Kousi, SofiaGuerreiro, Rodrigo Medeiros2025-03-252025-03-252024-01-312024-03-02http://hdl.handle.net/10362/181260Group 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.engProductPlacePricePromotionMarketing mixmaster thesis203901703