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Tootearendus ja ettevõtte tuntuse suurendamine Gemhill AS näitel

Sepp, Triinu (2016) Tootearendus ja ettevõtte tuntuse suurendamine Gemhill AS näitel. [thesis] [en] Product Development and Increasing Brand Recognition Based on Gemhill Ltd..

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Abstract

Käesolev lõputöö on koostatud ettevõtte Gemhill AS baasil, selgitamaks välja kaubamärgi BonBon Lingerie tuntust eestlimaalaste seas ning nende harjumusi, eelistusi pesu ostmisel. Lõputöö keskendub tarbijauuringute baasil, kaubamärgi BonBon Lingerie populaaruse suurendamisele, tootearendusele ja turundusettepanekutele, et aidata ettevõttel müügikäivet ja tuntust suurendada. Diplomitöö käigus koostati kaks tarbijaküsitlust, millest esimene oli suure valimiga ning üldine, teine aga väikse valimiga ja spetsiifiline. Töö teine pool hõlmas endas tootearendust, mille raames õmmeldi reaalsed tooted ka valmis. Lõpus esitati turundusalased järeldused ja ettepanekud BonBon Lingerie tuntuse suurendamiseks. Töö algas eesmärkide seadmisega ning info kogumisega. Informatsiooni saadi ettevõtte tegevjuhilt ning ettevõtte töötajatelt. Antud teadmiste baasil koostas autor tarbijaküsitluse veebikeskkonnas Google Form´s ning levitas Facebook´i leheküljel. Lõputöö jaoks vajaliku tarbijaküsitluse eesmärgiks oli selgitada välja eestlaste ostuharjumused, pesutoodete eelistused ning kaubamärgi BonBon Lingerie tuntus. Küsitlusele vastas 625 inimest ning vastustest selgus, et eestlane ostab pesu pigem allahindluste ajal või tuju ajendil ja lemmikuteks mudeliteks on push-up rinnahoidja ja panty ehk tavaline püksik. Kinnitust sai ka tõsiasi, et palju soetatakse pesu kiirmoe brändide poodidest, mis annab aimu, et eestimaalane on hinnatundlik. Teise uuringu eesmärgiks oli teada saada tarbijate jaoks vajalikud omadused rinnahoidjale – nagu näiteks loomuliku efektiga push-up kausid ning eemaldatavad õlapaelad. Autor koostas spetsiaalse küsimustiku 19 naisele, mille põhjal selgus veel, et väikese rinnaga naistel jäävad tihti rinnahoidja kausid pealt tühjaks ning nad sooviksid, et kausid oleksid õmblusteta. Küsimustikust selgus, et teadlikkus brändist BonBon Lingerie on pigem tagasihoidlik ning leidub palju neid, kes ei ole sellest kaubamärgist mitte midagi kuulnud. Tarbijad, kes on kasutanud või kasutavad BonBon Lingeire tooteid, on rahul kvaliteedi ning mudelite ja suuruste valikutega, kuid toodi välja, et populaarsed suurused on tihti läbi müüdud. Rinnahoidjate suurustes olid levinumad 75B, 75C ja 75A. Toodete miinuspooleks mainiti, et iludetailid kipuvad kergesti eest ära tulema. Lähtuvalt uuringu tulemustest oli järgmine etapp tootearendus. Protsess viidi läbi tarbijaküsitluse põhjal ja tugines enim hääli saanud vastustele – push-up rinnahoidjale ja püksikutele. Tootearendus tehti A-korvi kandvate naiste vajadustest lähtuvalt. Tootearendus suunati just neile, kuna selgus, et neil on raske leida sobivat rinnahoidjat, mis hoiaks loomulikku push-up efekti ja ei jääks pealt tühjaks. Autor õmbles valmis prototüübid rinnahoidjast ja püksikutest, kuid masstootmisesse evitamiseks rinnahoidja veel valmis pole. Uurimuslikule ja tehnoloogilisele osale järgnes turundusettepanekute tegemine ettevõttele Gemhill, et tõsta tarbijate teadlikkust pesubrändist BonBon Lingerie. Hetkel on reklaamikanaliteks Facebook, Instagram ja Pinterest, lisaks toimub kord kuus pidudesari ’’Bedroom’’ klubis Vabank ning on olemas raadioreklaam ja edasimüjate üritused. Põhijäreldusena toob autor välja olulisemad turundusalased ettepanekud tulevikuks: Turunduse planeerimine ja eesmärkide seadmine, et neid saaks järjepidevalt jälgida ja mõõta ka tulemusi. Soovitud kaubamärgi identiteedi ja imago loomine, et ettevõttel oleks paigas olulised põhitõed, kuidas tarbija kaubamärki tajuma peaks. Sotsiaalmeedia reklaamkanalite parem haldamine, et ei tekiks erinevate kanalite vahel vastuolusid. Järjepidevus ja professionaalne kommunikatsioon sotsiaalmeedias, et toimuks järjepidev reklaam (Facebook´is ja Instagram´is) ning loodaks ka brändile eraldi blogi. Strateegiline sponsorlus, koostöö ja ristturundus, et tekiksid koostööpartnerid, kellega teha koos erinevaid projekte ja samas turundades üksteist. Avaürituse korraldamine, et tähistada firmade koostöö algust. Käesoleva lõputöö raames selgus, et BonBon Lingerie tuntuse tõstmiseks oleks vaja teha järjepidevat ja tugevat turnudust, et suurendada tulusid. Lisaks selgus, et A-korviga naistel pole kerge leida sobivaid mudeleid, mis annab aimu, et tulevikus tasub klientidele pakkuda suuremas valikus erinevaid mudeleid. Lõptöö autor tänab juhendjat H. Kiisi, konsultante M-A. Perkmanni, M. Beilmanni, A.Tšistovat, T. Peetsu ja M. Kuuske ning ettevõtte Gemhill AS töötajaid.

