admirers of the old times, craftsmanship and originality. Products that exhibit these traits find greatest appreciation in the French consumer market. The appreciation of the exceptional taste and elegance of the French culture is what would distinguish Good Pets Ltd. from other companies (De Barnier ad Rodina, 2024). The company should, therefore, aim to provide high-end line of products with unique designs and fine details. Being a pet owner is not just a habit in French culture; it is a way of building friendship, loyalty and attachments. Pets are often regarded as family members and they receive the same love and care as any human family member would (De Barnier ad Rodina, 2024). Pet accessories are taken as symbols of a pet owner’s care and love for their pet’s well-being and happiness. They show the owner’s commitments to the pet’s health and happiness (García, 2021). Good Pets Ltd. will be able to create a strong emotional connection with French consumers that will be reflected in brand loyalty and advocacy by consider all these factors. Through considering the emotional benefits of keeping pets and the importance of premium accessories in increasing the bond between the owner and the pet, the brand can connect with the target audience on a deeper level and, therefore, creating purchase intent and engagement with the brand.
Current Buying Behavior
French pet owners have a complex approach towards the purchase of pet paraphernalia, which is related to their personal values, taste and lifestyle. The quality of the product, safety, and comfort are the main points to keep in mind because if the consumers are happy with the product, they will buy it (Statista, 2024). Key product lines consist of toys, beds, collars, grooming supplies and apparel, which are produced to meet different needs of pet care and enrichment. Consumers show a lot of interest in brands known for quality, reliability and creativity (Statista, 2024). Brands that are popular among French pet owners gained trust and loyalty due to factors like excellent product performance and customer satisfaction. The other important factor is the consumer trend that is aimed toward products with novel designs that satisfy the pets’ unique needs and preferences like ergonomic grooming tools, interactive toys, and orthopedic beds.
Distribution Channels
When it comes to the distribution channels of pet accessories in France, there are three major channels. These are; pet specialty shops, online retailers, and hypermarkets. Each has its own strengths and weaknesses. The pet stores are designed to meet the highest standards of customer care by ensuring availability of a huge variety of products, personalized suggestions and professional advice. Brand loyalty is created when the potential consumers are drawn into the shopping experience of the brands (Kopp, 2023). Online stores offer accessibility and convenience that allow the customers to browse for and order pet accessories at their own convenience (Gmelch, 2022). In a world where people can reach any product with just a few clicks, they can compare prices, read reviews, and make an intelligent purchase. Besides, e-retailers often run special promotions, deals, and programs that give customers a reason to come back again and stay loyal (Gareiss, 2022). In terms of the price-quality combination, the hypermarkets are driving the price-driven consumers who value the competitive pricing and bulk discounts on pet goods. Whether large-scale hypermarkets involve less professional experience and personalized service than pet specialty stores, they still attract more people by offering an extensive range of products and competitively priced ones.
Competitive Landscape
The French market for pet accessories is marked by extremely fierce competition, with both local and international companies fighting for control of the market share. Long-established companies utilize their brand equity, reputation, and distribution networks to remain ahead of their competitors (Helix Strategy, n.d.). These brands put their money into product innovation, research, and development to keep with the pace of the latest trends and be ahead of consumer tastes. Unique brands tend to focus on the traditional craftsmanship, cultural relevance, and authenticity that makes them different from other brands. Through acknowledging the French heritage and the handmade craftsmanship, local brands meet the consumers’ need for national identity and pride (Zucchet, 2024). Furthermore, local brands may also partner with famous designers, artists, and influencers to come up with unique products that will captivate the consumers.
Company Name Competitive Strategy Key Strategies
PetSmart France Strong brand recognition, extensive distribution networks Invest in product innovation, collaborate with local designers and influencers to create unique offerings, leverage data analytics for personalized marketing.
Animalis Established market presence, focus on customer experience Emphasize customer service excellence, offer exclusive in-store experiences, launch targeted marketing campaigns based on consumer preferences (Zucchet, 2024).
Royal Canin Expertise in pet nutrition, trusted brand reputation Develop specialized pet accessories aligned with nutritional needs, collaborate with veterinarians for product endorsements and promotions.
Trixie France Wide product range, emphasis on quality and functionality Continuously expand product portfolio, invest in R&D for innovative designs, target niche segments with tailored marketing strategies.
Ferplast France Innovative designs, sustainability initiatives Promote eco-friendly products, engage in CSR activities, collaborate with environmental organizations, utilize digital marketing for wider reach (Zucchet, 2024).
Figure 2: A table showing specific companies in France that may rival Good Pets Ltd.
Motivations for Purchase
The pet accessory market is driven by many factors like the quality and design of the product, its functionality, and the reputation of the brand (Paris Good Fashion, 2022). Good Pets Ltd. can manage to secure for itself the reputation of premium quality, innovative designs and concern for pet comfort and safety by French consumers by considering this vital information. The particularity of the company’s unique selling proposition is its designer accessories line which is stylish but also functional and durable can work excellently in conquering this market. French consumers tend to choose items that improve the lives of their animals and reflect at the same time the individual sense of style and taste of the owners (Paris Good Fashion, 2022). Good Pets Ltd. line of designer accessories can fit in in this category of pet owners. The company can also attain success in this target market by concentrating its efforts on sustainability, ethical sourcing, and eco-friendly materials. All these all are attractive to the consumers who are more environmentally conscious and want to support socially responsible companies.
