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Master Thesis

Développement d'une stratégie de communication optimisée dans le cadre du marketing Rosiers Paysagers en Europe

Abstract : For a long time, Meilland has been a major actor in the European rose market, especially with its resistant, care-free and abundantly flowering landscape roses, selected in “Zero Phyto”. Today, the slackening of marketing actions for landscape actors is causing a drop in sales for these products. Indeed, commercial concepts and communication tools need to be modernized, clarified and standardized in accordance with their expectations. This market is dynamic but its actors offer different development potentials depending on the private or public segment, so the communication effort shouldn’t be evenly spread. They have a biased image of the rose in the landscape, identifying it with hybrid teas, complex and classic, showing the ignorance of the landscape roses. New sustainable development issues are emerging, to which the current varieties correspond. In particular, the global warming struggle, sustainable aesthetics, multi-species realizations and biodiversity can be put forward in communication. These are opportunities for the development of the landscape rose et can guide the creation of new concepts and the message to be spread through the identified channels. The highlighting of these strengths and weaknesses of Meilland as well as the opportunities and threats on this market has led to recommendations for optimizing the communication strategy, in order to include the rose in the landscape market current dynamics.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-03436162
Contributor : Agrocampus Ouest Connect in order to contact the contributor
Submitted on : Friday, November 19, 2021 - 10:54:54 AM
Last modification on : Tuesday, November 23, 2021 - 3:43:34 AM

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  • HAL Id : dumas-03436162, version 1

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Olivia Cenne. Développement d'une stratégie de communication optimisée dans le cadre du marketing Rosiers Paysagers en Europe. Sciences du Vivant [q-bio]. 2021. ⟨dumas-03436162⟩

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