Improving online marketing communications for a sharing platform Case:Host My Pet
Vuojolahti, Milla (2018)
Vuojolahti, Milla
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805026033
https://urn.fi/URN:NBN:fi:amk-201805026033
Tiivistelmä
Marketing planning to promote a brand, attract new customers and bring value to existing customers is challenging especially for small and new businesses. To make the process more complex, the components of the sharing economy bring more challenge for companies to reach their marketing objectives. This thesis study is aiming to find the most useful marketing models and techniques that will enhance and improve Host My Pet’s brand awareness and customer experience.
The nature of this bachelor thesis is product-oriented as the objective is to point out recommendations for Host My Pet to increase the effectiveness of their marketing communications. The following thesis study was executed during spring 2018 to provide efficient guidelines for the case company to use in their marketing plan in order to reach the company goal in the near future.
The components in the theoretical framework were chosen to support the final product outcome as well as to give valuable information for the author and the commissioner about relevant marketing components. The theory consists of reviewing the sharing economy where the case company operates in and then focusing on general marketing models, techniques and trends.
The author chose to conduct a customer satisfaction survey as an empirical research in order to have customer-based evidence for the improvements. The Webropol online tool was used for collecting the responses and data from the case company’s regular customers. The survey results together with the theoretical framework help conducting an effective product outcome for the commissioner’s urgent needs.
Host My Pet, a sharing platform for pet owners and sitters, was commissioning this thesis. The company’s ability to do marketing towards reaching their company goal was limited, thus the thesis was implemented. By studying the studied marketing components and adopting the recommendations, the commissioner will gain the required abilities in marketing.
The nature of this bachelor thesis is product-oriented as the objective is to point out recommendations for Host My Pet to increase the effectiveness of their marketing communications. The following thesis study was executed during spring 2018 to provide efficient guidelines for the case company to use in their marketing plan in order to reach the company goal in the near future.
The components in the theoretical framework were chosen to support the final product outcome as well as to give valuable information for the author and the commissioner about relevant marketing components. The theory consists of reviewing the sharing economy where the case company operates in and then focusing on general marketing models, techniques and trends.
The author chose to conduct a customer satisfaction survey as an empirical research in order to have customer-based evidence for the improvements. The Webropol online tool was used for collecting the responses and data from the case company’s regular customers. The survey results together with the theoretical framework help conducting an effective product outcome for the commissioner’s urgent needs.
Host My Pet, a sharing platform for pet owners and sitters, was commissioning this thesis. The company’s ability to do marketing towards reaching their company goal was limited, thus the thesis was implemented. By studying the studied marketing components and adopting the recommendations, the commissioner will gain the required abilities in marketing.