MARKETING COMMUNICATION PLAN for Onnibus.Com
MARKETING COMMUNICATION PLAN For OnniBus.com Jenni Ojanen Bachelor’s thesis June 2018 Degree Programme in International Business ABSTRACT Tampereen ammattikorkeakoulu Tampere University of Applied Sciences Degree Programme in International Business Marketing JENNI OJANEN Marketing communication plan Case OnniBus.com Bachelor's thesis 41 pages June 2018 This thesis examines the theoretical framework for marketing communications, applica- ble to the public transportation industry and to the case company OnniBus.com. The the- sis also gives an overview of the Finnish public transportation markets and legislation. A high level marketing communication plan is developed for the five target segments of OnniBus.com: students, work commuters, seniors, event visitors and tourists. For each segment, the marketing communication plan lists the goals, the marketing mix, customer buying behaviour patterns, competitive differentiator issues, and methods to measure the success of the communications. The developed marketing communication plan template is also applicable for any other business or segment, current or future. Keywords: Marketing communication, segmentation, transport industry, promotional mix CONTENTS 1 INTRODUCTION ......................................................................................... 4 2 THEORETICAL FRAMEWORK .................................................................. 5 2.1 The role of marketing communications ................................................... 5 2.2 The communication process ...................................................................
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