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
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
