Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients
Autor(a) principal: | |
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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/10362/144791 |
Resumo: | Cartier is one of the world’s largest luxury houses of jewellery and watches. In Portugal the Maison aims to further engage with local consumers to develop its sales potential. Nevertheless, Cartier is currently not a brand that male luxury consumers of the category desire, possess or own, perceiving it as feminine. The focus of this thesis is to create a marketing and communication strategy that would appeal to men luxury consumers. This strategy consists in 4main actions: (1) establishing a male flagship product; (2) creating local brand ambassadors; (3) leveraging on paid media; (4) sponsoring key events and organizations. |
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Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clientsLuxuryBrand managementBrand imageJewelleryWatchesBrand communicationDomínio/Área Científica::Ciências Sociais::Economia e GestãoCartier is one of the world’s largest luxury houses of jewellery and watches. In Portugal the Maison aims to further engage with local consumers to develop its sales potential. Nevertheless, Cartier is currently not a brand that male luxury consumers of the category desire, possess or own, perceiving it as feminine. The focus of this thesis is to create a marketing and communication strategy that would appeal to men luxury consumers. This strategy consists in 4main actions: (1) establishing a male flagship product; (2) creating local brand ambassadors; (3) leveraging on paid media; (4) sponsoring key events and organizations.Silveira, Catherine daMaincourt, ChristopheRUNMomade, Maria Leonor De Magalhães Fechas2022-10-18T08:22:32Z2022-01-172021-12-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/144791TID:203063325enginfo: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:RCAAP2024-03-11T05:24:39Zoai:run.unl.pt:10362/144791Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:51:44.785515Repositório 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 |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
title |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
spellingShingle |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients Momade, Maria Leonor De Magalhães Fechas Luxury Brand management Brand image Jewellery Watches Brand communication Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
title_full |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
title_fullStr |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
title_full_unstemmed |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
title_sort |
Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients |
author |
Momade, Maria Leonor De Magalhães Fechas |
author_facet |
Momade, Maria Leonor De Magalhães Fechas |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine da Maincourt, Christophe RUN |
dc.contributor.author.fl_str_mv |
Momade, Maria Leonor De Magalhães Fechas |
dc.subject.por.fl_str_mv |
Luxury Brand management Brand image Jewellery Watches Brand communication Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Luxury Brand management Brand image Jewellery Watches Brand communication Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Cartier is one of the world’s largest luxury houses of jewellery and watches. In Portugal the Maison aims to further engage with local consumers to develop its sales potential. Nevertheless, Cartier is currently not a brand that male luxury consumers of the category desire, possess or own, perceiving it as feminine. The focus of this thesis is to create a marketing and communication strategy that would appeal to men luxury consumers. This strategy consists in 4main actions: (1) establishing a male flagship product; (2) creating local brand ambassadors; (3) leveraging on paid media; (4) sponsoring key events and organizations. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-17 2022-10-18T08:22:32Z 2022-01-17 2022-01-17T00:00:00Z |
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/10362/144791 TID:203063325 |
url |
http://hdl.handle.net/10362/144791 |
identifier_str_mv |
TID:203063325 |
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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1799138109935321088 |