How does digital marketing support foodcompanies in the face of the vegetarian trendin France ? / Julie CHARNAUD

Titre : How does digital marketing support foodcompanies in the face of the vegetarian trendin France ? Type de document : Mémoire Auteurs : Julie CHARNAUD, Auteur Importance : 24p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FRANCE ; TENDANCE ; WEBMARKETING Résumé : This dissertation is about vegetarianism, and how food companies are using digitalmarketing to communicate to consumers that they are adapting to this trend.Vegetarianism, a diet that consists in not eating meat, fish or seafood, is adopted by moreand more people in France. As a result, several brands have decided to offer plant-basedproducts to meet the needs of vegetarians. This reflection led me to the following question:what are the companies selling products for vegetarians doing on the internet to promotethem? The objective of this dissertation is to analyze the different digital marketing methodsused by these companies. After defining precisely the important terms of the problematic inthe literature review, the dissertation will continue with the analysis of the digital strategy offive brands offering products of plant origin. This will allow to realize if the brands usedifferent strategies or if they have difficulties to differentiate themselves. It is also a goodway to see if the brands are using all the means at their disposal in terms of digitalmarketing. This analysis will allow me to give concrete recommendations to brands on thedigital strategy they could adopt. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=565240