Enhancing brand engagement and purchase intent in the RV rental German market

: a comprehensive analysis and cost-effective marketing strategy for indie campers

Abstract

Closely examining consumer, in terms of preferences and behaviours is an essential marketing task, as it provides valuable insights so companies can tailor their offer and for the development of a more focused and effective marketing strategy. The present dissertation was developed under a consulting project to help IC, a Portuguese start-up in the campervan industry. The main purpose was to understand IC’s target consumer and to evaluate and identify cost effective marketing strategies aligned with both the company and target consumer in Germany. In an effort to address this objective, comprehensive analysis was conducted. Initially, a benchmark, swot analysis and an online survey were completed to get insights on the market and competitors. Subsequently, partnership marketing of IC was explored through an expert interview and the development of a post-partnership influencer evaluation framework. Lastly, aiming to understand IC's consumer, a cluster analysis for market segmentation was developed. The findings of this study were complemented with hard data from the company, the survey results that were able to reach all the areas of analysis and online platforms with IC data such as Google Analytics. The results of this dissertation identify three potential consumer segments and multiple recommendations regarding marketing strategies for IC, including a post-partnership evaluation influencer framework.

Date of Award	23 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)