Title of the thesis: Social Media Marketing Plan for Neon Ciders
Morales Davila, Ana Lucia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432600
https://urn.fi/URN:NBN:fi:amk-2025120432600
Tiivistelmä
This thesis was commissioned by Neon Ciders, a Hong Kong–based craft beverage brand founded by the head brewer of Black Kite Brewery. The objective was to develop a six-month social media marketing plan that strengthens brand visibility, engagement, and storytelling within the local craft beverage tourism market. The study aimed to transform in-consistent online communication into a structured, goal-oriented digital presence aligned with Neon Ciders’ identity and follower community behaviour.
The project followed a development-based approach grounded in the SOSTAC framework, which includes Situation, Objectives, Strategy, Tactics, Action, and Control. Data for the situational analysis were gathered through a social media audit, benchmarking against three competitor breweries, and an evaluation of current engagement metrics. These insights guided the creation of a comprehensive marketing plan, content calendar, and design mock-ups, supported by clearly defined SMART objectives and performance indicators.
The results show that consistent posting, cohesive visual identity, and community interaction significantly enhance engagement potential for small craft brands. The outcome provides Neon Ciders with a ready-to-implement digital strategy, adaptable templates, and a monitoring system for ongoing performance tracking. The thesis demonstrates how structured marketing planning can support the growth of independent beverage businesses within Hong Kong’s expanding craft-tourism scene.
The project followed a development-based approach grounded in the SOSTAC framework, which includes Situation, Objectives, Strategy, Tactics, Action, and Control. Data for the situational analysis were gathered through a social media audit, benchmarking against three competitor breweries, and an evaluation of current engagement metrics. These insights guided the creation of a comprehensive marketing plan, content calendar, and design mock-ups, supported by clearly defined SMART objectives and performance indicators.
The results show that consistent posting, cohesive visual identity, and community interaction significantly enhance engagement potential for small craft brands. The outcome provides Neon Ciders with a ready-to-implement digital strategy, adaptable templates, and a monitoring system for ongoing performance tracking. The thesis demonstrates how structured marketing planning can support the growth of independent beverage businesses within Hong Kong’s expanding craft-tourism scene.