Marketingplan
Marketing in de stad
Naam Naam
Studentnr Studentnummer
Klas Klas
Stone Marketing in de stad
Docent Rolf Stam, Mirjam Bonting, Frank den Dunnen
Datum 17-1-2023
, Marketingplan
Studentnummer
Inhoudsopgave
1 Inleiding .............................................................................................................................. 3
2 Situatieanalyse ................................................................................................................... 4
2.1 Aanleiding................................................................................................................ 4
2.2 Interne analyse........................................................................................................ 4
2.3 Doelgroep ................................................................................................................ 5
2.4 Trends en ontwikkelingen ....................................................................................... 7
2.5 Best en worst practices ........................................................................................... 7
2.6 Conclusie................................................................................................................. 8
3 Ondernemersstrategie + doelstellingen ............................................................................. 8
4 Promotie ........................................................................................................................... 10
4.1 Marketingdoelstellingen ........................................................................................ 10
4.2 Marketingcommunicatiedoelstellingen ................................................................. 10
4.3 AIDA-model ........................................................................................................... 10
5 Middelenmix ..................................................................................................................... 11
5.1 Middelen ................................................................................................................ 11
5.2 Ontwerpcriteria ...................................................................................................... 12
5.3 Contentuitingen ..................................................................................................... 14
6 Exploitatiebegroting .......................................................................................................... 19
6.1 Prijsbepaling.......................................................................................................... 19
6.2 Urenbegroting ....................................................................................................... 19
6.3 Exploitatiebegroting pessimistisch, realistisch en optimistisch ............................ 20
6.4 Onderbouwing ....................................................................................................... 21
7 Bijlage ............................................................................................................................... 23
7.1 Bronnenlijst ........................................................................................................... 23
7.2 Debriefing .............................................................................................................. 26
7.3 Customer journey .................................................................................................. 27
7.4 Partnerplan:........................................................................................................... 27
7.5 Volledig uitgewerkt Lean Canvas ......................................................................... 29
7.6 Resultaten co-creatie ............................................................................................ 29
2
Marketing in de stad
Naam Naam
Studentnr Studentnummer
Klas Klas
Stone Marketing in de stad
Docent Rolf Stam, Mirjam Bonting, Frank den Dunnen
Datum 17-1-2023
, Marketingplan
Studentnummer
Inhoudsopgave
1 Inleiding .............................................................................................................................. 3
2 Situatieanalyse ................................................................................................................... 4
2.1 Aanleiding................................................................................................................ 4
2.2 Interne analyse........................................................................................................ 4
2.3 Doelgroep ................................................................................................................ 5
2.4 Trends en ontwikkelingen ....................................................................................... 7
2.5 Best en worst practices ........................................................................................... 7
2.6 Conclusie................................................................................................................. 8
3 Ondernemersstrategie + doelstellingen ............................................................................. 8
4 Promotie ........................................................................................................................... 10
4.1 Marketingdoelstellingen ........................................................................................ 10
4.2 Marketingcommunicatiedoelstellingen ................................................................. 10
4.3 AIDA-model ........................................................................................................... 10
5 Middelenmix ..................................................................................................................... 11
5.1 Middelen ................................................................................................................ 11
5.2 Ontwerpcriteria ...................................................................................................... 12
5.3 Contentuitingen ..................................................................................................... 14
6 Exploitatiebegroting .......................................................................................................... 19
6.1 Prijsbepaling.......................................................................................................... 19
6.2 Urenbegroting ....................................................................................................... 19
6.3 Exploitatiebegroting pessimistisch, realistisch en optimistisch ............................ 20
6.4 Onderbouwing ....................................................................................................... 21
7 Bijlage ............................................................................................................................... 23
7.1 Bronnenlijst ........................................................................................................... 23
7.2 Debriefing .............................................................................................................. 26
7.3 Customer journey .................................................................................................. 27
7.4 Partnerplan:........................................................................................................... 27
7.5 Volledig uitgewerkt Lean Canvas ......................................................................... 29
7.6 Resultaten co-creatie ............................................................................................ 29
2
