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Exploring strategic scenarios to develop the wedding accessories brand Cata Vassalo
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Resumo(s)
Cata Vassalo is a wedding accessories brand that sells hand-made jewelryfor both brides and wedding guests. This project aims toexplorestrategic scenarios to develop the brand Cata Vassalo,without losing its’ main characteristics,and after understanding the weddingaccessories market dynamics.Accordingly, threescenarios were drawntaking into consideration the distinctive consumerjourneysin this market. The first will explore consumers of the Involvement and Simplicity Journey, the second consumers of the Involvement and Exclusivity Journey and the third consumers of the Involvement and Simplicity Journey abroad. We recommend the brand to develop the third scenario, as it is the one with higher growth expectations.
Descrição
Palavras-chave
Wedding accessories market Consumer decision journey Brand positioning Social media platforms