Digital marketing strategy in the Finnish wine industry
Dong, Tien (2021)
Dong, Tien
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021061616154
https://urn.fi/URN:NBN:fi:amk-2021061616154
Tiivistelmä
In the context of the Finnish wine market, the country-specific legislation on alcoholic products marketing is seen to be strict and ambiguous, especially for social media marketing in terms of user-generated content. Although the wording of the law indicates a total ban on alcohol marketing on social media, the government stated that the purpose of the law was not a total ban. Therefore, there are certain rules which wine companies custom to strategise the marketing plan for both digital and social media platforms to increase the visibility of wine products.
Like any other industry, digital marketing is crucial, not to mention for the wine industry. The rise of the Internet and social media network enables customers to access inspiring stories and the latest drinking trends. Statistics Finland shows that eighty-four per cent of Finns used the Internet several times a day (Official Statistics of Finland, 2020) whose presences are already out there to adopt news and trends. The research’s objectives are to find out how wine companies utilise digital platforms and online availability to reach their potential customers while still strictly following the Finnish restrictions.
There has been a bundle of digital marketing tactics and activities that play an important role in the company’s growth. Moreover, following the Finnish Alcohol Act and the guideline from the National Supervisory Authority for Welfare and Health (Valvira) – who takes responsibility for the implementation and enforcement of marketing regulations, the thesis will focus on digital marketing strategy typically done by case wine companies (importers and wholesalers) and how marketing strategy is accustomed to the alcohol legislation. Further analysis of the most frequently used digital marketing tactics and the Finnish wine trends will also be covered.
The primary methodology of the research used was an in-depth interview with the involvement of three wine marketing professionals. All three separate interview sessions were conducted online via Google Meet platforms within thirty to fourty five minutes. Each representative has their own perspectives on marketing wine products, however, all agreed that digital marketing is being an essential strategy for their company’s growth. However, in order to execute a proper digital marketing strategy, they have to follow the Finnish restrictions on marketing mild alcohol beverages at all time. The research will present a general analysis of the restrictions and common digital marketing strategies that wine companies are currently effectively executing.
Like any other industry, digital marketing is crucial, not to mention for the wine industry. The rise of the Internet and social media network enables customers to access inspiring stories and the latest drinking trends. Statistics Finland shows that eighty-four per cent of Finns used the Internet several times a day (Official Statistics of Finland, 2020) whose presences are already out there to adopt news and trends. The research’s objectives are to find out how wine companies utilise digital platforms and online availability to reach their potential customers while still strictly following the Finnish restrictions.
There has been a bundle of digital marketing tactics and activities that play an important role in the company’s growth. Moreover, following the Finnish Alcohol Act and the guideline from the National Supervisory Authority for Welfare and Health (Valvira) – who takes responsibility for the implementation and enforcement of marketing regulations, the thesis will focus on digital marketing strategy typically done by case wine companies (importers and wholesalers) and how marketing strategy is accustomed to the alcohol legislation. Further analysis of the most frequently used digital marketing tactics and the Finnish wine trends will also be covered.
The primary methodology of the research used was an in-depth interview with the involvement of three wine marketing professionals. All three separate interview sessions were conducted online via Google Meet platforms within thirty to fourty five minutes. Each representative has their own perspectives on marketing wine products, however, all agreed that digital marketing is being an essential strategy for their company’s growth. However, in order to execute a proper digital marketing strategy, they have to follow the Finnish restrictions on marketing mild alcohol beverages at all time. The research will present a general analysis of the restrictions and common digital marketing strategies that wine companies are currently effectively executing.