Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel

Detalhes bibliográficos
Autor(a) principal: Pereira, Ana Margarida Marcelino Oliveira
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/24153
Resumo: Due to Covid-19, many businesses and industries suffered with the pandemic. Luxury was one of those areas: products belonging to this commercial segment went through transformations about their distribution channels, with the purpose of maintaining sales or at least allowing the business to continue. This pedagogic case focuses on this thematic: analyzing how luxury brands were able to survive in a period of commercial uncertainty. Particularly, it studies Chanel and its response to the online paradigm during the Covid-19 pandemic. This master thesis addresses the company’s history, its business model, the digital transformation’s impact on luxury and what was verifiable, succinctly, in terms of marketing strategies during the pandemic, for diverse luxury brands (concentrating on Chanel). The target for this thesis is either students of Marketing and/or Luxury, investigators of these areas or luxury enthusiasts. With this pedagogic case, it is expected that the target can develop their insights from the pandemic era whilst also managing to creatively respond to the case study questions. The ultimate and master goal for this thesis is to broaden the horizons of the industry, specifically Chanel, on all the new possibilities in this digital new paradigm. With an extensive literary and factual search, the results showed that the marketing strategies chosen by Chanel not only have a distinct weight on the conservation of values such as exclusivity, but also a positive aspect for the financial recovery of the brand after the pandemic.
id RCAP_0c8af4a59269fcaf7bf7869a7ba70273
oai_identifier_str oai:repositorio.iscte-iul.pt:10071/24153
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of ChanelLuxuryMarketing strategiesDigital marketingCOVID-19PandemicLuxury online shoppingLuxoEstratégias de marketingMarketing digitalPandemiaOnline shoppingDue to Covid-19, many businesses and industries suffered with the pandemic. Luxury was one of those areas: products belonging to this commercial segment went through transformations about their distribution channels, with the purpose of maintaining sales or at least allowing the business to continue. This pedagogic case focuses on this thematic: analyzing how luxury brands were able to survive in a period of commercial uncertainty. Particularly, it studies Chanel and its response to the online paradigm during the Covid-19 pandemic. This master thesis addresses the company’s history, its business model, the digital transformation’s impact on luxury and what was verifiable, succinctly, in terms of marketing strategies during the pandemic, for diverse luxury brands (concentrating on Chanel). The target for this thesis is either students of Marketing and/or Luxury, investigators of these areas or luxury enthusiasts. With this pedagogic case, it is expected that the target can develop their insights from the pandemic era whilst also managing to creatively respond to the case study questions. The ultimate and master goal for this thesis is to broaden the horizons of the industry, specifically Chanel, on all the new possibilities in this digital new paradigm. With an extensive literary and factual search, the results showed that the marketing strategies chosen by Chanel not only have a distinct weight on the conservation of values such as exclusivity, but also a positive aspect for the financial recovery of the brand after the pandemic.Com o Covid-19, muitas empresas e áreas de negócio sofreram com a pandemia. O luxo foi uma dessas áreas: as distribuições dos produtos deste segmento comercial passaram por transformações, de maneira a que as empresas não perdessem vendas e conseguissem manter os negócios a funcionar. Este caso pedagógico foca-se nesta questão: como marcas de luxo conseguiram sobreviver a este período de enorme incerteza comercial. Em particular, estuda o caso Chanel e a sua adaptação ao digital durante a pandemia. A parte inicial desta tese aborda a história da empresa, o seu modelo de negócio, o impacto da transformação digital no luxo e o que se pôde verificar, sucintamente, em termos de estratégias de marketing durante a pandemia, para diversas marcas de luxo (focando na Chanel). Os alvos desta tese são estudantes de Marketing e/ou Luxo, investigadores destas áreas ou entusiastas do luxo. Com este caso, espera-se que os especificados consigam desenvolver conhecimento no luxo durante a pandemia enquanto conseguem responder criativamente às questões do caso. O objetivo final desta tese é expandir o horizonte desta indústria, especificamente da Chanel, para todas as novas possibilidades neste novo paradigma digital. Após uma extensa pesquisa literária e factual sobre os conceitos chave desta tese, concluiu-se que as estratégias de marketing adotadas pela Chanel não só têm um peso preponderante na conservação de valores como exclusividade, como uma nota positiva para a recuperação financeira da marca após pandemia.2022-01-18T10:55:09Z2021-12-06T00:00:00Z2021-12-062021-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/24153TID:202839460engPereira, Ana Margarida Marcelino Oliveirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:33:34Zoai:repositorio.iscte-iul.pt:10071/24153Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:15:08.145177Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
title Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
spellingShingle Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
Pereira, Ana Margarida Marcelino Oliveira
Luxury
Marketing strategies
Digital marketing
COVID-19
Pandemic
Luxury online shopping
Luxo
Estratégias de marketing
Marketing digital
Pandemia
Online shopping
title_short Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
title_full Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
title_fullStr Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
title_full_unstemmed Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
title_sort Pedagogical case of marketing strategies during the Covid-19 pandemic: The extraordinary case of Chanel
author Pereira, Ana Margarida Marcelino Oliveira
author_facet Pereira, Ana Margarida Marcelino Oliveira
author_role author
dc.contributor.author.fl_str_mv Pereira, Ana Margarida Marcelino Oliveira
dc.subject.por.fl_str_mv Luxury
Marketing strategies
Digital marketing
COVID-19
Pandemic
Luxury online shopping
Luxo
Estratégias de marketing
Marketing digital
Pandemia
Online shopping
topic Luxury
Marketing strategies
Digital marketing
COVID-19
Pandemic
Luxury online shopping
Luxo
Estratégias de marketing
Marketing digital
Pandemia
Online shopping
description Due to Covid-19, many businesses and industries suffered with the pandemic. Luxury was one of those areas: products belonging to this commercial segment went through transformations about their distribution channels, with the purpose of maintaining sales or at least allowing the business to continue. This pedagogic case focuses on this thematic: analyzing how luxury brands were able to survive in a period of commercial uncertainty. Particularly, it studies Chanel and its response to the online paradigm during the Covid-19 pandemic. This master thesis addresses the company’s history, its business model, the digital transformation’s impact on luxury and what was verifiable, succinctly, in terms of marketing strategies during the pandemic, for diverse luxury brands (concentrating on Chanel). The target for this thesis is either students of Marketing and/or Luxury, investigators of these areas or luxury enthusiasts. With this pedagogic case, it is expected that the target can develop their insights from the pandemic era whilst also managing to creatively respond to the case study questions. The ultimate and master goal for this thesis is to broaden the horizons of the industry, specifically Chanel, on all the new possibilities in this digital new paradigm. With an extensive literary and factual search, the results showed that the marketing strategies chosen by Chanel not only have a distinct weight on the conservation of values such as exclusivity, but also a positive aspect for the financial recovery of the brand after the pandemic.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-06T00:00:00Z
2021-12-06
2021-10
2022-01-18T10:55:09Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/24153
TID:202839460
url http://hdl.handle.net/10071/24153
identifier_str_mv TID:202839460
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799134708955611136