ONYA: How to persuade consumers to buy a sustainable product?

Given the product characteristics and the target group introduced in the case, students should use relevant theories and principles that can help execute a successful marketing campaign.
To this end, they are asked to use the Nudge theory to provide appropriate recommendations to design the 4Ps; they must also use promotion-focused or prevention-focused self-regulatory orientations to frame an influential message; finally, students are asked to employ one of Cialdini's principles of persuasion to tailor the framed message and enhance its impact on the target group of consumers.

-      Select and use relevant information in order to adapt one's response according to the situation
-      Grasp the complexity of the business environment
-      Propose and implement innovative solutions
-      Propose and implement innovative solutions for social and/or environmental responsibility

Marketing - Développement durable - Plan marketing

Masters spécialisés
MBA, Executive MS

Biotech industry

PPT (3 slides)

Année de la problématique : 2022

Livraison : Livraison par lien de téléchargement

Nombre de pages : 7

Temps d'utilisation : 3h00

Code du secteur d'activité : NS - Non significatif