Zilian

: the marketing strategy to reach the millennial consumer

Abstract

With the analysis of Zilian’s practical dilemma regarding brand positioning in the Millennial generation, some topics like targeting and positioning, the importance of brand and marketing mix are explored through the dissertation. Zilian is a Portuguese footwear brand focused in creating feminine shoes. The brand is for hard working, cosmopolitan, and demanding women. As years passed by, Zilian noticed that, despite having products for many ages, the Millennial generation is not purchasing the brand’s products. With this situation in mind, it was chosen to give a refresh to the brand, turning it into a modern and totally engaged in the digital world Zilian, without loosing its established identity. Zilian believes this strategy can conquer the missing stake in its portfolio of clients. This strategy, consequently, brought the problem the thesis tries to address: Is a digital strategy the best way to reach the Millennial target?. To explore the evidence around the topic, primary and secondary data were collected and some results helped answering to the stated problem. It was found that many companies in the market place are already adopting the digital incorporation approach, but this is not enough to conquer the Millennial consumer. These were born in the digital Era, therefore, it is required a digital presence to communicate with this target, but the identity of the brand, its congruent image and its engaging content is a fundamental component to capture the target’s attention and loyalty.

Date of Award	17 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)