Digital Marketing Strategy for B2B : Case Study: Smurfit Kappa Pirkan Pakkaus Oy

Smurfit Kappa Pirkan Pakkaus Oy is a Finnish subsidiary of the Smurfit Kappa Group, a global leader in the industry of paper-based packaging. Smurfit Kappa Pirkan Pakkaus is not that well known in the Finnish market and is currently facing difficulties in the acquisition of new customers, both of which formed a foundation for this research. The overall aim of this thesis is to build a proposal for improvement in the case company’s digital marketing practices, which would both increase the company’s visibility and give a platform to engage and communicate with the customers and potential prospects of the company. Both secondary and primary data collection methods were used in this study. The primary data was mainly collected by self-administered questionnaires that were sent to the company’s customers via email. The secondary data collection was mainly conducted by researching relevant literature on the thesis topic. The key improvement areas were identified with the help of SWOT analysis, competitor benchmarking, market and customer analysis, the author’s own findings from working at the company, as well as by using the feedback received from the customer surveys. A combination of these findings is concluded in a final digital marketing plan