Marketing communications of an online store entering an emerging market. Case: Adrenalindealer
Akkanen, Maija (2012)
Akkanen, Maija
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012120418126
https://urn.fi/URN:NBN:fi:amk-2012120418126
Tiivistelmä
This thesis is a product-based study with the objective of creating a marketing communications plan for Adrenalindealer. The commissioning party is a distribution company, Menikmati Distribution. The company recently launched the online store Adrenalindealer in the Indonesian market. The online store focuses on youth culture, skateboarding, motocross and surfboarding.
The primary objective of this thesis is to create a comprehensive marketing communications plan that helps Adrenalindealer to reach the right customers with the right type of promotion tactics. The secondary objectives are to acknowledge the factors in operating an online store in an emerging market and to what extent they affect the marketing communications of a company.
The creating process is based on a marketing communications plan framework and influenced by the CREF-model for marketing. Also affecting the creation of the plan are the author’s observations of the Indonesian market and various market research conducted by research companies.
This thesis consists of two parts; the report and the outcome, the Marketing communications plan for Adrenalindealer. The plan brings together all the factors affecting the choices of tools and tactics, and explains the communications tactics and scheduling in detail. The schedule is created for the year 2013.
The outcome of this thesis provides guidelines that the company can continue utilizing after the scheduling period, and create future marketing communications plans based on the information presented in this thesis.
The primary objective of this thesis is to create a comprehensive marketing communications plan that helps Adrenalindealer to reach the right customers with the right type of promotion tactics. The secondary objectives are to acknowledge the factors in operating an online store in an emerging market and to what extent they affect the marketing communications of a company.
The creating process is based on a marketing communications plan framework and influenced by the CREF-model for marketing. Also affecting the creation of the plan are the author’s observations of the Indonesian market and various market research conducted by research companies.
This thesis consists of two parts; the report and the outcome, the Marketing communications plan for Adrenalindealer. The plan brings together all the factors affecting the choices of tools and tactics, and explains the communications tactics and scheduling in detail. The schedule is created for the year 2013.
The outcome of this thesis provides guidelines that the company can continue utilizing after the scheduling period, and create future marketing communications plans based on the information presented in this thesis.