Marketing Plan for DigiPoni Oy

Abstract

This research aimed to create a marketing plan for DigiPoni Oy (Dipo) which is a fairly new company selling tailored marketing and digitalization services for small and mid-sized businesses. The research question focused on finding out the most suitable digital marketing channels for the case company. The marketing plan was created after interviewing people representing the target audience of the case company and after doing theoretical research including the elements of the marketing mix, a SWOT analysis and the framework for creating a marketing plan by John Westwood (2022). The biggest limitations of the study were the limited amount of time and the small sample size due to the lack of availability of possible interviewees. Regardless of the small number of participants the answers of the semi-structured interview gave the researcher a lot of valuable points to take into consideration when creating the marketing plan. Based on the results of the interview Instagram and Facebook seemed to be the best channels for Dipo to focus on. During the interview, it was also discovered that the target audience finds the price of the offered services and references of the quality of the work also as critical aspects to be presented in possible ads or at least on the company’s webpage or social media. A marketing plan was created based on all the collected information during the research process.