A carregar...
Publicação
A CSR communication strategy for Ibersol: fighting hunger in Portugal
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 466.29 KB | Adobe PDF |
Orientador(es)
Resumo(s)
The purpose of this Work Project is to develop a Corporate Social Responsibility
Communication Strategy for the restaurant group Ibersol, more specifically for the brands
Pizza Hut, Burger King, Pans & Company, KFC and Pasta Caffé. The proposed CSR Strategy
includes Cause-Related Marketing, Corporate Fundraising and Employee Volunteering
initiatives, which aim at fighting hunger in Portugal while enhancing the brand image of
Ibersol as a group and of each brand individually.
Secondary and primary researches were conducted to ensure the feasibility of the initiatives,
and their ability to successfully meet the defined communication and fundraising goals.
Descrição
Field lab in marketing
Palavras-chave
Corporate social responsibility Communication Ibersol Hunger Corporate image