Marketing research for Caramel Cozy Creations
Kivilahti, Oona (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121436057
https://urn.fi/URN:NBN:fi:amk-2025121436057
Tiivistelmä
The purpose of this thesis report was to conduct marketing research for the case company Caramel Cozy Creations, a micro business in Finland, operating in the niche market of artisanal handicrafts goods. The objective was to provide the commissioner with the necessary knowledge required to create a digital marketing strategy that expands brand visibility. The objective was to also find cost-effective digital marketing tools and appropriate social media platforms to be used in the case company’s digital marketing efforts.
Marketing theories explored in the thesis report included the STP model, the 4 P’s of Marketing, the AIDA model, and Customer Journey Mapping. The work also included research on SEO, social media marketing, and Google’s digital marketing instruments.
The work conducted was research-based. Secondary research included literal review from online sources. Primary research included data collection from the case company’s own databases and through interviews between the thesis author and the company’s contact person.
Researched data was analyzed with conclusions drawn from the findings. The conclusions provided the commissioner with the essential information needed for digital marketing. Implementable recommendations for the commissioner’s business objectives were made by the thesis author. All recommendations provided were aligned with the company’s low budget in marketing costs.
Marketing theories explored in the thesis report included the STP model, the 4 P’s of Marketing, the AIDA model, and Customer Journey Mapping. The work also included research on SEO, social media marketing, and Google’s digital marketing instruments.
The work conducted was research-based. Secondary research included literal review from online sources. Primary research included data collection from the case company’s own databases and through interviews between the thesis author and the company’s contact person.
Researched data was analyzed with conclusions drawn from the findings. The conclusions provided the commissioner with the essential information needed for digital marketing. Implementable recommendations for the commissioner’s business objectives were made by the thesis author. All recommendations provided were aligned with the company’s low budget in marketing costs.