Integrated Marketing Communications Strategy for a Vegetarian Snack
Pham, Uyen; Tran, Nhung (2016)
Tampereen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121620693
https://urn.fi/URN:NBN:fi:amk-2016121620693
Tiivistelmä
The primary objective for this thesis was to set up an effective integrated marketing communications strategy in relation to the launch of a Company X’s vegetarian snack into the Vietnamese market. The thesis objective was to create a detailed integrated marketing communications plan to increase brand awareness of the product, thereby accelerating the sales.
In order to reach the objective, collection of both secondary and primary data was performed. Secondary data was collected mostly through books, e-books, online academic writings, articles and independent market reports. Primary data was gathered by conducting a customer survey. The customer survey was conducted in both paper and online forms with a number of 205 relevant respondents.
This thesis is divided into six chapters. Firstly, the thesis starts with chapters one and two, in which the preliminary information on the discussed theme, purpose, objective, and subject definition of the thesis are introduced. Next, related theoretical framework is presented in chapter three. In this chapter, the integrated marketing communications planning process is discussed in detail. Following that, chapter four presents customer survey in detail with graphs and explanations. Chapter five focuses on the integrated marketing communications strategy for a vegetarian snack of Company X based on the theoretical framework mentioned in chapter three and the customer survey results presented in chapter four. A communications strategy was developed for the company and its vegetarian product, based on the theoretical framework. Internal and external situation analysis, SWOT, market analysis as well as marketing mix were on focus. Conclusions and recommendations are presented in chapter six.
Based on the collected and analysed information, a communications strategy was presented for the company to launch its product.
In order to reach the objective, collection of both secondary and primary data was performed. Secondary data was collected mostly through books, e-books, online academic writings, articles and independent market reports. Primary data was gathered by conducting a customer survey. The customer survey was conducted in both paper and online forms with a number of 205 relevant respondents.
This thesis is divided into six chapters. Firstly, the thesis starts with chapters one and two, in which the preliminary information on the discussed theme, purpose, objective, and subject definition of the thesis are introduced. Next, related theoretical framework is presented in chapter three. In this chapter, the integrated marketing communications planning process is discussed in detail. Following that, chapter four presents customer survey in detail with graphs and explanations. Chapter five focuses on the integrated marketing communications strategy for a vegetarian snack of Company X based on the theoretical framework mentioned in chapter three and the customer survey results presented in chapter four. A communications strategy was developed for the company and its vegetarian product, based on the theoretical framework. Internal and external situation analysis, SWOT, market analysis as well as marketing mix were on focus. Conclusions and recommendations are presented in chapter six.
Based on the collected and analysed information, a communications strategy was presented for the company to launch its product.