Launch communications best practices: Online newspaper paywall context

The goal of the thesis is to identify the best practices of marketing communications in the context of online newspaper paywall launch. Theoretical point of views emphasize the value for the customer as an antecedent for a workable value proposition and marketing communications. Value-based communications contribute to the customer loyalty. The empirical evidence for this benchmark study was collected in seven company interviews. These firms represented several kinds of Finnish newspaper companies which had recently gone through the paywall launch and launch communications process. The results imply that there are multiple factors influencing on launch communications choices. However, recommendations can be drawn based on the common practices. The main managerial results were that the companies should utilize the online newspaper content and usage value as the core of the launch message, target both new and current readers and use multiple online and offline communications channels to reach the target audience. The launch communications message should be started with the emotional appeal, complemented with the more informative message later.

Marketing of fire suppression systems: customer value and institutional aspects

The paper studied marketing of automatic fire suppression systems from the perspectives of customer value and institutions. The object of the study was research the special features of the sales and marketing of fire suppression systems, and find some practical applications for sales, and for lobbying of a new fire suppression technology. The theoretical background of the study was in the customer value literature and the theoretical concept of institutional entrepreneurship. The research was conducted as an electronic survey for three different groups of respondents; end customers, solution integrators, and re-sellers. From the answers was gathered generalisations about the customer value assessment and communication of the value related to the sales and marketing processes of the fire suppression systems. In addition, there was observed manners to receive information about the systems, and effects caused by institutions to the decision making of the different parties involved. The findings of the study support companies that are launching a new safety technology to the market focus their marketing, and help to understand institutional forces that are affecting to a safety related product.

Fundraising and investor relations in social enterprise: Marketing your way out of the pioneer gap in African off-grid renewable energy

Social enterprises apply the best of business for the pursuit of social or environmental mission while also generating revenues. Globally, nearly 1,3 billion people lack access to electricity, as well as another billion having access to only low quality and infrequent electricity. Off-grid renewable energy, like solar, will increasingly have a key role in the solution of the energy access issue. The pioneer gap in off-grid renewable energy consists of financing (or funding) gaps and capacity gaps, to do with both the early stage of the enterprises in question, as well as the early stage of the whole industry. The gaps are emphasised by specific characteristics of off-grid renewable energy business models and the requirements of operating in bottom-of-the-pyramid markets. The marketing perspective to fundraising is chosen to uncover the possible role enterprises themselves have in bridging the pioneer gap. The purpose of this thesis is to study how social enterprises operating in off-grid renewable energy in Africa utilise marketing activities in their investor relations in bridging the pioneer gap. This main research question is divided into the following sub-questions:  How does the pioneer gap affect fundraising for these enterprises?  How are the funding needs for these enterprises characterised?  How do these enterprises build trust in their investor relations? The theoretic framework is built on relationship marketing and investor relations, with an emphasis on creation of trust. The research is conducted as a thematical case study. Primary data is gathered via semi-structured interviews with six solar energy companies and two accelerators. According to the findings, the main components affecting trust-creation are diminished information asymmetry and perceived risk, mission alignment as well as a personal fit or relationship with the investor. Therefore, an enterprise can utilise e.g. the following marketing activities in their investor relations to bridge the pioneer gap: ensuring investor material, the enterprise story and presenting of them is clear, concise and complete to “package” the enterprise as an investment; taking investor needs and motivations into account as well as utilising existing investors as ambassadors.

The corporate bias and the molding of prescription practices: the case of hypertension

Drug management of hypertension has been a noticeable example of the influence of the pharmaceutical industry on prescription practices. The worldwide leading brands of blood pressure-lowering agents are angiotensin receptor-blocking agents, although they are considered to be simply substitutes of angiotensin-converting enzyme (ACE) inhibitors. Commercial strategies have been based on the results of clinical trials sponsored by drug companies. Most of them presented distortions in their planning, presentation or interpretation that favored the drugs from the sponsor, i.e., corporate bias. Atenolol, an ineffective blood pressure agent in elderly individuals, was the comparator drug in several trials. In a re-analysis of the INSIGHT trial, deaths appeared to have been counted twice. The LIFE trial appears in the title of more than 120 reproductions of the main and flawed trial, as a massive strategy of scientific marketing. Most guidelines have incorporated the corporate bias from the original studies, and the evidence from better designed studies, such as the ALLHAT trial, have been largely ignored. In trials published recently corporate influences have touched on ethical limits. In the ADVANCE trial, elderly patients with type 2 diabetes and cardiovascular disease or risk factors, allocated to placebo, were not allowed to use diuretic and full doses of an ACE inhibitor, despite the sound evidence of benefit demonstrated in previous trials. As a consequence, they had a 14% higher mortality rate than the participants allocated to the active treatment arm. This reality should be modified immediately, and a greater independence of the academy from the pharmaceutical industry is necessary.

