Dit whitepaper voor het vak CE6 marketingcommunicatie en advertising is geschreven tijdens het studiejaar en gaat over het bedrijf Rituals. Voor dit whitepaper heb ik een 7,8 gehaald.
Vak: CE6 Marketingcommunicatie & Advertising
Docent: L. Beijersbergen van Henegouwen
Student: Lisa Taphoorn
Studentnummer: 500769680
Datum: 30-10-2020
,Voorwoord
Blok 1, Whitepaper CE6. Een whitepaper met als doel het leren wat er in de praktijk allemaal nodig is
bij het bedenken van een marketingcampagne vanuit een merk. Het merk waarop ik mij in deze
whitepaper ga richten is Rituals. Tijdens het maken van deze whitepaper heb ik begeleiding gehad
van mijn CE6 docent Lex Beijersbergen van Henegouwen, ik wil heb in dit voorwoord bedanken voor
de goede lessen en begeleiding. Helaas heb ik door het coronavirus deze whitepaper of afstand
moeten maken, maar ik ben tevreden met het eindresultaat.
Lisa Taphoorn
Opleiding Commerciële Economie
Hogeschool van Amsterdam
2
, Inhoudsopgave
Inhoudsopgave…………………….………………………………………………,……………………………………………………………3
1.Schets van het bedrijf………………………………….………………….………………………………………………………………4
1.1 Oprichter van het bedrijf………………………………….………………………………………………………………...………..4
1.2 Het bedrijf………………………………………….……………………….…………………………………………………..4
1.2.1 Missie………………………………………………………………………………………………..……………..4
1.2.2 Visie………………………………………………………………………………………………………………….4
1.2.3 Bedrijfswaarde………………………………………………………………………………………………….4
1.2.4 Merkpositionering…………………………………………………………………………………………….5
1.2.5 Strategie……………………………………………………………………………………………………………5
1.2.6 Communicatie…………………………………………………………………………………………………..5
2.Psychologie van het merk………………………………………….……………………………………………………………………6
2.1 Identificatie……………………………………………………………………….………………………………………………………….6
2.2 Differentiatie………………………………………………………………………………………………………………………………..6
2.3 Mentaal construct…………………………………………………………………………………………………………….………….6
2.4 Relationship partner…………………………………………………………………………………………………………………….7
2.5 Drijvende kracht…………………………………………………………………………………………………………………………..7
3. Brand awareness en Brand image…………………………………………………………………………………………………8
3.1 CBBE-model van Keller……………………………………………………………….………………………………………………..8
3.2 Brand awareness…………………………………………………………………….……………………………………………………8
3.3 Brand image………………………………………………………………………………………………………………………………...9
3.3.1 Attitudes……………………………………………………………………………………………………………………….9
3.3.2 Functional……………………………………………………………………………………………………….………….10
3.3.3 Experiental……………………………………………………………………………………………………………….…10
3.3.4 Symbolic………………………………………………………………………………………………………………….….10
4. Corporate Social Responsibility…………………………..……………………………………………………………………….11
4.1 Clean…………………………………………………………………………………………………………………………………………..11
4.2 Limiting waste…………………………………………………………………………………………………………………………….11
4.3 Giving back…………………………………………………………………………………………………………………………………11
4.4 Soulschool………………………………………………………………………………………………………………………………….11
4.5 Waardering consumenten………………………………………………………………………………………………………….12
5. Analyse van de customer journey……………………………………………………………………………………………....13
5.1 Awareness…………………………………………………………………………………….……………………………………………13
5.2 Consideration…………………………………………………………………………………………………………………………….13
5.3 Action………………………………………………………………………………………………………………………………………..14
5.4 Loyalty……………………………………………………………………………………………………………………………………….14
5.5 Weergave customer journey……………………………………………………………………………………………………..15
6. Conclusies & aanbevelingen……………………………………………………………………………………………………….16
Literatuurlijst…………………………………………………………………………………………………..……………………………..17
3
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