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Background: During the last years, the boom of the Internet has carried along with it new possibilities for communication, in addition, other technological developments of society together act to form a new reality in which companies have to rethink their means for com-municating with consumers. Problem and Purpose: In a new reality where consumers seem to reap all the benefits of the technological changes, how then, should companies adjust to the changing environment? The authors first investigated the modern media environment and found some trends in how it is evolving, and after listening to what some experts within the field think about the future and of what should be done, they them-selves endeavoured to generate some guidance for companies in this matter. Method: This thesis is somewhat of a Delphi study, which means that it heavily relies on the statements of experts. What they have said has played a crucial role in the authors’ own formulation of guid-ance. The experts were interviewed either face-to-face, or through the exchange of e-mails. Conclusions: Major trends in how the media environment is transforming are; technology as an enhancer to rather becoming a determinant, segmentation to fragmentation, decreasing- to increasing returns to scale, an opening for entirely new business concepts and an in-creasing value of intangible assets as a complement to traditional, tangible assets. The authors then presented some elements that would be of crucial significance in this new environment, and they also formulated some more specific guidance in how these ele-ments could be instigated in companies. They were; Speed and flexibility, customization and sustainability. Advice in how they could be instigated where then summarized and illustrated in the “New Digital World Market Communication Diamond”, which basically emphasizes the need for updating the values and the cor-porate culture, the need for streamlining supply chains, the need of truly finding and using information about consumers, and fi-nally, the need for adaptive experimentation.

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Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business. Research issue - How can Swedbank increase stakeholder confidence and value? Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market. Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector. Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.

This diploma thesis deals with the strategic management of a chosen company. The main objective is to propose a business strategy and its implementation using marketing communication tools in the services market. The goal of the theoretical part is to define terms related to these issues, which are going to be used in further parts of analysis and proposals. The goal of the analytic part is to determine a potential of the company and to provide foundation for the proposal. The ultimate part deals with the strategy proposal, which is going to serve the company for three years. Internal documents, an interview with the owner of the company, and public sources were used to create this diploma thesis.

Den här studien ämnar undersöka hur försäkringsbolaget Hedvig representerar sig själva som annorlunda via sitt Instagramkonto, med tonvikt på vilka semiotiska resurser respektive positioneringsstrategier Hedvig använder i sina Instagraminlägg. Studien utgår ifrån teorier inom marknadskommunikation samt socialsemiotik. Det empiriska materialet består av åtta Instagraminlägg från Hedvigs Instagramkonto som valts ut genom ett målstyrt urval. För att analysera materialet används metoden multimodal kritisk diskursanalys (MCDA). Studiens resultat visar att Hedvig använder sig av flera visuella och textuella semiotiska resurser såväl som flertalet positioneringsstrategier för att representera sig själv som annorlunda. Detta görs dels genom att Hedvig påvisar en avslappnad inställning till försäkringsobjekt, dels genom att företaget förmedlar en stor tillit till sina kunder samt anammar deras livsstil. Detta resulterar i att Hedvig rekontextualiserar vad försäkringar respektive försäkringsbolaget Hedvig är. Hedvig lyckas därmed differentiera sig från andra försäkringsbolag, möjligen till den grad att de själva inte längre upplevs som ett sådant. / This study aims to analyse how the insurance company Hedvig uses Instagram to represent itself as different, with emphasis on which semiotic resources and positioning strategies Hedvig uses in their Instagram posts. The study draws from market communication theories as well as social semiotics. The material consists of eight posts from Hedvig’s Instagram account selected through purposive sampling. These are analysed using the method multimodal critical discourse analysis (MCDA). The results show that Hedvig uses several visual and textual semiotic resources as well as multiple positioning strategies to represent itself as different. This is done through Hedvig showcasing an unbothered and relaxed attitude towards insured objects and by conveying a great deal of trust in its customers and embracing their lifestyle. This results in a recontextualization of insurances and of Hedvig as an insurance company. Hedvig thereby successfully differentiates itself from other insurance companies. This is, however, done to an extent where Hedvig is possibly no longer seen as an insurance company.

<p>This study will focus on the fund raising market and what characteristics that can be found in marketing in this market. The donations to fund raising organizations has increased lately and therefore we found it interesting to study how their marketing has developed over time and what risks that can be found. When talking about marketing in fund raising organizations it’s difficult to not include the donors. Therefore have we also studied what value creates for the donors and how the organizations work to gain their trust. We have used a qualitative approach based on six interviews. The respondents have been chosen after their expertise in the subject. Because of the qualitative approach used in this essay, it’s difficult to give a complete picture regarding the last two chapters, analysis and conclusions. Therefore, we recommend these two chapters for further reading. Fund raising organization, marketing, market communication, value creation, brand and positioning.</p>