Purchasing Process of Industrial Solutions – Added Value, Difficulties and Good Practices

Purpose of this study is to clarify the industrial solutions purchasing process from purchaser companies’ point of view. Also customer’s view on value generating aspects and difficulties in purchases will be discussed as well as different purchas-ing entities where customers have ended up in their solution purchases. Current solution literature is mainly concentrated in supplier views and customer perspec-tive has been left without adequate attention. However, knowledge of the customer and the identification of customer need are at the core of a successful solution business. The focus of this thesis is on Finnish companies’ solution purchases that have been realized during last five years. Industrial solutions in this case are facto-ries or other large industrial plants. Industrial solutions’ purchasing process will be opened all the way from discovering the need until the start-up of the plant. Of in-terest is the customer experience of the success of the acquisition and the pur-chaser’s view on good practices allowing a successful procurement project.

Mobile applications, solution for sustainable agriculture? - Study of mAgriculture services in Kenya

During the recent years, mobile services have spread to many different sectors, including education, health and agriculture, while changing the practices in those fields. Agriculture sector is under pressure to fill the ever-crowing food demand, while suffering from lack of agriculture resources (such as water and soil) and climate change, as well as figuring how to involve young people in the agriculture sector, in order to replace aging farmers. These issues create a need to bring new sustainable solutions to the agriculture sector. This is the demand, which mobile agriculture, mAgriculture, services are trying to answer. This thesis will examine the mAgriculture services in the Kenyan market. The thesis will provide an overview of the currently available mAgriculture services, their outcome and issues with which they are struggling. The thesis will also present recommendations on how to improve currently existing services and processes behind them. Secondly, thesis will provide four ideas for new services, which would answer for the needs of the farmers. Suitable business models, regarding the new services, are also covered. The thesis focuses with the young farmers as a target group, but findings are also applicable with other potential target groups as well.

Digital Content Marketing in the Business-to-Business Context. A Case Study on Marketing Communications Agencies.

Marketing has changed because of digitalization. Marketing is moving towards digital channels and more companies are transitioning from “pushing” advertising messages to “pull” marketing, that attracts audience with the content that interests and benefits the audience. This kind of marketing is called content marketing or “inbound” marketing. This study focuses on how marketing communications agencies utilize digital content marketing and what are the best practices with the selected digital content marketing channels. In this study, those channels include blogs, Facebook, Twitter, and LinkedIn. The qualitative research method was utilized in order to examine the phenomenon of digital content marketing in-depth. The chosen data collecting method was semi-structured interviewing. A total of seven marketing communications agencies, who currently utilize digital content marketing, were selected as case companies and interviewed. All the case companies are from the marketing communications industry because that industry can be assumed to be well adapted to digital content marketing techniques. There is a research gap about digital content marketing in the B2B context, which increases the novelty value of this research. The study examines what is digital content marketing, why B2B companies use digital content marketing, and how should digital content marketing be conducted through blogs and social media. The informants perceived digital marketing to be a fundamental part of their all marketing. They conduct digital content marketing for the following reasons: to increase sales, to improve their brand image and to demonstrate their own skills. Concrete results of digital content marketing for the case companies include sales leads, new clients, better brand image, and that recruiting is easier. The most important success factors with blogs and social media are the following: 1) Audience-centric thinking. All content planning should start from figuring out which themes interests the target audience. Social media channel choices should be based on where the target audience can be reached. 2) Companies should not talk only about themselves. Instead, content is made about themes that interests the target audience. On social media channels, only a fragment of all shared content is about the company. Rather, most of the shared content is industry-specific content that helps the potential client.

Value-based selling of the column connection solution as part of project sales

The objective of this study was to find out how third party influencers can facilitate value-based selling in a network and how suppliers should aim to impact on these third party influencers to facilitate value-based selling. The study considers construction industry, selling the column connection solution and third party influencers. Third party influencers examined in this study were structural designers. The study also aims to find out structural designers’ value drivers and the differences between the market areas that this study related to. The theoretical part of the study focuses on two separate areas. The first part of the theory focuses on a value-based selling concept: what it is, what it requires and what are the main barriers for value-based selling. The second part of the theory examines value creation in networks. The present knowledge over value creation in networks and different network actors are presented. Project marketing is also discussed briefly because this study’s topic, which is highly related to project business. The results reveal structural designers’ value drivers considering the usage of the column connection solution and present ways how suppliers should aim to impact structural designers to facilitate value-based selling. The main result of the study indicates that third party influencers can have a positive impact on facilitating value-based selling. Structural designers are communicating more or less with all the salient actors in different project phases and they can act as sponsors to support the sales of Peikko’s column connection solution and promote solution to other actors involved to the project. This requires that structural designers can understand the actual benefits of how the solution can improve their and their customers’ business.

