Digital marketing plan for an aromatherapy company : case study: Bulba

This project-based thesis focuses on researching and creating a digital marketing plan for a small company in the aromatherapy industry. The aim of this project is to figure out the best methods for online marketing activities in various digital platforms. Additionally, to find out the most effective ways to measure success of the marketing efforts. The finished result will provide a practical digital marketing ready to be implemented. The object of this thesis is to create a B-to-C digital marketing plan for the case company to find out which marketing tools would be the most beneficial in order for the case company to gain brand awareness, reach new potential customer and increase website activity and sales. The case company lacks an established online presence compared to its competitors in the market. The absence of a strong brand image online risks the company’s ability to develop, expand and reach new potential customers. However, if the company puts more effort towards organic and paid marketing, it can have even rapid growth because the aromatherapy market in Finland is as of now still quite small-scaled. The theoretical framework in this thesis studies the fundamental digital marketing concepts as well as analytics tools and key performance indicators. The digital marketing plan follows the guidelines of the SOSTAC© marketing planning model, which was created by PR Smith. It attempts to provide thorough instructions for the case company to implement in its own marketing activities