Publicação
Understanding and reaching the new gen z and millennial pet parents - communication program and media plan for new dog parents
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Kousi, Sofia | |
| dc.contributor.author | Carrozza, Roberta | |
| dc.date.accessioned | 2024-10-30T11:06:46Z | |
| dc.date.available | 2024-10-30T11:06:46Z | |
| dc.date.issued | 2024-01-31 | |
| dc.date.submitted | 2023-12-20 | |
| dc.description.abstract | The pet care sector has expanded rapidly in the last several years, partly because of COVID-19 and new dietary trends, with several 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 make up the new wave of pet parents. As such, the project focuses on creating a profile of the new pet parents and understanding their customer journey, their behaviours and perceptions of the brands mentioned above, while examining the key distinctions that set them apart from the prior pet parents. The analysis is based on in-depth consumer interviews, online surveys, store observations, and social listening. As a result, this paper delivers insights into the dog and cat categories, while understanding people’s perceptions of Whiskas and Pedigree, two keystones of the Mars brand. | pt_PT |
| dc.identifier.tid | 203601220 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174315 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Positioning | pt_PT |
| dc.subject | Key benefit Cclaim | pt_PT |
| dc.subject | Brand Aawareness | pt_PT |
| dc.subject | Brand attitude | pt_PT |
| dc.subject | Media | pt_PT |
| dc.title | Understanding and reaching the new gen z and millennial pet parents - communication program and media plan for new dog parents | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |