Een positioneringsplan voor X bedrijf gespecialiseerd in product promotie

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Een positioneringsplan voor X (bedrijf gespecialiseerd in product promotie) Auteur Naam X Studentnummer X Opleiding NaamHogeschool Leiden Opleiding Commerciële Economie PlaatsLeiden Modulecode CE4 Opdracht Opdracht Scriptie Vorm Beroepsproduct Versie1 Aantal woorden 15.578 TaalNederlands 2 / 6

Management summary This report is written on behalf of the company X , a Brand Activations Agency based in X , with the aim of delivering a solid positioning plan for X . The plan should be implemented in the second half of

2021 .

When X started in 2014 no effort was put in positioning the organisation. Owners noticed that some (potential) customers were not aware of the services X could offer or were not aware of the existence of X . The owners believe that implementing a solid positioning plan would benefit the growth of the company on a structural base. The owners asked to write a positioning plan which will fit with the companies values and identity. Furthermore, the plan will have to fit with the needs of customers and be distinct from competitors.Before a positioning plan could be written, research was done in three different target groups. These target groups are based on the MDC-model, a model by Riezebos & van der Grinten, to help companies with positioning. In this research desk research and field research (semi structured interviews) was used to find answers about the internal organisation at X , what customers need and think of X and about competitors.Main conclusions from the research were that X currently does not have a main vision and mission to thrive the company forward. Employees need more structure during work, but besides that they do feel connected to X . X can be described as a young and inspired company. Customers of X named different qualities of X and cannot name all services that X offers. One client explained that the marketing team of his company did not know about the existence of X . This concludes the lack of awareness of X at (potential) clients and in unclear communication towards clients. When looking into competitors of X the conclusions are that X is in a very competitive field because of the many services that X offers. X stands out from competitors because of the high-quality activations they deliver, flexibility, being a partner instead of just another supplier and accessibility. Because X is not top of mind at (potential) clients, the positioning strategy should be informative.Based on the conclusions the positioning plan was written including the following subjects: positioning concept, pitch, story, value proposition, core values and recommendations considering implementing the positioning. The core of the positioning of X informs customers about what X does and why customers should work with X . The positioning is also a guideline for employees which will give structure to the team. The mission formulated for X is: realize brand activations that exceed all expectations. The vision formulated for X is: become the authority in the field of brand activations in the Benelux.The positioning can best be summarized by reading the positioning pitch: We are X , your ultimate activation partner. We listen to your goals and are happy to work together in the long term to achieve them. We activate brands in a unique way, with only one goal: mission completed. We do this for ambitious brands in the Benelux. X has everything in-house for this; from strategy, creation and production to implementation, logistics and reports. Our data department provides insights into trends and developments which we include in our advice.For the entire positioning please read chapter 8.Inhoud 3 / 6

• Inleiding............................................................................................................8

1.1 Achtergrond..................................................................................................8 1.2 Aanleiding.....................................................................................................8

• Probleemformulering...........................................................................................9

2.1 Doelstelling...................................................................................................9 2.2 Probleemstelling............................................................................................9 2.3 Deelvragen....................................................................................................9

• Theoretische onderbouwing................................................................................10

3.1 Wat is positionering?....................................................................................10 3.2 Positionering om een concurrentievoordeel te behalen......................................11 3.3 Outside-in of inside-out positioneren...............................................................11 3.4 Communicatie van de positionering................................................................12

3.4.1 Interne communicatie.............................................................................12

3.4.2. Externe communicatie............................................................................13 3.5 Modellen.....................................................................................................14

3.5.1 MDC-model............................................................................................14

3.5.2 3C model...............................................................................................15 3.5.3. Brand Key Model....................................................................................16 3.6 Positioneringsstrategieën...............................................................................17 3.7 Conclusie theoretisch kader...........................................................................19

• Methoden, verantwoording onderzoek.................................................................20

4.1 Deskresearch...............................................................................................20 4.2 Fieldresearch...............................................................................................20 4.3 Schema deelvragen......................................................................................21

• Uitkomsten deskresearch...................................................................................22

5.1 De merkactivatiemarkt..................................................................................22 5.2 Merk (bedrijf)..............................................................................................23 5.3 Doelgroep (klanten)......................................................................................23 5.4 Concurrenten...............................................................................................25

• Field research...................................................................................................26

6.1 Merk (bedrijf)..............................................................................................27 6.2 Doelgroep (Klanten).....................................................................................29 6.3 Concurrentie en onderscheidend vermogen X ...................................................30 6.4 Interne analyse............................................................................................31 6.5 Gecombineerde woordentabellen....................................................................35

6.5.1 Gecombineerde woordentabel werknemers ................................................35

6.5.2 Gecombineerde woordentabel klanten .......................................................35

• Conclusies........................................................................................................37

7.1 Merk (bedrijf)..............................................................................................37 4 / 6