Marketing Communications Plan for Jolla Oy
Perez Zamora, Mariana (2019)
Perez Zamora, Mariana
2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019113023618
https://urn.fi/URN:NBN:fi:amk-2019113023618
Tiivistelmä
Thesis commissioned by Jolla Oy, founded in 2011 and developer of mobile operating system, Sailfish OS. In 2015 the company changed their business strategy and their marketing activities failed to adapt to the new change. The author was commissioned to develop a marketing communications plan that would reflect on their business strategy, target audience and key messages.
The author researched concepts and theories such as Marketing, Marketing Plan, Business-to-Business Marketing, Integrated Marketing Communications, Communications Planning Framework – PASTAE, Business-to-Business Buyer’s Journey and RACE Framework. With the objective of having a theoretical background to produce the marketing communications plan. The author conducted a qualitative research in the form of interviews on the two major shareholders of the commissioner: the marketing team and business customers. The interview conducted on the marketing team provided insight into the current marketing activities performed by the commissioner. The interview conducted on the customers, was based on the Business-to-Business Buyer’s Journey and gave in- sights on the content customers need in each stage of the journey. Apart from the theoretical framework and qualitative research, the author investigated best practices for business-to-business marketing communication activities.
Based on the primary and secondary data gathered the author was able to develop a marketing communications plan that would reflect the commissioner’s business strategy, target audience and key messages. In addition, a set of recommendations were included with best practices for Business-to-Business Marketing activities. This includes a new set of key messages, more specific target audience, and a list of channels and content which performs better on Business-to-Business customers. Finally, the author provided the com- missioner with a content calendar which would allow for future planning with a suggested timeline for the activities suggested.
The author researched concepts and theories such as Marketing, Marketing Plan, Business-to-Business Marketing, Integrated Marketing Communications, Communications Planning Framework – PASTAE, Business-to-Business Buyer’s Journey and RACE Framework. With the objective of having a theoretical background to produce the marketing communications plan. The author conducted a qualitative research in the form of interviews on the two major shareholders of the commissioner: the marketing team and business customers. The interview conducted on the marketing team provided insight into the current marketing activities performed by the commissioner. The interview conducted on the customers, was based on the Business-to-Business Buyer’s Journey and gave in- sights on the content customers need in each stage of the journey. Apart from the theoretical framework and qualitative research, the author investigated best practices for business-to-business marketing communication activities.
Based on the primary and secondary data gathered the author was able to develop a marketing communications plan that would reflect the commissioner’s business strategy, target audience and key messages. In addition, a set of recommendations were included with best practices for Business-to-Business Marketing activities. This includes a new set of key messages, more specific target audience, and a list of channels and content which performs better on Business-to-Business customers. Finally, the author provided the com- missioner with a content calendar which would allow for future planning with a suggested timeline for the activities suggested.