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EVM praktijk opdracht HEM3 McDonalds 7,4!! $5.60   Add to cart

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EVM praktijk opdracht HEM3 McDonalds 7,4!!

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Praktijkopdracht EVM McDonalds

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  • December 7, 2021
  • 19
  • 2020/2021
  • Other
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EVM-praktijkopdracht
Mc Donalds

Productlancering Mc Plant




Hem3 Eindhoven
Riemer Dijkstra
27 november 2021




1

,Inhoudsopgave
Opdrachtgever McDonalds............................................................................................................................ 3
Introductie............................................................................................................................................................4
Waarden van Mc Donalds....................................................................................................................................5
Good times.......................................................................................................................................................5
Duurzaamheid en leiderschap.........................................................................................................................5
Innovatie en digital experience.......................................................................................................................5
Iedereen is welkom..........................................................................................................................................5
Vegetarisch menu.................................................................................................................................................5

Strategische evenementen............................................................................................................................. 5
Merkactivatie...................................................................................................................................................6
Marketingmix.......................................................................................................................................................7
Relatiemarketing..................................................................................................................................................8
Eventmarketingcommunicatie.............................................................................................................................8
Doelgroep.............................................................................................................................................................9

Scenariostudie............................................................................................................................................... 9
Foodtrends...........................................................................................................................................................9
value proposition model canvas.........................................................................................................................10
Scenario analyse.................................................................................................................................................10
Smart doelstellingen..........................................................................................................................................11
McDonalds App..............................................................................................................................................11
Verkoop vegan hamburger............................................................................................................................11
Bezoekersaantal restaurants.........................................................................................................................11
Social-media kanaal Instagram......................................................................................................................11
Uitbreiding doelgroep....................................................................................................................................11

Conceptuitwerking....................................................................................................................................... 12
Domeinkeuze......................................................................................................................................................13
Waarden van het evenement.............................................................................................................................14
Belevenis.............................................................................................................................................................14
Psychosociaal kader...........................................................................................................................................14

Customer journey........................................................................................................................................ 15

Effectmeting en ROI..................................................................................................................................... 16
Doelstellingen.....................................................................................................................................................16
McDonalds App..............................................................................................................................................16
Verkoop vegan hamburger............................................................................................................................16
Bezoekersaantal restaurants.........................................................................................................................16
Social-media kanaal Instagram......................................................................................................................16
Uitbreiding doelgroep....................................................................................................................................17
Effectmeting.......................................................................................................................................................17
Mc Donalds app.............................................................................................................................................17
Verkoop vegan hamburger............................................................................................................................17
Bezoekersaantal restaurant...........................................................................................................................17

2

, Social mediakanaal Instagram.......................................................................................................................17
Uitbreiding doelgroep....................................................................................................................................17
ROI......................................................................................................................................................................17
Niveau 0 doelgroep........................................................................................................................................17
Niveau 1 satisfactie........................................................................................................................................17
Niveau 2 leren................................................................................................................................................18
Niveau 3 gewenste gedrag............................................................................................................................18
Niveau 4 impact.............................................................................................................................................18

Literatuurlijst............................................................................................................................................... 18




Opdrachtgever McDonalds




3

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