The purpose of this dissertation is to develop a digital marketing strategy for the launch of thesunglasses brand Dude Sunglasses. Dude Sunglasses is a sunglasses brand that offers high-qualitysunglasses for an affordable price online. The methodology used to develop the digital marketingplan includes secondary data through databases and peer-reviewed articles and websites of differentcompanies. This data has been used in order to get a thorough understanding of the topics coveredin the dissertation, by developing a literature review. The secondary data has also been used formarket research purposes in order to be able to answer research questions two and three. Theprimary data has been gathered through a survey. The data has been used in a cluster analysis inorder to segment the potential target customer for Dude Sunglasses. Based on the analyses donethroughout this thesis, the following conclusions can be drawn: the proposed target customer groupfor Dude Sunglasses is described as Modern Millennials. In order to reach this customer segment,several digital marketing channels and activities should be utilized. These include developing awebsite, with a lot of focus on Search Engine Optimization (SEO). Facebook and Instagramaccounts with frequent postings, as well as with the use of influencers and advertising campaigns.Lastly, the competitive landscape in which Dude Sunglasses will compete is intense, even thoughthe brand does not compete in the same price range as industry leaders.
|Date of Award||25 Jan 2021|
- Universidade Católica Portuguesa
|Supervisor||Rute Xavier (Supervisor) & João Cotter Salvado (Co-Supervisor)|
- Mestrado em Gestão e Administração de Empresas