Target group analysis for raising company awareness : Case Liikuntakeskus Voitto Ltd.
Kontio, Sara-Marja (2016)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401292108
https://urn.fi/URN:NBN:fi:amk-202401292108
Tiivistelmä
Marketing in today’s society has gone to a level in which the act of selling is causing resentment among the public. We are at a stage where traditional printed advertising has lost its strength and digital marketing has taken over; raising the stakes. In between all this, most companies have failed to analyze their existing clientele, thus improving their up-to-date knowledge on the target group and aiming the marketing to the proper customer segments.
The case company, Liikuntakeskus Voitto Ltd., is a recently founded health and fitness center located in Limingantulli, Oulu. The topic for this thesis originated from the owners of the company; wishing to examine its clientele in order to gain detailed knowledge on the current target group and to readjust the marketing if necessary.
The objective was to determine what type of customer groups Liikuntakeskus Voitto is formed of and how they can be reached in terms of marketing communication. This thesis also aimed to uncover the questions on how the customers had initiated first contact with the case company and what were the main reasons to join.
Quantitative research method was used in gathering the data for the empirical part of the thesis. The research itself was conducted as a questionnaire; as a traditional paper form and an online survey. Closed questions were used for the most part to gain coherent and comparable answers. However, the questionnaire included also a few open-ended questions allowing the customers to give direct feedback on the services to the client company. The theoretical part of the thesis was based on printed and online material.
The results were presented to the management of the client company and the necessary action was taken in accordance with the results. The main customer segments and their characteristics were identified, revealing the potential development area in marketing. Liikuntakeskus Voitto has the potential to expand, since it has over doubled its customer base compared to the previous year. The key features their customers embrace in character are the optimism and laid-back attitude, which make the interaction extremely easy.
The case company, Liikuntakeskus Voitto Ltd., is a recently founded health and fitness center located in Limingantulli, Oulu. The topic for this thesis originated from the owners of the company; wishing to examine its clientele in order to gain detailed knowledge on the current target group and to readjust the marketing if necessary.
The objective was to determine what type of customer groups Liikuntakeskus Voitto is formed of and how they can be reached in terms of marketing communication. This thesis also aimed to uncover the questions on how the customers had initiated first contact with the case company and what were the main reasons to join.
Quantitative research method was used in gathering the data for the empirical part of the thesis. The research itself was conducted as a questionnaire; as a traditional paper form and an online survey. Closed questions were used for the most part to gain coherent and comparable answers. However, the questionnaire included also a few open-ended questions allowing the customers to give direct feedback on the services to the client company. The theoretical part of the thesis was based on printed and online material.
The results were presented to the management of the client company and the necessary action was taken in accordance with the results. The main customer segments and their characteristics were identified, revealing the potential development area in marketing. Liikuntakeskus Voitto has the potential to expand, since it has over doubled its customer base compared to the previous year. The key features their customers embrace in character are the optimism and laid-back attitude, which make the interaction extremely easy.