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Author:Brunow, Harry
Title:Designing a value proposition for an addressed direct mail customer acquisition concept
Publication type:Master's thesis
Publication year:2011
Pages:112      Language:   eng
Department/School:Tuotantotalouden laitos
Main subject:Yritysstrategia ja kansainvälinen liiketoiminta   (TU-91)
Supervisor:Keil, Thomas
Instructor:Schmidt, Jens
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  136   | Archive
Keywords:business model
value proposition
customer value
customer segment
addressed direct mail
liiketoimintamalli
asiakasarvotarjous
asiakasarvo
asiakassegmentti
osoitteellinen suoramainonta
Abstract (eng): New technologies and digitalization have brought a lot of new ways for marketers to reach consumers and companies.
Advertising through e-magazines, and mobile marketing have revolutionized the field of marketing communication.
The number of providers of marketing communications has increased and traditional providers are losing the battle for companies' marketing budgets.
Lately, the position of addressed direct mail among other marketing channels has weakened.
Furthermore, due to EU regulations the monopoly in addressed mail delivery will be broken, which brings even more challenges to the addressed direct mail business.
In this study, an attempt was made to design parts of the business model for a new addressed direct mail customer acquisition concept.

The research question of this study is: How should the case company design its value proposition for its addressed direct mail customer acquisition concept?
The value proposition is an essential part of any business model and thus has to be designed as part of it.
Before the value proposition is designed, there has to be extensive knowledge about what customer segments should be targeted.
That is why a market study was conducted.
It was done in the form of a survey and interviews.
Furthermore a pilot was conducted which was a good way of testing the results.
When the market segment was clarified, the following step was to identify which were the most important drivers of customer value for these segments and how well the case company is able to deliver value to its customers compared to competition.

Finding appropriate customer segments for the addressed direct mail concept proved to be difficult.
Users of addressed direct mail can be found in various industries and they vary in size.
The initial three segments that were found proved to be too wide, and when an attempt was made to narrow them down the amount of segments became too high.
There was no way of targeting sales efforts at these segments.
Thus, defining drivers of customer value had to be done on a general level.
The most important drivers of customer value for this concept proved to be price and easiness of use.
Abstract (fin): Teknologian kehittyminen ja digitalisointi ovat luoneet markkinoijille uusia kanavia tavoittaa kuluttajia ja yrityksiä.
Mainostaminen sähköisten lehtien ja muun sähköisen median avulla on muuttanut markkinointiviestinnän alaa.
Markkinointiviestintää tarjoavien yritysten määrä on kasvanut ja perinteistä markkinointia tarjoavat yritykset ovat häviämässä taistelun yritysten markkinointibudjeteista.
Viime aikoina osoitteellisen suoramainonnan tilanne muiden markkinointikanavien joukossa on heikentynyt.
Lisäksi osoitteellisten kirjeiden toimitusten monopoli murtuu Euroopan Unionin määräyksestä.
Tässä tutkielmassa tavoitteena on suunnitella osoitteelliseen suoramainontaan pohjautuvan asiakashankintakonseptin liiketoimintamallin osia.

Tämän tutkielman tutkimuskysymys on: Miten asiakasyrityksen pitäisi suunnitella osoitteelliseen suoramainontaan pohjautuvan asiakashankintakonseptinsa asiakasarvotarjous?
Asiakasarvotarjous on tärkeä osa liiketoimintamallia joten se on otettava huomioon liiketoimintamallia suunnitellessa.
Ennen arvotarjouksen suunnittelua on tiedettävä mihin asiakassegmentteihin markkinointi halutaan kohdistaa.
Tämän takia suoritettiin markkinatutkimus asiakaskyselyn ja haastatteluiden muodossa.
Lisäksi järjestettiin pilottilanseeraus jonka avulla testattiin tuloksia.
Markkinasegmenttien ollessa selvillä selvitettiin näiden segmenttien asiakasarvon tärkeimmät ajurit, sekä miten hyvin asiakasyritys pystyy luomaan asiakasarvoa asiakkailleen kilpailijoihin verrattuna.

Sopivien asiakassegmenttien löytäminen osoitteellisen suoramainonnan konseptille osoittautui vaikeaksi.
Osoitteellisen suoramainonnan käyttäjiä löytyy usealta toimialalta ja yritysten koko vaihtelee.
Alkuperäiset kolme segmenttiä osoittautuivat liian laajoiksi ja kun naita yritettiin tarkentaa, löytyi liian monta segmenttiä.
Myyntityön kohdistaminen näille segmenteille oli mahdotonta.
Segmenttien suuresta määrästä johtuen asiakasarvon ajureiden määritys jouduttiin tekemään yleisellä tasolla.
Kyseisen konseptin tärkeimmät asiakasarvon ajurit olivat hinta ja käytön helppous.
ED:2011-05-04
INSSI record number: 41627
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