Talking trade
Talking Trade…
with Chris Socratous About Chris Chris Socratous is a senior brand manager for Pets Choice, suppliers of the Bob Martin brand. Founded in 1892, Bob Martin is now a large pet healthcare brand that is well-known for its flea and tick controls, worm control, and supplements. The brand is celebrating its 130th birthday this year.
Why do Bob Martin products continue to be so popular 130 years on? I believe what makes our products so popular with pet owners is that they address the main criteria that they have as consumers. Research conducted earlier this year identified efficacy, convenience, and price as the three elements key to consumers’ purchasing decisions. Ultimately, pet owners want a product that is not only easyto-use and effective, but is also affordable. The latter will become increasingly important as we navigate the current cost of living crisis, with shoppers keen to tighten their belts when it comes to spending. Another reason that the brand remains so popular is the education and added value that it delivers, particularly to younger, first-time pet owners who may have acquired their first pet during the Covid-19 pandemic. Attracting these new shoppers into the category is helping to grow the market, while also educating the next generation of pet owners on responsible pet ownership; this includes parasite prevention. For example, in the event that someone discovers a flea infestation, one of the simplest things we do is highlight the importance of treating the home as well as the pet. Most new, inexperienced pet owners (and some more experienced ones) won’t necessarily know that only 5% of fleas live on your pet, with the other 95% in your home, hiding in your pet’s bedding, rugs, carpets, and soft furnishings. Many pet owners will simply use a flea tablet or spot-on, expecting that to eradicate the problem, unaware that the fleas on their pet are just the tip of the iceberg. Without treating the home, they will continue to experience reinfestation and keep seeing fleas return to their pets.
How important is it to educate people about parasite protection? I believe it’s crucial to educate pet owners about the importance of parasite prevention and making it part of their pet’s regular healthcare routine. Bob Martin is widely recognised as one of the leading pet healthcare brands in the UK and we look to use that platform to promote responsible pet ownership in an engaging, relatable, and meaningful way. It’s safe to assume that when most people get a new puppy or kitten, thinking about fleas, ticks, and worms isn’t going to be at the top of their priority list, so it’s our responsibility to ensure that they are fully aware of the hazards that these pesky parasites pose and understand what products they need to use in order to prevent or treat them. With so many different products out there it can be a little daunting to understand what products you need. Helping pet owners understand the differences between products A and B was at the heart of our recent packaging refresh. We hope that our new bolder colourways will help shoppers differentiate between our Clear Repellent (orange) and Clear Treatment (blue) ranges, with the most advanced formula Clear Plus being given a more premium feel with reflective silver band for superior stand-out on shelf. This new packaging started to hit the shelves at the end of 2021 and has been extremely well received by retailers and consumers alike.
What else is new in the world of Bob Martin? The brand has been experiencing a resurgence since being acquired by Pets Choice in November 2019 and the aforementioned packaging refresh has coincided with significant investment in a new state-of-the art manufacturing line at our UK-based production facility in Somerset. The new manufacturing line has allowed us to introduce a newly-designed pipette and easily-recyclable secondary blister pack to replace the previous format, allowing easier application and reducing packaging waste. The outer cartons will continue to be made from 100% recycled card and are fully recyclable, helping to minimise the brand’s environmental impact. Alongside the new designs, all packaging includes clearer step-by-step instructions to ensure pet owners can easily use the products regardles regardless of if they are an experienced or firsttime pet owner.
With more pe people shopping locally during the Covid-19 pandemic, how do pande you plan to continue supporting independent sup retailers in 2022? re
They have provided even clearer instruction on how to use.
12 August 2022
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A a UK manufacturer, we understand As the importance of supporting the local community and economy, encouraging consumers wherever possible to ‘buy local’ and support the llocal high street. Last year, we introduced an ex exclusive consumer loyalty scheme for ind independent pet retailers, with a multibuy feature designed to help generate custo customer loyalty, increase the number of store vis visits, and support increased sales for individual stores. We are als also rolling out a new suite of in-store point of sale mate materials to help educate shoppers at the point of purchase and continue to drive the education
The packaging has undergone a rebrand to make it more recognisable. message around the importance of maintaining your pet’s regular healthcare routine. We also offer independent pet shops training and support wherever required via our nationwide team of Territory Business Managers and technical team, who are always on hand to answer any customer queries and advise on the latest promotions.
Aside from the main promotional campaign, what else are Bob Martin doing to mark the brand’s 130 year anniversary? Bob Martin has a history of supporting charitable causes and as part of our 130-year celebrations we’ve set ourselves a target of recruiting 130 new volunteers to join the team at Pets As Therapy, our charity partner, supporting them in the great work that they do across the community. Pets As Therapy work on a national scale providing temperament-assessed therapy animals via a nationwide network of volunteers to hospitals, hospices, care homes, and schools, alongside a range of other establishments. Their services help some of the most vulnerable in society and it’s a charity we’re really proud to support. We actually enjoyed a visit from some of the volunteers recently on National Bring Your Dog To Work Day at our Lancashire head office and our healthcare manufacturing site in Somerset, allowing staff to feel the benefits that a little therapy animal can have. Bob Martin is a corporate supporter of Pets As Therapy and we have lots of joint activities happening throughout the year to support the charity.
Bob Martin produces a wide range of healthcare products. Tell us a bit about the range. Nowadays the brand is probably best-known for our range of parasite prevention products and this is going to be the focus for the brand moving forwards. We offer a range of solutions for a variety of uninvited guests, including fleas, ticks, and worms. Our range is split into three sub-categories: Clear Repellent, Clear Treatment, and Clear Plus. The Clear Repellent range is pesticide-free, containing natural ingredients helping to prevent pets from getting fleas or ticks by repelling them. The range includes collars, home sprays, shampoos, and spot-ons. The Clear Treatment range includes flea tablets, home sprays, worming tablets, worming spot-ons (for cats only), and flea/tick spot-ons containing Fipronil, which is the active ingredient that kills the fleas. Clear Plus is our most advanced spot-on range as it contains S-methoprene alongside Fipronil to also kill flea eggs and larvae, breaking the flea lifecycle and avoiding reinfestation. Home sprays and foggers are also available within the Clear Plus range to eradicate fleas in the pet’s bedding and wider home environment. All of our treatments are clinically proven and approved by the Veterinary Medicines Directorate (VMD), meaning that consumers can have added peace of mind that they are not only safe, but also effective.
www.petproductmarketing.co.uk
13/07/2022 08:58
