Mémoire-projet

Abstract

This thesis explores marketing strategies to improve brand awareness for DPT Antwerp, a jewelry company. The volatile global economy and changing consumer preferences, particularly in the luxury sector, require adaptive marketing strategies with a focus on quality, innovation and ethics. Founded in 2013 and based in Antwerp, DPT Antwerp aims to make natural diamond jewelry accessible. The brand is certified by the Responsible Jewellery Council (RJC). The company aims to expand its presence in Europe, including France, Spain and Germany.

The research is structured in three parts: a theoretical section, a practical section and finally the discussion section. The theoretical section covers existing literature on marketing strategies, brand awareness concepts and the jewelry market. The practical analysis uses PESTEL analysis, Porter's Five Forces to examine DPT Antwerp's environment, as well as a competitor analysis and includes quantitative research. The main conclusions indicate the need to distinguish oneself through quality, innovation and sustainability. Effective digital marketing, particularly via social networks, is crucial for brand visibility and engagement.

The thesis concludes with recommendations that are drawn from both theory and practice. These include improving the digital presence with targeted campaigns on social networks and partnerships with influencers, and highlighting sustainability in marketing communications. Implementing these strategies will strengthen DPT Antwerp's market position and support its expansion into new geographic regions.