Marketing plan for a local honey farm : Case: Valosen Hunajatila
Valonen, Pekka Johannes Daniel (2020)
Valonen, Pekka Johannes Daniel
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052814932
https://urn.fi/URN:NBN:fi:amk-2020052814932
Tiivistelmä
The objective of this study was to create a digital marketing plan, that focuses on social media channels Facebook and Instagram. This study attempts to answer the question: “What do honey customers consider when buying honey” The author researched the factors honey customers considered when purchasing honey through a survey. The study was made in cooperation with the commissioning company Valosen Hunajatila. The company is situated in the region of Päijät-Häme. The marketing plan created is only the first step towards digital marketing.
The thesis was conducted deductively using quantitative and qualitative approaches for the research. Primary data was collected through an online survey, that was shared to the authors friends and family. The secondary data was gathered through various sources, including online sources and books.
Theories used in the thesis included several analyses to establish the starting situation of the company. The 4C’s of marketing were used to gain deeper knowledge of current marketing views that are customer oriented. The thesis was limited to the micro level, when considering marketing, since the company works mainly in Päijät-Häme.
The results of the research show that many customers considered domesticity, the form of the honey, price, taste and locality in high value however domesticity got the most answers. According to the study interaction between customer and producers is important, thus the company will start posting regularly on the social media channels Facebook and Instagram to interact with the followers.
The thesis was conducted deductively using quantitative and qualitative approaches for the research. Primary data was collected through an online survey, that was shared to the authors friends and family. The secondary data was gathered through various sources, including online sources and books.
Theories used in the thesis included several analyses to establish the starting situation of the company. The 4C’s of marketing were used to gain deeper knowledge of current marketing views that are customer oriented. The thesis was limited to the micro level, when considering marketing, since the company works mainly in Päijät-Häme.
The results of the research show that many customers considered domesticity, the form of the honey, price, taste and locality in high value however domesticity got the most answers. According to the study interaction between customer and producers is important, thus the company will start posting regularly on the social media channels Facebook and Instagram to interact with the followers.