I'm not really sure I understand the marketing. For lost pets, bluetooth really isn't a reliable or great solution. If you could pair the tag with a smart dog bowl, or treat dispenser then you may be on to something interesting.
If you want a iBeacon for your dog, you can just pick up a TI SensorTag and it includes 6 sensors, and code ready to go for using with iOS and Android. All for $25 / half the price.
http://www.ti.com/ww/en/wireless_connectivity/sensortag/inde...