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This bachelor thesis deals with the topic of how companies can develop a successful marketing strategy in influencer marketing. Influencer marketing is coming under increasing criticism due to negative headlines from influencers. In the theoretical part of the paper, influencer marketing as well as marketing with opinion leaders is presented. Subsequently, the structure of an influencer marketing strategy is presented. In addition, the cooperation between the influencer Pamela Reif and the sports brand Puma is considered, as well as the cooperation between the influencer Anne Wünsche and the sports brand Oceans Apart. Due to the topicality of this subject, the work is particularly interesting for companies to develop an optimal marketing strategy and to achieve its marketing goals optimally.
This research is aimed at analyzing social media patterns of consumers in Russia and in Germany, and social media strategy of automakers. The purpose of the paper is to observe social media presence of three major car manufacturing companies and see what the social media preferences of consumers are during purchasing journey. Furthermore, the results include comparison between Russia and Germany as well as social media best practices of automakers. For this, data was collected from a random sample of people in Russia and in Germany through online questionnaire. After that an analysis of secondary data on social media presence of automakers was done. A total of 650 people participated in the online questionnaire. The data was analyzed for each country and compared with each other. The results revealed that there are a lot of similarities in social media usage. However, existing differences are very drastic and needed to be considered by companies when it comes to establishing a social media strategy in a specific country. Furthermore, selected car manufacturing companies have a relatively strong social media presence but are different among each other with some gaps that can be improved.
The marketing strategies concerning the establishment of a brand originally come from the business sector. Because of the differences between non-profit organizations (NPOs) and companies they are not equally applicable to the non-profit sector. This thesis examines the applicability of these strategies and also looks at their possibilities of adaptation to fit the characteristics of the NPOs. Apart from that it shows the operationalisation by means of the communication. In the practical part of the thesis the findings are applied to the example of the Spanish NPO Iniciativa Internacional Jóven. Starting with the organization’s mission and vision it is explained how the organization’s purpose, values and principles, and the view of the future evolve during the phase of foundation and which requirements have to be met. Subsequently the development of marketing objectives is shown. The following chapter of the marketing strategy is divided into four parts: segmentation and target groups, differentiation, brand identity and image and lastly positioning. Concerning the segmentation and target group this task is more complicated for NPOs because NPOs have to pay attention to the three different target groups of the users, volunteers and donors. However, the definition of target groups can support the efficient use of resources because of the focus on narrowly defined groups of persons. With regard to the differentiation the competitive advantages are examined. Those result from the combination of core competencies and their respective contribution to the value for the target groups. That way NPOs can discover where to focus their resources and an additional connection to the target groups can be established. The brand identity corresponds to the self-image of an organization. By investigating this self-image in a structured way and elaborating an extensive and at the same time consistent brand identity the basis for a favourable brand image can be created. The brand image is equivalent to the brand perception on the side of the stakeholders. The link between the brand identity and image is the positioning. Within the positioning strategy the various characteristics of the identity are transformed into a few positioning features, depending on their relevance for the target groups and the prevailing market conditions. The marketing strategy lays the foundation for the strategy of communication. Within the scope of this strategy those communication instruments are selected which best contribute to the achievement of the communication goals, which for their part allow the marketing objective achievement. In addition the communication message can be developed so that it can be perceived, remembered and associated with the organization the best way possible. The application of the findings leads to the impetus to two communication campaigns for the non-profit organization Iniciativa Internacional Jóven.