Suggestions for a Marketing Plan for Guardian of the Baltic Sea
Shamsuddini, Mandana; Koskela , Juliana Emilia (2015)
Shamsuddini, Mandana
Koskela , Juliana Emilia
Laurea-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503233434
https://urn.fi/URN:NBN:fi:amk-201503233434
Tiivistelmä
The objective of this thesis project was to create suggestions for a marketing plan for an existing company, Guardian of the Baltic Sea, to enter into the Swedish market. Guardian of the Baltic Sea (GBS) is a charity project of Kehrä Interior Oy, producing jewelry that contributes to protecting the Baltic Sea. The suggestions were in the areas of distribution channel, target market and tools of promotion.
The theoretical background and knowledge base of the thesis consists of theory on marketing, cause-related marketing, marketing planning, market entry methods, promotional methods and distribution channels.
The research and development methods used were both qualitative and quantitative. Quantitative market research was conducted in the form of a survey. Qualitative secondary data analysis was conducted by analysing two existing theses on a similar subject.
The research was not able to find a specific target customer for GBS. Any age groups or in-come levels were not able to be eliminated. The research suggests that GBS should use a single intermediary distribution channel, exporting straight to the retailer. This method adds customer value as consumers prefer to buy GBS-like jewelry from jewelry shops. Promotional strategies that should be used by GBS include blogs, celebrities and annual charity campaigns.
The theoretical background and knowledge base of the thesis consists of theory on marketing, cause-related marketing, marketing planning, market entry methods, promotional methods and distribution channels.
The research and development methods used were both qualitative and quantitative. Quantitative market research was conducted in the form of a survey. Qualitative secondary data analysis was conducted by analysing two existing theses on a similar subject.
The research was not able to find a specific target customer for GBS. Any age groups or in-come levels were not able to be eliminated. The research suggests that GBS should use a single intermediary distribution channel, exporting straight to the retailer. This method adds customer value as consumers prefer to buy GBS-like jewelry from jewelry shops. Promotional strategies that should be used by GBS include blogs, celebrities and annual charity campaigns.