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Undertanding and reaching the new gen Z and millennial pet parents - marketing mix of the new cat and dog parents
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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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Product Place Price Promotion Marketing mix