The B2B Marketing Plan for Punnu Games

Abstract

The presented thesis examined the marketing environment of Punnu games – a small mobile game company based in Turku in the pursuit to fulfill the aim of the research – create a practical B2B marketing plan with the consideration of the industry standards and specificities. The theoretical part of the thesis is presented by basic marketing theory with the emphasis on B2B marketing and marketing planning. Additionally, marketing environment is discussed in a dedicated chapter. The case-specific chapter provides the theory in regards of the case company’s offerings. Empirical part of the study uses qualitative research method in the form of the individual interviews. The interviews conducted with the similar-sized domestic companies that provide similar to the case company offerings revealed meaningful insights on the gaming industry in Southern Finland. The research process revealed the ineffectiveness of traditional B2B marketing tools in the selected industry for small- and medium-sized companies. It has also revealed that performing marketing in the industry requires not only marketing knowledge, but also knowledge of the technical side of the activities. The need in educating clients about both sides as well were also considered as a necessity for closing B2B deals. Based on the collected knowledge, the B2B marketing plan was drawn and presented to the case company.