Petplan: Return of the top dog
Principal author: Tom Patterson, NowContributing authors: Ben Stewart, Planning Director; Kate Waters, Now; Nick Whillis, Arthur; Caroline McWhirter, Mediacom
Introduction
This is the story of a category pioneer that decided to reassert its premium position at a time when all the signs suggested it do otherwise:
- The crash in disposable household income
- The explosion in competition
- The commoditisation of the category
Petplan was born in the 1970s when pet lover Patsy Bloom found herself struggling with mounting vet bills for her sickly dog. She realised that for the good of owners...