Silveira, Catherine daMaincourt, ChristopheBöttcher, Lara2023-06-092023-06-092022-07-082021-12-17http://hdl.handle.net/10362/153734This 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.engLuxuryYoung portuguese consumersLuxury retailCommunication strategymaster thesis203231856