Publicação
How to make the end consumer proud to wear Zeiss lenses?- Marketing objectives and P&L forecast
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Colaço, Vera Herédia | |
| dc.contributor.author | Filipe, Sara de Carvalho | |
| dc.date.accessioned | 2024-12-02T09:41:11Z | |
| dc.date.available | 2024-12-02T09:41:11Z | |
| dc.date.issued | 2024-01-25 | |
| dc.date.submitted | 2024-03-01 | |
| dc.description.abstract | This report addresses a challenge proposed by ZEISS Vision Care in Portugal “How to make the end consumer proud to wear ZEISS lenses?” A marketing plan is proposed based on primary and secondary research, illuminating consumer shopping behaviour in the Portuguese eyewear market. Findings underscore the importance of strategic investments in brand awareness, market education, and post-purchase services, to successfully foster consumer pride. Furthermore, the research offers ZEISS actionable insights to establish itself as a brand of choice among the intended audience. | pt_PT |
| dc.identifier.tid | 203680090 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176091 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Strategy | pt_PT |
| dc.subject | Management | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Business strategy | pt_PT |
| dc.subject | Marketing research | pt_PT |
| dc.title | How to make the end consumer proud to wear Zeiss lenses?- Marketing objectives and P&L forecast | 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 Master’s degree in Management from the Nova School of Business and Economics. | pt_PT |