Designing a Digital Marketing Strategy for Loacker

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis develops a comprehensive digital marketing strategy for Loacker in Croatia to enhance brand visibility and market penetration. The primary research question is: "How can Loacker tailor its digital marketing efforts to align with consumer behaviours and preferences to establish and expand its market presence in Croatia?" A mixed-methods research design was used, integrating qualitative and quantitative data from internal company metrics and Google Analytics with external market data and academic literature. Analyses included Market, Trends, Branding, Population, and Media, revealing insights into industry outlook, consumer preferences, brand reputation, price sensitivity, and social media impact. These insights formed the basis for strategic recommendations tailored to three identified target segments: Youth and Early Working-Age, Prime Working-Age, and Mature Working-Age and Elderly. For Youth and Early Working-Age, strategies involve leveraging social media engagement and influencer marketing. Prime Working-Age consumers are targeted with a mix of digital and traditional media, focusing on quality and convenience. For the Mature Working-Age and Elderly segment, an increased digital presence alongside traditional media is recommended, emphasising health and quality. The findings suggest that these strategies will significantly improve brand engagement and market share in Croatia. Future research should focus on monitoring consumer responses, refining marketing techniques with predictive analytics, measuring strategy effectiveness through KPIs and highlighting Loacker’s sustainability features. Implementing these recommendations will ensure Loacker’s digital marketing initiatives are robust, adaptable, and aligned with the evolving needs of Croatian consumers, establishing a strong foundation for sustained market presence and competitive advantage.