Dentsu Inc. and Benesse Corporation collaborate. The cross-industry consortium "Design with Pet Project," aimed at creating a new pet industry, launches in April 2014.
Dentsu Inc. and Benesse Corporation (hereinafter "Benesse Corporation") will jointly launch the "Design with Pet Project" in April, a cross-industry consortium aiming to explore the potential for creating a new pet industry.
Specifically, the consortium will combine the insights and expertise cultivated by Dentsu Inc.'s in-house pet specialist team "Think Pet Project"*1—launched in January 2011—through its unique research and marketing support activities, with the extensive knowledge and databases developed by Benesse Corporation through publishing the pet specialty magazines "Inu no Kimochi" and "Neko no Kimochi." Together with pet-related companies and businesses considering entering the pet industry, they will explore the potential for creating a new pet industry.
The consortium's launch is driven by the massive scale of the pet market, estimated at 1.4 trillion yen※2, and the growing trend of companies considering or beginning entry into the pet industry. Even companies from sectors traditionally unrelated to pet services can now easily enter this field due to increasing demand for pet-related services and technological advancements. The consortium "Design with Pet Project," guided by the philosophy of "A society where both people and pets are happy," invites participation from numerous companies through a membership fee system. Together, they aim to realize this philosophy and create new pet industries.
Services that Dentsu Inc. and Benesse Corporation can provide to the consortium or individual companies, either for a fee or free of charge, include the following:
・Providing insights into challenges and needs within the pet market over the past decade
・Provision of proprietary research on pets
・Providing insights from pet owners
・Networking with pet owners, primarily members of pet information magazines
・Facilitating connections with existing players in the pet market
・Comprehensive solutions supporting pet businesses—covering all marketing activities including product/service development, channel development, packaging development, and promotions
The first consortium phase, focusing primarily on dogs within the pet sector, will run from mid-April to late September. It will cover sharing foundational knowledge of the pet industry and insights/challenges of pet owners, developing business strategies for participating companies, fostering collaboration among participating companies, and featuring lectures by experts. Plans are in place to continue operating seminars in subsequent phases (Phase 2 and Phase 3).
※1 An internal cross-functional project launched by Dentsu Inc. in January 2011. Guided by the philosophy of realizing a "coexistence society" between people and pets, it aims to create the pet industry, focusing on research into pet owner insights.
※2 From "Yano Research Institute 2012"
