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Defining successful marketing communication: a follow-up of a global campaign : Case company: Wärtsilä Finland
Hansten, Susanna (2009)
Hansten, Susanna
Vaasan ammattikorkeakoulu
2009
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200912117734
https://urn.fi/URN:NBN:fi:amk-200912117734
Tiivistelmä
The aim of this thesis has been to define successful marketing communications and to investigate how communication has been working in implementing the Wärtsilä Power Plants campaign Energy, Environment and Economy (EEE). As it has been recognized along this thesis, communication is a broad topic, which is integrated by a number of aspects. Even though this thesis has attempted to define successful marketing communication it is vital to mention that there is no recipe for successful communication, but one needs to take into consideration the different aspects mentioned in the theoretical framework. This is to recognize the different barriers to communication that may arise, especially in multicultural companies. It is also about integrating communication to ensure that all messages from the organization tell the same story. By developing a media plan one can plan communications and decide the best route for delivering the messages to the target audiences. Communication is about shared meaning and it is therefore important that those responsible for marketing communications attempt to communicate messages in a way that all recipients understand the intended message. To recognize the importance of communications in strategic marketing, and what affect it has on branding, corporate image and identity, is crucial communicating the intended messages both internally and externally. The campaign Energy, Environment and Economy has in many ways been implemented successfully. By doing the follow-up one can see the results of cooperation, teamwork, integration and the use of several communication methods among regions. Even though there were some disruptions in communication, the final results are very positive. With well-planned campaign material and professional communication the campaign has been able to reach its objectives and reach out to the target audiences. There are still things to improve and develop, but since this campaign is soon ending, it is important to remember the successful strategies from this campaign and bring it into future campaigns. Organizations today communicate both with internal and external audiences through a variety of tools. To coordinate that all messages coming from the organization is internally consistent, communications need to be integrated. Communication should be a two-way traffic but sometimes noises such as culture and media may interfere with the communications process and create barriers to effective communication. In order to state what vehicles and media to use for reaching the target audience a media plan can be decided to choose a course of action. A crucial part of communication is also to evaluate the activities by doing both pre-test and post-tests in order to define the successes and failures of communications. The purpose of this thesis is to define successful marketing communication by focusing mostly on B-2-B communication. The theoretical framework provides guidelines and understandings of how marketing communications can be successfully implemented within an organization. The campaign ”Energy, Environment and Economy” by Wärtsilä Finland has been investigated in the empirical research. A qualitative study was made internally among local marketers in all Wärtsilä sales regions concerning communication and activity related questions about the campaign. The findings showed that communication is well functioning among the regions although some disruption exists. Connections with the theoretical framework are made, and recommendations for an action plan as well as suggestions for further research are included. Idag kommunicerar företag både internt och externt genom olika metoder. För att koordinera att alla meddelanden som kommer från företaget överensstämmer internt krävs det att kommunikationen är integrerad. Kommunikation borde vara en tvåvägskommunikation, men ibland hindras kommunikationsprocessen av kultur och media som skapar hinder för effektiv kommunikation. För att klarlägga vilka metoder och media som kan användas för att nå målgruppen kan en mediaplanering bestämmas angående hur man ska gå till väga. Även en viktig del av kommunikationen är att utvärdera aktiviteterna genom att göra både före- och eftertester för att definiera framgångar och misslyckanden av kommunikationen. Syftet med denna uppsats är att definiera framgångsrik marknadsförings kommunikation genom att fokusera mestadels på B-2-B kommunikation. Den teoretiska referensramen tillför riktlinjer och förståelser över hur marknadsföringskommunikation kan implementeras framgångsrikt inom ett företag. Kampanjen ”Energy, Environment and Economy” av Wärtsilä Finland har undersökts i den empiriska studien. En kvalitativ undersökning gjordes internt bland lokala marknadsförare i alla Wärtsiläs försäljningsregioner gällande kommunikation och aktivitet om kampanjen. Resultaten visade att kommunikationen fungerar väl bland regionerna fastän en viss splittring finns. Anknytningar till den teoretiska referensramen är gjorda och rekommendationer för en handlingsplan och förslag till ytterligare undersökningar är inkluderat.