Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z

Detalhes bibliográficos
Autor(a) principal: Andrade, Leonor Alves da Costa Ferreira de
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/145412
Resumo: The Maison Cartier is one of the most distinguished Luxury Jewellery and Watchmaking Market brands. Cartier aims to develop its sales potential towards national consumers and attract the younger generations in Portugal. The present Work Project defines a communication strategy that Cartier should implement to attract Portuguese Millennials & Gen Z. Therefore, the main objectives for this recommended communication strategy focus on strengthening the connection and relationship with consumers, on increasing communication touchpoints, on communicating the jewellery pieces and watches that can be most attractive to consumers, and finally, on shifting consumers mature perception of Cartier towards a younger one.
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spelling Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen ZLuxuryGen ZCommunicationMillennialsJewelleryWatchesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Maison Cartier is one of the most distinguished Luxury Jewellery and Watchmaking Market brands. Cartier aims to develop its sales potential towards national consumers and attract the younger generations in Portugal. The present Work Project defines a communication strategy that Cartier should implement to attract Portuguese Millennials & Gen Z. Therefore, the main objectives for this recommended communication strategy focus on strengthening the connection and relationship with consumers, on increasing communication touchpoints, on communicating the jewellery pieces and watches that can be most attractive to consumers, and finally, on shifting consumers mature perception of Cartier towards a younger one.Silveira, Catherine daMaincourt, ChristopheRUNAndrade, Leonor Alves da Costa Ferreira de2022-11-11T10:56:57Z2022-01-172021-12-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145412TID:203083490enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:06:35Zoai:run.unl.pt:10362/145412Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:37:07.827114Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
title Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
spellingShingle Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
Andrade, Leonor Alves da Costa Ferreira de
Luxury
Gen Z
Communication
Millennials
Jewellery
Watches
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
title_full Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
title_fullStr Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
title_full_unstemmed Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
title_sort Developing the sales potential of cartier in Portugal: which communication strategy should be implemented by cartier to attract Millennials & Gen Z
author Andrade, Leonor Alves da Costa Ferreira de
author_facet Andrade, Leonor Alves da Costa Ferreira de
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maincourt, Christophe
RUN
dc.contributor.author.fl_str_mv Andrade, Leonor Alves da Costa Ferreira de
dc.subject.por.fl_str_mv Luxury
Gen Z
Communication
Millennials
Jewellery
Watches
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury
Gen Z
Communication
Millennials
Jewellery
Watches
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The Maison Cartier is one of the most distinguished Luxury Jewellery and Watchmaking Market brands. Cartier aims to develop its sales potential towards national consumers and attract the younger generations in Portugal. The present Work Project defines a communication strategy that Cartier should implement to attract Portuguese Millennials & Gen Z. Therefore, the main objectives for this recommended communication strategy focus on strengthening the connection and relationship with consumers, on increasing communication touchpoints, on communicating the jewellery pieces and watches that can be most attractive to consumers, and finally, on shifting consumers mature perception of Cartier towards a younger one.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-11-11T10:56:57Z
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/10362/145412
TID:203083490
url http://hdl.handle.net/10362/145412
identifier_str_mv TID:203083490
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:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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