Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity
The practice of marketing has changed from a focus on promoting individual products to engaging with people’s identities and lifestyle choices (Belz & Peattie, 2009). A consumer focus and sustainability movement has triggered the marketing development further, where techniques such as green and soci...
| Autor principal: | |
|---|---|
| Formato: | H2 |
| Lenguaje: | Inglés sueco |
| Publicado: |
SLU/Dept. of Economics
2016
|
| Materias: |
| _version_ | 1855571500625559552 |
|---|---|
| author | Hultén, Martina |
| author_browse | Hultén, Martina |
| author_facet | Hultén, Martina |
| author_sort | Hultén, Martina |
| collection | Epsilon Archive for Student Projects |
| description | The practice of marketing has changed from a focus on promoting individual products to engaging with people’s identities and lifestyle choices (Belz & Peattie, 2009). A consumer focus and sustainability movement has triggered the marketing development further, where techniques such as green and social marketing are used to reach the more conscious customer. The prevalent use of the Internet for product research has introduced social media to marketers, and given them a new tool to work with. The focus of this thesis is how an organization uses these sustainability marketing techniques to build its business identity and brand.
The aim is to explore how an organization can use marketing techniques, such as storytelling through social media, to build a strong business identity and brand. The case company, Paradiset, is a 1600 square meter large grocery store located on Södermalm in Stockholm. With its 4500 products, a deli, a food court, and a bakery, it is Scandinavia’s largest organic grocery store (www, Paradiset, 1, 2016).
The theoretical framework, used to analyze the empirics, includes organizational theory, branding, sustainability marketing, and social media theory as well as the concept of storytelling. This thesis consists of an individual case study, and to collect data for the case a netnographic study of Paradiset’s social media has been conducted, as well as an interview with the company’s CEO.
The results show that corporate storytelling through social media channels, such as Facebook and Instagram is an effective way for Paradiset to build a business identity. It also shows that its location, in combination with its strong business identity, is essential when trying to become a leading player in a market. The grocery store market has many large players, but Paradiset has managed to establish a new concept on the market despite the many challenges. To gain market share they have focused on building a strong business identity and brand. |
| format | H2 |
| id | RepoSLU9329 |
| institution | Swedish University of Agricultural Sciences |
| language | Inglés swe |
| publishDate | 2016 |
| publishDateSort | 2016 |
| publisher | SLU/Dept. of Economics |
| publisherStr | SLU/Dept. of Economics |
| record_format | eprints |
| spelling | RepoSLU93292016-07-04T14:00:42Z Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity Hultén, Martina advertisement branding business identity food marketing netnography nudging organic social media storytelling sustainability The practice of marketing has changed from a focus on promoting individual products to engaging with people’s identities and lifestyle choices (Belz & Peattie, 2009). A consumer focus and sustainability movement has triggered the marketing development further, where techniques such as green and social marketing are used to reach the more conscious customer. The prevalent use of the Internet for product research has introduced social media to marketers, and given them a new tool to work with. The focus of this thesis is how an organization uses these sustainability marketing techniques to build its business identity and brand. The aim is to explore how an organization can use marketing techniques, such as storytelling through social media, to build a strong business identity and brand. The case company, Paradiset, is a 1600 square meter large grocery store located on Södermalm in Stockholm. With its 4500 products, a deli, a food court, and a bakery, it is Scandinavia’s largest organic grocery store (www, Paradiset, 1, 2016). The theoretical framework, used to analyze the empirics, includes organizational theory, branding, sustainability marketing, and social media theory as well as the concept of storytelling. This thesis consists of an individual case study, and to collect data for the case a netnographic study of Paradiset’s social media has been conducted, as well as an interview with the company’s CEO. The results show that corporate storytelling through social media channels, such as Facebook and Instagram is an effective way for Paradiset to build a business identity. It also shows that its location, in combination with its strong business identity, is essential when trying to become a leading player in a market. The grocery store market has many large players, but Paradiset has managed to establish a new concept on the market despite the many challenges. To gain market share they have focused on building a strong business identity and brand. Hur marknadsföring har använts och vad företag vill uppnå med sin marknadsföring har över tid ändrats från att främst ha varit ett redskap för att öka försäljningen av specifika produkter till att företag har förstått konsumentens betydelse och därav ändrat sitt fokus till att förstå konsumentens preferenser och livsstilsval. Konsumenters hållbarhetstänk och medvetenhet har ökat de senaste åren vilket har gjort att nya mer hållbara marknadsföringstekniker har utvecklats för att tillgodose den ökande efterfrågan på bland annat miljövänliga produkter och hälsosam mat. Idag vänder sig många konsumenter till webben för att söka upp sådant de vill lära sig mer om eller undersöka, vilket har resulterat i att Internets användningsområden har utökats. Fler söker idag upp sådant de själva är intresserade av på olika forum och sociala medier, istället för att ta emot information från producenterna genom traditionell marknadsföring. Målet med denna masteruppsats är att utforska hur ett företag kan använda hållbara marknadsföringstekniker såsom storytelling via sociala medier för att bygga sin företagsidentitet och sitt varumärke, och ta reda på hur ett företags omgivning påverkar företaget. Fallstudien handlar om matbutiken Paradiset som är 1600 kvadratmeter stor och ligger på Södermalm i Stockholm. Paradiset har cirka 4500 olika produkter, ett bageri, ett restaurangtorg, en delikatessdisk och är i och med detta Sveriges största ekologiska butik (www, Paradiset, 1, 2016). Ett teoretiskt ramverk som innefattar teorier om organisationsteori, varumärkesutveckling, hållbar marknadsföring, sociala medier och storytelling har använts i denna masteruppsats. Uppsatsen består av en fallstudie och data har samlats in genom en intervju med Paradisets verkställande direktör och genom en netnografisk studie av Paradisets sociala medieanvändning. Den svenska livsmedelsmarknaden är i stort sett mättad, men Paradiset har trots det lyckats att etablera sig på marknaden. Detta tack vare sin starka varumärkesidentitet och en för Sverige unik affärsidé. Resultaten visar att storytelling via sociala medier är ett väl fungerande marknadsföringsverktyg för Paradiset. Detta stärker deras varumärkes- och företagsidentitet. De visar också att deras läge på Södermalm i Stockholm har varit en viktig komponent för att kunna etablera sig på den tuffa livsmedelsmarknaden. SLU/Dept. of Economics 2016 H2 eng swe https://stud.epsilon.slu.se/9329/ |
| spellingShingle | advertisement branding business identity food marketing netnography nudging organic social media storytelling sustainability Hultén, Martina Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title | Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title_full | Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title_fullStr | Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title_full_unstemmed | Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title_short | Paradiset: Sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| title_sort | paradiset: sweden’s answer to whole foods : a netnographic case study of modern marketing techniques and how to build a business identity |
| topic | advertisement branding business identity food marketing netnography nudging organic social media storytelling sustainability |