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Dutch project - Action in Rusland - 8 gehaald.
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Uitwerking van opdracht 'dutch project'. Ik heb hier een 8 mee gehaald.
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DUTCH PROJECTCAMPAGNEPLAN: ACTION IN RUSLAND
Student: Evi Tanck
Studentnummer: 462682
Opleiding: Creative Business – Creatieve Marketing Concepten
Vak: Dutch Project
Docent: Catriene van den Akker
,Inhoudsopgave
Het concept van Action ................................................................................................................................... 3
Waarom Action in Rusland? ............................................................................................................................ 4
1. Situatie .................................................................................................................................................. 6
1.1. Inleiding en probleemstelling ............................................................................................................... 6
1.2. Onderzoek ............................................................................................................................................ 6
2. Interne analyse ...................................................................................................................................... 7
2.1. Missie en Visie ...................................................................................................................................... 7
2.2. 4P’s ....................................................................................................................................................... 7
Product .......................................................................................................................................................... 7
Prijs ................................................................................................................................................................ 7
Plaats ............................................................................................................................................................. 7
Promotie ........................................................................................................................................................ 8
3. Externe analyse ..................................................................................................................................... 8
3.1. DESTEP.................................................................................................................................................. 8
3.2. Afnemersanalyse ................................................................................................................................ 10
3.3. Concurrentieanalyse ........................................................................................................................... 11
Auchan ......................................................................................................................................................... 11
Mere ............................................................................................................................................................ 11
Lenta ............................................................................................................................................................ 12
4. Strategische analyse ............................................................................................................................ 14
4.1. SWOT-matrix ...................................................................................................................................... 14
4.2. Conclusie SWOT-matrix ...................................................................................................................... 14
5. Marketingdoelstellingen en marketingstrategie ................................................................................... 15
5.1.1. Penetratie, frequentie en consumptie strategie ........................................................................... 15
6. Marketingdoelgroep ............................................................................................................................ 15
7. Merkidentiteit en positionering ........................................................................................................... 15
7.1. Positionering....................................................................................................................................... 15
7.2. Merkimago en merkidentiteit............................................................................................................. 15
8. Marketingcommunicatiedoelgroep ...................................................................................................... 15
8.1. Persona............................................................................................................................................... 16
9. Marketingcommunicatiebarrière en consumer insights ....................................................................... 17
9.1. Marketingcommunicatiebarrière ....................................................................................................... 17
9.2. Consumer insights .............................................................................................................................. 17
10. Budgetteringsmethode.................................................................................................................... 17
11. Marketingcommunicatiedoelstellingen ........................................................................................... 18
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,12. Lokale campagnes ........................................................................................................................... 18
12.1. Campagne 1: Lenta - Nieuwe hypermarkt in Moskou ........................................................................ 18
12.2. Campagne 2: Amstel: “Hold my beer” ................................................................................................ 19
12.3. Conclusie campagnes ......................................................................................................................... 19
13. Marketingcommunicatiestrategie ................................................................................................... 20
13.1. Propositie ........................................................................................................................................... 20
13.2. Marketingcommunicatievormen ........................................................................................................ 20
14. Centraal creatief concept ................................................................................................................ 21
15. Marketingcommunicatie middelen .................................................................................................. 22
15.1. Medialandschap Rusland ................................................................................................................... 22
15.2. Middelenplan ..................................................................................................................................... 24
15.3. Paid/owned/earnd ............................................................................................................................. 26
15.3. Effectiviteit ........................................................................................................................................ 26
16. Budget en planning ......................................................................................................................... 26
16.1. Budget ................................................................................................................................................ 26
16.2. Planning.............................................................................................................................................. 28
2
, Het concept van Action
“Kleine prijzen, grote glimlach”
Action verkoopt laaggeprijsde, kwalitatief goede producten. Dingen die het leven
makkelijker én leuker maken. Twee derde van het aanbod wisselt steeds, maar één ding
weet je zeker: ongeveer 1.500 producten kosten minder dan een euro (Action, 2021).
Verrassend voordelige en handige hebbedingen
Action verkoopt diverse producten. Van zowel A-merken als huismerken, in 14 verschillende
categorieën: van doe-het-zelf tot multimedia, persoonlijke verzorging, speelgoed, maar ook
van alles wat je nodig hebt voor het huishouden, op kantoor of in je vrije tijd. Stuk voor stuk
voor ieniemienie prijsjes (Action, 2021).
Met de producten van Action wordt het voordelig vieren van speciale momenten nog leuker.
Of dit nu een verjaardagsfeest, eerste schooldag of de komst van een nieuw seizoen is. Met
de verrassende producten van Action maak je elk moment bijzonder, en bovendien voor een
leuke prijs.
Hoe kunnen de prijzen van Action zo laag zijn?
Action werkt zo kostenbewust en efficiënt mogelijk. Zo kopen ze veel tegelijk in en hierdoor
betalen ze minder. De simpele en overzichtelijk ingerichte Action winkels vind je niet in de
dure winkelstraten. Ondanks deze lage prijzen doen ze geen concessies op het gebied van
kwaliteit, veiligheid en duurzaamheid (Action, 2021).
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