Social Media Marketing Development Plan for Goodio
Hokkanen, Aino (2021)
Hokkanen, Aino
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611404
https://urn.fi/URN:NBN:fi:amk-2021052611404
Tiivistelmä
The aim of this thesis was to create a social media development plan for the commissioning company Goodio and find out how they can acquire more customers and increase brand awareness with successful social media marketing and brand differentiation.
The theoretical framework was divided into marketing themes of customer acquisition, brand communication and social media marketing. These three main themes have subtopics, such as customer relationship management, customer lifecycle, brand awareness, brand equity and social media strategy. The last chapter of the theoretical framework briefly explains the reader the characteristics and challenges in the U.S. market.
The research was conducted in both qualitative and quantitative manner. The qualitative research was implemented through a semi-structured interview with Goodio’s a company representative in charge of the U.S market, who was also the company contact person throughout the thesis writing process. In addition, qualitative research was conducted by analysing two Goodio’s main competitors’ social media channels.
The quantitative part of the research was collected from Goodio’s social media channels and internal company marketing analytics. The company representative granted the thesis writer access to the company’s marketing analytics, therefore the data researched and presented is very valid and reliable.
The results indicated that Goodio should strive to engage their customers more with their social media content and continue to focus on their Instagram channel rather than Facebook. The Covid-19 pandemic has affected the company’s recent marketing efforts, but since Goodio already has a strong brand image and value, it is easier to start growing their Instagram channel to reach more customers.
HU Kitchen and Raaka Chocolate were noted to be the biggest competitors for Goodio. The results pointed out that Goodio should strive for brand differentiation by emphasizing their brand values of transparency, wellbeing and sustainability. Based on the findings of the research Goodio’s biggest strength and competitive advantage is the Nordic background and the story behind the brand and it should be emphasized in the social media marketing for American consumers.
The theoretical framework was divided into marketing themes of customer acquisition, brand communication and social media marketing. These three main themes have subtopics, such as customer relationship management, customer lifecycle, brand awareness, brand equity and social media strategy. The last chapter of the theoretical framework briefly explains the reader the characteristics and challenges in the U.S. market.
The research was conducted in both qualitative and quantitative manner. The qualitative research was implemented through a semi-structured interview with Goodio’s a company representative in charge of the U.S market, who was also the company contact person throughout the thesis writing process. In addition, qualitative research was conducted by analysing two Goodio’s main competitors’ social media channels.
The quantitative part of the research was collected from Goodio’s social media channels and internal company marketing analytics. The company representative granted the thesis writer access to the company’s marketing analytics, therefore the data researched and presented is very valid and reliable.
The results indicated that Goodio should strive to engage their customers more with their social media content and continue to focus on their Instagram channel rather than Facebook. The Covid-19 pandemic has affected the company’s recent marketing efforts, but since Goodio already has a strong brand image and value, it is easier to start growing their Instagram channel to reach more customers.
HU Kitchen and Raaka Chocolate were noted to be the biggest competitors for Goodio. The results pointed out that Goodio should strive for brand differentiation by emphasizing their brand values of transparency, wellbeing and sustainability. Based on the findings of the research Goodio’s biggest strength and competitive advantage is the Nordic background and the story behind the brand and it should be emphasized in the social media marketing for American consumers.