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How Groupe Clarins can launch myBlend as a luxury skincare brand in Portugal: the role of strategic partnerships
No full textThis work project examines the launch strategy of myBlend, a high-end, high-tech skincare
brand from Groupe Clarins, in Portugal, with the objective of establishing market presence,
communicating trust and quality as well as increasing brand awareness. Recommendations for
myBlend focus on distribution and communication strategies. First, a selective retail approach
ensures myBlend's presence in premium locations that align with its luxury positioning and
attract its target audience, while delivering an exceptional customer service. Second, strategic
partnerships with high-end spas, aesthetic clinics and boutique fitness studios aim to strengthen
the brand's credibility, extend its reach to high-end consumers and create a multisensory
experience. Third, experiential and traditional marketing strategies focus on creating
immersive, high-impact events for influencers, industry professionals and customers,
complemented by traditional channels to increase visibility. Finally, digital communications use
creative content, localised influencer collaborations and the brand's association with Groupe
Clarins to build trust and awareness. Together, these integrated strategies provide a robust
framework to support myBlend's successful entry and long-term growth in the Portuguese
luxury skincare market
Marketing plan to increase LG’S TV product category premium perception by end consumers” communications plan focused on advertising
No full textLG Electronics is the leading brand in the Portuguese TV market, however, the brand’s premium perception among end consumers is not clear. This report develops a theoretical approach on how to leverage LG’s premium perception by advertising and communicating its premium TV lines, the LG OLED TVs. Keywords: Marketing, Integrated Marketing Communications, LG, B2C Marketing, Premium, Portugal, TV Market, Communications Plan, Advertisin
I2 therapeutics: business plan
No full textCancer is a leading cause of death world wide. Although Big Pharma companies spend millions in R&D, their effectiveness leaves much to be desired. “I2 Therapeutics” is our biotech start up that addresses this with a novel targeted drug delivery platform called Syderum. The scope of this project was to build an entrepreneurial business model based on science .Our result is a B2B framework that focusses on improving block buster drugs through licensing. Our ambition is to persuade pharma companies to ameliorate cancer therapeutics. By reducing treatments cycles, helping overwhelmed health care systems we aim the best impact. There fore, this company could improve economic and social conditions in the communities
Stream IMC - how to leverage Sogrape´s wine business in the Uk - communication plan
No full textThe aim of this individual assignment was to determine the best approach for a communications plan to re-launch the Casa Ferreirinha brand in the UK wine market. By targeting the Wine Enthusiast segment and leveraging the story of D. Antónia “Ferreirinha”, and her role as the icon of the Douro valley, Casa Ferreirinha can differentiate itself as the leading brand in the Douro fine wines category. The proposed campaign will use both media and promotional tactics to clarify the brand’s image and reach the goals of increasing product availability and raising the value perception and sales of Portuguese wines in the UK market. Keywords (Sogrape, UK wine market, Communications Plan, IMC, Campaign Proposal
Physical evidence and process mix elements“ how to make Santander the bank of choice for young adults in Portugal”
No full textSantander Portugal’s position in the young adults' segment is weaker than desired. Thisproject develops a detailed marketing plan for Santander Portugal, intending to achieve market leadership in the young adults’ segment. Secondary and primary research were conducted to obtain a holistic overview of the market, the company, and the target. This research was then used to develop a new and modified service mix for Santander, including two sub-brands, Santander Universidades and Santander Jovens Profissionais, followed by a financial analysis of the project
Samsung field lab Voids: demand forecasting for consumer electronic goods - a transformer-based deep learning approach
No full textVOIDS is a data science student entrepreneurial project that aims to integrate marketing into demand planning, helping companies to achieve the most accurate way of planning and shaping future demand. The following work applies this vision in a lean agile start-up framework, implementing state-of-the-art deep learning time series forecasting techniques for the global consumer electronic brand Samsung. This work implements Google AI’s Temporal Fusion Transformer to forecast demand. Novel algorithms then optimize forecasts related to Samsung’s operational processes and context and benchmark against a customized measure of accuracy, achieving a 11,4-pp. absolute increase. Further, applicability to demand shaping is discussed
Investigating chinese gen Z drivers for luxury goods purchases - anchor fine Jewelry business into new retail transformation
No full textWith Chinese Gen Z gaining in purchasing power, this generation’s needs and wants in the
luxury goods market need to be attended to. This consumer base shows to approach the luxury
world through a unique set of drivers when it comes to making purchasing decisions. By
identifying said drivers and providing first-hand insights into Chinese Gen Z luxury buyers, this
Work Project aims to provide insight and set a research base on how to motivate this generation
towards making luxury goods purchases
Communication strategy for vichy to attract generation Z on tiktok
No full textGeneration Z is composed of young consumers who grew up as Digital Natives and value
authenticity, individuality, reliability and inclusiveness. Vichy is struggling in this generation
with low brand awareness and loyalty due to an outdated image. The brand can attract this
generation by offering a relatable and approachable communication strategy on the most used
platform TikTok. To achieve this, the communication strategy needs to offer educational content,
unretouched diverse models with real skin and make use of latest TikTok trends, in order to
achieve a long-term relationship with tomorrow’s consumers
Analyzing the role of entry level luxury products from the new luxury consumer perspective: a case study on the fine Jewelry market segment
No full textThe luxury industry is witnessing a major transformation pushed by the rise of the New Luxury
Consumer. To build upon the scope of our CEMS Business Project, this paper focuses on
understanding the role of entry-level products in the Fine jewelry market segment with respect to
the New Luxury consumer. Through a thorough market analysis and semi-structured interviews
with young consumers, we provide our view on the role held by these products and elaborate
suggestions for luxury brands to develop entry-level product lines that satisfy the needs of these
new consumers
Integrating communication strategies for saas sales performance
No full textIn a changing sales context, customer engagement and value generation are becoming a
priority. With research on different tools and methods, there is a gap in how communication
skills can be best used to maximize results. Applied in the SaaS industry, the work project
aims at generating a framework as a guide on how and when to apply different
communication strategies to improve value perception and engagement in business
development