Digital Marketing Communication Plan for InStyle
Kyttä, Heidi (2015)
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121336872
https://urn.fi/URN:NBN:fi:amk-2023121336872
Tiivistelmä
The purpose of this thesis is to create a digital marketing communication plan for InStyle. InStyle is a company, which sells clothes and accessories through their online store and in their brick-and-mortar store located in Savonlinna. The company has thought their target group to be 15 to 25 year old women, who use alternative fashion.
The idea for this thesis comes from a friend, who knows entrepreneurs of InStyle's. At first the thesis was discussed to be marketing communication plan for InStyle. However, after a while it was discussed to be more efficient for the company to have marketing communication plan, which would concentrate on digital Media. This changes the thesis topic to be digital marketing communication plan for InStyle.
The thesis was conducted as secondary research, where researches, such as reports, press articles or previous market researches, are studied and utilised to form a conclusion. The theoretical framework consist theory of marketing, strategic marketing, marketing communications, integrated marketing communications and digital marketing communications. The third chapter of the thesis contains the starting point analysis of the business. This analysis contains company analysis, 4P's marketing mix, company's environment analysis and competitor analysis. Company's SWOT-analysis has been based on these analyses.
As a result of this thesis process, the company was provided with digital marketing communications plan, which contained objectives, strategy, methods, marketing communications mix, resources, scheduling, control and evaluation and feedback. With the plan InStyle is able to develop their current digital marketing communication to be more effective to try attracting customers to their online store through various digital channels. By following this plan InStyle can increase the number of visitors in their web page, increase the number of followers in their social media channels and hence visibility and awareness on customers.
The idea for this thesis comes from a friend, who knows entrepreneurs of InStyle's. At first the thesis was discussed to be marketing communication plan for InStyle. However, after a while it was discussed to be more efficient for the company to have marketing communication plan, which would concentrate on digital Media. This changes the thesis topic to be digital marketing communication plan for InStyle.
The thesis was conducted as secondary research, where researches, such as reports, press articles or previous market researches, are studied and utilised to form a conclusion. The theoretical framework consist theory of marketing, strategic marketing, marketing communications, integrated marketing communications and digital marketing communications. The third chapter of the thesis contains the starting point analysis of the business. This analysis contains company analysis, 4P's marketing mix, company's environment analysis and competitor analysis. Company's SWOT-analysis has been based on these analyses.
As a result of this thesis process, the company was provided with digital marketing communications plan, which contained objectives, strategy, methods, marketing communications mix, resources, scheduling, control and evaluation and feedback. With the plan InStyle is able to develop their current digital marketing communication to be more effective to try attracting customers to their online store through various digital channels. By following this plan InStyle can increase the number of visitors in their web page, increase the number of followers in their social media channels and hence visibility and awareness on customers.