This document aimed to create a digital marketing plan for a mobile application developed by ProGrupper Oy. At the beginning of this process, the main research question was for-mulated to acquire a comprehensive and profound knowledge of the thesis topic. In addi-tion, two sub-questions were formulated in order to support the main question and answer it easily. After this, the methodology to be used in this research was chosen as well as the sources of data collection.
Regarding the theoretical framework, the main concepts are defined and explained. The sources used are e-books, articles, and online sites. Therefore, this part begins with a the-ory regarding digital marketing, and it moves to the description of a marketing plan. After that, the SOSTAC® tool, an outstanding tool used by professionals to develop digital keting plans, was introduced, as is the principal tool used while developing the digital mar-keting plan for ProGurpper. Finally, the most important communication channels and es-sential techniques to consider were explained. For instance, search engine optimization (SEO). Thus, the theoretical and empirical frameworks are the foundation of the marketing plan created for "ProGrupper Hoiva."
The empirical framework of this thesis commences by describing the methodology of the primary data gathered. Therefore, the data analysis was carried out using the situation anal-ysis, objectives, and strategy stages of the SOSTAC® model. Furthermore, the two sub-questions are responded throughout this chapter. On the other hand, the main question is responded to during the recommendation chapter, where are suggested the practices that better suit this plan to build a strong brand presence online. Again, the tactics, actions, and control stages of SOSTAC® are used to do so.
In addition, it is recommended to monitor the performance of this plan since digital market-ing practices are constantly developmarket-ing. In addition, the ProGrupper Hoiva mobile applica-tion is in the launching stage, and the business environment faces many changes that can considerably impact this marketing plan.
As a final observation, this thesis process has been a very educational experience. In the beginning, the topic was precise, but the content of the study was not at all, and this is because marketing is a vast subject. Therefore, much information was found and collected, and it was challenging to select and organize it. However, in the end, I feel that I have succeeded, and the information gathered in this document can be so helpful and valuable for the commissioner company.
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APPENDICES
Appendix 1. ProGrupper´s Business Director Interview 1. Please tell me briefly about your position at Progrupper
2. Could you explain to me a bit about ProGrupper's target segment?
3. Did you use any tool that helped you to identify your target segment?
4. How easy was to reach the target groups? What was the main challenge?
5. Did you do some research before placing your market segment?
6. Have you used Marketing tools when you started to serve to ProGrupper? (Marketing mix, Sostac…
7. What do you think is the primary goal of developing a marketing plan for ProGrupper?
8. What are the channels that ProGrupper uses for marketing the mobile app?