Essay
Essay Merkpositionering
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Marketingpositionering opdracht
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CommunicatieMERKPOSITIONERING - DELL
DUO OPDRACHT
Naam: Alexandra Versteegh & Vera Biekart
Studentnummer: 500806001 & 500827392
Klas: CM202
Module: Merkpositionering
Docent: Ingeborg Bruinewoud
Datum: 1 maart 2021
, Merkpositionering - Dell
VOORWOORD
In dit verslag worden opdracht A1 tot A5 van Alexandra Versteegh en Vera Biekart gepresenteerd.
Deze opdrachten gaan over de positionering van het merk Dell. Merkpositionering is een van de
vakken die wij volgen in de specialisatie Merkenmanagement van de studie Communicatie. In verband
met Covid-19 was het moeilijk om de straat op te gaan om vragen te stellen aan de doelgroep.
Hierdoor hebben we het vooral met onze eigen inbreng ingevuld.
Voor de begeleiding willen we graag Ingeborg Bruinewoud bedanken en ook onze slb’ers die ervoor
zorgen dat er in deze tijden een gesprek aangegaan kan worden indien het even nodig is.
Wij wensen u veel leesplezier!
Alexandra Versteegh
&
Vera Biekart
2
, [titel/naam]
INHOUDSOPGAVE
Inhoud
Voorwoord............................................................................................................................................. 2
Inhoudsopgave..................................................................................................................................... 3
Inleiding................................................................................................................................................. 4
Opdracht A1.......................................................................................................................................... 5
Historie................................................................................................................................................... 5
Bedrijfsoriëntatie..................................................................................................................................... 5
Kerncompetenties................................................................................................................................... 5
Visie en missie........................................................................................................................................ 6
Organisatiecultuur................................................................................................................................... 6
Organisatie- en klantenwaarden............................................................................................................. 6
Opdracht A2.......................................................................................................................................... 7
Productcategorie.................................................................................................................................... 7
Concurrenten.......................................................................................................................................... 7
Opdracht A3.......................................................................................................................................... 8
Doelgroepanalyse................................................................................................................................... 8
Betekenisladders.................................................................................................................................... 8
Betekenisstructuuranalyse (Value map)................................................................................................. 9
Opdracht A4........................................................................................................................................ 11
Uiteindelijke betekenisladder................................................................................................................ 11
Mate van categorisatie.......................................................................................................................... 11
Mate van onderscheid.......................................................................................................................... 11
Ondersteunende kenmerken................................................................................................................ 11
Brand positionering statement.............................................................................................................. 11
Opdracht A5........................................................................................................................................ 13
Gewenste manifestatie......................................................................................................................... 13
Gewenste communicatie...................................................................................................................... 13
Bibliografie.......................................................................................................................................... 14
Bijlage I – Overzicht duo-portfolio opdracht A.................................................................................15
Bijlage II – Criterialijst duo-portfolio + opdracht A..........................................................................16
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