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A holistic view of marketing communication of accessories – A case study of Axis Communications

Friberg, Erik (2015) MIO920
Production Management
Abstract
Background For a long time, Axis has mainly focused on network cameras. But lately
Axis is turning its focus towards a different kind of approach, looking
more at the customers and their needs, which has given end-to-end
solutions and customer segments increased attention in different
departments within Axis. A sustainable portion of Axis’ offering is its
accessories, but this branch of products has never received any particular
interest. This case study aims to deepen the knowledge on how Axis
communicates accessories and find ways to improve it both internally and
externally.
Purpose The purpose of this research is to develop a framework that underlines the
areas that high-technology companies can work with in order to improve
... (More)
Background For a long time, Axis has mainly focused on network cameras. But lately
Axis is turning its focus towards a different kind of approach, looking
more at the customers and their needs, which has given end-to-end
solutions and customer segments increased attention in different
departments within Axis. A sustainable portion of Axis’ offering is its
accessories, but this branch of products has never received any particular
interest. This case study aims to deepen the knowledge on how Axis
communicates accessories and find ways to improve it both internally and
externally.
Purpose The purpose of this research is to develop a framework that underlines the
areas that high-technology companies can work with in order to improve
their marketing communication of accessories.
Method The project has been conducted as a case study in combination with
explorative and problem-solving approaches for the different research
questions. The case study is a qualitative study based on interviews with
18 different stakeholders with insight to the marketing communication
and sales of accessories at Axis Communications.
Conclusions Existing literature offers little guidance for high-technology companies
who wishes to improve their marketing communication of accessories.
This study shows that there are good reasons for companies to evaluate
their work, and that is why a new framework has been proposed with the
intention to work as an inspiration and guidance for the companies who
want to improve their marketing communication of accessories.
Furthermore, a call-to-action plan has been created for Axis, which
contains concrete measures and improvement areas that has been
identified on the basis of the framework during the study. (Less)
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author
Friberg, Erik
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Accessories, Axis, Communication, Cross-selling, Holistic marketing, Integrated marketing, Internal marketing, Network based video surveillance, Relationship marketing
other publication id
15/5537
language
English
id
8312519
date added to LUP
2015-12-15 14:21:40
date last changed
2015-12-15 14:21:40
@misc{8312519,
  abstract     = {Background For a long time, Axis has mainly focused on network cameras. But lately
Axis is turning its focus towards a different kind of approach, looking
more at the customers and their needs, which has given end-to-end
solutions and customer segments increased attention in different
departments within Axis. A sustainable portion of Axis’ offering is its
accessories, but this branch of products has never received any particular
interest. This case study aims to deepen the knowledge on how Axis
communicates accessories and find ways to improve it both internally and
externally.
Purpose The purpose of this research is to develop a framework that underlines the
areas that high-technology companies can work with in order to improve
their marketing communication of accessories.
Method The project has been conducted as a case study in combination with
explorative and problem-solving approaches for the different research
questions. The case study is a qualitative study based on interviews with
18 different stakeholders with insight to the marketing communication
and sales of accessories at Axis Communications.
Conclusions Existing literature offers little guidance for high-technology companies
who wishes to improve their marketing communication of accessories.
This study shows that there are good reasons for companies to evaluate
their work, and that is why a new framework has been proposed with the
intention to work as an inspiration and guidance for the companies who
want to improve their marketing communication of accessories.
Furthermore, a call-to-action plan has been created for Axis, which
contains concrete measures and improvement areas that has been
identified on the basis of the framework during the study.},
  author       = {Friberg, Erik},
  keyword      = {Accessories,Axis,Communication,Cross-selling,Holistic marketing,Integrated marketing,Internal marketing,Network based video surveillance,Relationship marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {A holistic view of marketing communication of accessories – A case study of Axis Communications},
  year         = {2015},
}