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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Stratégie de marketing digital pour la marque Preserve sur les marchés wallons et français

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Nahoé, Quentin ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 1-Sep-2017 • Permalink : http://hdl.handle.net/2268.2/3615
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Title : Stratégie de marketing digital pour la marque Preserve sur les marchés wallons et français
Author : Nahoé, Quentin ULiège
Date of defense  : 1-Sep-2017
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Ghilissen, Michael ULiège
Leruth, Sophie ULiège
Collart, Geneviève 
Language : French
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] 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.


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  • Nahoé, Quentin ULiège Université de Liège > Master sc. gest., à fin.

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