Development of a marketing plan to launch the brand "Love your Dog"

• Autor(a) principal: Beirão, Gabriel Vasconcelos Palla
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19444
• topic: Marketing plan; Branding strategy; Clothing; Dogs; Plano de marketing; Estratégias de marca; Vestuário; Cães; Animal -- Animal; Comércio eletrónico -- E-commerce; Trabalho de projeto; Portugal

The present project aims to be a Strategic Marketing plan for a lifestyle clothing brand, Love Your Dog. The main objective is to allow the successful launch of the brand in the market, thus claiming a relevant position in the Portuguese e-commerce market. Given that e-commerce has its particular characteristics, the company needs to develop a marketing strategy that allows for an effective adaptation to the digital environment. Love Your Dog was born with a clear mission: Create a better world for dogs. This mission will be translated to the donation of part of the sales profit to help save dogs needing medical assistance. Besides helping dogs, the company has the priority of making it easier for dog people to show how much they love and support dogs through their clothing. The brand will launch in February 2020 and, just like any other brand, faces entry barriers that are important to overcome. An external, industry and internal company analysis will be done, followed by a survey that will be made to characterize the broad profile of consumers. The branding strategy will be created as well as the Marketing plan implementation.