Creating an Effective Price Match Email Marketing Plan: Case Company X
Sirkiä, Taru (2019)
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Comparing prices between companies offering the same products or services is easier than ever before due to the advanced digital opportunities available. The use of the price match policy, companies matching their product or service prices to competitors’ prices, has increased because companies want their current customers to become more loyal. Company X is a German startup, which offers a website for the buyer and supplier companies in the European chemical industry. The company is the intermediary between its customers to reach chemical companies through the website. The case company wanted to start using the price match policy to make its buyer customers more loyal and make them use the case company’s marketplace more. In order to use the price match policy, the potential supplier customers of the Company X need to agree on the policy so that the buyers can require them to match the price if needed. The thesis examines how to create an effective email marketing plan to market the price match policy for the supplier customers. The assignment was given by the Company X and the purpose of the study was to generate an effective price match email marketing plan to attract the most potential supplier customers. This qualitative study was conducted between December 2018 and May 2019 and it includes theoretical and practical sections. Two sources, primary and secondary data, were used to collect data for the study. The interview of the Company X’s Marketing Manager was used to collect primary data to get better understanding of the current email marketing of the case company and to foresee what could be improved. The secondary data were collected from digital sources, such as e-books and timely internet literature. The email marketing plan was formed based on the findings of the email marketing plan and the interview. The plan includes a target group analysis, setting of objectives and an action plan. The email marketing plan is designed to be utilized during the year of 2019 when the Company X puts the price match policy to use.