Developing the sales potential of cartier in Portugal towards national consumers: how to shift the current feminine brand perception and attract male clients

Detalhes bibliográficos
Autor(a) principal: Momade, Maria Leonor De Magalhães Fechas
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/10362/144791
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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spelling 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:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:06:03Zoai:run.unl.pt:10362/144791Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:36:45.453348Repositórios 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 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: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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