The main study case of this internship report is to understand which commercial practices and which marketing strategies are being carried out by luxury goods companies and whether they translate into the results set out in the goals of the company. The study focused in greater detail on the impact of Inbound Marketing, a marketing strategy emerging from the new connected era - without physical and demographic barriers, with increasingly exposed brands and an increasingly informed consumer - in order to boost company's sales. The investigation was carried out within the scope of the internship carried out at Covet Group, and its case study is DelightFULL & Essential Home brands. Supported by the literature review, it was intended, in a first phase of the investigation, to understand the concept of the term and the word luxury: how it is defined, what adds value, how it is interpreted, what are the needs inherent to its consumption and who are its consumers. In a second step, the focus of understanding focuses on what marketing is, the different phases since its conceptualization, what is its role nowadays within brands, and how it has adapted to changes in consumer behaviour and what strategies it seeks to implement in order to fulfil its goals towards a more informed and demanding consumer. The empirical research was based on indirect as well as direct and participative observation in the functions assigned to me. It also has a questionnaire, addressed to team members from different departments inside the brand, which, with the addition of the literature review as well as the functions performed, helps to arrive at the results and conclusions of this study. With this investigation, it was possible to conclude that the practices currently used by luxury goods companies, using the Inbound Marketing strategy, are complying with the performance goals for the implementation of the intrinsic strategic plan, thus contributing to a boost in sales.
|Date of Award||22 Mar 2021|
- Universidade Católica Portuguesa
|Supervisor||José Gabriel Andrade (Supervisor)|
- Luxury goods companies
- Digital marketing
- Inbound marketing
- Mestrado em Comunicação Digital