Developing integrated marketing communications for Cinnabon bakery in Finland
Zhegalina, Ekaterina (2015)
Zhegalina, Ekaterina
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120218998
https://urn.fi/URN:NBN:fi:amk-2015120218998
Tiivistelmä
This thesis was conducted and implemented according to the needs and preferences of the case company, which is a recently established US franchising bakery in Helsinki. The company’s interest was to promote its business and acquire new customers in Finland, using both traditional and online marketing campaigns. The objective of the project was to create an integrated marketing communications plan for the case company.
The theoretical framework covers areas such as marketing and launching a new business, as well as Finnish habits and lifestyles. Both quantitative and qualitative data were collected to gather information about the business and its future perspectives. The empirical part of the research was done in June 2015.
The project’s results show main strengths and weaknesses of the company, as well as which marketing efforts and methods should be utilized for to reach success in this particular business. Most of the campaigns were launched during the summer time, and we can already see some positive results. All rights to make decisions are left to the case company. According to the outcomes of this research, Cinnabon Bakery should shift from old-fashioned mass advertising to niche marketing, to create cost-effective campaigns using both traditional and digital communication tools.
The theoretical framework covers areas such as marketing and launching a new business, as well as Finnish habits and lifestyles. Both quantitative and qualitative data were collected to gather information about the business and its future perspectives. The empirical part of the research was done in June 2015.
The project’s results show main strengths and weaknesses of the company, as well as which marketing efforts and methods should be utilized for to reach success in this particular business. Most of the campaigns were launched during the summer time, and we can already see some positive results. All rights to make decisions are left to the case company. According to the outcomes of this research, Cinnabon Bakery should shift from old-fashioned mass advertising to niche marketing, to create cost-effective campaigns using both traditional and digital communication tools.