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Ettepanekud turundusmeetmestiku loomiseks brändile Wellness Linen

Kaljumäe, Hille (2019) Ettepanekud turundusmeetmestiku loomiseks brändile Wellness Linen. [thesis] [en] Suggestions for Marketing Planning for Wellness Linen.

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Abstract

Käesolevas lõputöös uuriti lähemalt turunduskeskkonda ja seda mõjutavaid tegureid, tänapäeva turundust, mikro- ja väikeettevõtete ohte ja probleeme. Leiti, et väikeettevõtte jaoks, kellel pole palju partnereid, allüksuseid ega osakondi, on kõige olulisemateks turunduskeskkonda mõjutavateks teguriteks konkurendid ja kliendid – seetõttu uuriti lähemalt ka konkurendianalüüsi, konkurentsieelist ning kliente, nende ostukäitumist ja ostuotsustusprotsessi, samuti klientide leidmist ja kliendisuhete hoidmist. Teooriast selgus, et väikeettevõtetele soovitatakse tänapäeval internetiturundust, kuna see on kõige odavam viis, kuidas ettevõtet ja selle tooteid reklaamida. Väikeettevõtete kõige suuremateks probleemideks peetakse ressursside puudumist, õigete sotsiaalmeediakanalite valimist ettevõtte ja toodete reklaamimise jaoks, ajakulukat sisuloomist ning trendide ja tehnoloogiaga sammu pidamist. Kõige olulisemaks nende ohtude vältimise juures peetakse konkurentsieelise loomist ettevõttele. Tänapäeval on konkurents väga tihe ning oluline on eristuda ja silma paista. Oluliselt on muutunud ka klientide roll ning kliendid ei tarbi enam ainult tooteid/teenuseid, vaid ka väärtuseid. Tiheda konkurentsi tõttu on keeruline uusi kliente leida – kirjanduses pakutakse klientide leidmiseks välja interneti ja sotsiaalmeedia kasutamist, meedias reklaami tegemist, messidel/üritustel osalemist, e-mailide saatmist ja helistamist. Käesoleva töö empiirilises osas sooviti läbi viia turundusuuring ning seetõttu tekkis vajadus uurida teooriat ka turundusuuringu ja küsitluse koostamise kohta. Leiti, et läbiviidavaks turundusuuringuks sobib kvantitatiivne uuring, mille käigus kogutakse turu kohta uusi ehk esmaseid andmeid. Lisaks käsitleti segmentimist ehk turu jagamist osadeks. Lähtudes lõputöö eesmärgist, milleks oli ettepanekute tegemine turundusmeetmestiku loomiseks, uuriti ka turundusmeetmestiku osi: toodet, hinda, kohta ehk turustuskanalit ja müügitoetust. Kõige detailsemalt käsitleti turustuskanalit ja müügitoetust, kuna ettepanekuid toote ja hinna osas töö empiirilises osas ei tehtud. Töö empiirilises osas viidi esmalt läbi intervjuu ettevõtte Valge Tuulik OÜ ja brändi Wellness Linen loojaga, et saada teada ettevõtte hetkeolukorrast ning eesmärkidest ja soovidest seoses turundusmeetmestikuga. Intervjuu põhjal viidi läbi ka SWOT-analüüs, mille tulemusena selgus, et ettevõttel on tugev konkurentsieelis ning konkurentide puudumise tõttu hea positsioon turul. Ettevõtte nõrkustena märgiti ära ressursside vähesus, kallid tooted, aeganõudev tootmisprotsess ning vähene tuntus. Võimalustena hinnati internetiturundusega tegelemist, tootmise mehhaniseerimist, edasimüüjate leidmist ning tulevikus ehk ka välismaale laienemist. Ohtudeks peeti uute konkurentide sisenemist turule, partnerite hinnatõuse ning asjaolu, et toodete hea mõju tervisele on eeldatav, kuid teaduslikult pole seda veel tõestatud. Pärast intervjuu teostamist viidi läbi turundusuuring, mille kaudu hinnati ravimtaimedega immutatud voodipesu turupotentsiaali. Turundusuuringule vastas 205 respondenti. Vastuste analüüsimise käigus leiti, et kõige sobivamaks sihtgrupiks võib pidada 25-35-aastaseid ja 36-50-aastaseid, kes moodustasid sihtrühma A ja 50+ vanusegrupi esindajaid, kes moodustasid sihtrühma B. Neile sihtrühmadele tehti töö järgmises etapis ettepanekuid turundusmeetmestiku loomise osas. Sihtgrupi A puhul soovitati turustuskanalite osas keskenduda kodulehe ja internetipoe loomisele, kuna antud sihtgrupp oli valmis voodipesu internetist ostma. Müügitoetuse osas soovitati keskenduda sotsiaalmeediaturundusele, kuna sotsiaalmeedia oli vanusegrupi eelistatuimaks reklaamikanaliks. Nii sihtgrupile A kui ka sihtgrupile B tehti ettepanek mõelda turgudel/laatadel või sarnastel üritustel osalemisele. Sihtrühmas B oli palju respondente, kes ei soovinud tooteid internetist osta. Põhjuseks toodi soov tooteid enne ostmist näha ja katsuda. Ettevõttele tehti ettepanek otsida edasimüüjaid jaemüüjate hulgast ning osaleda turgudel/laatadel, et antud vanuserühma esindajatel oleks võimalik tooteid näha ja katsuda. Kõige eelistatumad kohad reklaami jaoks olid sihtgrupi B jaoks televisioon ja ajalehed/ajakirjad. Televisioonis ja ajalehtedes/ajakirjades reklaami ostmine on aga väga kallis ning seetõttu leiti, et telesaadetele ja ajakirjanduslikele väljaannetele saata ideid brändi kohta loo filmimise/kirjutamise osas. Heade potentsiaalsete ostunäitajate puhul tasub sihtgruppi B kuulunud 50+ vanuserühma veel eraldi edasi uurida. Võib oletada, et antud lõputöös käsitleti 50+ vanuserühma liiga suure grupina ning kui vanuseline jaotus oleks olnud teine, oleks üle 50-aastaste hulgas leidunud mõni jaotus, kes on protsentuaalselt enam valmis internetist tooteid ostma ning keda võiks seega pidada tugevaks sihtrühmaks.

