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Teconex is a company which mainly assembles and distributes electronic products and led
lighting solutions. For a few years, the led lighting branch has been experiencing a growth in
sales and, at the same time, fierce competition in the market. To remain competitive, nurture
relationship with customers and enter new markets, the company is wondering if digital
involvement could back these aspirations. There are clear evidences that Teconex lags behind
in terms of digital communication. Therefore, we established a digital marketing plan
supported by literature reviews, experts’ interviews, an internal Delphi survey and personal
interviews with customers.
This digital marketing plan was divided in six steps, accordingly to the SOSTAC framework.
Firstly, we performed a situation analysis. It confirmed our thoughts: Teconex must make
efforts and invest in web presence. Indeed, customers’ expectations and competitors Internet
predomination urge the company to at least align on counterparts.
Next, objectives and strategies were selected and explained, based on previous analysis.
These objectives were divided following to the RACE framework. Basically, digital
marketing objectives are categorized in four steps to help firms connect with customers
throughout different buying stages. Then, specific digital marketing channels were advised to
the organization, following its situation and requirements. These channels aim at reaching,
acting, converting and engaging different segments of customers of the sales chain. The next
step concerns the real implementation of these recommended tactics into actions. Decisions
must be made by the firm and we provided it with different options to help select best
solutions. Finally, a steady control of objectives and KPIs were advised. The last part of this
paper will deal with ethical issues the company could face while implementing our
recommendations.
In conclusion, it is not anymore a question of knowing whether going online is necessary for
Teconex; it is now more a question of what should be done and when, in order to remain
competitive and to satisfy customers’ needs and expectations. The completion of this work
can be considered a guideline for the firm Teconex to take future decisions about digital
communication implication.

digital marketing, digital communication plan, SOSTAC, RACE, content, B2B --- Sciences économiques & de gestion > Marketing

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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.

Brand Image, Coaching Application, Awareness, Communication Plan --- Sciences économiques & de gestion > Marketing

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Nowadays, Belgians still tend to suffer from the financial crisis that occurred in 2008. They lost the confidence acquired in their banks and in the financial sector in a whole. As a result, they reassure themselves by investing in different forms of real estate. The purpose of this report is to better understand how to communicate with potential investors in hotel rooms. The case is applied to the company Groupe LAMY, located in Trooz (Liège). This company decided in 2015 to set up in northern Luxembourg to build a holiday resort on the shores of the Weiswampach Lakes with an hotel. In April 2020, the rooms in the hotel facility will be available for sale. In order to elaborate the communication strategy, a review of the literature and well as a marketing audit are established. An exploratory study as well as two qualitative studies are conducted with investors in the company's first hotel project and bankers considered as experts in the financial sector. The results show that mass media should be selected in order to enhance the cognitive answer of the potential clients about this new form of investment and that the competitive advantage acquired by the company should be put ahead to improve their affective answer. Also, bankers and notaries should be indirectly targeted in the communication as they influence the purchasing decision of their clients. The targeted segment is Belgians aged between 45 and 75, living in the provinces of Liège, Namur and Luxembourg. For this segment, the three axes of the communication are the following ones: the solutions the hotel room can offer, the confidence accorded by the client to the company and the feasibility of the project in the north of Luxemburg. With a differentiation strategy, the tax optimisations established by Groupe LAMY must be emphasized so the leads better understand how they can get the high return on investment estimated. This is the competitive advantage acquired by the company that should be put ahead.

communication strategy --- media planning --- communication plan --- investment product --- hotel room --- real estate --- customer journey --- stratégie de communication --- plan média --- plan de communication --- produit d'investissement --- chambre d'hôtel --- immobilier --- parcours client --- Sciences économiques & de gestion > Marketing