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dissertation (2)


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Dissertation
Quelle stratégie digitale mettre en oeuvre pour assurer le succès d'Oufti.
Authors: --- --- --- ---
Year: 2019 Publisher: Liège Université de Liège (ULiège)

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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.


Dissertation
Création d'outils de communication digitale interactive pour la microbrasserie de la ferme des loups
Authors: --- --- --- ---
Year: 2020 Publisher: Liège Université de Liège (ULiège)

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Abstract

This project thesis was conducted in the frame of an internship for the project of la Ferme des Loups. The latter is a building, recently renovated to become a zytho-bistro-naturo-touristic complex in the village of Forêt. The main activity of the place will be driven by its microbrewery and the launch of a range of beers called “La Louve” (the she-wolf). Therefore, in order to start a marketing strategy, a set of 3 interactive digital communication tools were created: a legend (storytelling), social media accounts (Facebook and Instagram), and a website.
The aim of this paper is to find good practices for the three tools to properly develop and handle the marketing strategy of la Ferme des Loups. 
The scientific literature about the three topics was analyzed and allowed to note elements to take into consideration for each. Unfortunately, due to the Covid-19 crisis, the storytelling and social media parts could not be practically measured to confirm the theory and to see how it can specifically apply in this case. 
However, in addition to the scientific review, more practical insights could be collected for the website. Indeed, a benchmark analyzing 9 other microbrewery websites was conducted as well as a qualitative study with 15 respondents. It allowed to bring more specific information regarding the “conventions” used for these kinds of platforms, as well as the users’ expectations but also how they feel a microbrewery website should look like and provide information about. 
All the resources examined and analyzed compared with what had already be done about the legend, social media, and the website made it possible to provide practical and managerial recommendations to lead the marketing strategy with success moving forward.

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