IN SEARCH FOR ‘WHY’ - CREATING A VALUE PROPOSITION FOR PILATES STUDIO IN SOUTH-EASTERN FINLAND
Pääskynen, Mari (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202203133409
https://urn.fi/URN:NBN:fi:amk-202203133409
Tiivistelmä
The concept of value proposition plays a vital role in marketing. It has a direct impact on company’s competitive advantage. However, despite the successful implementation of the concept, it is considered multi-faceted in nature and thus is regarded as challenging to simplify.
The theoretical objective of this thesis was to clarify the concept of value in marketing and the ways it could be created and communicated. The research planned to help the commissioning company form a compelling value proposition model in its marketing communication. The commissioning company specialises in Apparatus Pilates.
The research was conducted as a qualitative case study, where the data was gathered by interviewing the customers of the commissioned company. The main purpose was to understand customers’ reasons and motives to do Apparatus Pilates and answer the research question of the values the Apparatus Pilates is offering its exercisers. The data were analysed with the help of content analysis technique, and in addition to motives, also information for customer acquisition was given attention.
The main conclusions were that Apparatus Pilates is an essential hobby for the customers, and it is appreciated because it is effective, safe, and challenging. Furthermore, the instructors of Apparatus Pilates have a significant impact on the lessons, and the commissioned company gathered considerable appreciation because of the professional instructors. Therefore, these are fundamental information for forming the company’s upcoming value proposition, which could also guide the future of the company strategically.
In conclusion, a company needs to understand its customers because, with that, it is easier to create a brilliant value proposition and attract new favourable customers.
The theoretical objective of this thesis was to clarify the concept of value in marketing and the ways it could be created and communicated. The research planned to help the commissioning company form a compelling value proposition model in its marketing communication. The commissioning company specialises in Apparatus Pilates.
The research was conducted as a qualitative case study, where the data was gathered by interviewing the customers of the commissioned company. The main purpose was to understand customers’ reasons and motives to do Apparatus Pilates and answer the research question of the values the Apparatus Pilates is offering its exercisers. The data were analysed with the help of content analysis technique, and in addition to motives, also information for customer acquisition was given attention.
The main conclusions were that Apparatus Pilates is an essential hobby for the customers, and it is appreciated because it is effective, safe, and challenging. Furthermore, the instructors of Apparatus Pilates have a significant impact on the lessons, and the commissioned company gathered considerable appreciation because of the professional instructors. Therefore, these are fundamental information for forming the company’s upcoming value proposition, which could also guide the future of the company strategically.
In conclusion, a company needs to understand its customers because, with that, it is easier to create a brilliant value proposition and attract new favourable customers.