Redefining the consumer target to meet strategic goals?

: the case of PAEZ Portugal

Abstract

The present dissertation provides an overview of important marketing‐related topics such as brand positioning, targeting and market segmentation by analysing the case study of PAEZ Portugal, a casual footwear brand born in Argentina in 2007 and introduced in the Portuguese market two years later. The case study presents the brand, its implementation in our country and its growth over the years, both in terms of sales and in terms of product portfolio. The entire dissertation revolves around the challenge faced by the company today: should PAEZ Portugal change its strategy by shifting its focus from the current target (men and women between the ages of 18‐24) to an older, more taste‐refined and wealthier age group (around 30‐40 years old)? This dilemma – which market research attempted to solve – has originated from a change in brand positioning in several markets where PAEZ operates, and where rising costs of products due to quality improvements have led local representatives to attempt reaching older market segments. Results of the analysis of the Portuguese market are presented, and the implications of the findings on PAEZ Portugal’s strategy are discussed. This dissertation is concluded with a Teaching Note, where the case study is summarized and instructions on how to utilize it in a classroom setting are provided.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)