E-Marketing Strategy for the Launch of Stop Silent Light on the Swisss Market

The 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.

Leuenberger, Alex, 2012

Art der Arbeit Bachelor Thesis
Auftraggebende LASSO Technik AG
Betreuende Dozierende Niedermann, André
Keywords LASSO AG, E-Marketing, Social Media
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LASSO 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.
A 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.
A 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.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: öffentlich
Art der Arbeit
Bachelor Thesis
Auftraggebende
LASSO Technik AG, Olten
Autorinnen und Autoren
Leuenberger, Alex
Betreuende Dozierende
Niedermann, André
Publikationsjahr
2012
Sprache der Arbeit
Englisch
Vertraulichkeit
öffentlich
Studiengang
Business Administration International Management (Bachelor)
Standort Studiengang
Olten
Keywords
LASSO AG, E-Marketing, Social Media