CE6 Marketingcommunicatie & Advertising Paper - Paper Campina - Cijfer 8.8

,INHOUDSOPGAVE


1 DIT IS CAMPINA ! .............................................................................. 4

1.1 Waarom Campina? ........................................................................ 4

1.2 Het begon in 1871… ...................................................................... 4

1.3 Duurzame missie .......................................................................... 5

1.4 Vooruitblik ................................................................................... 5

1.5 Hoe kan Campina ook in de toekomst succesvol blijven? .................... 6

2 PSYCHOLOGIE VAN CAMPINA ............................................................ 7

2.1 Identificatie .................................................................................. 7

2.1.1 Kernproduct ................................................................................. 7

2.1.2 Tastbare product ........................................................................... 7

2.1.3 Uitgebreide product ....................................................................... 8

2.2 Differentiatie ................................................................................ 8

2.3 Mentaal construct.......................................................................... 9

2.4 Drijvende kracht ......................................................................... 10

3 BRAND IMAGE & BRAND AWARENESS ............................................. 11

3.1 Relationship partner .................................................................... 11

3.2 Brand Awareness en Brand Image ................................................. 12

4 CORPORATE SOCIAL RESPONSIBILITY ............................................ 14

4.1 Sustainable Development Goals .................................................... 14

4.2 Corporate Social Responsibility ..................................................... 14

4.3 Hoe de consument CSR ervaart ..................................................... 16

5 CUSTOMER JOURNEY ....................................................................... 17

5.1 Persona ..................................................................................... 17

5.2 Customer Journey ....................................................................... 18

6 MATE VAN ETHISCH HANDELEN ....................................................... 20

6.1 Woke activisme .......................................................................... 20



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, 6.2 Campina en de maatschappelijke discussie: stikstof en boeren .......... 20

6.3 Is het handelen van Campina ethisch juist? .................................... 21

7 VIRAL & INFLUENCER ADVIES ......................................................... 23

7.1 Viral en influencer marketing ........................................................ 23

7.2 Wat doet Campina op dit gebied? .................................................. 24

7.3 Advies ....................................................................................... 24

8 CONCLUSIE ..................................................................................... 25

8.1 Vasthouden aan…........................................................................ 25

8.2 Investeren in…............................................................................ 25

8.3 Om uiteindelijk… ......................................................................... 25

9 AANBEVELINGEN ............................................................................. 26

9.1 De gezichten van Campina ........................................................... 26

9.2 Innovaties om stikstofuitstoot terug te brengen............................... 26

9.3 For further research .................................................................... 27

10 LITERATUURLIJST ........................................................................... 28




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