La communauté des consultants en marketing territorial et la diffusion internationale des politiques de branding des villes

Les villes de toutes tailles rivalisent aujourd'hui avec des endroits et des organisations situés sur tous les continents pour attirer les investisseurs, touristes, entreprises, travailleurs, étudiants et futurs résidants. Afin de faire face à cette concurrence mondiale, l’utilisation d’approches et de stratégies de marketing et de branding territorial par les autorités municipales dans leur démarche de planification et de gestion urbaine est de plus en plus fréquente. Ce mémoire se penche sur le caractère politique du branding des villes, qui a été jusqu’ici très peu exploré. Il expose l’engouement observé pour l’adoption de ce type de politiques dans un nombre croissant de villes et s’intéresse à l’influence de la communauté de consultants en marketing des villes dans le transfert de ce type de pratiques. Puisqu’il s’agit d’une approche nouvelle, ce mémoire se veut avant tout exploratoire. Il présente un portrait de la communauté d’acteurs œuvrant dans ce domaine d’activité et expose certains des éléments servant à illustrer l’influence que ces acteurs peuvent avoir sur la diffusion internationale de ce type de politiques et de pratiques.

Management of Newspaper Industry in Kerala with Special Reference to Marketing

The general objective of the study is to examine in depth the organisation and management practices of newspaper industry in Kerala with particular reference to the marketing aspects, with a View to suggesting measures for improving the economics and the managerial efficiency of the industry. The detailed investigation into the management aspects of the industry is done with particular reference to the two most popular Malayalam dailies in Kerala, namely, the Malayala Manorama and the Mathrubhumi. The purposeful selection of these two papers for the study is amply justified as these two dailies together account for about 80 percent of the total circulation of the newspapers in Kerala. Technically speaking, both these papers are owned by organisations registered as public limited companies and are, to a large extent professionally managed. The Malayala Manorama, though a public limited company in principle, functions, however, more or less as a private company or a family concern. These two papers therefore provide a scope for studying the management of newspaper industry practically under two different organisational set up, namely private limited company and public limited company The study has been divided into eight chapters. Chapter-I spells out an introduction about the newspaper industry and its unique features.Chapter-II, deals with a review of literature, objective, scope, methodology and limitations of the study. Chapter-III deals with origin, growth and status of newspaper industry. Chapter—IV examines the cost, revenue and profitability of the Malayala Manorama and Mathrubhumi. Chapter-V deals with the Organisation and Management. Chapter-VI examines the Marketing Management of Newspapers. Chapter-VII deals with the Marketing Strategy and Performance of Malayala Manorama and Mathrubhumi: An Assessment. Chapter-VIII presents the main findings of the study.

Enquiry Into The Management Practices Followed In Rubber Estates In India

The broad objective of the study is to find out the management practices followed in the rubber estates in India. Comparing the management practices followed in the estates belonging to Indian and non-Indian companiess is also an objective. It has been widely held that the management practices followed in the estates belonging to these groups vary considerably. Hence attempt is made to find out the divergence between them in regard to various practices and to identify and bring them into broader relief so that the strong points of each would be emulated by the other. The management practices are examined in the light of well-established management principles and techniques adopted in business and industry. The principles of management which are widely accepted are Planning, Organizing, Staffing, Directing and Controlling. Other management principles and techniques relating to personnel - finance, marketing, materials and transporting - are also examined in the appropriate context

Impact of Quality on Ethics and Social Responsibility in Marketing, in Industries in Kerala in the present Indian Scenario

