Digital Marketing in the Knitting Business with Russia as a Target Market. Case: Novita
Cao, Qian; Kenina, Elizabeth (2014)
Cao, Qian
Kenina, Elizabeth
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121920556
https://urn.fi/URN:NBN:fi:amk-2014121920556
Tiivistelmä
Novita is a family-owned company and the largest yarn manufacturer in Finland, with a factory located in Koria. The company is interested in exporting its products to Russia. Despite the considerable advantages of accessing the Russian market, various challenges and difficulties also exist, which can make it risky to enter the market.
The main objectives of this thesis was were to collect information on Russia in order to propose an efficient digital marketing campaign plan for examining possible digital marketing channels to help the company enter the target market successfully. The purpose of this plan includes increasing customers’ awareness of Novita Company and its products, as well as engaging more customers. These goals could be achieved by using digital marketing channels which are relatively low-risk and resource-saving.
Different research methods were used in collecting data. At the early stage, small interviews were conducted by email and through phone calls with the marketing manager from the Novita group, in order to receive necessary basic information about their prospective and goals. Then, comprehensive investigations on Russia and the outlook of this market were conducted, using a PESTEL analysis and SWOT analysis as tools. The PESTEL analysis highlighted important political, economic, social, technical and environmental issues, while the SWOT analysis presented the strengths, weaknesses, opportunities and threats faced by Novita in the Russian market. Questionnaires were also developed to gather information from Russians. The analysis of the collected data contributed to defining the most effective, efficient and suitable digital marketing channels, to target the potential customers in Russia in the best possible manner. Possible channels were outlined through those research analyses.
Based on the collected results, there is great potential for Novita Company entering Russian market; the suggestions mainly relied on digital marketing channels such as Facebook and Vkontakte campaign.
The main objectives of this thesis was were to collect information on Russia in order to propose an efficient digital marketing campaign plan for examining possible digital marketing channels to help the company enter the target market successfully. The purpose of this plan includes increasing customers’ awareness of Novita Company and its products, as well as engaging more customers. These goals could be achieved by using digital marketing channels which are relatively low-risk and resource-saving.
Different research methods were used in collecting data. At the early stage, small interviews were conducted by email and through phone calls with the marketing manager from the Novita group, in order to receive necessary basic information about their prospective and goals. Then, comprehensive investigations on Russia and the outlook of this market were conducted, using a PESTEL analysis and SWOT analysis as tools. The PESTEL analysis highlighted important political, economic, social, technical and environmental issues, while the SWOT analysis presented the strengths, weaknesses, opportunities and threats faced by Novita in the Russian market. Questionnaires were also developed to gather information from Russians. The analysis of the collected data contributed to defining the most effective, efficient and suitable digital marketing channels, to target the potential customers in Russia in the best possible manner. Possible channels were outlined through those research analyses.
Based on the collected results, there is great potential for Novita Company entering Russian market; the suggestions mainly relied on digital marketing channels such as Facebook and Vkontakte campaign.