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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
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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.
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Luxury Young portuguese consumers Luxury retail Communication strategy