Marketing and communication plan, CASE: Riihisoft Oy, RIIHI DMA

Abstract

The aim of the thesis was to create a marketing and communication plan for a cloud computing service called Riihi DMA. The service created by the company called Riihisoft was the case company of the thesis. The company provides different IT services and operates in Riihimäki. The thesis is a functional thesis consisting of a theoretical part and an empirical part. The theoretical part focuses on digital marketing and to the most important aspects of it. The empirical part focuses on the current state of the company and by analyzing it a marketing and communication plan was built. The thesis concentrates in digital marketing specifically because it suits best for reaching out to the target audience of the company. A marketing model called SOSTAC was thoroughly examined in the thesis and applied in creating the marketing plan for the case company. The information for the theoretical part was gathered from field-based literature, articles, and websites. The information concerning the company, their current situation, and the competition was received from the employees of the company through conducting theme interviews. The empirical part focuses on finding the right channels for reaching out to the target audience based on the theory and the SOSTAC model. The result of the thesis was a marketing and communication plan that the company can use for marketing Riihi DMA cloud computing service. The main conclusions were that the company should develop the channels they already use. They should also make their marketing activities more systematic by using the different methods described in the marketing plan. The marketing and communication plan can also be used as a basis for general marketing in the company in the future. The marketing and communication plan for Riihi DMA is included in the appendix section in this work and a summary about it can be found in this work in chapter four where the plan is being analyzed.