Quelle stratégie digitale mettre en oeuvre pour assurer le succès d'Oufti.

Abstract

In recent years, the consumer’s behaviours have changed dramatically. Indeed, since the advent of the digital age with the development of social networks and web 2.0, the consumer is a real chameleon. He is unpredictable, with a constant demand for personalized services and interaction with companies. Thanks to this digitisation, the consumer has a large amount of information at his disposal. He can interact, give his opinion (whether positive or negative) via digital communication channels such as social networks. As part of the last year of my Master's degree in Digital Marketing & Sales Management at HEC Uliège, I have the opportunity to do a professional internship at Belourthe, a company specialising in the cereals and frozen foods sector. The company is facing a challenge regarding its Oufti brand (frozen fruits coated with chocolate). Indeed, in this digital context, Oufti must be able to establish the appropriate digital strategy for its consumers, its market, etc. This thesis is therefore entitled "What digital strategy should be implemented to ensure Oufti's success?" In this paper, you will first discover an analysis of the company and the brand in general (sales analysis, benchmark, etc.). In the second part of this research, the results of a qualitative survey of 5 professionals from the cinema/retail sector will be presented as well as a quantitative survey of 222 consumers of Oufti products. The goal is really to discover the profile and habits of the Oufti consumer in terms of digital communication. Finally, these results will be translated into recommendations via a customer journey. Through this research and literature, this thesis proposes managerial solutions to Belourthe in order to start building an appropriate digital strategy for Oufti.