The present thesis aims to create a marketing plan for Vivaio Volta, a company from Brescia operating in the horticultural sector. The SWOT analysis of the company is followed by a benchmarking analysis in order to examine the major competitors, the online competitors and the competitors in the area of Brescia - the direct competitors. Every analysis needs to be contextualized with the historical moment: 2020 and 2021 were years affected by Covid-19 and by the consequences of the pandemic. Also, the horticultural industry suffered the effects of the transformation caused by Coronavirus: it paid a high price, but it also emerged as one the most resilient industries by bringing many novelties - for example, new groups of consumers. The strategic phase defines the goals of Vivaio Volta within the change perception path, the value proposition, the value platform, the key messages, the buyer personas and the tone of voice. An interesting approach studied for this project is the growth hacking marketing. The operational phase sees - among the actions devised for Vivaio Volta - the creation and the development of a new website, the definition of methods and tools in order to analyze and to collect data, a SEO strategy, the planning of actions and the budget management. The application of this marketing plan with a greater investment of money in the communication and marketing area, a strategic use of Instagram, the launch of the e-commerce platform and the enhancement of the values of Vivaio Volta - through the actions of the plan - can lead the company to stand out from the other competitors and significantly increase turnover.
La tesi si pone come obiettivo la creazione di un piano di marketing per il Vivaio Volta, azienda bresciana operante nel settore florovivaistico. A un'attenta SWOT analysis dell'azienda segue una benchmarking analysis per esaminare i grandi competitor, i competitor online e i competitor del territorio bresciano – i competitor diretti. Le analisi sono contestualizzate al momento storico: il 2020 e il 2021 sono stati anni condizionati dal Covid-19 e dalle conseguenze della pandemia. Anche il settore florovivaistico ha subito gli effetti della trasformazione dovuta al Coronavirus: ha pagato un duro prezzo ma si è manifestato come uno dei settori più resilienti portando novità – per esempio, un nuovo bacino di consumatori. Nella fase strategica vengono definiti gli obiettivi del Vivaio Volta all'interno del change perception path, la value proposition, la value platform, i messaggi chiave, le buyer personas e il tono di voce. Approccio interessante studiato per il presente progetto è quello del growth hacking marketing. La fase operativa vede – tra le azioni ideate per il Vivaio Volta – la creazione e lo sviluppo di un nuovo sito web, la definizione delle modalità e degli strumenti per analizzare e raccogliere i dati, una strategia SEO, la pianificazione delle azioni e la gestione del budget. L’applicazione del presente piano con un investimento più consistente nell’area comunicazione e marketing, un uso più efficace di Instagram, il lancio dell’e-commerce e la valorizzazione della carta valoriale del Vivaio Volta – attraverso le azioni del piano – possono portare l’azienda a distinguersi dai competitor e ad aumentare significativamente il fatturato.
Vivaistica bresciana e comunicazione online: il caso del Vivaio Volta
MORETTI, ALICE
2020/2021
Abstract
The present thesis aims to create a marketing plan for Vivaio Volta, a company from Brescia operating in the horticultural sector. The SWOT analysis of the company is followed by a benchmarking analysis in order to examine the major competitors, the online competitors and the competitors in the area of Brescia - the direct competitors. Every analysis needs to be contextualized with the historical moment: 2020 and 2021 were years affected by Covid-19 and by the consequences of the pandemic. Also, the horticultural industry suffered the effects of the transformation caused by Coronavirus: it paid a high price, but it also emerged as one the most resilient industries by bringing many novelties - for example, new groups of consumers. The strategic phase defines the goals of Vivaio Volta within the change perception path, the value proposition, the value platform, the key messages, the buyer personas and the tone of voice. An interesting approach studied for this project is the growth hacking marketing. The operational phase sees - among the actions devised for Vivaio Volta - the creation and the development of a new website, the definition of methods and tools in order to analyze and to collect data, a SEO strategy, the planning of actions and the budget management. The application of this marketing plan with a greater investment of money in the communication and marketing area, a strategic use of Instagram, the launch of the e-commerce platform and the enhancement of the values of Vivaio Volta - through the actions of the plan - can lead the company to stand out from the other competitors and significantly increase turnover.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/1357