Developing integrated marketing communication campaign for CoreFinland Ltd
Kucher, Kristina (2012)
Kucher, Kristina
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205117818
https://urn.fi/URN:NBN:fi:amk-201205117818
Tiivistelmä
The aim of this study is to develop marketing communication campaign for a small-sized snacks- producing company CoreFinland Ltd using the integrated approach. The research question defines what kind of marketing activities the case company needs in order to improve the interaction with consumers and raise brand awareness.
The first part of the research is a qualitative study of relevant marketing literature that
concentrates on comparison between traditional and modern marketing. Analyses of the case company, product and segment, as well as market environment were conducted to enhance the understating of marketing activities that could be used for CoreFinland Ltd.
Empirical data was collected during the in-store promotional events in KESKO supermarkets in November 2011. Customer feedback was gathered in order to define consumers’ needs and expectations, as well as to analyze the brand awareness.
The second part of the research aims to develop integrated marketing communication campaign based on literature review, promotional objectives, consumers’ needs and personal discussions with managing director Mr Turkama during the autumn 2011. In order to minimize financial costs and maximize advertising efficiency it was decided to pay special attention to online marketing, guerrilla marketing and social media.
Findings of this study allow CoreFinland Ltd to analyze consumers’ needs and current product position and provide valuable tips for implementing integrated marketing communication campaign.
The first part of the research is a qualitative study of relevant marketing literature that
concentrates on comparison between traditional and modern marketing. Analyses of the case company, product and segment, as well as market environment were conducted to enhance the understating of marketing activities that could be used for CoreFinland Ltd.
Empirical data was collected during the in-store promotional events in KESKO supermarkets in November 2011. Customer feedback was gathered in order to define consumers’ needs and expectations, as well as to analyze the brand awareness.
The second part of the research aims to develop integrated marketing communication campaign based on literature review, promotional objectives, consumers’ needs and personal discussions with managing director Mr Turkama during the autumn 2011. In order to minimize financial costs and maximize advertising efficiency it was decided to pay special attention to online marketing, guerrilla marketing and social media.
Findings of this study allow CoreFinland Ltd to analyze consumers’ needs and current product position and provide valuable tips for implementing integrated marketing communication campaign.