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Marketing of an Innovative Finnish Sports Product in German-Speaking Countries : Case: HighRoller
Dorokhova, Anastasiia (2015)
Dorokhova, Anastasiia
Kajaanin ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121921521
https://urn.fi/URN:NBN:fi:amk-2015121921521
Tiivistelmä
The purpose of the thesis was to create a marketing plan and to explore opinions about an innovative Finnish sports product, HighRoller, in German-speaking countries. The main aim was to provide the commissioner, OVK Sports, with information about the market situation and reactions towards their new product, if they were to launch it on a new market. This thesis also aimed at developing the author’s competence in marketing and market understanding, as well as bringing value to the KAMK by widening the range of topics regarding sport marketing, which is a relatively new field of studies at the KAMK.
The research tasks and questions included the following: what was the reaction of potential consumers towards the product; what methods of marketing could be used for promotion and would e-mail marketing be effective; which sports organisations was the marketing of the product targeted at; and what characteristics of the product seemed to be most effective in market positioning?
In this thesis Kotler’s marketing model was applied to market HighRoller and organise presentations on HighRoller to customers or managers in various sports organisations. The methods of data collection and analysis included a questionnaire survey and observation of the behaviour of potential customers, both businesses and individuals. During the research it was established that the reaction towards the product was positive on the German-speaking market with 71% of the respondents giving positive feedback about HighRoller. E-mail advertising proved to be ineffective in this particular situation with 0% rate of positive outcome, while the only successful method was personal visits and direct communication with managers. Moreover, gyms and professional level teams and athletes seemed to be the most suitable target group. In described cases managers were interested in their customers’ opinions about the product; they, however, believed that initially it was their or coaches’ responsibility to determine which equipment was suitable for their customers. Most positive feedback was given on the ease of use of the product, which could become the main characteristic for market positioning in the future. The acquired data gave a basic overview of market opportunities for HighRoller and could be applied when the methods and marketing campaign direction are chosen for the German-speaking countries.
The research tasks and questions included the following: what was the reaction of potential consumers towards the product; what methods of marketing could be used for promotion and would e-mail marketing be effective; which sports organisations was the marketing of the product targeted at; and what characteristics of the product seemed to be most effective in market positioning?
In this thesis Kotler’s marketing model was applied to market HighRoller and organise presentations on HighRoller to customers or managers in various sports organisations. The methods of data collection and analysis included a questionnaire survey and observation of the behaviour of potential customers, both businesses and individuals. During the research it was established that the reaction towards the product was positive on the German-speaking market with 71% of the respondents giving positive feedback about HighRoller. E-mail advertising proved to be ineffective in this particular situation with 0% rate of positive outcome, while the only successful method was personal visits and direct communication with managers. Moreover, gyms and professional level teams and athletes seemed to be the most suitable target group. In described cases managers were interested in their customers’ opinions about the product; they, however, believed that initially it was their or coaches’ responsibility to determine which equipment was suitable for their customers. Most positive feedback was given on the ease of use of the product, which could become the main characteristic for market positioning in the future. The acquired data gave a basic overview of market opportunities for HighRoller and could be applied when the methods and marketing campaign direction are chosen for the German-speaking countries.