Developing a Marketing Plan to Become Known as a Marketing Agency
Kääriä, Ville Oskari (2022)
Kääriä, Ville Oskari
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052712510
https://urn.fi/URN:NBN:fi:amk-2022052712510
Tiivistelmä
The purpose and objective of this study was to develop a marketing plan which details the steps and goals that the case company needs to take and reach in order to be known as a marketing agency. The case company operates in a rapidly changing media agency business and the need for the marketing plan was identified before the study.
The current state of the case company was analyzed using both qualitative and quantitative methods. The qualitative research consisted of interviews with the key stakeholders of the case company. The quantitative research consisted of two studies: a current reputation study that was addressed CEOs, CMOs, Marketing Directors, Brand Directors and Sales Directors of Finnish companies with revenues of over 20 million euros via an external research firm. Second study was a competitor analysis of 22 companies, and it covered financial data and product and service offering.
The study revealed that the current awareness and brand image of the case company is far from the desired position. Current state analysis also discovered strengths compared to the key competitors that can be utilized in the marketing plan. Best practices to changing brand image and improving brand awareness were found from available existing knowledge.
The traditional media agency landscape is currently facing significant challenges such as declining media buying and in-housing of operations. To stay competitive and profitable in this business the case company needs to adapt, change strategy, and broaden the product and service portfolio. This study provides the understanding of the current situation and the steps and plan to change from a traditional media agency to a full-service marketing agency.
The proposal was a marketing plan that was based on the current state analysis and using best practices found in existing knowledge. The marketing plan details the steps on how the case company can improve its brand awareness, change its brand image, and differentiate its offering from the key competitors in a way that can drive positive measurable business results.
The current state of the case company was analyzed using both qualitative and quantitative methods. The qualitative research consisted of interviews with the key stakeholders of the case company. The quantitative research consisted of two studies: a current reputation study that was addressed CEOs, CMOs, Marketing Directors, Brand Directors and Sales Directors of Finnish companies with revenues of over 20 million euros via an external research firm. Second study was a competitor analysis of 22 companies, and it covered financial data and product and service offering.
The study revealed that the current awareness and brand image of the case company is far from the desired position. Current state analysis also discovered strengths compared to the key competitors that can be utilized in the marketing plan. Best practices to changing brand image and improving brand awareness were found from available existing knowledge.
The traditional media agency landscape is currently facing significant challenges such as declining media buying and in-housing of operations. To stay competitive and profitable in this business the case company needs to adapt, change strategy, and broaden the product and service portfolio. This study provides the understanding of the current situation and the steps and plan to change from a traditional media agency to a full-service marketing agency.
The proposal was a marketing plan that was based on the current state analysis and using best practices found in existing knowledge. The marketing plan details the steps on how the case company can improve its brand awareness, change its brand image, and differentiate its offering from the key competitors in a way that can drive positive measurable business results.