Digital Communications Plan and Multichannel Strategy Formulation for the Bedding Industry : Case Company X
Vogasianos, Eva-Maria (2017)
Vogasianos, Eva-Maria
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060111714
https://urn.fi/URN:NBN:fi:amk-2017060111714
Tiivistelmä
Bedding industry is rapidly evolving into a lucrative marketplace due to celebrity sponsorships, high style and product innovations. The industry is centered around lifestyle attitudes that are becoming increasingly interesting: health, wellbeing and sleep. This project oriented thesis is conducted for an international Business-to-Consumer company Case Company X Incorporated, and its Finnish subsidiary Case Company X Finland. Case Company X Inc. is a global brand house in the bedding industry manufacturing beds, pillows and mattresses. This thesis is executed for the Finnish subsidiary, and focuses on the Brand X.
Many communications channels, including the rapidly evolving digital channels, are making it more difficult for brands in the bedding industry to fully integrate their marketing channels efficiently. Therefore, it is essential to understand how to make the customer connections more engaging and impactful in multiple touch points, while at the same time maximizing channel effectiveness. Communications need to be considered on a wider, connected context which goes beyond a simple media plan, and should be based on strategic planning. Hence, multichannel marketing is studied. The multichannel management focuses on synchronizing the digital channels (i.e. online channels) with the overall marketing strategy of the company.
The assigning company ordered guidelines for executing their digital marketing communications. The assigning company highlighted the importance of strategic marketing management with an integrated approach. Consumers are known of their cross-channel behavior, and throughout the buying process, the needs of the potential consumers change. Therefore, cross-channel customers are studied. For effective and efficient planning of digital marketing, the SOSTAC framework is introduced.
The basis of the research work is strategic marketing management in the bedding industry. Multichannel approach is adopted. The final project outcome is a strategic communications playbook with a multichannel approach for the year of 2017. Hence, this plan is an execution plan. The playbook introduces specific guidelines for effective and efficient management of marketing communications in digital specifically. The final project outcome offers management guidelines for the assigning company.
Many communications channels, including the rapidly evolving digital channels, are making it more difficult for brands in the bedding industry to fully integrate their marketing channels efficiently. Therefore, it is essential to understand how to make the customer connections more engaging and impactful in multiple touch points, while at the same time maximizing channel effectiveness. Communications need to be considered on a wider, connected context which goes beyond a simple media plan, and should be based on strategic planning. Hence, multichannel marketing is studied. The multichannel management focuses on synchronizing the digital channels (i.e. online channels) with the overall marketing strategy of the company.
The assigning company ordered guidelines for executing their digital marketing communications. The assigning company highlighted the importance of strategic marketing management with an integrated approach. Consumers are known of their cross-channel behavior, and throughout the buying process, the needs of the potential consumers change. Therefore, cross-channel customers are studied. For effective and efficient planning of digital marketing, the SOSTAC framework is introduced.
The basis of the research work is strategic marketing management in the bedding industry. Multichannel approach is adopted. The final project outcome is a strategic communications playbook with a multichannel approach for the year of 2017. Hence, this plan is an execution plan. The playbook introduces specific guidelines for effective and efficient management of marketing communications in digital specifically. The final project outcome offers management guidelines for the assigning company.