An Application of a Marketing Plan and Communication Concept on a Start-up offering Sustainable Menstrual Hygiene Products
The Swiss start-up provides a platform that promotes social and sustainable interactions around the subject of menstruation. The aim of this bachelor thesis is to investigate the current situation of the company to draw conclusions for a marketing plan with a corresponding communication concept.
Sharon Alexandra Schaer & Seraina Tobler, 2021
Bachelor Thesis, Thomas Beer Treuhand GmbH
Betreuende Dozierende: Volker Schulte
Keywords: Marketing, Communication, Strategic Frameworks, Das FHNW-Modell des integrierten Kommunikationsmanagements, Marketing Mix, Market Entry
The company plans to offer sustainable menstrual hygiene products and to focus on a social impact, the empowerment of all menstruating people, and community activities. Although the start-up has a clear vision and mission, there are currently no marketing or communication strategies, as the commpany is still in the business development phase. Therefore, the authors seek to understand the environment to develop marketing and communication strategies that prepare the market entry of the start-up and enable the promotion of the platform to the target groups.
The methodology applied within the bachelor thesis is based on the marketing plan framework of Kotler, Keller, Brady, Goodman, and Hansen (2016) and the FHNW Model of Integrated Communication Management. Furthermore, models such as the 5 C’s framework, Porter’s Five Forces, and the SWOT analysis are integrated into the situational analysis. Thereby, mainly secondary data is used, which is collected through desk research. In addition, primary data obtained through quantitative and qualitative approaches are available to establish an in-depth knowledge about the target group.
The analyses suggest that the start-up must focus on the development of a differentiated product to fulfil the customer needs. Thereby, the company has the opportunity to achieve a substantial market share by effectively promoting its offer that focuses on a high social impact, sustainability, awareness creation, and community building. The differentiation focus allows the company to distinguish itself from the big market players within the feminine hygiene market. Accordingly, communication strategies need to be adapted to the suggested focus, and the start-up must market its overarching key message defined in this thesis. By integrating its values into communication messages on the recommended communication channels, the overall marketing and communication objective of increased brand awareness can be achieved. In addition, the defined primary target group can be positively stimulated by lived values of “inclusivity, openness, and positivity” to create brand loyalty.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation