Social media marketing plan : enhancing the global positioning of the Finnish brand Havuka.
Quiroz Moreno, Maria Paula (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051512039
https://urn.fi/URN:NBN:fi:amk-2025051512039
Tiivistelmä
This thesis aims to develop a comprehensive Social Media Marketing (SMM) plan to increase the global recognition of Havuka, a Finnish natural cosmetics brand renowned for its Nordic botanicals. The study begins by describing the importance of the brand's global positioning in the competitive skincare sector and establishing the main research questions focused on Havuka's differentiation potential, platform effectiveness, and consumer engagement.
The study then presents the research and analysis of strategic models that guide the creation and implementation of the marketing strategy, including SOSTAC, STP, and the five A's of the customer journey. This provides a theoretical framework for under-standing audience segmentation, engagement strategies, and digital marketing strategy aligned with consumer behavior.
The research section employs a mixed-methods approach, integrating qualitative and quantitative data sources. Havuka's current position is assessed through SWOT and competitor analyses. Consumer data is collected through online surveys, social listening, and social media analytics to investigate platform preferences, content interactions, and follower motivations in global markets.
The findings demonstrate the strategic value of prioritizing message localization and SEO, collaborations with micro-influencers, and a variety of content formats targeting specific audience groups such as France, Germany, and Japan. Based on these results, a content calendar, a KPI dashboard, and community management rules are some practical suggestions.
In conclusion, the thesis provides a scalable and culturally sensitive social media management approach to help Havuka expand its global presence. This approach fosters brand visibility, engagement, and long-term international growth by aligning strategic objectives with platform trends and customer expectations.
The study then presents the research and analysis of strategic models that guide the creation and implementation of the marketing strategy, including SOSTAC, STP, and the five A's of the customer journey. This provides a theoretical framework for under-standing audience segmentation, engagement strategies, and digital marketing strategy aligned with consumer behavior.
The research section employs a mixed-methods approach, integrating qualitative and quantitative data sources. Havuka's current position is assessed through SWOT and competitor analyses. Consumer data is collected through online surveys, social listening, and social media analytics to investigate platform preferences, content interactions, and follower motivations in global markets.
The findings demonstrate the strategic value of prioritizing message localization and SEO, collaborations with micro-influencers, and a variety of content formats targeting specific audience groups such as France, Germany, and Japan. Based on these results, a content calendar, a KPI dashboard, and community management rules are some practical suggestions.
In conclusion, the thesis provides a scalable and culturally sensitive social media management approach to help Havuka expand its global presence. This approach fosters brand visibility, engagement, and long-term international growth by aligning strategic objectives with platform trends and customer expectations.