Essay
Event Marketing verslag IKEA
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Individuele opdracht, cijfer 7,5
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, Voorwoord :Beste lezer,
Dit verslag is met veel plezier opgesteld voor het vak event marketing. Het is geschreven door Anouk
Botter. Ik ben een derdejaars student van de opleiding Hotel – en Eventmanagement aan de Tio
University of Applied Sciences te Rotterdam.
Ik wil graag meneer Dijkstra bedanken voor de kennis die hij mij bij heeft gebracht en de ondersteuning
tijdens deze opdracht.
Ik hoop dat u na het lezen van dit verslag meer te weten bent over het evenementconcept dat is opgesteld
voor het bedrijf Ikea.
Veel plezier met het lezen van dit verslag!
Met vriendelijke groet,
Anouk Botter
2
, Inhoudsopgave
Voorwoord :........................................................................................................................................................ 2
Omschrijving opdrachtgever................................................................................................................................ 4
Scenariostudie..................................................................................................................................................... 5
Destep analyse:...........................................................................................................................................................5
Het Waarde Propositie Canvas....................................................................................................................................6
Marketingmix Ikea......................................................................................................................................................9
Strategische doelstellingen SMART..................................................................................................................... 13
Doelgroep concept/campagne........................................................................................................................... 13
Relatiemarketingstrategie........................................................................................................................................14
Marketingcommunicatiestrategie............................................................................................................................16
Internal brandingstrategie / merkactivatie...............................................................................................................16
City marketing...........................................................................................................................................................17
Psychosociaal kader..................................................................................................................................................18
Spanningspunten.......................................................................................................................................................20
Effectmeting...................................................................................................................................................... 20
ROI.................................................................................................................................................................... 21
Literatuurlijst:.................................................................................................................................................... 22
3
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