Digital marketing plan for Woo's Pure Feelings
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/21954 |
Resumo: | The goal of this master’s thesis is to define a new digital marketing strategy for a small mediumsized jewellery business in Portugal. This in-company project was conducted with Woo’s Pure Feelings. Woo’s is a jewellery brand that was created in 2006 in Lisbon, Portugal and its goal is to differentiate by transmitting feelings through its products. Currently, there is an increasing need for brands to have a strong digital presence and the use of social platforms is already a requirement to be successful. The use of influencers on social media is the new trend in this new wave of marketing and a need in order to stay relevant in the digital world. In the present time, there is an identified need for improvement in the area of its digital communication for Woo’s Pure Feelings brand and that will be the focus of this project. The plan of this project was built based on; research work such as external situation analysis to evaluate the condition of the industry such as competitors and consumers, an internal analysis to identify the current struggles of the company and define its objectives for the new plan, as well as an online survey to determine the consumer's digital behaviours and preferences, and also interviews with the brand owners and professionals on the industry. |
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Digital marketing plan for Woo's Pure FeelingsDigital marketing planSocial mediaCommunication and influencersPlano de marketing digitalRedes sociaisComunicação e influenciadoresThe goal of this master’s thesis is to define a new digital marketing strategy for a small mediumsized jewellery business in Portugal. This in-company project was conducted with Woo’s Pure Feelings. Woo’s is a jewellery brand that was created in 2006 in Lisbon, Portugal and its goal is to differentiate by transmitting feelings through its products. Currently, there is an increasing need for brands to have a strong digital presence and the use of social platforms is already a requirement to be successful. The use of influencers on social media is the new trend in this new wave of marketing and a need in order to stay relevant in the digital world. In the present time, there is an identified need for improvement in the area of its digital communication for Woo’s Pure Feelings brand and that will be the focus of this project. The plan of this project was built based on; research work such as external situation analysis to evaluate the condition of the industry such as competitors and consumers, an internal analysis to identify the current struggles of the company and define its objectives for the new plan, as well as an online survey to determine the consumer's digital behaviours and preferences, and also interviews with the brand owners and professionals on the industry.O objectivo desta tese de mestrado é definir uma nova estratégia de marketing digital para uma pequena e média empresa de joalharia em Portugal. Este projeto de empresa foi relaziado com a Woo’s Pure Feelings. A Woo’s é uma empresa de joalharia, criada em 2006 em Lisboa, Portugal e o seu objectivo é diferenciar-se por transmitir sentimentos através das suas peças de joalharia. Atualmente, existe uma necessidade crescente para as marcas terem uma forte presença online e o uso de plataformas sociais já é um requerimento para ser bem sucedido. O uso de influencers nas redes sociais é a nova tendência nesta nova onda de marketing e é uma necessidade para ser relevante no mundo digital. No presente, existe uma necessidade identificada para melhoria na área da comunicação digital da marca Woo’s e esse vai ser o foco para este projeto. O plano para este projeto foi construído tendo em base; trabalho de pesquisa, assim como uma avaliação externa da situação de modo a avaliar a condição da indústria, como os competitores e consumidores, uma avaliação interna para identificar as dificuldades atuais da empresa e definir os seus objectivos para o novo plano, assim como um questionário online para determinar o comportamento e preferências digitals dos utilizadores, como também entrevistas com os donos da marca e profissionais da indústria.2021-12-14T00:00:00Z2020-12-14T00:00:00Z2020-12-142020-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21954TID:202609766engAndré, Ana Patrícia Antónioinfo: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:RCAAP2023-11-09T17:41:05Zoai:repositorio.iscte-iul.pt:10071/21954Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:19:03.361787Repositório 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 |
Digital marketing plan for Woo's Pure Feelings |
title |
Digital marketing plan for Woo's Pure Feelings |
spellingShingle |
Digital marketing plan for Woo's Pure Feelings André, Ana Patrícia António Digital marketing plan Social media Communication and influencers Plano de marketing digital Redes sociais Comunicação e influenciadores |
title_short |
Digital marketing plan for Woo's Pure Feelings |
title_full |
Digital marketing plan for Woo's Pure Feelings |
title_fullStr |
Digital marketing plan for Woo's Pure Feelings |
title_full_unstemmed |
Digital marketing plan for Woo's Pure Feelings |
title_sort |
Digital marketing plan for Woo's Pure Feelings |
author |
André, Ana Patrícia António |
author_facet |
André, Ana Patrícia António |
author_role |
author |
dc.contributor.author.fl_str_mv |
André, Ana Patrícia António |
dc.subject.por.fl_str_mv |
Digital marketing plan Social media Communication and influencers Plano de marketing digital Redes sociais Comunicação e influenciadores |
topic |
Digital marketing plan Social media Communication and influencers Plano de marketing digital Redes sociais Comunicação e influenciadores |
description |
The goal of this master’s thesis is to define a new digital marketing strategy for a small mediumsized jewellery business in Portugal. This in-company project was conducted with Woo’s Pure Feelings. Woo’s is a jewellery brand that was created in 2006 in Lisbon, Portugal and its goal is to differentiate by transmitting feelings through its products. Currently, there is an increasing need for brands to have a strong digital presence and the use of social platforms is already a requirement to be successful. The use of influencers on social media is the new trend in this new wave of marketing and a need in order to stay relevant in the digital world. In the present time, there is an identified need for improvement in the area of its digital communication for Woo’s Pure Feelings brand and that will be the focus of this project. The plan of this project was built based on; research work such as external situation analysis to evaluate the condition of the industry such as competitors and consumers, an internal analysis to identify the current struggles of the company and define its objectives for the new plan, as well as an online survey to determine the consumer's digital behaviours and preferences, and also interviews with the brand owners and professionals on the industry. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-14T00:00:00Z 2020-12-14 2020-11 2021-12-14T00:00:00Z |
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/10071/21954 TID:202609766 |
url |
http://hdl.handle.net/10071/21954 |
identifier_str_mv |
TID:202609766 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134749782966272 |