2 resultados para Promotions.

em Dalarna University College Electronic Archive


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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.

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Syftet med denna studie var att genom semistrukturerade djupintervjuer, med särskild fokus på visuella gerillakampanjer, kartlägga de av byråerna benämnda karaktärsdragen för gerillakampanjer samt byråernas arbetssätt för dessa kampanjer.Fem semistrukturerade djupintervjuer genomfördes på respektive respondents arbetsplats utvalda genom ett kombinerat strategiskt och bekvämlighetsurval.Resultaten visade tydliga karaktärsdrag för en gerillakampanj. Utifrån dessa har följande definition tagits fram: en gerillakampanj kännetecknas av att den saknar köpt medieexponering och ofta karaktäriseras av en kreativ, ofta situations- och miljöanpassad, utformning som på egen hand väcker stort intresse eller uppmärksamhet relativt mot den nyttjade budgeten i syfte att skapa djupare relationer med mottagaren.Arbetssätten för en visuell gerillakampanj och vanliga gerillakampanjer skiljer sig inte nämnvärt mot arbetssätten för en traditionell reklamkampanj. Vid framtagandet av en gerillakampanj görs juridiska överväganden om huruvida lagöverträdelser kan komma att krävas. Det framkom även att spridningen i efterhand av en gerillakampanj var viktig för att få så stort genomslag som möjligt genom nyttjandet av traditionell media.