Mémoire-projet

Abstract

This Master Thesis addresses the following research question: What communication strategy can a Belgian artisanal SME implement to increase its B2B2C market share in Wallonia and Brussels by 3% over two years? It focuses on the case of Maison Vendsyssel, a brand specialized in artisanal smoked salmon production aiming to strengthen its presence in retail while preserving its craft identity.

The theoretical framework is based on five key areas: the specificities of the B2B2C model, the challenges of marketing in this hybrid structure, the strategic role of communication, the definition of communication objectives and the development of a coherent communication plan. These concepts support an approach tailored to a complex environment where the company does not directly control the final customer relationship.

Internal and external analyses were conducted to identify the company's main opportunities and constraints. Building on these insights, a qualitative study was carried out with women aged 40 to 65, living in Wallonia or Brussels, with strong purchasing power. The interview analysis identified key drivers that can encourage purchase, spark product discovery and build brand preference particularly through sensory appeal, transparency, emotional connection and authenticity.

Four communication objectives were defined: increasing brand awareness, enhancing emotional response, stimulating purchase intention and facilitating the act of buying. Based on this, the thesis proposes a detailed communication plan that includes key messages, a multi-channel media strategy, a realistic budget and performance indicators to continuously assess and refine the strategy over time.

This structured and actionable plan is designed to support the company’s growth objectives while respecting its values and positioning. It demonstrates how even a small artisanal business can leverage communication as a powerful driver of market expansion in a B2B2C context.