Marketing concept for a digital investing solution

Abstract

Based on the shifting consumer behaviour, a company of the Swiss financial industry has decided to extend their investment offering for retail customers with a mobile-only investing solution. The objective of this thesis is to evaluate the potential of this digital investing solution, and the development of a marketing concept for the product launch. The thesis’ major goal is to list the key characteristics of the product that should be highlighted in the marketing campaign and provide effective ways for interacting with the primary target audiences.