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Mars Petcare

In the practical project of the 5th semester Brand Management, everything revolved around one of the most popular pets worldwide: dogs. More precisely, the cooperation with our practice partner Mars Petcare focused on dog owners.

Under the supervision of Dr. Jörg Igelbrink, our students took a closer look at the communication behaviour of dog owners. On the client side, Brand Manager and Brand University Alumnus Keith Wischermann accompanied the project.

The task given to the students in the briefing: Discover the value proposition as well as positioning and conception of a communication platform for dog owners. The challenge was to analyse how their communication behaviour looks like online.

How do dog owners inform themselves about dog content? Do they prefer to follow Instagram accounts, read blogs or exchange information in forums? To answer these questions, the seminar used the analysis software B4 Planning and Cognos Analytics from IBM, among others. An important exercise, because the analysis tool is often used in management practice to derive strategies.

The highlight of the practical project was the final session at the HQ of Mars, where our students presented their exciting insights and strategies to Keith Wischermann and his colleagues Margarita Kaledina, Digital Marketing Manager, and Inga Simmons, Strategic Category Manager.

We would like to thank Mars Petcare for the joint project, which gave our students the chance to dedicate themselves to a very special target group.

Module | Practice Project
Professor | Dr. Jörg Igelbrink
Semester | 5th Semester Brand Management