How can SAP use purpose to strengthen its brand?

Communication Strategies

15     1.5 spaced (5055 words)

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Thesis

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My bachelor thesis “should demonstrate the student’s ability to independently and critically analyze a professional problem through one systematic and methodical research and to process the knowledge gathered and translate the analysis results into strategy and then communication products that can solve the described communication challenge. The report should moreover, reflect the student’s dissemination skills.” The project must include one or more communication products. The products must show the student’s ability to translate a strategy into concrete communication products. I will make these products (press releases, flyers, ideas for events) myself based on the thesis I have chosen following area/problem: “It is no longer enough for a company to deliver a healthy bottom line. Companies are expected to clearly and clearly communicate how they are making a positive impression on the world. A company’s opinions and actions thus play a crucial role. Purpose describes what a company contributes to the world. In “The Good Purpose Study” it has been shown that purpose is the most important factor in selecting a brand when price and product are the same.” RESEARCH SO FAR By “taking a stand,” a company demonstrates to its various audiences that its values are not just words but actually actions. This, in turn, can result in several benefits for the company: high employee retention, increased sales from supportive customers. The analysis of the SAP’s current situation (using the VCI-model), analysis of SAP’s stakeholders, and analysis of the chosen target group, must point to in my proposed campaign. I currently have the idea that the “answer” (which I of course should not have yet) is to make a campaign targeted towards young girls and/or girls in high school to increase the number of girls who can code. The idea is that SAP’s campaign can “inspire, education, and equip girls with the computing skills to pursue 21st century opportunities.” This is the mission of Girls Who Code, which we can be inspired by. Kode with Karlie is a partner of SAP, so that would be a great partner in the campaign. The analysis of the target group, with it’s use of media channels, what role models do they like, should then choose the products, for example a press release that is sent to a magazine that the group reads or maybe a TikTok campaign. I will develop these. RESEARCH INSIGHT Branding is becoming the new tool of differentiation. The increased competition demands companies to find new ways to stay in the game by creating deeper and more meaningful customer/stakeholder relationships. SAP is one of those companies seeking competitiveness through developing a strong brand. ABOUT PURPOSE-DRIVEN CAMPAIGNS “The best way to use purpose-driven marketing to reach your audience is to target a cause that has meaning to them. At the same time, make it a cause that connects to your brand in some way. Consider, for example, Uber’s connection to MADD or Nestle Crunch’s “Let’s Get Her to Camp” campaign. Each of these brands has chosen a purpose that has meaning to their brand, but which also speaks to their specific consumers. Uber is often used by people who are avoiding driving drunk, while Nestle’s largest audience is parents who want to be able to give their children the best. These charity campaigns deepen the connection their customers have to their brand, from increasing their favorable thoughts about the brand to encouraging them to choose that brand over another because of their commitment to and belief in something.”