Marketing Plan for Mrs. Lemon Yoga- Café
Luna Hernández, Montserrat (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025111928677
https://urn.fi/URN:NBN:fi:amk-2025111928677
Tiivistelmä
The thesis was commissioned by Mrs. Lemon Yoga-Café, a small lifestyle business located in Lisbon, Portugal, that has a blended concept of a yoga studio and a café. The purpose of the thesis was to develop a marketing strategy that would boost the company’s visibility, improve the engagement with their audience, and support future expansion. The research also helped the author gain professional insights on digital marketing.
The theoretical framework was built around marketing strategy principles such as branding, positioning, digital marketing, customer behavior, and content marketing. The literature review concentrated on how these concepts apply to small lifestyle businesses, emphasizing the importance of authenticity, community, and consistency in digital communication.
The research used a mixed-method approach. Data was collected through an online survey sent to customers and an in-depth interview with the business owner. The survey gathered insights into customer demographics, interests, and social media preferences, while the interview provided context on current marketing practices and challenges. A SWOT analysis was also conducted to assess the company’s internal and external environment.
The results showed that Mrs. Lemon Yoga-Café’s strengths are its authentic atmosphere, loyal community, and strong values related to wellness and mindfulness. However, weaknesses were found in the lack of a marketing structure and inconsistent content. Based on the findings, a marketing strategy was created focused on Instagram as the main platform, recommending clearer brand positioning, consistent visual messaging, and community-based collaborations.
The thesis found that small businesses with limited resources can improve their visibility and engagement by adopting a structured yet authentic social media marketing strategy. The implementation suggestions offered a practical roadmap for developing a more coherent digital presence aligned with the company’s values.
The theoretical framework was built around marketing strategy principles such as branding, positioning, digital marketing, customer behavior, and content marketing. The literature review concentrated on how these concepts apply to small lifestyle businesses, emphasizing the importance of authenticity, community, and consistency in digital communication.
The research used a mixed-method approach. Data was collected through an online survey sent to customers and an in-depth interview with the business owner. The survey gathered insights into customer demographics, interests, and social media preferences, while the interview provided context on current marketing practices and challenges. A SWOT analysis was also conducted to assess the company’s internal and external environment.
The results showed that Mrs. Lemon Yoga-Café’s strengths are its authentic atmosphere, loyal community, and strong values related to wellness and mindfulness. However, weaknesses were found in the lack of a marketing structure and inconsistent content. Based on the findings, a marketing strategy was created focused on Instagram as the main platform, recommending clearer brand positioning, consistent visual messaging, and community-based collaborations.
The thesis found that small businesses with limited resources can improve their visibility and engagement by adopting a structured yet authentic social media marketing strategy. The implementation suggestions offered a practical roadmap for developing a more coherent digital presence aligned with the company’s values.