A Global Communication Plan for Carrefour, (2020)
Velasco, Agustina Mariel; Lafont, Martina
Academic Unit: Comunicación Carrera/Maestría: Lic. en Comunicación Global Editor Institucional: Universidad Argentina de la Empresa Advisor: Iovine, Mariano Subject: Comunicación; Plan de Comunicación Global; Supermercados; Comportamiento del Consumidor; Carrefour [Firma Comercial] extension: 88 p.
Over the last years, a trend has been growing stronger among generations about healthier lifestyles and
consumption habits. Because of this, around the world the retail sector had to redesign itself to adapt to
these consumer needs and constant changes. Companies have developed more sustainable products that
not only care about the consumers health but the environment too.
The way of communicating these new products also required to be different and Carrefour was a
company pioneer in doing so. As it was successful in Europe, it will be used as a market of reference to
apply it in Argentina, taking into consideration the country’s economy.
This project will analyze Carrefour, its context, consumers and model of communication in depth. After
we have ended our investigation, we will be able to propose a communication campaign that will add
value to the company, achieve a competitive advantage and contribute to its goals.