A communication plan proposal for Heura: introducing a new product

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  • Resum

    This Capstone Project intends to design a Communication Plan in both, the strategic and creative field, for the plant-based brand “Heura”. A literature review is presented before the communication plan, and a context for the vegan food industry and everything that revolves around it is offered. After that, the body of this project develops a personalized communication plan for a hypothetical product that the brand could launch, more specifically, a new line is introduced: seafood, in particular, shrimps. This plan is presented in four different steps; Research, Planning, Actions and Communication, and Evaluation.
  • Descripció

    Master’s Degree in Arts in Communication Management (UPF Barcelona School of Management). Curs 2021-2022
    Mentor: Mònika Jiménez Morales
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