Publicação
Enhancing the sales potential of montblanc in Portugal & the new montblanc franchise boutique in colombo shopping mall - which communication strategy should montblanc & its respective franchisees implement to reach a younger & female target in Portugal
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Silveira, Catherine da | |
| dc.contributor.advisor | Maincourt, Christophe | |
| dc.contributor.author | Böttcher, Lara | |
| dc.date.accessioned | 2023-06-09T11:00:03Z | |
| dc.date.available | 2023-06-09T11:00:03Z | |
| dc.date.issued | 2022-07-08 | |
| dc.date.submitted | 2021-12-17 | |
| dc.description.abstract | This field lab aims to provide recommendations to Montblanc, a leading manufacturer of luxury writing instruments and more, and Grupo Tempus’ Montblanc franchise boutique at Colombo Shopping Mall to enhance their sales potential in Portugal. Due to traditionally targeting executive men, Montblanc is challenged by a male brand perception among Portuguese consumers. To tackle the objective of reaching a younger and female target, qualitative interviews were conducted, and the findings complemented by secondary research. The presented multi-channel communication strategy addresses B2B and B2C recommendations, that aim to establish Montblanc as a Success Marker for new generations and independent of gender. | pt_PT |
| dc.identifier.tid | 203231856 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/153734 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Luxury | pt_PT |
| dc.subject | Young portuguese consumers | pt_PT |
| dc.subject | Luxury retail | pt_PT |
| dc.subject | Communication strategy | pt_PT |
| dc.title | Enhancing the sales potential of montblanc in Portugal & the new montblanc franchise boutique in colombo shopping mall - which communication strategy should montblanc & its respective franchisees implement to reach a younger & female target in Portugal | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |