A social media marketing strategy in the Portuguese territory

: bioco tradition

Abstract

The present dissertation comprises a Social Media Marketing Strategy, divided in two fronts: how to perfect a Facebook page and how to advertise in the most effective way. This strategy is developed specifically for Bioco Tradition, a Portuguese feminine fashion brand created in 2015 focused mainly on the recreation of a historical piece of clothing, the bioco. The main aim of this consulting project is to analyze the current situation of the company, specifically the behavior of the brand on the social networks and to provide a set of recommendations to the main challenges Bioco Tradition is facing. The in-depth analysis of internal documents of the company shows some setbacks regarding the Facebook page but also some successful strategies that are recommended to be repeated. Social media marketing is playing an increasingly important role in the marketing strategies of companies. Consequently, companies who integrate elements of social media into their marketing mix will have a greater opportunity to influence consumers’ buying choices. Therefore, this dissertation focuses on integrating elements of social media, such as Facebook, into the marketing mix and communication tools of Bioco Tradition.

Date of Award	17 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)