Marketing Plan for the Helsinki Cocktail Competition 2017
Järvinen, Sonja (2017)
Järvinen, Sonja
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702132344
https://urn.fi/URN:NBN:fi:amk-201702132344
Tiivistelmä
The Helsinki Cocktail Competition (HCC) is an event in search of a signature cocktail for the city of Helsinki. It was first organized in 2016 by the creative bartending agency the Son of a Punch. The objective is to organize the event on an annual basis.
The HCC is a collaboration between the bars, bartenders and Finland’s major alcohol importers, that operate as the sponsors of the competition. The competition invites all the best cocktail bars of the capital to create a cocktail, that represents Helsinki with its appearance, flavor, aroma and story. The HCC is a public event, and it invites the audience to follow the competition.
The event is organized by Son of a Punch’s Mika Koivula, who is also a commissioner of the thesis. The author of the thesis co-organized and marketed the first HCC in 2016.
The thesis is product oriented and its outcome is the marketing plan for the upcoming HCC 2017. The objectives of the marketing plan are given by the commissioning party, and they are to: 1) increase the number of likes on Helsinki Cocktail Facebook page before the next event date, 2) create interaction with the consumers on social media platforms, 3) gain coverage on traditional media platforms, and 4) increase the number of event participants from last year’s number.
The theoretical framework of the thesis report forms the basis for the marketing plan. It studies the details of the marketing process, introduces the benefits of the marketing planning and explores the features of event marketing and digital marketing. Also, certain marketing tools and models (such as SOSTAC planning model, SWOT and marketing mix), that the author utilizes in the marketing plan, are presented. The marketing plan is also based on the author’s previous experience and knowledge from organizing the first HCC, and the discussion sessions conducted with the commission party.
The final product (marketing plan) first introduces the objectives and the situation analysis of the event and its marketing. Then the marketing strategy, tactics and action plans are presented. Finally, some ways to control the marketing are introduced. As the marketing plan will be implemented after the thesis is completed, and thus the results cannot be measured in real time, the marketing plan is evaluated by interviewing the commission party. The results of the evaluation are positive, and the only risks and limitations of putting the plan into practice are resources and time.
The HCC is a collaboration between the bars, bartenders and Finland’s major alcohol importers, that operate as the sponsors of the competition. The competition invites all the best cocktail bars of the capital to create a cocktail, that represents Helsinki with its appearance, flavor, aroma and story. The HCC is a public event, and it invites the audience to follow the competition.
The event is organized by Son of a Punch’s Mika Koivula, who is also a commissioner of the thesis. The author of the thesis co-organized and marketed the first HCC in 2016.
The thesis is product oriented and its outcome is the marketing plan for the upcoming HCC 2017. The objectives of the marketing plan are given by the commissioning party, and they are to: 1) increase the number of likes on Helsinki Cocktail Facebook page before the next event date, 2) create interaction with the consumers on social media platforms, 3) gain coverage on traditional media platforms, and 4) increase the number of event participants from last year’s number.
The theoretical framework of the thesis report forms the basis for the marketing plan. It studies the details of the marketing process, introduces the benefits of the marketing planning and explores the features of event marketing and digital marketing. Also, certain marketing tools and models (such as SOSTAC planning model, SWOT and marketing mix), that the author utilizes in the marketing plan, are presented. The marketing plan is also based on the author’s previous experience and knowledge from organizing the first HCC, and the discussion sessions conducted with the commission party.
The final product (marketing plan) first introduces the objectives and the situation analysis of the event and its marketing. Then the marketing strategy, tactics and action plans are presented. Finally, some ways to control the marketing are introduced. As the marketing plan will be implemented after the thesis is completed, and thus the results cannot be measured in real time, the marketing plan is evaluated by interviewing the commission party. The results of the evaluation are positive, and the only risks and limitations of putting the plan into practice are resources and time.