Publicação
How to make the end consumer proud to wear zeiss lenses?- Integrated marketing communications strategy
| Resumo: | This report addresses a challenge proposed by ZEISS Vision Care in Portugal “How to make the end consumer proud to wear ZEISS lenses?” A marketing plan is proposed based on primary and secondary research, illuminating consumer shopping behaviour in the Portuguese eyewear market. Findings underscore the importance of strategic investments in brand awareness, market education, and post-purchase services, to successfully foster consumer pride. Furthermore, the research offers ZEISS actionable insights to establish itself as a brand of choice among the intended audience. |
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| Autores principais: | Khan, Saif |
| Assunto: | Marketing Imc sStrategy Communications Media strategy Creativeidea Research |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This report addresses a challenge proposed by ZEISS Vision Care in Portugal “How to make the end consumer proud to wear ZEISS lenses?” A marketing plan is proposed based on primary and secondary research, illuminating consumer shopping behaviour in the Portuguese eyewear market. Findings underscore the importance of strategic investments in brand awareness, market education, and post-purchase services, to successfully foster consumer pride. Furthermore, the research offers ZEISS actionable insights to establish itself as a brand of choice among the intended audience. |
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