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Titre : Food Branding Strategies & Children’s Healthy Eating Habits Type de document : Mémoire Auteurs : Léa AUCHERE, Auteur Année de publication : 2023 Importance : 39p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; ENFANT ; SANTERésumé : Obesity and all the childhood pathologies linked to poor eating habits are major public health problems worldwide. Yet, despite the alarming public health situation, too few food companies have implemented genuine marketing strategies to revive consumer interest in healthy products. While there is someresearch on the influence of food marketing on children's food choices, the focus on branding strategies and their impact on the development of healthy eating habits in children aged 0-10 is relatively under-researched. Thus, the ethical implications of food companies' branding strategies and their impact on children's dietary education and health are crucial factors to consider when examining the extent to which marketing, and more specifically branding strategies, can influence them to turn away from junk food towards a healthy, balanced lifestyle. This paper therefore looked at the extent to which the branding strategies of agri-food companies help to improve the development of healthy eating habits in children aged 0-10. The qualitative study revealed that the brand strategies on which companies needed to focus mainly concerned product strategy and promotion policy. This will not only ensure transparency and credibility for companies promoting nutritious foods but will also help to increase brand trust and consequently brand loyalty among parents and children. Besides, minimizing price and space can be an additional differentiatingfactor, even if this means adopting competitive pricing strategies for low-income groups or extending their distribution methods. Furthermore, it has been shown that thinking in terms of both the product and the customer, considering companies on the one hand and the 'consumer' factor on the other, guarantees a competitive advantage. Companies are showing that they can build a more constructive and lasting relationship with the brand by adapting to the specific needs of children. The subject therefore highlights an interdisciplinary approach, drawing on fields such as marketing, psychology, nutrition, and health. It allows us to explore the complex interactions between the brand, parental influences, and societal factors, making the research more comprehensive and holistic. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581927
Titre : Green marketing in India : a study on consumers' attitude Type de document : Mémoire Auteurs : Sreja SARKAR, Auteur Année de publication : 2023 Importance : 69 p. 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
ECOLOGIE ; CONSOMMATION ; MARKETING ENVIRONNEMENTALProgramme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581731 How can the metaverse be used to improve customer experience and satisfaction in the context of digital transformation? / Gauthier OUGIER / 2023
Titre : How can the metaverse be used to improve customer experience and satisfaction in the context of digital transformation? Type de document : Mémoire Auteurs : Gauthier OUGIER, Auteur Année de publication : 2023 Importance : 42 p. 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 : Français (fre) Mots-clés : Management
ECONOMIE NUMERIQUE ; GESTION DE LA RELATION CLIENT ; HAUTE TECHNOLOGIERésumé : The idea of the metaverse has drawn a lot of interest recently as a potential instrument for digital transformation and enhancing customer happiness. In the metaverse, people can interact with one another through social networking, gaming, and online shopping, among other activities. It provides a distinctive and engaging experience that could transform how companies interact with customers and raise customer satisfaction. As a result, there is growing curiosity about how to use the metaverse to enhance consumer pleasure and experience in the context of digital transformation. Programme : MSc Business Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581666
Titre : How does omnichannel retailing influence GEN Z's impulsive buying behavior ? Type de document : Mémoire Auteurs : Margot GIRARD, Auteur Année de publication : 2023 Importance : 49 p. 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
COMMERCE ELECTRONIQUE ; MARKETING STRATEGIQUE ; COMPORTEMENT DU CONSOMMATEUR
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STRATEGIE MULTICANALProgramme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581884 How does social media influence a company's operational decisions in China? Analysis of the influence of Douyin on the operational decisions of Lancôme and Olay in China / Tingting JIANG / 2023
Titre : How does social media influence a company's operational decisions in China? Analysis of the influence of Douyin on the operational decisions of Lancôme and Olay in China Type de document : Mémoire Auteurs : Tingting JIANG, Auteur Année de publication : 2023 Importance : 27 p. 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 : Français (fre) Mots-clés : Management
MARKETING STRATEGIQUE ; PERFORMANCE ; RESEAU SOCIALRésumé : Social media is widely used in organizations and has ushered in a new era of marketing, but its impact on a company's operational decisions is still being explored. The continued growth of popular social media, mainly Douyin, Instagram and Facebook, has influenced the way many well-known companies operate in a variety of subtle ways. This thesis examines how the well-known social media software Douyin influences companies' operational decisions in China, using the examples of Olay, a top-tier Chinese cosmetics brand, and Lancôme, an international brand. The study is based on three hypotheses, exploring the answers to the questions from three perspectives: customers (customer behavior and brand awareness), social media itself (Influence Marketing) and the company (knowledge sharing), with qualitative data collection and analysis in the form of questionnaire interviews, and finally conclusions. The results of the study confirm that social media positively influences the operational decision-making process of the company on three levels and also confirms the limitations of its impact Programme : MSc Business Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581667 How does the appearance of a cheese board influence taste perception and desire to eat ? / Laura BAETENS / 2023
PermalinkHow has supply chain complexity been evolving since the 2010s, becoming one of the main concerns the luxury industry must deal with? / Mathilde BOULOT / 2023
PermalinkHOW SHOULD FINE WATCHMAKING ADAPT ITS PRODUCT OFFERING IN RESPONSE TO THE DIGITALIZATION OF ITS SECTOR? / Julie-Anne MARCOT / 2023
PermalinkHow to create online customer experience in the lingerie industry when it comes to digital purchasing? / Quitterie BIZOUARD / 2023
PermalinkPermalinkL'impact des réseaux sociaux dont Tiktok sur la chaîne de valeur des artistes de l'industrie musicale. / Elyna BRETEL / 2023
PermalinkIn-store environment and customer responses in beauty pop-up stores : An application of the S.O.R model / Mathilde BOULANGER / 2023
PermalinkL'influence des mesures de fidélisation de la clientèle sur le comportement d'achat : Carte de fidélité versus programmes de fidélité dans le commerce de détail allemand. / Pierre NERMERICH / 2023
PermalinkPermalinkPermalinkLuxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin / Chloé MATHIEU / 2023
PermalinkLuxury brands entering Metaverse. How Metaverse can enable luxury brands to target GEN Z ? / Agathe GENEST / 2023
PermalinkMARKETING OF SPORTS GAMBLING BRANDS: THE IMPACT OF THE SENSIBILIZATION CAMPAIGNS AGAINST THE DANGERS OF SPORTS GAMBLING / Arthur LEFEBVRE / 2023
PermalinkPermalinkL'opulence Digitale Dévoilée : Une étude comparative des industries du luxe et de leur impact sur l'expérience client. / Cliona JORDAN / 2023
PermalinkPurchase motivations and perceptions towards luxury counterfeit among generation X and Y consumers / Charlotte POULIQUEN / 2023
PermalinkA quantitative analysis of the transition from a web catalogue to an online marketplace / Sergio Andres RODRIGUEZ COTE / 2023
PermalinkPermalinkStrategies and techniques supermarket used to encourage more purchase of consumers / Constance JALLOT / 2023
PermalinkA study about athletes’ endorsements and their influence on amateur athletes / Julien CORRAÏNI / 2023
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