Planning a responsibility campaign for Alko Inc.
Wäck, Ada-Maria (2016)
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016061312864
https://urn.fi/URN:NBN:fi:amk-2016061312864
Tiivistelmä
This thesis is a study into marketing and more specifically into marketing planning. The purpose of the thesis is to create a campaign in order to raise the responsibility image of Alko Inc. within the target group of young adults.
The objective of this thesis is to create a campaign concept for Alko Inc. The background of the campaign is a marketing competition called Adprofit Junior, where young marketing professionals compete against one another by creating a coherent campaign plan for a societal organization. The case organization changes every year.
The theoretical framework of this study lies in marketing and forms the basis for the project. Instead of concentrating on marketing as a driver for profit and sales, a societal approach is embraced.
Two different marketing communication models are presented and analysed in order to create a new model as a synthesis of these two. This customer-driven planning model created in the theoretical section is used to generate the project tasks in order to create a coherent campaign entity as the outcome of this project.
In conclusion, the new model created for the project in alignment with the theory is an efficient way to plan a customer-driven campaign. The campaign created as the outcome of this project acquired the first place in the competition, awarded by Alko and Mainostajien Liitto.
The objective of this thesis is to create a campaign concept for Alko Inc. The background of the campaign is a marketing competition called Adprofit Junior, where young marketing professionals compete against one another by creating a coherent campaign plan for a societal organization. The case organization changes every year.
The theoretical framework of this study lies in marketing and forms the basis for the project. Instead of concentrating on marketing as a driver for profit and sales, a societal approach is embraced.
Two different marketing communication models are presented and analysed in order to create a new model as a synthesis of these two. This customer-driven planning model created in the theoretical section is used to generate the project tasks in order to create a coherent campaign entity as the outcome of this project.
In conclusion, the new model created for the project in alignment with the theory is an efficient way to plan a customer-driven campaign. The campaign created as the outcome of this project acquired the first place in the competition, awarded by Alko and Mainostajien Liitto.