Publicação
Undertanding and reaching the new gen Z and millennial pet parents - marketing mix of the new cat and dog parents
| Resumo: | Group component: The pet care sector has expanded rapidly, partly because of COVID-19 and new dietary trends, with Gen Z and Millennials becoming pet parents for the first time. Realising the opportunity ahead, Mars Iberia, which owns Pedigree and Whiskas, realised the need to understand these understudied demographics that comprise the new wave of pet parents. The group component of the project focuses on analyzing the industry, the brands, the methodology used, and the overview of the findings, including selecting the right target. |
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| Autores principais: | Guerreiro, Rodrigo Medeiros |
| Assunto: | Product Place Price Promotion Marketing mix |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Group component: The pet care sector has expanded rapidly, partly because of COVID-19 and new dietary trends, with Gen Z and Millennials becoming pet parents for the first time. Realising the opportunity ahead, Mars Iberia, which owns Pedigree and Whiskas, realised the need to understand these understudied demographics that comprise the new wave of pet parents. The group component of the project focuses on analyzing the industry, the brands, the methodology used, and the overview of the findings, including selecting the right target. |
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