The purpose of this thesis is to find possible media for communicating benefits of Mobilat to young consumers and to analyse consumer behaviour differences between younger and older consumers regarding pain gel usage. The main beneficiary of this thesis is STADA Nordic, which is a part of STADA Arzneimittel, an international pharmaceutical company. STADA Nordic tasked this thesis to find best alternatives for advertising their pain gel product Mobilat to young consumers. According to STADA Nordic most of its customers using Mobilat are older consumers and in order to keep the product profitable, the age variation within this customer base must be diversified.
The knowledge base of this thesis consists of three separate parts: communication theory, communications in marketing and marketing communication planning. Communication theory defines the term communication and explores most significant models in the field. Communication in marketing lists the common media of communication used for marketing purposes and advertising. Marketing communication planning -section details SOSTAC® -process model and other theory related to planning effective communications.
For collecting data two methods are used. Survey is conducted to receive data of consumer behaviour of Finnish consumers’ pain medication usage. The sample consists of personnel and students of Laurea University of Applied Sciences. The data is analysed and conclusions of the results of the survey are made. The second method of data collection is studying possible marketing channels and briefly analysing their suitability for STADA’s purposes.
This thesis’s survey provides information of consumer preference, when self-medicating joint and muscle pains. Analysis of marketing channels provides details such as key demographics of those channels. Both, the results of the survey and the analysis of channels, are brought together and concluded in the last chapter
