,Een positioneringsplan voor X (bedrijf gespecialiseerd in product promotie)
Auteur
Naam X
Studentnummer X
Opleiding
Naam Hogeschool Leiden
Opleiding Commerciële Economie
Plaats Leiden
Modulecode CE4
Opdracht
Opdracht Scriptie
Vorm Beroepsproduct
Versie 1
Aantal woorden 15.578
Taal Nederlands
,Management summary
This report is written on behalf of the company X , a Brand Activations Agency based in X , with the
aim of delivering a solid positioning plan for X . The plan should be implemented in the second half
of 2026 .
When X started in 2023 no effort was put in positioning the organisation. Owners noticed that some
(potential) customers were not aware of the services X could offer or were not aware of the
existence of X . The owners believe that implementing a solid positioning plan would benefit the
growth of the company on a structural base. The owners asked to write a positioning plan which will
fit with the companies values and identity. Furthermore, the plan will have to fit with the needs of
customers and be distinct from competitors.
Before a positioning plan could be written, research was done in three different target groups. These
target groups are based on the MDC-model, a model by Riezebos & van der Grinten, to help
companies with positioning. In this research desk research and field research (semi structured
interviews) was used to find answers about the internal organisation at X , what customers need and
think of X and about competitors.
Main conclusions from the research were that X currently does not have a main vision and mission
to thrive the company forward. Employees need more structure during work, but besides that they
do feel connected to X . X can be described as a young and inspired company. Customers of X named
different qualities of X and cannot name all services that X offers. One client explained that the
marketing team of his company did not know about the existence of X . This concludes the lack of
awareness of X at (potential) clients and in unclear communication towards clients. When looking
into competitors of X the conclusions are that X is in a very competitive field because of the many
services that X offers. X stands out from competitors because of the high-quality activations they
deliver, flexibility, being a partner instead of just another supplier and accessibility. Because X is not
top of mind at (potential) clients, the positioning strategy should be informative.
Based on the conclusions the positioning plan was written including the following subjects:
positioning concept, pitch, story, value proposition, core values and recommendations considering
implementing the positioning. The core of the positioning of X informs customers about what X does
and why customers should work with X . The positioning is also a guideline for employees which will
give structure to the team. The mission formulated for X is: realize brand activations that exceed all
expectations. The vision formulated for X is: become the authority in the field of brand activations in
the Benelux.
The positioning can best be summarized by reading the positioning pitch: We are X , your ultimate
activation partner. We listen to your goals and are happy to work together in the long term to
achieve them. We activate brands in a unique way, with only one goal: mission completed. We do
this for ambitious brands in the Benelux. X has everything in-house for this; from strategy, creation
and production to implementation, logistics and reports. Our data department provides insights into
trends and developments which we include in our advice.
For the entire positioning please read chapter 8.
Inhoud
,
,1. Inleiding............................................................................................................................................................8
1.1 Achtergrond..............................................................................................................................................8
1.2 Aanleiding..................................................................................................................................................8
2. Probleemformulering...................................................................................................................................9
2.1 Doelstelling...............................................................................................................................................9
2.2 Probleemstelling......................................................................................................................................9
2.3 Deelvragen................................................................................................................................................9
3. Theoretische onderbouwing...................................................................................................................10
3.1 Wat is positionering?...........................................................................................................................10
3.2 Positionering om een concurrentievoordeel te behalen.......................................................11
3.3 Outside-in of inside-out positioneren...........................................................................................11
3.4 Communicatie van de positionering.............................................................................................12
3.4.1 Interne communicatie................................................................................................................12
3.4.2. Externe communicatie..............................................................................................................13
3.5 Modellen..................................................................................................................................................14
3.5.1 MDC-model.....................................................................................................................................14
3.5.2 3C model.........................................................................................................................................15
3.5.3. Brand Key Model.........................................................................................................................16
3.6 Positioneringsstrategieën..................................................................................................................17
3.7 Conclusie theoretisch kader............................................................................................................19
4. Methoden, verantwoording onderzoek...............................................................................................20
4.1 Deskresearch.........................................................................................................................................20
4.2 Fieldresearch..........................................................................................................................................20
4.3 Schema deelvragen............................................................................................................................21
5. Uitkomsten deskresearch........................................................................................................................22
5.1 De merkactivatiemarkt......................................................................................................................22
5.2 Merk (bedrijf).........................................................................................................................................23
5.3 Doelgroep (klanten)............................................................................................................................23
5.4 Concurrenten.........................................................................................................................................25
6. Field research...............................................................................................................................................26
6.1 Merk (bedrijf).........................................................................................................................................27
6.2 Doelgroep (Klanten)............................................................................................................................29
6.3 Concurrentie en onderscheidend vermogen X.........................................................................30
6.4 Interne analyse.....................................................................................................................................31
6.5 Gecombineerde woordentabellen..................................................................................................35
6.5.1 Gecombineerde woordentabel werknemers......................................................................35
6.5.2 Gecombineerde woordentabel klanten...............................................................................35
7. Conclusies......................................................................................................................................................37
