Marketing plan for a mobile application : Marketing research and a plan for a mobile application of a startup company
Koljonen, Camilla (2016)
Koljonen, Camilla
Oulun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016091414259
https://urn.fi/URN:NBN:fi:amk-2016091414259
Tiivistelmä
The purpose of this thesis is to provide an insight of the application market and to create a marketing plan for a new mobile application. The client is a startup company and they needed a marketing research and a marketing plan for their mobile application. The company does not have a person working with marketing and therefore they asked for this project. The application itself provides information about local bars and nightclubs. It will be launched first in southern Europe and after worldwide.
The aim is to study the current application market trends and see how the consumers are using the mobile applications, and how traditional and digital marketing methods can be applied to applications marketing. These methods are also combined to create the most optimal way to create a marketing communications plan for the application.
The marketing communication plan is divided to prelaunch, launch and after launch activities. These different parts will support the relationship with the launching of the app and its marketing communications. The main goal with the marketing communication plan is to build awareness and create customer engagement through social media and other channels.
The method used in this thesis is qualitative. Mostly the method of this thesis is desktop study. Benchmarking is also used by introducing a successful application and their methods of marketing. The benchmarking was implemented through a case study where a successful app was examined. The marketing strategy of the case app was used to get ideas in the marketing plan.
Since the company is a startup company, and the app is still in developing phase, it was challenging to create a specific marketing plan for the company. Mainly the plan was focusing on using marketing tools and social media channels to gain awareness and customer engagement, and to create a guideline how to start.
The aim is to study the current application market trends and see how the consumers are using the mobile applications, and how traditional and digital marketing methods can be applied to applications marketing. These methods are also combined to create the most optimal way to create a marketing communications plan for the application.
The marketing communication plan is divided to prelaunch, launch and after launch activities. These different parts will support the relationship with the launching of the app and its marketing communications. The main goal with the marketing communication plan is to build awareness and create customer engagement through social media and other channels.
The method used in this thesis is qualitative. Mostly the method of this thesis is desktop study. Benchmarking is also used by introducing a successful application and their methods of marketing. The benchmarking was implemented through a case study where a successful app was examined. The marketing strategy of the case app was used to get ideas in the marketing plan.
Since the company is a startup company, and the app is still in developing phase, it was challenging to create a specific marketing plan for the company. Mainly the plan was focusing on using marketing tools and social media channels to gain awareness and customer engagement, and to create a guideline how to start.