Kousi, SofiaCarrozza, Roberta2024-10-302024-10-302024-01-312023-12-20http://hdl.handle.net/10362/174315The 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.engPositioningKey benefit CclaimBrand AawarenessBrand attitudeMediamaster thesis203601220