Marketing Communication Tools Plan For Norest Co
Jaber, Kamal (2013)
Jaber, Kamal
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013092015425
https://urn.fi/URN:NBN:fi:amk-2013092015425
Tiivistelmä
Leading organizations can build competitive advantage through their commu-nications. However, small companies in particular, often implement communi-cation without effective planning. According to the case company’s wishes, the focus was to build an effective marketing communication tools plan. Norest Co is a marketing and business management consulting firm, which aims at helping companies to detect business opportunities in specific markets. Their current marketing communications are not reliable and the tools used are not based on a effective planning.
The purpose of the research was to consider realistic communication tools for the case company in order to increase awareness in the minds of their target group. An additional purpose was to examine the current tools in order to de-velop them. And finally the last purpose was to suggest new communication tools to be used in the future.
The foundation of the theory was based on marketing communication plan-ning, marketing communication tools, traditional media and new media.
A qualitative research method was used. The research data was partly obtained through interviews of company representatives and partly through an online survey done among communication experts. The goal of the interviews con-ducted with the company representatives was to gather relevant data regarding the case company. The goal of the online survey was to survey experiences and perceptions concerning marketing communications tools of the case company.
The outcome of this thesis is a marketing communication tools plan based on information collected and analysed. Based on the analysis, a revised marketing communication model was created and conclusions for the company were made. Generally Norest’s existing communication tools work well, with the company’s website and LinkedIn page raising as the two most functional tools. The most rewarding additions to the promotional tools were found to be video marketing, banners and testimonials. Also Norest’s existing blog and facebook group were considered important that have potential but need to be developed further to work fully.
The purpose of the research was to consider realistic communication tools for the case company in order to increase awareness in the minds of their target group. An additional purpose was to examine the current tools in order to de-velop them. And finally the last purpose was to suggest new communication tools to be used in the future.
The foundation of the theory was based on marketing communication plan-ning, marketing communication tools, traditional media and new media.
A qualitative research method was used. The research data was partly obtained through interviews of company representatives and partly through an online survey done among communication experts. The goal of the interviews con-ducted with the company representatives was to gather relevant data regarding the case company. The goal of the online survey was to survey experiences and perceptions concerning marketing communications tools of the case company.
The outcome of this thesis is a marketing communication tools plan based on information collected and analysed. Based on the analysis, a revised marketing communication model was created and conclusions for the company were made. Generally Norest’s existing communication tools work well, with the company’s website and LinkedIn page raising as the two most functional tools. The most rewarding additions to the promotional tools were found to be video marketing, banners and testimonials. Also Norest’s existing blog and facebook group were considered important that have potential but need to be developed further to work fully.