B2B selling approaches for corporate volunteering in Finland : Ronsam Digital Oy (Commu/ Commu App)
Fukuda, Chihiro (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053016120
https://urn.fi/URN:NBN:fi:amk-2023053016120
Tiivistelmä
This is a thesis commissioned by Ronsam Digital Oy, which commonly goes under the name of Commu or Commu App. The company is a young start-up which launched its helping platform in 2021. It has mainly operated in the Business-to-Consumer (B2C) market and is expanding to the Business-to-Business (B2B) sector with the concept of corporate volunteering. Due to the difference in approaches to customers, the company needed a B2B marketing plan to figure out how the idea could be sold to Finnish companies.
With the help of secondary research, the author set research questions and created questionnaires for primary research. Qualitative research was conducted with the support of the commissioner and four companies participating in online interviews. The companies were divided into two categories; customers and non-customers. Different questionnaires were designed accordingly. The main objective of the interviews was to find out the companies’ pain points.
The collected primary data allowed the author to understand the problems companies have with corporate volunteering. As all the interviewed companies had already adopted corporate volunteering, the reasons why many companies have not yet adopted it could only be reasoned from desk research and hints gained from interviews. However, the author was able to create a B2B marketing plan based on available data and give recommendations for Commu.
According to the gathered information, it is first advised that the commissioner prioritises some of its selling points. It should also review and optimise its communication channels, such as the official website and LinkedIn posts. The customer portfolio should be updated and improved. Finally, the company needs to monitor and control to find out its golden rule(s).
This thesis is published in the restricted collection because it was agreed between the commissioner, author, and thesis supervisor, that open publication of some information could put Commu’s competitive advantages at risk.
With the help of secondary research, the author set research questions and created questionnaires for primary research. Qualitative research was conducted with the support of the commissioner and four companies participating in online interviews. The companies were divided into two categories; customers and non-customers. Different questionnaires were designed accordingly. The main objective of the interviews was to find out the companies’ pain points.
The collected primary data allowed the author to understand the problems companies have with corporate volunteering. As all the interviewed companies had already adopted corporate volunteering, the reasons why many companies have not yet adopted it could only be reasoned from desk research and hints gained from interviews. However, the author was able to create a B2B marketing plan based on available data and give recommendations for Commu.
According to the gathered information, it is first advised that the commissioner prioritises some of its selling points. It should also review and optimise its communication channels, such as the official website and LinkedIn posts. The customer portfolio should be updated and improved. Finally, the company needs to monitor and control to find out its golden rule(s).
This thesis is published in the restricted collection because it was agreed between the commissioner, author, and thesis supervisor, that open publication of some information could put Commu’s competitive advantages at risk.