Abstract [en]

Graduation thesis „Product Development and Increasing Brand Recognition Based on Gemhill Ltd“ is formed based on enterprise Gemhill AS, to ascertain awareness of trademark BonBon Lingerie among Estonians and their habits, preferences buying lingerie. A thesis concentrates to consumer survey’s, based on raising popularity of trademark BonBon Lingerie, product development and marketing suggestions, to increase company’s sales value and awereness. During graduation thesis, author made two survey’s, which the first one was general and for wide sample, the second on the other hand, was specific and for small target group. Second half of the thesis included product development, where the products were ready-made. In the conclusion the author presented marketing inferences and suggestions to increase awareness of BonBon Lingerie. Thesis inchoate setting goals and gathering information. The information came from CEO of the company and from the workers. Based on that knowledge, the author formed consumer survey in web environment Google Form’s and spread it in Facebook. Survey, necessary for graduation thesis, aimed to identify Estonian’s purchasing habits, lingerie preferences and consciousness of trademark BonBon Lingerie. Survey had 625 respondents and it appeared that Estonian buys lingerie during the discounts or when they are in mood and the favourite items are push-up bra and panty a.k.a regular panties. Fact, that many people buy lingerie from fast fashion brand stores, was confirmed, which shows that Estonian’s are still price sensitive. Aim for the other survey, was to find out essential attributes for the bra – for example natural push-up bra cups and removable elastic straps. Author compiled special questionnaire, to 19 women, from where appeared that women with small breasts have problem with bra cups – they are often empty from above. Women as well would like bra cups without stitches. From the survey it appeared that the awareness of brand BonBon Lingerie is unassuming and plenty of people don’t know anything about this trademark. Consumers, who have used or are using BonBon Lingerie products, are satisfied with the quality, designs and size range options. However, it was mentioned that the popular sizes are often sold out. The most common bra sizes according to survey, were 75B, 75A and 75C. Nevertheless, the negative thing about BonBon Lingerie production seemed to be easily detaching details. Based on the survey results, the next stage was product development. The process conducted on the basis of survey and relied on the answers which received most votes – push-up bra and panty. Author compiled specific questionnaire for women, who wear A-cup bra size, which was the base for product development to fulfill small breasted women needs. Merchandising was framed for them, because it transpired that they have difficulties for finding fitting bras, which would hold natural push-up effect and would not be emoty from above. Author sewed the prototypes, bra and panty, however the bra is not ready for massprotuction implementation. Implied to exploratory and technological section came marketing suggestions to company Gemhill, to raise consumer awareness about trademark BonBon Lingerie. At the moment the advertising channels are Facbook, instagram and Pinterest, together with party series ‚‚Bedroom’’ in club Vabank and also they have radio commercial and resellers events. The author brings out the main conclusions for marketing for the future: Marketing planning and goal setting, for continuous following and observating results. To establish identity and image for desired trademark, for setting substantial basics, how consumer has to sense the brand. Social media medium better management, so there would not be variances between different channels. Consistency and professional communication in social media, for consistent advertisement (Facebook and Instagram) and blog making for trademark. Strategical sponsorship, cooperation and cross-marketing, so there would be cooperation partners for different projects and for marketing each other. Organize the opening event, to celebrate cooperation of enterprises. In graduation thesis it accured that to increase the awareness of BonBon Lingerie, there has to be consistent and intense marketing, to increase profits. Besides it appeared that women, who wear bra sizes with A-cup, have difficulties for finding the right bra, which shows that in the future it is worth to offer clients wider variety of models. The author of thesis is obliged for supervisor H. Kiis, consultants M.-A. Perkmann, M. Beilmann, A.Tšistova, T. Peets and M. Kuusk and the employees of BonBon Lingerie.

Item Type: thesis
Advisor: Helen Kiis
Subjects: Economy and Management > Entrepreneurship and Marketing
Clothing and Textiles > Product Development
Divisions: Institute of Clothing and Textiles > Clothing Design and Technology
Depositing User: Triinu Sepp
Date Deposited: 03 Jun 2016 05:48
Last Modified: 03 Jun 2016 05:48
URI: http://eprints.tktk.ee/id/eprint/2438

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