Marketing Strategy for Increased Brand Awareness, Case Company: The Finnish School of Watchmaking
Mäkelä, Nella (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052212918
https://urn.fi/URN:NBN:fi:amk-2023052212918
Tiivistelmä
This is a project-based bachelor’s thesis made for The Finnish School of Watchmaking. The main objective of this thesis was to create a marketing strategy for increasing the brand awareness of the case company. With this marketing strategy, the school will be able to utilize the guidelines given and improve their marketing efforts moving forward.
The thesis includes a theoretical framework, through which the main concepts and theories relating to the topic were researched. The literature review done for the theoretical framework provided a base for the marketing strategy built in this thesis. The theoretical framework was split into three main components, which were situational analysis, marketing strategy, and marketing plan, which then branched out to smaller theories relating to them.
The report then moves on to further research, in order to find elements to improve and weaknesses in the current state of the marketing. The research included three separate interviews with industry professionals, as well as a marketing survey. A situational analysis was also conducted to evaluate the current performance of the case company’s marketing, including a SWOT analysis, analysis of current social media analytics, as well as an evaluation of the current company website.
The marketing strategy includes defined target audiences, a color scheme to be used in marketing content, suggestions on ways to incorporate both digital and traditional marketing, as well as a social media plan for the company’s social media pages. The social media plan includes instructions on tone of voice, content ideas, and scheduling of posts.
The strategy was tested on social media through several posts, and the results show that using this marketing strategy, the case company will be able to grow their brand awareness effectively.
The thesis includes a theoretical framework, through which the main concepts and theories relating to the topic were researched. The literature review done for the theoretical framework provided a base for the marketing strategy built in this thesis. The theoretical framework was split into three main components, which were situational analysis, marketing strategy, and marketing plan, which then branched out to smaller theories relating to them.
The report then moves on to further research, in order to find elements to improve and weaknesses in the current state of the marketing. The research included three separate interviews with industry professionals, as well as a marketing survey. A situational analysis was also conducted to evaluate the current performance of the case company’s marketing, including a SWOT analysis, analysis of current social media analytics, as well as an evaluation of the current company website.
The marketing strategy includes defined target audiences, a color scheme to be used in marketing content, suggestions on ways to incorporate both digital and traditional marketing, as well as a social media plan for the company’s social media pages. The social media plan includes instructions on tone of voice, content ideas, and scheduling of posts.
The strategy was tested on social media through several posts, and the results show that using this marketing strategy, the case company will be able to grow their brand awareness effectively.