Marketing Plan for Almost@home Lounge
Vikman, Tiina (2013)
Vikman, Tiina
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013061013732
https://urn.fi/URN:NBN:fi:amk-2013061013732
Tiivistelmä
Almost@home lounge is a unique concept at Helsinki Vantaa airport. In the lounge passengers can spend time before and between their flights. The lounge is designed to resemble a Finnish home. In the living room you can pick a book from the bookshelf and sit on the sofa. The kitchen offers quality, locally produced food varying from soups, salads and freshly baked bread and not to forget the healthy waters, beers and wines.
The concept of Almost@home is created by SSP Finland. The firm operates on four airports in Finland, including Helsinki-Vantaa airport. They provide restaurant, café, kiosk and lounge services. The company is part of the global SSP Group that operates in over 30 countries.
This thesis is commissioned by SSP Finland Oy. This is a project oriented thesis, where the marketing plan is the project outcome. The subject is given by Jussi Laakso from SSP Finland and the author has carried out the project independently during the aca-demic year 2012-2013.
The marketing plan is created for the brand Almost@home for the years 2014-2015. The objectives for the marketing plan are given by the commissioning party and they are; first to find out new market segments for the lounge and second to find out how to communicate with the customers according to the brand.
The theoretical part will give the structure and basis for the marketing plan. For the contents of the plan information is gathered by doing interviews, observation and doc-ument analysis. First the market of Almost@home is analyzed, then the marketing strategy is formed and then the marketing programs are created to implement the strat-egy. The marketing plan itself is attached to this report.
The concept of Almost@home is created by SSP Finland. The firm operates on four airports in Finland, including Helsinki-Vantaa airport. They provide restaurant, café, kiosk and lounge services. The company is part of the global SSP Group that operates in over 30 countries.
This thesis is commissioned by SSP Finland Oy. This is a project oriented thesis, where the marketing plan is the project outcome. The subject is given by Jussi Laakso from SSP Finland and the author has carried out the project independently during the aca-demic year 2012-2013.
The marketing plan is created for the brand Almost@home for the years 2014-2015. The objectives for the marketing plan are given by the commissioning party and they are; first to find out new market segments for the lounge and second to find out how to communicate with the customers according to the brand.
The theoretical part will give the structure and basis for the marketing plan. For the contents of the plan information is gathered by doing interviews, observation and doc-ument analysis. First the market of Almost@home is analyzed, then the marketing strategy is formed and then the marketing programs are created to implement the strat-egy. The marketing plan itself is attached to this report.