Integrated marketing communications plan for a bakery
Tapayan, Arcile (2018)
Tapayan, Arcile
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805158325
https://urn.fi/URN:NBN:fi:amk-201805158325
Tiivistelmä
The main purpose of this bachelor’s thesis was to make a fully integrated marketing communications plan for the commissioner that operates a newly established bakery. The major objective was to propel the business profitability through planning and implementing the integrated marketing communications plan. The project was initiated by conducting a face-to-face discussion with the commissioner on various occasions for internal situation analysis. Defining the market situation and the target audience was done through secondary data in forms of published statistical figures, answers to surveys, and other data available on various online portals.
The pre-existing data acquired determined the exact age range of the target audience as young adults of ages 18-35. This resulted to additional data research to understand deeper the behavior of the age group in question which then formulated the tone and theme of the whole integrated marketing communications plan. In addition, data revealed that the target audience could efficiently and abruptly be reached through some of the most popular social media platforms.
Success metrics were set versus the target results or objectives to measure the effectiveness of the whole integrated marketing communications plan. However, conducting own quantitative and qualitative surveys in the future is required, to achieve and anticipate higher figures and better results compared to what has been set.
Integrated marketing communications is a complex concept and so is its implementation, and the approach and methods of this thesis aim to contribute further ratifications to the definition and effectiveness of the chosen integrated marketing components which can later be used as a case study for other studies on integrated marketing communications.
The pre-existing data acquired determined the exact age range of the target audience as young adults of ages 18-35. This resulted to additional data research to understand deeper the behavior of the age group in question which then formulated the tone and theme of the whole integrated marketing communications plan. In addition, data revealed that the target audience could efficiently and abruptly be reached through some of the most popular social media platforms.
Success metrics were set versus the target results or objectives to measure the effectiveness of the whole integrated marketing communications plan. However, conducting own quantitative and qualitative surveys in the future is required, to achieve and anticipate higher figures and better results compared to what has been set.
Integrated marketing communications is a complex concept and so is its implementation, and the approach and methods of this thesis aim to contribute further ratifications to the definition and effectiveness of the chosen integrated marketing components which can later be used as a case study for other studies on integrated marketing communications.