Marketing Plan for KJ Design
Hänninen, Linda (2013)
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2013121120838
http://urn.fi/URN:NBN:fi:amk-2013121120838
Tiivistelmä
The following thesis looked to produce a marketing plan for a small scale company to incorporate into their business management and continuing development. A small, local business operating in the design industry was identified and Kautto&Jones Design agreed to commission the thesis.
The aim of the thesis was to work in cooperation with KJ Design to create a marketing plan that could be effective in increasing brand presence and overall sales in a niche market that is in its early stages in Finland. Working with a limited budget, the desired outcome for KJ Design was to forge a concrete design sub-genre within the broader Finnish design industry and establish the company as the pioneers and prominent brand in a niche market that has been trending internationally for some time.
KJ Design commissioned this thesis in early Spring 2013. Their first quarter sales had suffered and the need for a well structured marketing plan that would improve their reputation and attract new customers was recognised. The thesis set out to assess the demand for concrete design goods and identify gaps in the Finnish design industry where concrete goods could offer a quality alternative to other materials and products appealing to Finnish consumers. A plan was then devised to categorise the most effective channels of communication, the most suitable market segments and the most efficient use of time and resources.
Using a number of contacts, social networking and other marketing techniques, the thesis urged KJ Design to appeal to interior designers, design/concept stores and restaurants/hotel chains. The reasoning behind this method was to get their products in to positions that would influence the design industry as a whole, thus, influencing consumer purchasing habits which would lead to increased sales and brand recognition and longevity.
The aim of the thesis was to work in cooperation with KJ Design to create a marketing plan that could be effective in increasing brand presence and overall sales in a niche market that is in its early stages in Finland. Working with a limited budget, the desired outcome for KJ Design was to forge a concrete design sub-genre within the broader Finnish design industry and establish the company as the pioneers and prominent brand in a niche market that has been trending internationally for some time.
KJ Design commissioned this thesis in early Spring 2013. Their first quarter sales had suffered and the need for a well structured marketing plan that would improve their reputation and attract new customers was recognised. The thesis set out to assess the demand for concrete design goods and identify gaps in the Finnish design industry where concrete goods could offer a quality alternative to other materials and products appealing to Finnish consumers. A plan was then devised to categorise the most effective channels of communication, the most suitable market segments and the most efficient use of time and resources.
Using a number of contacts, social networking and other marketing techniques, the thesis urged KJ Design to appeal to interior designers, design/concept stores and restaurants/hotel chains. The reasoning behind this method was to get their products in to positions that would influence the design industry as a whole, thus, influencing consumer purchasing habits which would lead to increased sales and brand recognition and longevity.