Clarity of Marketing Message : Case: T-Balance
Rinta-Panttila, Antti (2010)
Rinta-Panttila, Antti
Savonia-ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010122818919
https://urn.fi/URN:NBN:fi:amk-2010122818919
Tiivistelmä
Small enterprises typically have limitations in marketing. Nevertheless, successful marketing is a necessity to succeed, especially in international markets, as competition diversifies. TelesPro, a small enterprise from Kuopio, has a successful history of exporting. However, before commencing the internationalization of the company’s newest product, the T-Balance, TelesPro noticed problems in its communication, within the domestic market. The problems lied in the conceptualizing of the marketing message in its customers’ minds. The aim of this thesis was to investigate the misunderstandings of the message, in order to create suggestions on the development of marketing communication of T-Balance, to ensure that the message stays clear among its customers. Furthermore, the purpose of the study was to research the internal communication of the customer organizations, the hospitals, and its effect on the marketing communication aimed at them. Moreover, practical tips and aspects to take into consideration when the company aims the marketing communication to foreign markets were also researched.
Qualitative research was performed at T-Balance’s first and major customer organization, Kuopio University Hospital. Primary data was gathered by one-on-one interviews with hospital staff members, who are the decision makers and users of the product. The interview questions inquired on how the product’s marketing message is understood, how the marketing communication is received, and what kind of internal communication happens inside the hospital. Personal and email interviews were also performed on TelesPro employees to see how the communication is sent.
The results showed that the understanding of T-Balance is good, as was expected. The biggest misunderstanding that occurs is that the competitive advantage of the product is not conceptualized by the staff in the message. Further drawbacks included that the contact person letter is seen as useless, and that there is minimal internal communication. From the results, conclusions and suggestions on how to develop marketing communication can be made. The most important include the adaptation of marketing message and integrating marketing communication for each target group, improving the contact person letter system, asking feedback on marketing communication, and making sure that foreign retailers know how to communicate the message properly.
Qualitative research was performed at T-Balance’s first and major customer organization, Kuopio University Hospital. Primary data was gathered by one-on-one interviews with hospital staff members, who are the decision makers and users of the product. The interview questions inquired on how the product’s marketing message is understood, how the marketing communication is received, and what kind of internal communication happens inside the hospital. Personal and email interviews were also performed on TelesPro employees to see how the communication is sent.
The results showed that the understanding of T-Balance is good, as was expected. The biggest misunderstanding that occurs is that the competitive advantage of the product is not conceptualized by the staff in the message. Further drawbacks included that the contact person letter is seen as useless, and that there is minimal internal communication. From the results, conclusions and suggestions on how to develop marketing communication can be made. The most important include the adaptation of marketing message and integrating marketing communication for each target group, improving the contact person letter system, asking feedback on marketing communication, and making sure that foreign retailers know how to communicate the message properly.