Identifying new target groups for HighRoller Finland
Churchward, William (2019)
Churchward, William
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905139507
https://urn.fi/URN:NBN:fi:amk-201905139507
Tiivistelmä
Muscle care is becoming more common amongst everyday people and is no longer just for elite athletes. Lots of people are suffering from muscle pain and as a result are searching for new ways to relieve these aches and pains. We are living in a digital age where you can find almost anything online, including muscle care products. It is becoming very expensive to visit the physiotherapist or to get a sports massage, therefore consumers are seeking cheaper alternatives. This thesis provides theoretical knowledge on muscle care products, online marketing and target groups. The research in this thesis was both quantitative and qualitative. The purpose of this study was to find new target groups for the commissioning party ‘HighRoller Finland’. The way of defining success of the target groups was by how many link-clicks each target group received on a Facebook advert. The author’s main goals were to gain more theoretical knowledge on marketing and to improve their data collection and analysis methods. The thesis also explores methods of online advertising and how to use social media to generate brand exposure.
The main findings of the theory section were, that using demographics was the best way to define target groups and using social media, specifically ‘Facebook’ was the most effective form of online marketing. A new target group was found using pre-existing data but when this target group was tested against a current target group it did not perform as well overall. The new-found target group was defined as males aged 31-40 who worked in IT or in an office and suffered from back pain. The original target group chosen by HighRoller was males and females aged 41-58 who had an interest in foam rolling or wellbeing. However, the pre-existing data was fully analyzed allowing the commissioning party to create new target groups for themselves in the future. Although the new target group did not perform as well, it still outperformed the current target group in some areas and can-not be deemed a failure. With more time and research the new-found target group can be of use to HighRoller Finland.
The main findings of the theory section were, that using demographics was the best way to define target groups and using social media, specifically ‘Facebook’ was the most effective form of online marketing. A new target group was found using pre-existing data but when this target group was tested against a current target group it did not perform as well overall. The new-found target group was defined as males aged 31-40 who worked in IT or in an office and suffered from back pain. The original target group chosen by HighRoller was males and females aged 41-58 who had an interest in foam rolling or wellbeing. However, the pre-existing data was fully analyzed allowing the commissioning party to create new target groups for themselves in the future. Although the new target group did not perform as well, it still outperformed the current target group in some areas and can-not be deemed a failure. With more time and research the new-found target group can be of use to HighRoller Finland.