Colaço, Vera HerédiaFilipe, Sara de Carvalho2024-12-022024-12-022024-01-252024-03-01http://hdl.handle.net/10362/176091This 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.engStrategyManagementMarketingBusiness strategyMarketing researchmaster thesis203680090