Designing a Social Media Marketing Plan for Brand Awareness En-hancement: Case Study of KOKORO restaurant
Nguyen, Trang (2020)
Nguyen, Trang
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020062019172
https://urn.fi/URN:NBN:fi:amk-2020062019172
Tiivistelmä
The main objective of the thesis is to build a practical social media marketing plan suggestion where the purpose is to enhance brand awareness of KOKORO sushi restaurant. KOKORO is a small restaurant located in Helsinki, Finland. It is facing the problem of lacking attention from potential customers. With the limited resources, social media is one of the best choices for KOKORO to boost their brand awareness and improve their brand position in the market. The theoretical framework includes the definition of brand and the factors that impacts the success of a brand, also the meaning and importance of brand awareness; social media, the concept of social media marketing plan and the stages of building a social media marketing plan. All of these mentioned theories incorporate published books, articles and online sources.
For the research and development section, semi-structured interview and survey are applied. The semi-structured interview with KOKORO sushi owner is conducted with the purpose to clearly understand the brand and all of its elements and is used as foundation for the marketing plan. The survey research method is applied to examine the social media habits relating to eating activities of metropolitan inhabitants and the competitors of KOKORO restaurant in the market. Another survey is conducted to understand KOKORO’s customers at engagement stage to point out the target customer segments, their demographics, habits and insights.
The social media marketing plan as the outcome of this thesis defines clearly the business situation, marketing objectives, customer segmentation and suitable social media channels for KOKORO. A content and publication schedule is also planned in detail as a suggestion for KOKORO, together with how to measure the performance when the campaign ends. The plan is built based on the theories and data collected through research and development. It is up to KOKORO to apply the social media marketing plan built by the author to improve their business.
For the research and development section, semi-structured interview and survey are applied. The semi-structured interview with KOKORO sushi owner is conducted with the purpose to clearly understand the brand and all of its elements and is used as foundation for the marketing plan. The survey research method is applied to examine the social media habits relating to eating activities of metropolitan inhabitants and the competitors of KOKORO restaurant in the market. Another survey is conducted to understand KOKORO’s customers at engagement stage to point out the target customer segments, their demographics, habits and insights.
The social media marketing plan as the outcome of this thesis defines clearly the business situation, marketing objectives, customer segmentation and suitable social media channels for KOKORO. A content and publication schedule is also planned in detail as a suggestion for KOKORO, together with how to measure the performance when the campaign ends. The plan is built based on the theories and data collected through research and development. It is up to KOKORO to apply the social media marketing plan built by the author to improve their business.