7.1 Merk (bedrijf).........................................................................................................................................37
, 7.2 Doelgroep (klanten)............................................................................................................................38
7.3 Concurrenten.........................................................................................................................................40
7.4 SWOT-Analyse.......................................................................................................................................43
8. Positioneringsplan.......................................................................................................................................43
8.1 Concurrentievoordelen.......................................................................................................................43
8.2 Positioneringsstrategie.......................................................................................................................44
8.3 Positioneringsconcept.........................................................................................................................44
8.4 Positioneringspitch...............................................................................................................................44
8.5 Positioneringsverhaal..........................................................................................................................44
8.6 Waardepropositie.................................................................................................................................45
8.7 Kernwaarden..........................................................................................................................................45
8.8 Aanbevelingen implementatie........................................................................................................46
Bibliografie..................................................................................................................................................................49
Bijlagen........................................................................................................................................................................51
Bijlage 1. Campagnesoorten X.......................................................................................................................52
Bijlage 2. Concurrentenmatrix........................................................................................................................54
Bijlage 3. Vragenlijst interview.......................................................................................................................55
Bijlage 4. Getranscribeerde interviews.......................................................................................................57
Interview X.........................................................................................................................................................57
Interview X.........................................................................................................................................................65
Interview X.........................................................................................................................................................67
Interview X.........................................................................................................................................................74
Interview X.........................................................................................................................................................81
Interview X.........................................................................................................................................................88
Interview X.........................................................................................................................................................93
Interview X.........................................................................................................................................................98
Interview X.......................................................................................................................................................103
Interview X.......................................................................................................................................................108
Interview X.......................................................................................................................................................113
Interview X.......................................................................................................................................................120
Interview Mark, Perfetti van Melle..........................................................................................................126
Interview X , ABInBev..................................................................................................................................132
Interview X ABInBev.....................................................................................................................................137
Interview X Houben, Unilever...................................................................................................................142
Voorwoord.....................................................................................................................................................................2
Management summary............................................................................................................................................3
1. Inleiding....................................................................................................................................................6
1.1 Achtergrond........................................................................................................................................6
1.2 Aanleiding.................................................................................................................................................7
Auteur
Naam X
Studentnummer X
Opleiding
Naam Hogeschool Leiden
Opleiding Commerciële Economie
Plaats Leiden
Modulecode CE4
Opdracht
Opdracht Scriptie
Vorm Beroepsproduct
Versie 1
Aantal woorden 15.578
Taal Nederlands
,Management summary
This report is written on behalf of the company X , a Brand Activations Agency based in X , with the
aim of delivering a solid positioning plan for X . The plan should be implemented in the second half
of 2026 .
When X started in 2023 no effort was put in positioning the organisation. Owners noticed that some
(potential) customers were not aware of the services X could offer or were not aware of the
existence of X . The owners believe that implementing a solid positioning plan would benefit the
growth of the company on a structural base. The owners asked to write a positioning plan which will
fit with the companies values and identity. Furthermore, the plan will have to fit with the needs of
customers and be distinct from competitors.
Before a positioning plan could be written, research was done in three different target groups. These
target groups are based on the MDC-model, a model by Riezebos & van der Grinten, to help
companies with positioning. In this research desk research and field research (semi structured
interviews) was used to find answers about the internal organisation at X , what customers need and
think of X and about competitors.
Main conclusions from the research were that X currently does not have a main vision and mission
to thrive the company forward. Employees need more structure during work, but besides that they
do feel connected to X . X can be described as a young and inspired company. Customers of X named
different qualities of X and cannot name all services that X offers. One client explained that the
marketing team of his company did not know about the existence of X . This concludes the lack of
awareness of X at (potential) clients and in unclear communication towards clients. When looking
into competitors of X the conclusions are that X is in a very competitive field because of the many
services that X offers. X stands out from competitors because of the high-quality activations they
deliver, flexibility, being a partner instead of just another supplier and accessibility. Because X is not
top of mind at (potential) clients, the positioning strategy should be informative.
Based on the conclusions the positioning plan was written including the following subjects:
positioning concept, pitch, story, value proposition, core values and recommendations considering
implementing the positioning. The core of the positioning of X informs customers about what X does
and why customers should work with X . The positioning is also a guideline for employees which will
give structure to the team. The mission formulated for X is: realize brand activations that exceed all
expectations. The vision formulated for X is: become the authority in the field of brand activations in
the Benelux.
