Harrison, AndrewGomes, Ana Sofia Machado2024-10-302024-01-182023-12-19http://hdl.handle.net/10362/174339This research paper analyses the Portuguese porcelain Business-to-Consumer (B2C) market and Costa Verde’s market entry approach, with a focus on the offline channels marketing strategy. Thus, a deep analysis was conducted through both quantitative and qualitative research to gather relevant insights on consumer preferences and benchmarking practices. Offline marketing offers key benefits and opportunities, allowing to conclude that a physical presence is essential to create brand awareness for Costa Verde. Therefore, the opening of a temporary pop-up store will be the core of the strategy designed for offline channels. The business plan, which in its entirety includes the branding strategy, online channels strategy and an integrated marketing communication campaign, is expected to allow Costa Verde to witness a turnover increase of 4.8%, reflecting a promising future for the company.engBusiness planB2cPorcelain tablewareMarketingBrand managementBrand awarenessmaster thesis203600959