Marketing plan for Keratam Oy

The aim of this thesis was to create a marketing plan for Keratam Oy. Keratam Oy is a construction company and they do not have an existing marketing plan. The commissioner wants their marketing to be developed to gain new customers and maintain existing customer relationships. The thesis work was commissioned by the CEO of Keratam Oy, Hannu Mutikainen. The research method used in this thesis was secondary market research. Competitors’ web pages and marketing tools were studied. The data for this thesis was searched from online, professional literature, and from documents received from Keratam Oy. The empirical part of this thesis consists of marketing planning, and tangible marketing elements. The result of this thesis is a marketing plan for Keratam Oy. In this work there is included company background, market analysis, company analysis, customer analysis, industry analysis, market research, marketing mix, market analysis, competitor analysis, budget, positioning strategy, pricing strategy, unique selling proposition, online marketing strategy, marketing communications, conversion strategy, retention strategy, branding, and marketing timeline. In this thesis there are 3 parts. The first is about the purpose and commissioner, the second about methods and material and the third about results and recommendations The results can be applied in company’s daily operations and the marketing can be developed through the result