Marketing communication plan for Barbershop Nina Jussinoja
Peltonen, Pauliina (2015)
Peltonen, Pauliina
Satakunnan ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112417493
https://urn.fi/URN:NBN:fi:amk-2015112417493
Tiivistelmä
The topic of the thesis was to study marketing communication planning and online marketing. The study was conducted for Barbershop Nina Jussinoja. Barbershop Nina Jussinoja is a barbershop in the center of Rauma. The business idea of the shop is to offer haircuts and beard trimming without taking appointments. The barbershop didn’t have any marketing communication activities or planning before the process of this thesis began.
In order to create a marketing communication plan, theory of marketing planning process was studied. The theory and the empirical part were both constructed around Timo Rope’s model of marketing planning process. The first special challenge, online marketing, focused on social media and websites and how to conduct marketing in them. The second special challenge was services marketing. The nature of services was explained and multicultural customers were taken into consideration when the online channels for marketing communication were created.
The purpose of the thesis was to create a concrete marketing communication plan, which included new websites, Facebook pages and an advertisement for Barbershop Nina Jussinoja. These new marketing communication channels were intended to be integrated with the interior style of the shop and its showcase. The purpose of these new channels was to increase the shop’s visibility and modernize its marketing communication activities.
This research followed qualitative approach and the method applied was action re-search. Data gathering methods were observation and survey. The main emphasis was on the action research and observation method. The observation was conducted at the barbershop when I was an employee there. The survey was handed out to shop’s customers in October 2015. The result of the survey was that Twitter was left out of the marketing communication plan. The final marketing communication plan for Barbershop Nina Jussinoja was created for six months’ time period, beginning in December 2015 and ending in May 2016.
In order to create a marketing communication plan, theory of marketing planning process was studied. The theory and the empirical part were both constructed around Timo Rope’s model of marketing planning process. The first special challenge, online marketing, focused on social media and websites and how to conduct marketing in them. The second special challenge was services marketing. The nature of services was explained and multicultural customers were taken into consideration when the online channels for marketing communication were created.
The purpose of the thesis was to create a concrete marketing communication plan, which included new websites, Facebook pages and an advertisement for Barbershop Nina Jussinoja. These new marketing communication channels were intended to be integrated with the interior style of the shop and its showcase. The purpose of these new channels was to increase the shop’s visibility and modernize its marketing communication activities.
This research followed qualitative approach and the method applied was action re-search. Data gathering methods were observation and survey. The main emphasis was on the action research and observation method. The observation was conducted at the barbershop when I was an employee there. The survey was handed out to shop’s customers in October 2015. The result of the survey was that Twitter was left out of the marketing communication plan. The final marketing communication plan for Barbershop Nina Jussinoja was created for six months’ time period, beginning in December 2015 and ending in May 2016.