http://hdl.handle.net/2268.2/186 Thu, 05 Mar 2026 22:45:54 GMT 2026-03-05T22:45:54Z http://hdl.handle.net/2268.2/3615 Title: Stratégie de marketing digital pour la marque Preserve sur les marchés wallons et français Abstract: The subject of this thesis is “Digital Marketing Strategy for the brand Preserve on the Walloon and French markets". Preserve is a company that makes stylish, high performance, eco-friendly products for the kitchen and the personal care. They strive to combine socially and environmentally responsible business practices with nice design to create products that people feel good about having in their homes. Preserve products are made of 100% recycled and recyclable plastic. Menagroup, a the Belgian company specialized in the distribution of items for the house and the kitchen started a partnership with Preserve in 2011 in order to attempt to enter the European market. They now became the exclusive distributor of Preserve products in Europe. Even though, they had a good sales growth for the brand these last five years, the brand is still in the introductory stage and unfamiliar in Europe. In this context, Menagroup saw a real opportunity in the digital world to build the brand awareness of Preserve in Europe, starting by France and Wallonia. Therefore, the aim of this thesis is to propose a digital marketing strategy for this goal. Starting with a short introduction about the company and a few words about the project goal and methodology, the thesis will develop a situation analysis to get to know more about the environment of the case. To do so, we will use different tools like the 5C’s analysis or the PESTEL analysis. This will contribute to the selection of more precise objectives linked to the main goal in order to guide our strategy. The goals and objectives of Preserve will be set following some theoretical aspects in order to have a guideline for the formulation and recommendations of the best suited strategies to use in this specific case. Finally, the details over this strategy implementation will be given. As a conclusion, we will summarize the lessons of the all the processes completed, and some more personal suggestions will be advised to Menagroup to turn Preserve into an unmissable ecological brand in Europe in the next few years. Thu, 31 Aug 2017 22:00:00 GMT http://hdl.handle.net/2268.2/3615 2017-08-31T22:00:00Z http://hdl.handle.net/2268.2/2273 Title: Trust-based selling: a review and exploratory study in the logistics industry Abstract: The present thesis studies the trust-based selling approach in different contexts such as the traditional versus online context as well as business-to-consumers versus business-to-business markets. Moreover, this study analyzes different selling approaches in the logistics industry in order to observe the primary adopted selling approach. The analysis also aims to reveal the most successful selling approaches in terms of relationship length, satisfaction of the customers and satisfaction of the salespeople. The literature review mainly aims to understand trust-based selling. Trust-based selling may be crucial in nowadays competitive environment. Indeed, trust has a positive impact on relationship effectiveness. Furthermore, better developed relationships with the customers likely lead to superior performance in terms of outcomes such as sales and increased business. Moreover, trust increases the scope and level of cooperative activity and therefore higher performance and satisfaction among the customers. An online survey was conducted in the logistics industry in order to further investigate trust-based selling as well as other selling approaches. The results reveal that the selling approach mostly practiced is trust-based selling. The findings suggest that consultative selling followed by trust-based selling might lead to a longer relationship. It is also observed that companies do not only practice a single selling approach as they present similar characteristics. Mon, 05 Sep 2016 22:00:00 GMT http://hdl.handle.net/2268.2/2273 2016-09-05T22:00:00Z http://hdl.handle.net/2268.2/1881 Title: Selection, evaluation and comparison of six email service providers for a digital agency to recommend to its clients Abstract: It is clear that during the last few years, there has been an increase in the email complexity. However, an element that remained constant is the effectiveness of Email Marketing as a Digital channel. Indeed, it is still one of the best in terms of ROI but if marketers want to succeed in today’s Email Marketing, they need to produce well designed and extremely personalised emails, almost like a one-to-one communication with each of their subscribers. One of the tools that can help them in achieving such effectiveness is an Email Service Provider. Unfortunately, it is not an easy task to find one that perfectly match their needs due to the number of platforms available on the market. To conduct this project, I first started by selecting the platforms and then defined specific criteria on which I would compare them. In this evaluation process, five main criteria (“Platform”, “Features”, “Integration”, “Support” and “Pricing”) and multiple sub criteria were considered. A decision matrix was later used to evaluate and rank the six platforms. The data needed to fill the matrix were gathered by two surveys. The first survey was sent to Email Marketing experts to collect the weights of importance of each criterion. A total of 34 experts answered the survey and provided me with weights that I considered as industry “default”. The second survey was sent to users to obtain the ratings of the selected platforms and 44 of them answered the survey. I believe the use of multiple experts and users helped me get different viewpoints and experiences and therefore, reduced my single- person opinion. The combination of the two inputs resulted in a weighted score attributed to each ESP. This long process helped me find the strengths and weaknesses of the different platforms and gave me essential information about which one could fit what type of clients. Sun, 04 Sep 2016 22:00:00 GMT http://hdl.handle.net/2268.2/1881 2016-09-04T22:00:00Z http://hdl.handle.net/2268.2/1876 Title: When luxury meets e-commerce : online challenges of luxury brands and development of a marketing strategy to approach luxury apparel & accessories and hard luxury brands Abstract: This thesis has been written as a consultancy report for LiveArea – the PFSweb agency in order to determine whether the company can target luxury brands for its digital agency services. The first step consisted in an analysis of the internal and external situation of the company together with an detailed description of the agency services. These analyses were realized in order to better understand the environment in which LiveArea evolves. The second step was to define the main elements of the luxury environment. The subjects of the industry, the market, the consumers, the experience and the digital strategies of luxury brands were addressed. The third step consisted in the development of the marketing strategy of the agency. To do this, the traditional steps of a marketing strategy were completed. These are the segmentation, the targeting and the positioning. Regarding segmentation, two theoretical models were applied to the luxury industry and the agency. These models divide the luxury industry into three levels of luxury. The accessible, intermediate and inaccessible brands. Twelve brands were selected regarding this segmentation, two brands per luxury level were chosen. For the targeting, a scorecard was realized. This table evaluate the performance of the twelve selected luxury brands vis-à-vis of the different digital channels. Each channel got a score regarding the traffic it brings to the website of the brand. Then, evaluation criteria were attributed vis-à-vis of the main elements of the optimization of these sources. Luxury brands were evaluated regarding these criteria and each one got a score. The brands reaching the highest score were selected as segments to target. The last step, the positioning, was realized as recommendations. The new services of the agency were defined and a differentiation regarding the competitors was realized. Sun, 04 Sep 2016 22:00:00 GMT http://hdl.handle.net/2268.2/1876 2016-09-04T22:00:00Z