Marketing plan for Skydive Pori
Harjunpää, Kirsi (2013)
Harjunpää, Kirsi
Satakunnan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305168960
https://urn.fi/URN:NBN:fi:amk-201305168960
Tiivistelmä
The purpose of this thesis was to study and combine cost-effective marketing tools and channels to strengthening a nonprofit skydiving association’s marketing. The association is Skydive Pori.
The marketing research was done in order to get indicative information about the organization’s target group; for example the most used social network channels. The research survey was responded by 152 people, in which 104 respondents were suitable to be studied about. The theoretical part of the thesis consists of topics such as nonprofit organizations, the 7Ps marketing mix, integrated marketing communications and guerilla marketing.
The application part is a replicable marketing plan that was composed by combining theory, the results of the marketing research, and author’s creativity. The marketing plan focuses mainly on the integrated marketing communications mix that includes advertising, sales promotions, public relations and personal selling. Along the marketing plan, there were designed a brochure, two different kinds of flyers, and two different kinds of surveys for skydivers for the club to be able to measure the functionality of the new marketing plan.
The marketing research was done in order to get indicative information about the organization’s target group; for example the most used social network channels. The research survey was responded by 152 people, in which 104 respondents were suitable to be studied about. The theoretical part of the thesis consists of topics such as nonprofit organizations, the 7Ps marketing mix, integrated marketing communications and guerilla marketing.
The application part is a replicable marketing plan that was composed by combining theory, the results of the marketing research, and author’s creativity. The marketing plan focuses mainly on the integrated marketing communications mix that includes advertising, sales promotions, public relations and personal selling. Along the marketing plan, there were designed a brochure, two different kinds of flyers, and two different kinds of surveys for skydivers for the club to be able to measure the functionality of the new marketing plan.