Abstract

In this Thesis, the main problem and the field of research is the process of launching a
B2C IT product in the market and the deployment of the suggested marketing strategy
that derived from the Thesis research.

The Thesis is based on a real life case study which provided tangible results,
challenges and risks inside a startup. Byteactive AB [1] is a startup company, which
resides in the STING [2] incubator, in Stockholm. Byteactive is developing a new
technology for more efficient data storage and backup. The company's primary target
groups are small, medium-sized companies and private individuals who own digitally
stored information. The company's product family BaQup simplifies and automates
backup over networks and the Internet from the local disk storage.

The focus area of the Thesis is on the Business to Customer (B2C) version of BaQup.

The main problems solved consist of:
- defining the market size and identifying target groups and market segments
to niche
- defining competition
- conducting surveys and research to identify the latest trends and user
preferences
- structuring the most appropriate marketing strategy and market launch
requirements, threats and opportunities
- analyzing and summarizing the results of the thesis research in order to
suggest a strategy for launching the product to B2C in order to spread the
product and create a lasting consumer relationship
- contributing in the general Marketing strategy with constant feedback that
derived from the research

Keywords: Marketing, Marketing Strategy, Market Launch, B2C, Business to
Customer, Viral Loops, Startup Company, Social Media Strategy