Samenvatting

Unikuz is a spectacle manufacturer located in The Netherlands, which aims at providing glasses
that are durable, flexible and customized according to the customers face. For the customization
of the spectacles, the company requires to their customers to take pictures of themselves via the
webcam of their computers with the purpose of measurement, so, subsequently, the organization
reshape the frames according to the user head size. Moreover, the organization produces its
frames with 3d printers and build the parts of the spectacles by hands.
The spectacle manufacturer currently sell its products only in The Netherlands and it is interested
in expanding its sales efforts to the Brazilian market, via the internet. However, the management
board face the problem of not having a marketing plan and a high amount of financial support
to correctly enter with their product in Brazil. Furthermore, they offered the opportunity to produce
a marketing communication strategy for Unikuz, to attain their goal of selling spectacles through
the internet in Brazil.
To achieve Unikuzs’ goals and produce a marketing communication strategy to enter in the
Brazilian market via the internet, six theories were used. First of all, the environment was studied
though the usage of the PESTEL framework and the five forces framework. Secondly, theories on
segmentation targeting and positioning. Thirdly, social media marketing strategy, SEO strategy
and content marketing were implemented as online marketing theories.