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How to make the end consumer proud to wear zeiss lenses?- Integrated marketing communications strategy
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| 3.52 MB | Adobe PDF |
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Resumo(s)
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.
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Marketing Imc sStrategy Communications Media strategy Creativeidea Research