Digital Promotion of ASUS Smartphones in the Ukrainian Market
Tykhonenko, Diana (2018)
Tykhonenko, Diana
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801171400
https://urn.fi/URN:NBN:fi:amk-201801171400
Tiivistelmä
This is a product-based thesis commissioned by the Ukrainian representative of ASUS, a multinational electronics company. The organisation’s objective is to increase the sales of the smartphones along with raising brand awareness.
This study seeks to investigate the viability of ASUS smartphones in the Ukrainian market and foster ways, guidelines and procedures appropriate to promote the use of ASUS smartphones in Ukraine.
The final outcome is a cost-efficient digital promotion plan of ASUS smartphones for the Ukrainian market. The plan is presented in a form of a handbook. The implementation of the plan is not included in the project.
The theoretical framework was carried out as secondary research and focuses on digital promotion tools and models such as inbound marketing, use of social media platforms, content marketing, blogging, search engine marketing and search engine optimisation. The information was obtained from the books, online sources and journals.
Benchmarking concerning the digital promotion strategy of ASUS Brazil was carried out to obtain more ideas on how to promote the same product in the Ukrainian market. The benchmarking study looks into the digital promotion tools and social media platforms that are used to promote ASUS smartphones in Brazil.
The primary information was gathered by face-to-face and Skype interviews with the case company and ASUS Representative in Brazil.
The handbook follows the design of the case company and provides clear and useful recommendations and suggestions that could be used by the organisation to implement an effective digital promotion campaign of ASUS Zenfone smartphones.
Based on the research, the social media and content marketing strategies have been found to favour the promotional activities that ASUS may use to venture into the Ukrainian market.
The promotional strategies that ASUS could use to dominate the Ukrainian market incorporate the use of social media, content marketing, SEO tools and blogging. Celebrity endorsements will also take promotion a notch higher.
This study seeks to investigate the viability of ASUS smartphones in the Ukrainian market and foster ways, guidelines and procedures appropriate to promote the use of ASUS smartphones in Ukraine.
The final outcome is a cost-efficient digital promotion plan of ASUS smartphones for the Ukrainian market. The plan is presented in a form of a handbook. The implementation of the plan is not included in the project.
The theoretical framework was carried out as secondary research and focuses on digital promotion tools and models such as inbound marketing, use of social media platforms, content marketing, blogging, search engine marketing and search engine optimisation. The information was obtained from the books, online sources and journals.
Benchmarking concerning the digital promotion strategy of ASUS Brazil was carried out to obtain more ideas on how to promote the same product in the Ukrainian market. The benchmarking study looks into the digital promotion tools and social media platforms that are used to promote ASUS smartphones in Brazil.
The primary information was gathered by face-to-face and Skype interviews with the case company and ASUS Representative in Brazil.
The handbook follows the design of the case company and provides clear and useful recommendations and suggestions that could be used by the organisation to implement an effective digital promotion campaign of ASUS Zenfone smartphones.
Based on the research, the social media and content marketing strategies have been found to favour the promotional activities that ASUS may use to venture into the Ukrainian market.
The promotional strategies that ASUS could use to dominate the Ukrainian market incorporate the use of social media, content marketing, SEO tools and blogging. Celebrity endorsements will also take promotion a notch higher.