Which marketing strategy should the luxury niche brand claus Porto develop in order to increase the number of local consumers in Portugal?

• Autor(a) principal: Taveira, Bruna Alexandra Filipe
• 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/10362/69510
• topic: Claus Porto; Luxury; Lifestyle niche brand; Local consumers; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The luxury niche brand Claus Porto is facing difficulties to increase the number of local consumers, in Portugal. The small percentage of local consumers’ store visits and purchases can compromise the brand’s luxury legitimacy. Therefore, this Work Project aims to identify potential issues and gather useful insights on local luxury consumers to derive marketing recommendations with the purpose of better leveraging on these consumers. The research methodology combined in-store observations and qualitative in-depth interviews with Claus Porto’s collaborators and local luxury consumers, allowing to identify three groups of local store visitors and a group of potential Claus Porto’s consumers. The recommendations are proposed to Claus Porto team to address each of those four groups.