How to grow a strong alcoholic beverage brand and following on social media in Finland?
Boman, Alex (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021053012475
https://urn.fi/URN:NBN:fi:amk-2021053012475
Tiivistelmä
The purpose of this study was to identify strategies and tactics used by strong alcoholic beverage brands for growing their brand and following on social media in Finland. The Finnish strong alcoholic beverage sector is highly competitive and restricted due to the Finnish alcohol act. Due to the above factors, the subject was investigated.
Qualitative primary research, as well as secondary research, were utilized in this study. The qualitative research data consisted of two in-depth interviews with representatives of Finnish strong alcoholic beverage brands, Laplandia Vodka and Kyrö Distillery Company. The secondary data was gathered from the internet, which consists of white papers, articles, and bibliography related to the study topic.
The results of the interviews revealed some specific strategies and tactics used by alcohol brands in Finland. The most important thing was the importance of corporate image advertising as a form of marketing used by the brand. In addition, the right positioning strategy and being present in the right channels also came to the fore. The quality of content and authentic storytelling on social media also proved to be an important factor in consumer engagement and increasing the number of followers. The study also shows that by expanding the brand’s product range to, for example, mild alcohol products, the company gets more opportunities in terms of advertising and marketing, which in turn helps the company to spread the awareness of all its products and grow its brand.
The author recommends Finnish alcohol brands use creativity when developing growth strategies and tactics on social media. While the Finnish Alcohol Act prevents many measures from being taken on social media and beyond, brands need to think” outside the box” and keep a close analysis of every factor related to the brand and find the right opportunities to grow the brand and following on social media.
Qualitative primary research, as well as secondary research, were utilized in this study. The qualitative research data consisted of two in-depth interviews with representatives of Finnish strong alcoholic beverage brands, Laplandia Vodka and Kyrö Distillery Company. The secondary data was gathered from the internet, which consists of white papers, articles, and bibliography related to the study topic.
The results of the interviews revealed some specific strategies and tactics used by alcohol brands in Finland. The most important thing was the importance of corporate image advertising as a form of marketing used by the brand. In addition, the right positioning strategy and being present in the right channels also came to the fore. The quality of content and authentic storytelling on social media also proved to be an important factor in consumer engagement and increasing the number of followers. The study also shows that by expanding the brand’s product range to, for example, mild alcohol products, the company gets more opportunities in terms of advertising and marketing, which in turn helps the company to spread the awareness of all its products and grow its brand.
The author recommends Finnish alcohol brands use creativity when developing growth strategies and tactics on social media. While the Finnish Alcohol Act prevents many measures from being taken on social media and beyond, brands need to think” outside the box” and keep a close analysis of every factor related to the brand and find the right opportunities to grow the brand and following on social media.