The paper ‘Impact of Quality on Ethics and Social Responsibility in Marketing in Industries in Kerala in the present Indian scenario’ highlights the observations, based on a descriptive research carried out in five leading industries in Kerala, in the private and public sector. Ethics and social responsibilities, practiced in these industries, are reflected in the results of the survey conducted on specific queries like awareness of products/services provided by them, total understanding of the requirements of the customer, open discussion on technical matters, accountability of employees to the society and social needs, consumer ethics vis a vis business ethics etc. Team working goes a long way, in building relations, which in turn, results in a progressive and effective marketing strategy. This assumes paramount importance, considering the severe competition we are facing in the light of liberalization, privatization and globalization, which encompasses the globe. The prediction of India becoming a lead nation, along with USA, China and Japan, in this decade, can get fructified only if we follow a very high standards of ethics and social responsibility, in all domains including marketing. Organizations like TRW.Rane, Sundaram Fasteners, TVS Motors, in Chennai are a few among others in India, who have achieved the highest distinction in quality viz Deming Prize, and these demonstrate their commitment to quality, society and humanity at large. Cost effectiveness, without jeopardizing quality has become the need of the hour and MRTP has become history. This trait is being brought out through the survey and the results speak for themselves. Unethical practices like switch and bait, not only brings shame to the organization, and country but also results in the company getting wiped out from the market. Adherence to standards like ISO 14000 helps to maintain the minimum level of social responsibility and environmental friendliness. Like quality audit, safety audit etc, social audit is being insisted in all progressive countries to ensure that the organization comply with the minimum statutory requirements. The paper also touches upon Corporate Social Responsibility practiced in the industries and this becomes crystal clear through their commitment to improve the community. Green Marketing lays a lot of importance on the three Rs of environmentalism viz Reduce, Reuse and Recycle. The objective of any business is to achieve optimal profit and this is possible only by reducing the cost as well as waste. In this context, management tools like brainstorming, suggestion schemes, benchmarking etc becomes helpful. These characteristics are brought out through the analysis of survey results. The conclusions drawn throw a lot of information on the desirable practices with respect to Ethics and Social Responsibility in Marketing

Studies on fish waste management practices in Aroor Seafood Industrial Belt, Kerala and conversion of seafood waste into a liquid plant growth supplement

This study was materialized to analyze the management issues regarding the seafood processing waste generated including its impact on the coastal community in one of the important seafood hubs of India Aroor Seafood Industrial Belt Alappuzha District Kerala The area has witnessed serious pollution issues related to seafood waste and seldom has any action been implemented by either the polluters or the preventers Further this study is also intended to suggest a low cost eco friendly method for utilizing the bulk quantity of seafood solid waste generated in the area for the promotion of organic farming The high nutritional value of seafood enables the subsequent offal to be considered as an excellent source for plant nutrition The liquid silage accepted worldwide as the cheapest and practical solution for rendering fish waste in bulk for production of livestock feed is adopted in this study to develop foliar fertilizer formulations from various seafood waste The effect of seafood foliar sprays is demonstrated by field studies on two plant varieties such as Okra and Amaranthus

Management practices and challenges in smallholder indigenous chicken production in Western Kenya

The potential benefit of indigenous chicken (Gallus domesticus) production is still under-exploited in Kenya despite the efforts by different stakeholders to mainstream this production system as a pathway to rural development. The production system is often characterized by low input-low output productivity and low commercialization of the enterprise. This study which dwells on the current management practices and challenges faced by smallholder indigenous chicken farmers was conducted to gain insights into the underlying causes of production constraints. In Western Kenya women (76%) dominate the indigenous chicken production system. The flock composition consists mainly of chicks, hens and pullets (80%) which reflects their retention for production purposes. Less than half of the farmers access institutional support services such as extension, training, credit and veterinary services. In addition, indigenous chicken is largely reared in a low input-low output free-range system with only few farmers (24.2%) adopting management interventions as disseminated by extension service. To improve production and attain increased productivity, policy should focus on repackaging extension messages that considers farmers economic situations and strengthens collective action initiatives. Accessing joint input purchase and collective marketing of chicken products may further assist the farmers to increase profit margins.

Neuromarketing : una forma de romper los paradigmas del marketing convencional

Actualmente las empresas se enfrentan a un entorno cambiante donde la competencia es cada vez mayor y el gran desafío es lograr la fidelización de los clientes, debido a esto, es necesario buscar métodos que permitan conocer más a fondo sus necesidades, gustos y percepciones. Este trabajo de investigación le permitirá al lector conocer acerca del surgimiento, desarrollo y aplicación del Neuromarketing, como respuesta a las necesidades competitivas de las empresas en un mercado globalizado. En este mismo sentido, el lector podrá comprender: los factores determinantes al momento de comprar, las técnicas que emplea el Neuromarketing para conocer y entender a los clientes, así como los experimentos y los casos reales en los cuales se han utilizado estas técnicas para fidelizar a los compradores con un determinado producto o marca.