Max Havelaar Belgium becomes « Fairtrade Belgium »

This case presents the communication challenge faced by Max Havelaar Belgium in the context of its name change to Fairtrade Belgium. This name change took place on the 25th anniversary of Max Havelaar/Fairtrade Belgium. In addition to communicating this name change, the company wanted to take the opportunity to encourage more consumers to buy fair trade products.

- To help people understand the stakes of non-market communication.
- Teach students to choose the most appropriate communication mix in a situation such as the one described by the case.
- Show the importance of press relations and other non-media tools in communication.

Marketing - Communication du non marchand - Communication hors média - Marque

Licence3, Mastères spécialisés

Non marchand

Année de la problématique : 2014

Livraison : Livraison par lien de téléchargement

Nombre de pages : 9 avec 7 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 15 - Industries alimentaires