Zilian : the marketing strategy to reach the Millennial consumer
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22022 |
Resumo: | With the analysis of Zilian’s practical dilemma regarding brand positioning in the Millennial generation, some topics like targeting and positioning, the importance of brand and marketing mix are explored through the dissertation. Zilian is a Portuguese footwear brand focused in creating feminine shoes. The brand is for hard working, cosmopolitan, and demanding women. As years passed by, Zilian noticed that, despite having products for many ages, the Millennial generation is not purchasing the brand’s products. With this situation in mind, it was chosen to give a refresh to the brand, turning it into a modern and totally engaged in the digital world Zilian, without loosing its established identity. Zilian believes this strategy can conquer the missing stake in its portfolio of clients. This strategy, consequently, brought the problem the thesis tries to address: Is a digital strategy the best way to reach the Millennial target?. To explore the evidence around the topic, primary and secondary data were collected and some results helped answering to the stated problem. It was found that many companies in the market place are already adopting the digital incorporation approach, but this is not enough to conquer the Millennial consumer. These were born in the digital Era, therefore, it is required a digital presence to communicate with this target, but the identity of the brand, its congruent image and its engaging content is a fundamental component to capture the target’s attention and loyalty. |
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Zilian : the marketing strategy to reach the Millennial consumerDomínio/Área Científica::Ciências Sociais::Economia e GestãoWith the analysis of Zilian’s practical dilemma regarding brand positioning in the Millennial generation, some topics like targeting and positioning, the importance of brand and marketing mix are explored through the dissertation. Zilian is a Portuguese footwear brand focused in creating feminine shoes. The brand is for hard working, cosmopolitan, and demanding women. As years passed by, Zilian noticed that, despite having products for many ages, the Millennial generation is not purchasing the brand’s products. With this situation in mind, it was chosen to give a refresh to the brand, turning it into a modern and totally engaged in the digital world Zilian, without loosing its established identity. Zilian believes this strategy can conquer the missing stake in its portfolio of clients. This strategy, consequently, brought the problem the thesis tries to address: Is a digital strategy the best way to reach the Millennial target?. To explore the evidence around the topic, primary and secondary data were collected and some results helped answering to the stated problem. It was found that many companies in the market place are already adopting the digital incorporation approach, but this is not enough to conquer the Millennial consumer. These were born in the digital Era, therefore, it is required a digital presence to communicate with this target, but the identity of the brand, its congruent image and its engaging content is a fundamental component to capture the target’s attention and loyalty.Através da análise do problema de posicionamento da marca Zillian na geração Millennial, tópicos como a escolha do público-alvo e posicionamento, a importância da marca e do seu marketing mix são explorados nesta dissertação. A Zillian é uma marca de calçado portuguesa empenhada na criação de sapatos femininos. A marca destina-se a mulheres trabalhadoras, cosmopolitas e exigentes. Com o passar dos anos, foi notado que, apesar da Zilian ter produtos para os Millennials, estes não estão a adquiri-los. Devido a esta situação, decidiu-se renovar a marca tornando-a mais moderna e inteiramente ligada ao digital sem, contudo, perder a sua estabelecida identidade. A Zillian acredita que, por meio de uma estratégia digital, poderá conquistar o lugar que procura junto dos seus potenciais clientes. Esta tentativa de reposicionamento traz, por consequência, o problema que esta tese intenta abordar: será a estratégia digital a melhor maneira de alcançar o público Millennial? Para explorar toda a informação disponível em torno deste tópico, foram recolhidos dados primários e secundários e certos resultados responderam ao problema apresentado. A estratégia digital, já adoptada por diversas empresas no mercado, só por si não é suficiente para conquistar o consumidor Millennial. Apesar desta geração ter nascido na Era digital - sendo, por isso, necessária uma presença online para comunicar com este público-alvo - a identidade, a imagem congruente e o conteúdo atractivo da marca são componentes fundamentais para capturar a atenção e a lealdade dos consumidores.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaMoctezuma, Caetana Líbano Monteiro de2020-02-28T01:30:46Z2017-02-1720172017-02-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22022TID:201667207enginfo: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:RCAAP2023-07-12T17:28:18Zoai:repositorio.ucp.pt:10400.14/22022Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:22.306903Repositório 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 |
Zilian : the marketing strategy to reach the Millennial consumer |
title |
Zilian : the marketing strategy to reach the Millennial consumer |
spellingShingle |
Zilian : the marketing strategy to reach the Millennial consumer Moctezuma, Caetana Líbano Monteiro de Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Zilian : the marketing strategy to reach the Millennial consumer |
title_full |
Zilian : the marketing strategy to reach the Millennial consumer |
title_fullStr |
Zilian : the marketing strategy to reach the Millennial consumer |
title_full_unstemmed |
Zilian : the marketing strategy to reach the Millennial consumer |
title_sort |
Zilian : the marketing strategy to reach the Millennial consumer |
author |
Moctezuma, Caetana Líbano Monteiro de |
author_facet |
Moctezuma, Caetana Líbano Monteiro de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Moctezuma, Caetana Líbano Monteiro de |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
With the analysis of Zilian’s practical dilemma regarding brand positioning in the Millennial generation, some topics like targeting and positioning, the importance of brand and marketing mix are explored through the dissertation. Zilian is a Portuguese footwear brand focused in creating feminine shoes. The brand is for hard working, cosmopolitan, and demanding women. As years passed by, Zilian noticed that, despite having products for many ages, the Millennial generation is not purchasing the brand’s products. With this situation in mind, it was chosen to give a refresh to the brand, turning it into a modern and totally engaged in the digital world Zilian, without loosing its established identity. Zilian believes this strategy can conquer the missing stake in its portfolio of clients. This strategy, consequently, brought the problem the thesis tries to address: Is a digital strategy the best way to reach the Millennial target?. To explore the evidence around the topic, primary and secondary data were collected and some results helped answering to the stated problem. It was found that many companies in the market place are already adopting the digital incorporation approach, but this is not enough to conquer the Millennial consumer. These were born in the digital Era, therefore, it is required a digital presence to communicate with this target, but the identity of the brand, its congruent image and its engaging content is a fundamental component to capture the target’s attention and loyalty. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-02-17 2017 2017-02-17T00:00:00Z 2020-02-28T01:30:46Z |
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/10400.14/22022 TID:201667207 |
url |
http://hdl.handle.net/10400.14/22022 |
identifier_str_mv |
TID:201667207 |
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 |
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1799131874818260992 |