The project in five facts.
Challenge, approach and results.
The diploma thesis addresses the comparison of digital marketing strategies of selected tea brands and the development of an optimal strategy for a new tea brand. The main purpose of the research was to determine which factors influence the success of digital marketing in the tea industry and how they can be effectively used in developing a new brand. The theoretical part presents the basic concepts of digital marketing, the characteristics of the tea industry and the role of social networks in building brands.
Solution and Method
The diploma thesis addresses the comparison of digital marketing strategies of selected tea brands and the development of an optimal strategy for a new tea brand.
Results
The main purpose of the research was to determine which factors influence the success of digital marketing in the tea industry and how they can be effectively used in developing a new brand. The theoretical part presents the basic concepts of digital marketing, the characteristics of the tea industry and the role of social networks in building brands. Particular emphasis is placed on visual communication, content marketing and contemporary consumer trends.
It was found that digital channels enable effective communication with consumers and increase brand recognition. In the research part, a comparative analysis of three tea brands and a survey among 100 respondents were conducted. The results showed that consumers most often enjoy tea occasionally and prefer herbal and fruit teas.
It was also found that tea is mostly purchased in physical shops, whilst marketing reaches them primarily through social networks. An important part of the research is the experimental section, which showed that consumers perceive natural packaging as most appealing, whilst premium packaging creates a stronger sense of quality. This confirms that packaging significantly influences product perception and purchase decisions.
Based on the findings, a proposal for an optimal digital marketing strategy was developed, based on the use of visually attractive content, emphasis on lifestyle and the creation of a recognisable brand. The diploma thesis thus offers insight into the impact of digital marketing on consumer behaviour and provides a useful foundation for developing new brands. In addition, the research confirms that contemporary consumers increasingly connect functionality, aesthetics and the digital presence of a brand when choosing products.
Precisely because of this, digital marketing is becoming one of the key factors of competitiveness in the contemporary tea industry.
Module, programme and stories.
Your diploma project for a real company.
A diploma thesis at Academia solves a challenge from a company – often the one where you do your 800 hours of placement. Read about the Digitalni marketing in komerciala module or book a consultation.