Attracting new customers and retaining current customers through integrated marketing communications : Case: Dolce Far Niente
Korkeamäki, Jennifer (2014)
Korkeamäki, Jennifer
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201405239541
https://urn.fi/URN:NBN:fi:amk-201405239541
Tiivistelmä
This study was conducted for the Dolce Far Niente brand as a Bachelor’s Thesis. Dolce Far Niente started business selling imported women’s handbags in 2010 under a limited liability company Triton Oy. The objective of the study is to determine the best promotional tools for Dolce Far Niente to use in order to create and improve awareness of the brand and products, and to improve brand recognition.
The research problem was subdivided into four areas of focus. Firstly the researcher clarified the current marketing communications mix of Dolce Far Niente. This was followed by information on what kind of marketing communications the target customers prefer, and determining the differences between the current and preferred solutions. Finally the researcher created recommendations for designing the integrated marketing communications mix for the promotion of a luxury product.
Both secondary- and primary data was collected in order to answer the research problem. Secondary data was collected in the form of marketing communications theories from a variety of books and Internet sources. Primary data was collected through a computer-administered survey in Webropol and through eight interviews. The survey was conducted in Spring 2013 with 52 respondents altogether. Interviews with the co-owner of DFN, the only employee, and six potential customers were held between January and March 2014. The information collected was analyzed and final recommendations were constructed.
Research showed differences in the current and preferred marketing communications of Dolce Far Niente. The final recommendations concern advertising in the Internet and in Facebook, public relations in the form of a customer-membership-program, sales promotion through fair participation,direct-mail marketing and the use of celebrity endorsements as a part of luxury product promotion.
The research problem was subdivided into four areas of focus. Firstly the researcher clarified the current marketing communications mix of Dolce Far Niente. This was followed by information on what kind of marketing communications the target customers prefer, and determining the differences between the current and preferred solutions. Finally the researcher created recommendations for designing the integrated marketing communications mix for the promotion of a luxury product.
Both secondary- and primary data was collected in order to answer the research problem. Secondary data was collected in the form of marketing communications theories from a variety of books and Internet sources. Primary data was collected through a computer-administered survey in Webropol and through eight interviews. The survey was conducted in Spring 2013 with 52 respondents altogether. Interviews with the co-owner of DFN, the only employee, and six potential customers were held between January and March 2014. The information collected was analyzed and final recommendations were constructed.
Research showed differences in the current and preferred marketing communications of Dolce Far Niente. The final recommendations concern advertising in the Internet and in Facebook, public relations in the form of a customer-membership-program, sales promotion through fair participation,direct-mail marketing and the use of celebrity endorsements as a part of luxury product promotion.