A new product launch according to Digital Marketing techniques: AOS a French startup Case study

Abstract

The Master thesis aim at investigating the effect of the AOS startup’s product launch on the French market.The analysis starts in Chapter 1 and 2 with a literature framework and continues on Chapter 3 with the empirical case. More in details, Chapter 1 introduces a new typology of conducting Marketing: Inbound Marketing, taking into account its specificities and indexes. In addition, Chapter 2, elucidates the Bass distribution model and three possible way of estimang parameters: Linear regression, Least Absolute deviation e Non-Linear programming.

Finally, Chapter 3 is dedicated to the AOS startup case study with the intent to provide evidence of the increasing product adoption in the market over the considered period (from 1st May until 31st August 2018). In the final part, the most effective Digital Marketing contributor among SEO, Emails and Social Media is revealed.