Oblikovanje marketinške kampanije za prodajo izdelka Chipolo med mladimi

Škrinjar, Maša (avtor), Pušnik, Nace (mentor)

Podjetja v želji večjega zaslužka iščejo vedno nova tržišča in nove segmente kupcev. Pri podjetju Chipolo, ki izdeluje pametne bluetooth sledilnike predmetov, je večina kupcev stara od 35 do 44 let. Namen diplomske naloge je čim bolje spoznati generacijo Z, spoznati njene vrednote, konjičke in njene potrošniške navade. Želimo jo razumeti, tako da jo v marketinški kampanji lahko nagovorimo na način, ki bi pritegnil njeno pozornost in jo navdušil nad iskalnikom predmetov Chipolo ter na ta način povečati prodajo Chipolo izdelkov med mladimi. Cilj diplomske naloge je torej zasnovati kampanjo, ki bo povečala prodajo oglaševanega izdelka Chpolo Bundle med mladimi. V teoretičnem delu smo pojasnili kaj je marketing, kaj ga sestavlja in kakšne so možnosti oglaševanja na družbenih omrežjih. Pojasnili smo tudi, kaj je generacija Z in predstavili podjetje Chipolo. V eksperimentalnem delu smo sestavili in izvedli anketo v slovenskem in angleškem jeziku. Anketirali smo mlade, stare od 15 do 24 let, iz različnih držav sveta. S pomočjo ankete smo med drugim ugotovili, da večina mladih išče osebne predmete nekajkrat tedensko, kar je nasprotno od našega prepričanja, da imajo mladi manj težav z iskanjem osebnih predmetov. Na podlagi spoznanj iz analize ankete in dejstev o generaciji Z smo zasnovali kampanjo »Back to School« in oblikovali komunikacijska sredstva za kampanjo na družbenih omrežjih Facebook in Instagram, ter e-novice in spletno stran. Najprej smo zasnovali medijsko strategijo, kjer smo opredelili, kaj bomo sporočali in komu bo sporočilo namenjeno. V kampanji smo se osredotočili na mlade med 18. in 24. letom starosti, oglase pa smo prikazovali uporabnikom z vsega sveta, starim od 18 do 65+ let, ki so že kdaj obiskali spletno stran chipolo.net. Nato smo se lotili medijskega načrtovanja, kjer smo določili kje, kdaj in preko katerih kanalov bomo komunicirali. Za oglaševanje na Facebooku in Instagramu smo se odločili zato, ker je analiza ankete pokazala, da največ anketirancev uporablja ravno ti dve družbeni omrežji. Po končani kampanji smo preverili še uspešnost prodaje in ugotovili smo, da cilj ni bil dosežen, saj nihče iz naše ciljne skupine ni kupil akcijskega izdelka, ki je bil v času kampanje najbolje prodajan izdelek. Facebook, ki je najbolj popularno družbeno omrežje, je na spletno stran chipolo. net pripeljalo več uporabnikov kot Instagram, največ uporabnikov pa je na spletno stran vstopilo s klikom na organske zadetke v brskalniku Google.

• Jezik: Slovenski jezik
• Ključne besede: generacija Z, marketing, marketinška kampanja, oblikovanje, oglaševanje
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2021
• PID: 20.500.12556/RUL-126336
• Datum objave v RUL: 17.04.2021

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Planning a marketing campaign for the sale of the Chipolo product to a young consumer group

Izvleček

Companies are always looking for new markets and new customer segments to increase their profit. Most customers of Chipolo, a company that manufactures and sells smart item finders, are between 35 and 44 years old. The purpose of this diploma thesis was to get to know and better understand the younger Gen Z, their values, hobbies, consumer habits, so that our marketing campaign would address them in a way that would intrigue and attract them to Chipolo products and consequently boost Chipolo sales. The goal of the thesis is to sell more of the discounted Chipolo Bundle products to young consumers. The theoretical part explains marketing and its components and explores the possibilities of social media advertising. In this section, we also defined members of Generation Z and presented the Chipolo company. The experimental part focuses on a survey conducted in English and Slovene, distributed around the world to participants aged 15 to 24. Contrary to our initial theory the survey revealed that younger people look for their belongings weekly. Based on findings from the survey and general facts about Gen Z, we designed a »Back to School« marketing campaign and communication material for social media advertising, an online newsletter, and our webpage. First we formed a media strategy where we defined what our message is and to whom will this message address to. The campaign focused on young people between the ages of 18 and 24 but with ads we re-targeted users aged 18 to 65+ who had previously visited the chipolo.net website. We then formulated a media plan, where we determined where, when and through which channels we would convey our message. We decided to advertise the campaign on Facebook and Instagram as we found that these are the two most popular social media platforms amongst the younger Generation Z. After the campaign we analyzed the sales from the chipolo.net shop and concluded that the goal was not met. The sales in our target group did not increase, in fact, none of the buyers of the bestselling product we discounted in the campaign came from this target group. Facebook, the most popular social media platform, generated more leads to the chipolo.net web page than Instagram, but overall, the organic searches from Google brought in most customers.

• Ključne besede: Advertising, design, Gen Z, marketing, marketing campaign