Competitive Advantage
Good Pets Ltd. is ahead of the game as it is the only pet brand in the market that produces handmade products using premium materials and unique designs. Unlike mass-produced pet accessories made in factories, Good Pets Ltd. creates each product by hand with the best materials available and by the most skilled craftspeople around. This focus on quality ensures durability, functionality and a well-defined visual appeal, which sets the company apart from competitors that may prefer cutting costs over the product excellence. In addition to this, the brand introduces unique designs that are tailored to the taste of the pet owners with discerning fashion sense who want their pets to be in luxurious and stylish clothing.
Through the cooperation with the world-class designers and artists the company makes fashion and interior trends present in its limited-edition collections. Such unrivaled offerings not only provide Good Pets Ltd. with a competitive edge but also enhance the brand’s image and overall desirability among consumers. Good Pets Ltd. not only pays close attention to the handwork and design, but also the ethical sourcing and sustainable practices. Through environmentally-friendly material procurement and reducing its environmental impact, the company will be positioned to attract those who are concerned about the environment and value sustainability when making purchasing decisions. This dedication to moral business ethics not only goes with consumers’ values, but also strengthens Good Pets Ltd.’s image as a socially responsible company.
Short/Medium Term Growth Potential
The development perspectives and trends in the French pet market are favorable for the short to medium term goals of the company and are sustained by a few key factors. In France, the ongoing trend of pet humanization is viewed as one of the main drivers of the growing pet-oriented product and service sales. The significance of pets in the family is increasing gradually, so pet lovers are ready to invest in items that not only boost pets’ health but also increase their happiness. Firstly, the French consumers’ rising purchasing power has, on the other hand, also been shown to translate into increased purchasing power to afford luxurious items such as pets’ accessories. In this regard, disposable income is another important factor that allows pet parents to prefer premium products which have better design and functioning. This is good news for Good Pets Ltd., a company that focuses on an affluent customer group which is known for its fabulous taste and enjoying luxury living.
Also, the market has been driven by the changes of consumer tastes and lifestyles. This has led to the evolution of new products and brands which are unique and different from the competitors. The release of branded products that are unique and focused as those offered by Good Pets Ltd. will make the customers buy products that match their unique styles and beliefs. This has, to a great deal, driven customers to look for these kinds of products and consequently the company has a chance to stay ahead and develop more products that will suit its audience.
Evaluation
Reference list
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De Barnier, V., Rodina, I. and Valette-Florence, P., 2024. Which luxury perceptions affect most consumer purchase behavior? A cross-cultural exploratory study in France, the United Kingdom and Russia. Proceedings des Congrés Paris-Venise des Tendences Marketing, Paris, 2(3), pp.8-17, [online] Available at: https://archives.marketing-trends-congress.com/2006/Materiali/Paper/Fr/DeBarnier_Rodina_ValetteFlorence.pdf.
García, K., 2021. Pets’ influence on their owners’ investment decisions, [online] BBVA.CH. Available at: https://www.bbva.ch/en/news/pets-influence-on-their-owners-investment-decisions/.
Gareiss, R., 2022. Why are loyalty programs important?, [online] SearchCustomerExperience. Available at: https://www.techtarget.com/searchcustomerexperience/answer/Why-are-loyalty-programs-important.
Gmelch, A., 2022. The Booming Pet Supplies E-Commerce Market, [online] Lengow Blog. Available at: https://blog.lengow.com/e-commerce-trends/the-booming-pet-supplies-e-commerce-market/#:~:text=Shopping%20online%20for%20pet%20supplies [Accessed 17 Mar. 2024].
Gold, C., 2023. Digital nomadism in 2023: Insights and statistics from top research – Remote Tribe, [online] Remote Tribe – Digital Nomads and Remote Jobs. Available at: https://www.remotetribe.life/remote-working/digital-nomad-statistics-2023-studies/ [Accessed 17 Mar. 2024].
Helix Strategy, n.d. France pet products market 2024 – StrategyHelix, [online] Helix Strategy. Available at: https://strategyh.com/report/pet-products-market-in-france-2022/#:~:text=The%20France%20pet%20products%20market%20is%20highly%20competitive. [Accessed 17 Mar. 2024].
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Appendices
Appendices 1: PESTEL analysis
Target country France
Political As France is part of the European Union, Good Pets Ltd. must navigate EU trade policies, tariffs, and agreements.
In general, welcoming of foreign businesses to operate in the country (business friendly)
Economic Although GDP per capita is lower than Australia, the total GDP is higher, meaning a bigger overall market size.
High unemployment rate, which could benefit businesses as workers work harder to keep their job, and less risk of strike due to fear of losing their job. However, in France, the right to strike is protected by the Constitution.
Corporation tax has been cut after covid-19
Social
Close psychic distance, meaning products that are popular in the UK market are likely to also be popular in the French market. Similar strategies can be used in the new market.
31.4% of French households own at least one cat in 2020.
Pet humanization trend increases demand for high-quality pet accessories.
Technological Far physical distance from location of manufacturing (China, 8,212 km). This means transportation of perishable goods like pet food will be made difficult.
The rise of online shopping offers opportunities for Good Pets Ltd. to reach a wider audience through e-commerce platforms.
Environmental There is a growing demand for eco-friendly and sustainable products in France.
The company must comply with environmental regulations regarding waste management.
Legal
Stricter import policies, additional certificates needed in addition to EU certificates. (USDA)
