HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Élaboration, mise en place et suivi d'un plan de communication online et offline de l'application " Décathlon Coach" dans le but d'améliorer l'expérience client Décathlon Belgique.

Bloquiau, Clara ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 3-Sep-2019/4-Sep-2019 • Permalink :
Title : Élaboration, mise en place et suivi d'un plan de communication online et offline de l'application " Décathlon Coach" dans le but d'améliorer l'expérience client Décathlon Belgique.
Author : Bloquiau, Clara ULiège
Date of defense  : 3-Sep-2019/4-Sep-2019
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Cadiat, Anne-Christine ULiège
Mawhin, Marie ULiège
Flament, Olivier 
Language : French
Keywords : [en] Brand Image, Coaching Application, Awareness, Communication Plan
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] As a world-renowned company in the sale and production of sports equipment, Decathlon would like to change its brand image. Today, Decathlon has become expert in the production of its products and would like this to be known. In addition, it wishes to support its customers in their daily sports activities.
In order to improve Decathlon Belgium's customer experience and change its brand image, Decathlon has created a sports coaching application called Decathlon Coach. This completely free application offers its users various services such as professional advices in several fields, sports programs that help achieving different objectives, statistics on historical sessions, and this for several sports. Currently, the different sports available on the application are running, walking, pilates, cross training, football and strength training. But other sports will soon be available. This application was created by Decathlon International and is therefore available in different countries. However, each country manages Decathlon Coach's marketing campaign as it wishes. While it is strongly emphasized in some countries, the situation is different in Belgium. Indeed, since its creation in 2015, no marketing campaign has been carried out in Belgium to promote Decathlon Coach.
The objective of my project-thesis was to improve the awareness of Decathlon Coach in Belgium. A communication plan has been developed to improve the visibility and the awareness of this application. In this work, the progress of this communication plan will be demonstrated. Its effectiveness will be measured through various Key Performance Indicators. The first part of this work presents and explains the internal communication plan and how the internal awareness of Decathlon Coach has been improved. Then, the external communication plan will be developed. Every action implemented in this communication plan will be demonstrated and measured. Finally, some recommendations to the enterprise will be made in order to keep growing the awareness of Decathlon Coach.



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  • Bloquiau, Clara ULiège Université de Liège > Master sc. gest., à fin.


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