MARKETING COMMUNICATIONS PLAN : Case study: YOUR.TV
Le , Thi My Linh (2015)
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2015
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2015112016932
http://urn.fi/URN:NBN:fi:amk-2015112016932
Tiivistelmä
The goal of this thesis was to find out the best marketing communication tools in order to set up a marketing communication plan for Your.TV - an online television company located in The Netherlands. The topic derived from the author's personal interested field in marketing communication channels and training objectives. As Your.TV is a young-history company and planning to reach the target group - Vietnamese consumers living in Europe, this study will clarify a suitable effective with high result but low cost marketing communication strategy for the company.
The theoretical part was about the concept framework of marketing and its communication tools. Also, it focused on describing how to build a marketing communication strategy by using different instruments in communication mix. From that, a marketing communication plan was formed for Your.TV in more details in the empirical part. In term of research methodology, the study used quantitative and qualitative research method in order to analyze and manage effectively the results eventually.
As the results of this study, Your.TV has great opportunities to launch their products and services in European countries for the Vietnamese people. Based on what the advantages and benefits which Your.TV has, the company is able to compete with other competitors in television industry especially in Europe market. Recommendations for further research were also provided for the company to implement and develop their marketing communication channels.
The theoretical part was about the concept framework of marketing and its communication tools. Also, it focused on describing how to build a marketing communication strategy by using different instruments in communication mix. From that, a marketing communication plan was formed for Your.TV in more details in the empirical part. In term of research methodology, the study used quantitative and qualitative research method in order to analyze and manage effectively the results eventually.
As the results of this study, Your.TV has great opportunities to launch their products and services in European countries for the Vietnamese people. Based on what the advantages and benefits which Your.TV has, the company is able to compete with other competitors in television industry especially in Europe market. Recommendations for further research were also provided for the company to implement and develop their marketing communication channels.