Online shopping is growing and its turnover increases each year. Internet hastherefore become an important retail location for companies. Web shops lack thephysical room for marketing as well as face-to-face interaction between customer andsalesperson. Therefore there is a need to develop marketing and customercommunication methods for this way of shopping. In physical shops the customer hasthe ability to try on the garments and be pampered by the staff. All in all, the wholevisit can be seen as an experience. For the fashion web shops, this is not possible andhence, they have to find other ways.Our purpose with this study is to describe how web shops replace the physical roomfor communication. We will do that by identify and describe the different functionsoffered to the fashion web shops&apos; customers. Further we aim to find out whichfunctions can be regarded as standard, and which are extra and hence could be seen ascompetitive advantages. Based on these descriptions we will be able to present anormative model for best practice for the fashion web shop industry.Our literature review begins with a general introduction to marketing, marketcommunication and how Internet has affected these two areas. This is followed by amore focused review on the literature of web shops and the various functions relatedto them, for example product presentation and different kinds of services. Theprimary aim of our literature review was to formulate our research questions but it hasalso provided us with concepts and models for the structuring of our findings.We started our study by mapping the field of web shops by making observations onthe Internet. Then we divided our material in categories so that we could limit ourfurther part of the study. We chose H&amp;M, Nelly and Acne as study cases for our indepthstudy, and we chose another seven web shops for comparisons. The functionsthat were observed more thorough were product presentation, purchase related andrelation oriented functions. Our empirical material was then analysed according toKotler’s levels of product. By doing this we also present the normative model for bestpractice.We have found that web shops use several different methods to replace the physicalfunctions. Both virtual dressing rooms and video clips of catwalks will probably be apart of best practice in the future. The loss of the physical functions makes it difficultII Ifor web shops to fully compete with physical shops. There are however severalbenefits of web shops that customers can’t get from a physical shop, for example thelarge range of products, and the 24-hours availability. In conclusion, physical andvirtual shops convey different kinds of experiences for the customer. Web shops canbe a complement to physical shops, but they will probably not be able to fully replacethem.This Bachelor thesis will follow in Swedish. / Program: Textilekonomutbildningen

Nosso trabalho propõe-se a compreender como é formulado o discurso das empresas acerca da responsabilidade social, por meio do entendimento das formações discursivas em conflito, reconhecendo potencialidades e limitações deste discurso. Discute a heterogeneidade de vozes em diálogo, a constituição da cena enunciativa e busca delinear como são construídos os sentidos do discurso das empresas acerca da responsabilidade social. A consecução dos objetivos se deu por meio do método de análise do discurso de linha francesa (AD), a partir de três conjuntos de dados: um conjunto de textos jornalísticos, com ênfase na mídia especializada em negócios; série longitudinal de documentos (balanços sociais) de uma organização com destacada ação socioambiental; entrevistas realizadas com profissionais que atuam nas áreas de responsabilidade social de grandes organizações. Os resultados indicam que o discurso das empresas a respeito do social constitui-se a partir da oposição entre duas formações discursivas concorrentes, a gerencial e a política, e tem sua identidade definida pela negação e construção de simulacros do marketing, da filantropia, e, sobretudo, do conflito, como forma política de lidar com as questões sociais. / Through the study of conflicting discursive formations this work aims at understanding how corporate discourse on social responsibility is constructed, taking into account its potentialities and limitations. It discusses the heterogeneity of dialogic voices and the constitution of the enunciative scene in an effort to outline how meaning is produced within such discourse. These objectives were attained by applying the methodology of Discourse Analysis (DA), particularly the French tradition in this field, to three types of data: journalistic texts, especially those from the business media; a series of documents (reports on social impact) from an organization widely known for its environmental concern; and interviews with professionals involved with social responsibility policies in large organizations. The results indicate that corporate discourse on social issues is constituted by two opposing discursive formations, one managerial and the other political. Its identity is defined by negation and construction of marketing simulacrum, by philanthropy, and above all by conflict as the political path to deal with social issues.

<p>Background: Companies establishing a new brand on the Swedish market have to face competition from already established brands. This makes it interesting to investigate which branding strategies companies use in order to establish a new successful brand. </p><p>Purpose: The purpose of the thesis is to investigate which branding strategies companies should use in order to establish a new successful brand on a competitive Swedish market. </p><p>Research method: The study was realized with the help of five qualitative interviews. These interviews were conducted at five diverse companies possessing recently established brands on a competitive Swedish market. </p><p>Results: Our investigation has lead to the formation of a model, which depicts the most important factors for the strategies that companies should use in order to establish a new successful brand on a competitive Swedish market. We have found that the starting point for these strategies should be the brand motto for product brands and the business concept for corporate brands, from which the core values and the positioning strategies should be derived. In order to communicate the brand to the market, the brand name is an important factor which should preferably be unique. The distribution is also an important factor for this communication, since the distributor is the ambassador who mediates the brand to the customer. The market communication in turn should in the first place consist of unconventional channels such as editorial text when possible. For companies possessing a large marketing budget, brand building commercial, for instance TV-commercial should also be invested in. The marketing communication serves as a means to gain good customer relationships. Finally, it is important to have a consistent branding strategy as well as an internal loyalty toward the brand.</p>