Marketing plan for Darklewear
Paukkunen, Tomas (2024)
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052113943
https://urn.fi/URN:NBN:fi:amk-2024052113943
Tiivistelmä
This thesis goes through basic marketing principles and the theory which goes with them. The case company is Darklewear, a company that sells sunglasses online but also from door to door. The author of this thesis did the practical training with Darklewear and the idea for the thesis came up during that period. The company was just founded when the practical training began, and the idea to create a social media marketing plan for them was agreed upon.
Chapter two describes some of the key concepts, such as the marketing mix, and why it’s important, and the theory for what is a brand and why it’s important for the case company. Chapter three describes what the theoretical framework is, and the figure in this chapter represents the company’s framework, and the theory of the SWOT- analysis. As mentioned in the objectives text, the SWOT is used to help visualize what the company should do.
Chapter four describes marketing terms and what they mean, and it dives into the value proposition also as it is a part of marketing, it was important to have many different and new sources for this part. Most of the articles were factchecked to make sure that the overall idea was correct. Chapter five describes the buying behaviour theory, as it is a very important aspect for a company to understand how the customers think, and how to get them to buy from the company.
Chapter six describes the Marketing theory and the customer journey, what they are and what they mean, also describes market segmentation, and the most important part of social media marketing, what is it, as the company wants to focus on social media marketing it was important to have social media explained in a modern way with the history of social media platforms also showcased. Chapter Seven describes the sunglass market, its size, how much the market grows approximately, and the role influencers have in the sunglass market.
Chapter eight describes the marketing plan, and what it is and what it means. It also describes the market analysis theory. Chapter Nine describes the marketing plan for Darklewear and the actions and ideas suggested by the author of this thesis. Chapter ten describes the survey conducted for this thesis and the answers are shown as diagrams with the explanation beneath the figures. Chapter eleven describes the conclusion of this thesis in the words of the author of this thesis. Chapter twelve describes the survey's credibility and relatability. The questions for the survey were all created by the author of this thesis.
Chapter two describes some of the key concepts, such as the marketing mix, and why it’s important, and the theory for what is a brand and why it’s important for the case company. Chapter three describes what the theoretical framework is, and the figure in this chapter represents the company’s framework, and the theory of the SWOT- analysis. As mentioned in the objectives text, the SWOT is used to help visualize what the company should do.
Chapter four describes marketing terms and what they mean, and it dives into the value proposition also as it is a part of marketing, it was important to have many different and new sources for this part. Most of the articles were factchecked to make sure that the overall idea was correct. Chapter five describes the buying behaviour theory, as it is a very important aspect for a company to understand how the customers think, and how to get them to buy from the company.
Chapter six describes the Marketing theory and the customer journey, what they are and what they mean, also describes market segmentation, and the most important part of social media marketing, what is it, as the company wants to focus on social media marketing it was important to have social media explained in a modern way with the history of social media platforms also showcased. Chapter Seven describes the sunglass market, its size, how much the market grows approximately, and the role influencers have in the sunglass market.
Chapter eight describes the marketing plan, and what it is and what it means. It also describes the market analysis theory. Chapter Nine describes the marketing plan for Darklewear and the actions and ideas suggested by the author of this thesis. Chapter ten describes the survey conducted for this thesis and the answers are shown as diagrams with the explanation beneath the figures. Chapter eleven describes the conclusion of this thesis in the words of the author of this thesis. Chapter twelve describes the survey's credibility and relatability. The questions for the survey were all created by the author of this thesis.