Title

Quality, Flavour, Care: How a Family Company Papadopoulos Implements Their Marketing Communications Strategy

Creator

Horiachkina, Nikol

Abstract

From the first biscuit baked in the family oven to 102 years of developing and becoming a market leader. Papadopoulos is a case study for this project with a focus on biscuits. In this work the role of marketing communications was explored in a context of the overall marketing mix of the brand. Apart from that, Papadopoulos’ positioning, target segments, marketing mix, consumer’s behaviour within biscuits category, competition and Greek market were analysed. The discussion was facilitated by a deeper identification of the MC mix that Papadopoulos invests more in altogether with selecting one recent brand’s MC campaign and its strategy’s evaluation. At the end two recommendations to the brand’s strategy were provided to enhance its perceived differentiation: a brand community effort to boost an affective engagement and catch attention and CSR for improving firm performance and supporting a social cause.

Keywords

Marketing communications

Biscuits market

CSR

Subject

Branding

Type

Oral Presentation

Course

MK3135-A1 Marketing Communications

Instructor

Zotou, Athina

Location

Art Center Auditorium

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium