https://www.um.edu.mt/library/oar/handle/123456789/18588 2026-06-29T06:55:01Z https://www.um.edu.mt/library/oar/handle/123456789/18843 Title: Greenwashing and its effects on today’s consumer with specific examples of Fiji and Nestle from bottled water industry Abstract: This dissertation examines the role of green washing and investigates its effects on today‟s consumer perceptions. For this purpose, the researcher investigated two different demographics which represented today‟s consumer and its perceptions. The main goal of this research paper is to analyze whether todays consumers are more conscious, what they think about greenwashing and if their buying pattern changes once they become aware of the false advertising campaigns made by corporations. For this reserch paper, primary data was gathered with the help of questionnaire and through semi-structured focus group interviews with 16 consumers who represented two different generations: Millennial and Generation X. The findings from the primary and secondary data offer insights into various perspectives from consumer‟s point of view. This study indicates that majority of the interviewees were not aware of what greenwashing means. Further, it was evident that Millenials and Generation X differed in their perceptions regarding the company and false claims made by them. The interviewees identifies some key issues which would definately change their buying pattern however mostly all of the participants agreed that scandals, in this case used from the bottle water industry Fiji and Nestle, did not influence them that much. Research participants acknowledged that many companies use greenwashing as their marketing strategy and decision of buying or not from them, would not change anything. Contrary to the researchers expectations, the millenial generations sample did not show willingness to pay extra for environmentally friendly goods. To conclude, it is evident that consumers need more information about the greenwashing. Description: M.A.INT.MARKETING COMM. 2016-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/18836 Title: 1565 victory lager : an integrated marketing communications plan Abstract: The plan is split into two phases, and makes use of a variety of industry tools to target the audience that has been deemed the most appropriate for the revamped beer. An initial soft launch at the beginning of Phase 1 will attempt to solidify 1565 Victory Lager’s current position in the market, and a more elaborate, second launch will mark the beginning of Phase 2 and propel the brand’s reputation to the ranks of industry leaders. The objectives of this campaign are based upon the positioning statement and target markets that have been selected for the brand. The research showed that the most effective way of providing revenue for the company would be to solidify its current market position through heightened sales promotion efforts and incentives, along with a rebrand of the product itself. Furthermore, the younger generation will be targeted, as the rest of the older generations are loyal to other brands – most notably, Cisk. The younger market has had less exposure to beer and alcohol advertising, and by sponsoring their events and making sure that the brand is as youthful as possible is of utmost importance. Furthermore, tourists will be another main target during Phase 1. The brand will continue to be linked to Malta’s past victories, and information about these historical events will be displayed on any advertising that targets tourists. To support this effort, a website will be created to provide further information, and to foster a relationship between the consumer and the brand. This will also support the brand’s efforts to solidify its position in the on-trade market – especially in high-tourist areas of the island. Phase 2 will be characterised by the launch of a new form of packaging – the 250ml bottle, and major sponsorship and advertising during the 2018 FIFA World Cup. This tournament draws towards it most consumers, however it especially attracts young people, males, and those who associate heavily with sporting excellence and competition – concepts that the brand will be attempting to associate itself with. Description: M.A.INT.MARKETING COMM. 2016-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/18830 Title: Integrated marketing communications plan for Wendy Electrical Machinery Company Abstract: Wendy Company has been selected as the research object of this study, which first attempts to analyze the global and domestic pump market, as well as the market trends pertaining to the pump industry, specifically by looking at the variety of industry demands for pumps. In an attempt to better understand the highly competitive environment, a detailed PEST analysis to better understand the political, environmental, economic , social and technological environments was conducted, followed by the employment of Porter's Five Forces model to analyze the existing competitive activities among the major market players. This includes the threat of substitutes, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and rivalry among the existing players, with reference to the present and future development opportunities of the company being studied. This was followed by a detailed analysis of the company's strengths and weaknesses. Apart from that, the specific analysis of the self-development ability of enterprises was carried out specifically by analyzing the various functions within the company under study. The ultimately goal of this study is to create detail and practical integrated marketing communication plan for Wendy Company which is in the case of Business to Business market. Available materials include, brochures, third party website, print magazines, and videos. Description: M.A.INT.MARKETING COMM. 2016-01-01T00:00:00Z