How to increase brand awareness : Case Company - Mai Niemi
Preuhs, Celia (2014)
Preuhs, Celia
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014111315597
https://urn.fi/URN:NBN:fi:amk-2014111315597
Tiivistelmä
Mai Niemi is a Finnish fairytale design shop located in Helsinki, at the Senate Square. Mainly tourists, who are eager to discover and purchase unique handicraft items related to Finnish history and culture, visit it. The pieces of clothing available in the store have been designed by the owner herself, who became inspired by the Kalevala, as well as Finnish nature. However,at the moment not many tourists or locals are well aware of the existence of the shop,resulting in poor sales.
This thesis examines the results of the current marketing strategy. The purpose of the thesis is to develop a successful marketing plan that will be implemented from the first of December 2014. The objective of this plan is to increase brand awareness among local people as well as tourists. The results of the marketing plan will be seen by the end of the summer season of 2015.
Three different research methods have been used to collect the data. To start with, two interviews with Mai Niemi were conducted in spring 2014 in order to receive necessary background information about the current situation and the goals of the owner. Then, observation in May 2014 to understand the customers’ journey from the Senate Square and Market Square to the shop. Questionnaires were utilized to gather information from tourists visiting the shop. Interviews were used to understand the sources of motivation of local people to visit the brand’s premises. The data collected helped defined the most effective and efficient
marketing channels, to target the different customers in the best possible manner.
The ultimate objective is to create a brand that customers will easily be able to identify and willing to become brand ambassadors.
This thesis examines the results of the current marketing strategy. The purpose of the thesis is to develop a successful marketing plan that will be implemented from the first of December 2014. The objective of this plan is to increase brand awareness among local people as well as tourists. The results of the marketing plan will be seen by the end of the summer season of 2015.
Three different research methods have been used to collect the data. To start with, two interviews with Mai Niemi were conducted in spring 2014 in order to receive necessary background information about the current situation and the goals of the owner. Then, observation in May 2014 to understand the customers’ journey from the Senate Square and Market Square to the shop. Questionnaires were utilized to gather information from tourists visiting the shop. Interviews were used to understand the sources of motivation of local people to visit the brand’s premises. The data collected helped defined the most effective and efficient
marketing channels, to target the different customers in the best possible manner.
The ultimate objective is to create a brand that customers will easily be able to identify and willing to become brand ambassadors.