In a strategy shootout for a Brand Strategy class, the brief was to create a compelling strategy to introduce PetSmart to a new generation of pet parents. The following was selected as the best overall strategy.

I conducted qualitative and secondary research, focusing on focus groups, IDIs, and silent observation at PetSmart and several competing pet stores. I also ran crosstabs using MRI Simmons utilizing platforms like Mintel and Statista.

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