Abstract [en]

The following thesis Suggestions for Marketing Planning for Wellness Linen is written to help a young company start planning marketing activities. Wellness linen is a young brand which is owned by a company called Valge Tuulik OÜ. The brand offers bed linen that is processed with herbs and is free from chemicals and that is therefore assumed to be good for one’s health. Since the start of the company and the brand in 2018 they have not dealt with marketing. Therefore, it is assumed that there is unused potential to reach more people and find more customers through marketing. The purpose of this thesis is to make suggestions for marketing planning for a brand called Wellness Linen in order to reach more people and increase the brand’s popularity. The following thesis consists of the following steps: • getting to know marketing literature and finding reliable internet sources to gather theory for the thesis; • interviewing the owner of the company to gather information about the company and the brand and to get to know their purposes and wishes related to marketing; carrying out a SWOT-analysis based on the information gathered from the interview; • conducting marketing research in order to get to know how receptive the market is and to designate a potential target group for the brand; • making suggestions for marketing planning for Wellness Linen. After interviewing the owner of the company, a SWOT-analysis was carried out. It appeared that the company has a strong competitive advantage and since there are no direct competitors, the company has a great position in the market. The weaknesses were lack of resources, expensive products, slow production and lack of reputation. The opportunities for the company were dealing with internet marketing, since it’s the cheapest way to deal with marketing in small companies, mechanization of production, finding dealers and expansioning abroad in the future. New competitors entering the market and partners increasing prices were considered as threats for the company. Another threat could be the fact that the products are assumed to have a good impact for one’s health, but it’s not yet proven scientifically. A marketing research was conducted after interviewing the creator of the brand in order to value the market potential of bed linen which is processed with herbs. The company’s wish was to find the most attractive target groups that could be interested in the brand’s products. 205 respondents answered the marketing research. The answers were analyzed and it was found out that the most suitable target groups could be 25-35-year-olds, 36-50-year-olds and people over 50. Since the answers from 25-35-year-olds and 36-50-year-olds were similar, it was decided to make suggestions for marketing planning for one whole target group that consisted of 25-35-year-olds and 36-50-year- olds (target group A). The seconds target group (target group B) consisted of people who were 50 and over. The next step included making suggestions for marketing planning for these target groups. Focusing on finishing creating a webpage and and e-shop was suggested as a part of marketing planning for target group A, because 95,8% of the group’s representatives were ready to buy products form the Internet. The most preferred advertising channel in this group was social media. Since Wellness Linen has its own Facebook page, it was suggested that the brand should focus posting more often and evenly on Facebook. They could also think of using paid marketing on Facebook, since it’s cheap (1 Euros per day) and it allows the posts to appear in people’s news feeds that aren’t yet following the brand’s page, but who belong in the target group. It was also suggested that it could be useful to attend some events or fairs, because some people from both target groups wished to gather information about the products from there. There was 37,5% of respondents in target group B that were not interested in buying products from the Internet. The main reason was that they wanted to see and touch the products before buying and some found that the pictures on the Internet did not forward the product’s real colour and material. It was suggested that the company could find dealers and attend events/fairs, so that target group B could have the possibility to see and touch the products. The most preferred advertising channels in this group were television and journalistic publications. It is very expensive to advertise products on TV and in journals/newspapers, so it was suggested to send ideas to journalistic publications and TV broadcasts for writing an article or filming a story. It is suggested to do more research on 50+ age group. It is assumed that in this graduation thesis there could have been more age divisions in 50+ group. Had there been more divisions, there could have been more age groups that could be ready to buy products from the Internet and that could therefore be strong target groups.

Item Type: thesis
Advisor: Evelin Vaab
Subjects: Economy and Management > Entrepreneurship and Marketing
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Hille Kaljumäe
Date Deposited: 06 Jun 2019 08:29
Last Modified: 06 Jun 2019 08:29
URI: http://eprints.tktk.ee/id/eprint/4456

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