The positioning can best be summarized by reading the positioning pitch: We are X , your ultimate
activation partner. We listen to your goals and are happy to work together in the long term to
achieve them. We activate brands in a unique way, with only one goal: mission completed. We do
this for ambitious brands in the Benelux. X has everything in-house for this; from strategy, creation
and production to implementation, logistics and reports. Our data department provides insights into
trends and developments which we include in our advice.
For the entire positioning please read chapter 8.
Inhoud
,
,1. Inleiding............................................................................................................................................................8
1.1 Achtergrond..............................................................................................................................................8
1.2 Aanleiding..................................................................................................................................................8
2. Probleemformulering...................................................................................................................................9
2.1 Doelstelling...............................................................................................................................................9
2.2 Probleemstelling......................................................................................................................................9
2.3 Deelvragen................................................................................................................................................9
3. Theoretische onderbouwing...................................................................................................................10
3.1 Wat is positionering?...........................................................................................................................10
3.2 Positionering om een concurrentievoordeel te behalen.......................................................11
3.3 Outside-in of inside-out positioneren...........................................................................................11
3.4 Communicatie van de positionering.............................................................................................12
3.4.1 Interne communicatie................................................................................................................12
3.4.2. Externe communicatie..............................................................................................................13
3.5 Modellen..................................................................................................................................................14
3.5.1 MDC-model.....................................................................................................................................14
3.5.2 3C model.........................................................................................................................................15
3.5.3. Brand Key Model.........................................................................................................................16
3.6 Positioneringsstrategieën..................................................................................................................17
3.7 Conclusie theoretisch kader............................................................................................................19
4. Methoden, verantwoording onderzoek...............................................................................................20
4.1 Deskresearch.........................................................................................................................................20
4.2 Fieldresearch..........................................................................................................................................20
4.3 Schema deelvragen............................................................................................................................21
5. Uitkomsten deskresearch........................................................................................................................22
5.1 De merkactivatiemarkt......................................................................................................................22
5.2 Merk (bedrijf).........................................................................................................................................23
5.3 Doelgroep (klanten)............................................................................................................................23
5.4 Concurrenten.........................................................................................................................................25
6. Field research...............................................................................................................................................26
6.1 Merk (bedrijf).........................................................................................................................................27
6.2 Doelgroep (Klanten)............................................................................................................................29
6.3 Concurrentie en onderscheidend vermogen X.........................................................................30
6.4 Interne analyse.....................................................................................................................................31
6.5 Gecombineerde woordentabellen..................................................................................................35
6.5.1 Gecombineerde woordentabel werknemers......................................................................35
6.5.2 Gecombineerde woordentabel klanten...............................................................................35
7. Conclusies......................................................................................................................................................37
7.1 Merk (bedrijf).........................................................................................................................................37
, 7.2 Doelgroep (klanten)............................................................................................................................38
7.3 Concurrenten.........................................................................................................................................40
7.4 SWOT-Analyse.......................................................................................................................................43
8. Positioneringsplan.......................................................................................................................................43
8.1 Concurrentievoordelen.......................................................................................................................43
8.2 Positioneringsstrategie.......................................................................................................................44
8.3 Positioneringsconcept.........................................................................................................................44
8.4 Positioneringspitch...............................................................................................................................44
8.5 Positioneringsverhaal..........................................................................................................................44
8.6 Waardepropositie.................................................................................................................................45
8.7 Kernwaarden..........................................................................................................................................45
8.8 Aanbevelingen implementatie........................................................................................................46
Bibliografie..................................................................................................................................................................49
Bijlagen........................................................................................................................................................................51
Bijlage 1. Campagnesoorten X.......................................................................................................................52
Bijlage 2. Concurrentenmatrix........................................................................................................................54
Bijlage 3. Vragenlijst interview.......................................................................................................................55
Bijlage 4. Getranscribeerde interviews.......................................................................................................57
Interview X.........................................................................................................................................................57
Interview X.........................................................................................................................................................65
Interview X.........................................................................................................................................................67
Interview X.........................................................................................................................................................74
Interview X.........................................................................................................................................................81
Interview X.........................................................................................................................................................88
Interview X.........................................................................................................................................................93
Interview X.........................................................................................................................................................98
Interview X.......................................................................................................................................................103
Interview X.......................................................................................................................................................108
Interview X.......................................................................................................................................................113
Interview X.......................................................................................................................................................120
Interview Mark, Perfetti van Melle..........................................................................................................126
Interview X , ABInBev..................................................................................................................................132
Interview X ABInBev.....................................................................................................................................137
Interview X Houben, Unilever...................................................................................................................142
Voorwoord.....................................................................................................................................................................2
Management summary............................................................................................................................................3
1. Inleiding....................................................................................................................................................6
1.1 Achtergrond........................................................................................................................................6
1.2 Aanleiding.................................................................................................................................................7
