Case study

Service Business

When discussing the subject of marketing research in relation to internet marketing, it is worth stopping at the case studies, which belong to the somewhat forgotten, but still effective research methods. Why the forgotten? In the case of certain profiles of the company's activity, it can be associated with a huge expense, although as we will show on the example, a well-thought-out case study can bring the company considerable profits that probably would not be achieved by other means. So what is case studies and how does it affect the effective promotion and sale of a product / service?

Case studies - definition

The case study is classified as a qualitative research method. Its basic purpose is to illustrate a specific case occurring in the structures of a given company, its goals, activities or assumptions. In the initial stage of case studies development, this method was used in relation to specific individuals or groups of people. Applying this method to enterprises, its aim is to describe the company's success, present its goals and activities that have a significant impact on the company's development, while emphasizing its contribution to the surrounding environment or society. It can arise under the influence of a spontaneous advertising campaign that will be remembered and accepted by society at the same time, and also as a description of success or economic failure.

Case studies make it possible to discover completely extreme cases that stand out, or even stand out from those generally known.It aims to broaden the knowledge of recipients by presenting the company from a previously unknown point of view, emphasizing its unique advantages. Another important motivating factor for using this method is the desire to get to know the company, its policy and employees' behavior, from the lowest to the highest level. From a marketing point of view, the analysis applies to the entire advertising campaign, capital expenditure or achieved results. Generally speaking, the case study serves educational purposes, namely getting to know the company in every aspect.

Case studies - on the example of the Tyskie brewery

To illustrate what exactly the case study is all about, it is worth presenting the example of the Tyskie Brewery - one of the most effective case studies in recent years in Poland. The case is even more interesting because, firstly, it was created during the largest sports event in Poland - the European Football Championship - and secondly, it is inextricably linked with internet marketing, because it was the Internet, along with traditional media, that helped the Tyskie brand achieve unexpected success.

The initiative called Tyskie 5 Stadion was born out of the necessity to participate in the largest sports event in our country so far. The problem is that only four stadiums were built for the purposes of Euro. This meant that 97% of the declared Polish fans did not have the opportunity to sit in the stands and watch the matches live. The Tyskie brand has supported important sports events for several years, but this time it was decided to focus on something more than just the beer advertisement broadcast between matches. It was decided to create not only an advertisement, but also to show Tyskie as an inseparable element of the games, which will help all interested parties to watch the anticipated show live.

Of course, it was not physically possible, but the community understood the message, thanks to which the initiative called Tyskie 5 Stadion took off. The goal was to build the fifth stadium, which was to accommodate all of Poland, and more precisely all interested parties who did not have the opportunity to appear in the stands. The success of the Tyskie brand is important as two main goals have been achieved for the company: increasing its share in the advertising market and increasing the base of loyal consumers. The task seemed difficult, as the competition in the form of the Warka brewery was the official sponsor of the Polish National Team, while Carlsberg - the official sponsor of Euro 2012. As it turned out after the tournament, it was Tyskie who benefited the most from its activities, gaining an increase in market share by as much as 16%. The company not only stopped the downward trend, but also gained the leading position in the brewing industry in Poland.

Examples of case study activities on the example of the Tyskie brand

The 4-month campaign was so successful, probably because its goal was not to persuade customers to buy beer. Tyskie Brewery focused on engaging the public to jointly participate in the event. At the beginning, the inscription on the can was enough: "You do not need a ticket for the 5th Stadium, this is all of Poland, it is everywhere where friends meet at Tyskie to experience sports emotions together". As it turned out, the quoted PR slogan turned out to have a strong influence on patriotism and the willingness to cheer together. But that was just the beginning. It is worth mentioning that the campaign started in March, so it was carefully prepared even before the biggest craze related to the European Championship. What's more, even brand ambassadors, who are well known by the most faithful fans - Zbigniew Boniek, Marco van Basten and Luis Figo, have been tempted.

From day one, the initiative also took off on the web, without which there would probably not have been such a lively response. We started with a question for Poles on the official website: "Do you want to cheer?", It was enough to wait 24 hours, so only a day, for as many as 908 cities - all in our country - to respond positively to the question. Since then, every week the fans have received new trade offers or bonuses - lower prices, larger volume, etc. A month later, on April 1, it was officially announced that all of Poland was stadium number 5, and as a result, a 2-week match began. What was its foundation?

The "5th Stadium Opening Match" was played all over Poland, which was the title fifth stadium. It did not end with the slogans only, there was a real ball that Internet users could direct and transfer to other Polish cities. In this way, the "virtual" stadium turned into a place that united Poles regardless of their place of residence. Additionally, in order to consolidate brand awareness among Internet users and viewers in front of TV sets, the TVP station launched the series "Fifth Stadium", in which they performed, among others. actors Piotr Adamczyk, Tomasz Karolak or Weronika Książkiewicz - the plot referred directly to the European Championships, and the most popular episode was watched by a total of 4.4 million people (both on TV and on the Internet).

The effects of case studies on the example of the Tyskie brand

As mentioned before, the Tyskie 5 Stadion campaign turned out to be quite a success. It gained popularity among fans, which resulted in more frequent selection of this beer during football competitions. The company's shares rose in 4 months and the brand also gained up to 26% of loyal consumers. Internet marketing also had a significant impact, thanks to which the popularity of fanpage "and on Facebook increased by as much as 39%, thus gaining the largest number of fans in Poland among websites from the brewing industry.

Additionally, numerous PR campaigns enabled the company to win valuable prizes. Thus, the company was at the forefront of socially responsible enterprises. This is another example that creativity and proper preparation for marketing research - also in relation to internet marketing - are integral parts of a successful marketing campaign. Planning, analysis and then implementing fresh ideas, combined with openness to customers and non-intrusiveness, can bring unexpectedly tangible benefits, as shown in the example presented here.