Launch marketing communications planning guide : case: service industry franchise chain X
Kivinummi, Rosanna (2016)
Kivinummi, Rosanna
Tampereen ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605137700
https://urn.fi/URN:NBN:fi:amk-201605137700
Tiivistelmä
The thesis content and scope is built around the needs of the franchise chain X which had over 50 stores in Finland and a few stores in Europe and North America in late 2015. The internalization of the chain created new challenges for the launch marketing planning. The launch activities play always a crucial role in the future success of a store but are even more important for a franchise chain as the success or failure of one shop affects the image of the whole chain. The target of the thesis was to standardize the launch marketing planning process, and create a launch marketing communications planning guide for the Company X franchisees. The main research questions of the study were: what background information is needed for a good launch marketing communications plan, and what the marketing communications plan should contain. The secondary research question was how to reach the defined target groups effectively.
The marketing and marketing communications theories used in this thesis was reviewed in the context of launching new services to consumers. The impacts of international marketing, different cultures and the special features of the franchise business were taken into account where applicable. Information was also collected from the Company X internal materials, and several discussions with the CEO of the chain. The empirical data was collected by qualitative theme interviews from the Company X’s franchisees abroad. The writer’s own experience in international marketing communications was used throughout the project.
There were three deliverables created as a result of the thesis: Company X’s launch marketing planning process; launch marketing communications planning guide; and operational launch marketing communications plan template. The base for all planning is the company strategy, and the profound knowledge of the target groups. The company brand ties everything together, and it should be visible in everything what the company does. The importance of analysis and collecting relevant background information is higher when entering a totally new market; and the importance of internal launch marketing communications can’t be ignored especially when the company is working in the service industry. The new guide and standardized process will help for their part in eliminating risk factors hindering the rapid growth of the franchise chain.
The confidential material has been excluded from the public report.
The marketing and marketing communications theories used in this thesis was reviewed in the context of launching new services to consumers. The impacts of international marketing, different cultures and the special features of the franchise business were taken into account where applicable. Information was also collected from the Company X internal materials, and several discussions with the CEO of the chain. The empirical data was collected by qualitative theme interviews from the Company X’s franchisees abroad. The writer’s own experience in international marketing communications was used throughout the project.
There were three deliverables created as a result of the thesis: Company X’s launch marketing planning process; launch marketing communications planning guide; and operational launch marketing communications plan template. The base for all planning is the company strategy, and the profound knowledge of the target groups. The company brand ties everything together, and it should be visible in everything what the company does. The importance of analysis and collecting relevant background information is higher when entering a totally new market; and the importance of internal launch marketing communications can’t be ignored especially when the company is working in the service industry. The new guide and standardized process will help for their part in eliminating risk factors hindering the rapid growth of the franchise chain.
The confidential material has been excluded from the public report.