1
, Briefing
Marketingcommunicatieplan
Voor
Brugman Keukens & Bakamers
Door
Design Team ..
Module K1 Marketingcommunicatie & Data
Ondernemerschap & Retail Management
Avans Hogeschool ’s-Hertogenbosch
Onder begeleiding van ...
Datum
2
, Inhoud
Wat moet het bureau doen?..................................................................................................................4
Wat is het doel van deze communicatie?...............................................................................................4
De ondernemersdoelstelling..............................................................................................................4
De marketingddoelstelling..................................................................................................................4
De marketingcommunicatiedoelstelling.............................................................................................4
De doelgroep..........................................................................................................................................5
Algemeen, kenmerken en behoeften.................................................................................................5
Consument inzicht..............................................................................................................................5
Actie....................................................................................................................................................6
Merk / product.......................................................................................................................................8
Kernwaarden......................................................................................................................................8
Merkwaarden.....................................................................................................................................8
Belofte..................................................................................................................................................11
Bewijsvoering...................................................................................................................................11
De globale strategie..............................................................................................................................12
De mediastrategie................................................................................................................................13
Stijl (Look & Feel – Tone of Voice)........................................................................................................14
Tone of voice....................................................................................................................................14
Budget en beoogd omzeteffect............................................................................................................17
Media...................................................................................................................................................18
Planning................................................................................................................................................19
Bibliografie...........................................................................................................................................20
3
, Briefing
Marketingcommunicatieplan
Voor
Brugman Keukens & Bakamers
Door
Design Team ..
Module K1 Marketingcommunicatie & Data
Ondernemerschap & Retail Management
Avans Hogeschool ’s-Hertogenbosch
Onder begeleiding van ...
Datum
2
, Inhoud
Wat moet het bureau doen?..................................................................................................................4
Wat is het doel van deze communicatie?...............................................................................................4
De ondernemersdoelstelling..............................................................................................................4
De marketingddoelstelling..................................................................................................................4
De marketingcommunicatiedoelstelling.............................................................................................4
De doelgroep..........................................................................................................................................5
Algemeen, kenmerken en behoeften.................................................................................................5
Consument inzicht..............................................................................................................................5
Actie....................................................................................................................................................6
Merk / product.......................................................................................................................................8
Kernwaarden......................................................................................................................................8
Merkwaarden.....................................................................................................................................8
Belofte..................................................................................................................................................11
Bewijsvoering...................................................................................................................................11
De globale strategie..............................................................................................................................12
De mediastrategie................................................................................................................................13
Stijl (Look & Feel – Tone of Voice)........................................................................................................14
Tone of voice....................................................................................................................................14
Budget en beoogd omzeteffect............................................................................................................17
Media...................................................................................................................................................18
Planning................................................................................................................................................19
Bibliografie...........................................................................................................................................20
3
