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dc.contributor.advisorNiedermann, André
dc.contributor.authorLeuenberger, Alex
dc.contributor.otherFirma: NEUE AARGAUER BANK AG| Kontakt: Raphael/Jörg Borer/Hunziker| PLZ/ Ort: Brugg
dc.date.accessioned2015-09-02T07:29:25Z
dc.date.available2015-09-02T07:29:25Z
dc.date.issued2012
dc.identifier.urihttp://hdl.handle.net/11654/4399
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2315
dc.description.abstractThe purpose of this thesis is to propose a strategy of how to introduce the new product, StopSilent Light, via internet marketing tools on the Swiss market. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isode_CH
dc.accessRightsAnonymous
dc.subjectLASSO AG
dc.subjectE-Marketing
dc.subjectSocial Media
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleE-Marketing Strategy for the Launch of Stop Silent Light on the Swisss Market
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadThe purpose of this thesis is to propose a strategy of how to introduce the new product, StopSilent Light, via internet marketing tools on the Swiss market.
fhnw.initialPositionLASSO TECHNIK AG is a small company specialized in transportation and flow technique. In 2013 LASSO AG will introduce a new product, the Stop Silent Light valve, a low-pressure valve for sewer lines. The challenge of this particular case is to find a mix of measurements that will a) successfully introduce the new product on the market, and b) achieve that with LASSO AG's limited financial and human resources.
fhnw.procedureA literature review in the first part of the paper shows an overview of different kinds of e-marketing, and also e-marketing in a B2B context. Furthermore, the business model of the LASSO AG is analyzed using the nine building blocks of the business model canvas. In a next step, the results of a telephone survey are analyzed and interpreted. In a final part the paper proposes a strategy how to use e-marketing to promote the new product Silent Stop Light.
fhnw.resultsA positioning strategy suggests that LASSO AG should aggressively promote the new product in order to gain market share from its competitors. Finally, the paper recommends an e-marketing strategy focusing on redesigning the already existing web pages of LASSO AG, development of newsletters using templates to give them a unique appearance and, to invest into search engine optimization to ameliorate organic search engine results. In a second phase a YouTube channel and the possibility of XING and LinkedIn accounts are recommended. In a third phase of the strategy the measurements are being monitored and reevaluated through results of customer feedback and analytical tools.
fhnw.IsStudentsWorkYes


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