Consumer Marketing:
Disney+
Disney+
Milan Vincent
Lucas Plees
Consumer Marketing
2MAR04
, Consumer Marketing:
Disney+
Inhoudsopgave
1. Situering......................................................................................................5
1.1 Context..................................................................................................5
1.2 Aanbod...................................................................................................6
1.3 Personeelsbezetting...............................................................................6
1.4 Geschiedenis..........................................................................................7
1.5 Mission statement..................................................................................7
1.6 Visie........................................................................................................8
1.7 Duurzaamheid en maatschappelijke verantwoordelijkheid....................8
1.8 Bedrijfscultuur........................................................................................8
2. SWOT-Analyse..............................................................................................9
3. PLC-Model..................................................................................................10
4. Persona.....................................................................................................11
4.1 Persoonlijkheid en levensstijl................................................................12
4.2 Aankoopproces.....................................................................................12
4.2.1 Probleemherkenning.......................................................................12
4.2.2 Informatieverkenning......................................................................13
4.2.3 Evaluatie en selectie.......................................................................14
4.2.4 Aankoop..........................................................................................15
4.2.5 Post-aankoop..................................................................................16
4.3 DMU......................................................................................................17
4.4 Culturele invloeden...............................................................................18
5. Perceptiediagrammen................................................................................19
6. Multi-attribuutmodel..................................................................................21
7. Persona......................................................................................................23
7.1 Persoonlijkheid en Levensstijl...............................................................23
7.2 Aankoopproces.....................................................................................24
7.2.1 Probleemherkenning.......................................................................24
7.2.2 Informatieverkenning......................................................................24
, Consumer Marketing:
Disney+
7.2.3 Evaluatie en selectie.......................................................................25
7.2.4 Aankoop..........................................................................................26
7.2.5 Post-aankoop..................................................................................26
7.3 DMU......................................................................................................27
7.3.1 Culturele Invloeden.........................................................................29
8. Aanpassingen............................................................................................29
8.1 Product.................................................................................................29
8.1.1 Contentuitbreiding..........................................................................29
8.1.2 Personalisatie..................................................................................29
8.1.3 Interactie en innovatie....................................................................30
8.2 Price......................................................................................................30
8.2.1 Sportabonnenmenten.....................................................................30
8.2.2 Gratis proefperiodes......................................................................30
8.2.3 Betaalopties....................................................................................30
8.3 Place.....................................................................................................31
8.3.1 Toegankelijkheid............................................................................31
8.3.2 Global-to-local strategie..................................................................31
8.4 Promotion.............................................................................................31
8.4.1 Gerichte marketingcampagnes.......................................................31
8.4.2 Promoties tijdens sportevenementen.............................................31
8.5 People...................................................................................................32
8.5.1 Klantenservice................................................................................32
8.5.2 Partnerships....................................................................................32
8.5.3 Community-opbouwen....................................................................32
8.6 Process.................................................................................................33
8.6.1 Soepele onboarding........................................................................33
8.6.2 Realtime prestaties.........................................................................33
8.6.3 Feedback en optimalisatie..............................................................33
8.7 Physival evidence.................................................................................33
8.7.1 Interface en design.........................................................................33
, Consumer Marketing:
Disney+
8.7.2 Merkidentiteit..................................................................................33
8.7.3 Evenementen en betrokkenheid.....................................................33
9. Customer Journey......................................................................................34
9.1 Communicatiedoelen............................................................................36
9.2 Communicatiestrategie........................................................................36
9.2.1 Expectancy-value model.................................................................36
9.2.2 Affectieve attitudevorming.............................................................37
9.2.3 Simple beliefs..................................................................................37
9.2.4 Mere exposure effect......................................................................37
9.3 Touchpoint............................................................................................38
9.3.1 Awareness.......................................................................................38
9.3.2 Consideration..................................................................................39
9.3.3 Purchase.........................................................................................40
9.3.4 Retention........................................................................................41
9.3.5 Advocacy.........................................................................................41
Disney+
Disney+
Milan Vincent
Lucas Plees
Consumer Marketing
2MAR04
, Consumer Marketing:
Disney+
Inhoudsopgave
1. Situering......................................................................................................5
1.1 Context..................................................................................................5
1.2 Aanbod...................................................................................................6
1.3 Personeelsbezetting...............................................................................6
1.4 Geschiedenis..........................................................................................7
1.5 Mission statement..................................................................................7
1.6 Visie........................................................................................................8
1.7 Duurzaamheid en maatschappelijke verantwoordelijkheid....................8
1.8 Bedrijfscultuur........................................................................................8
2. SWOT-Analyse..............................................................................................9
3. PLC-Model..................................................................................................10
4. Persona.....................................................................................................11
4.1 Persoonlijkheid en levensstijl................................................................12
4.2 Aankoopproces.....................................................................................12
4.2.1 Probleemherkenning.......................................................................12
4.2.2 Informatieverkenning......................................................................13
4.2.3 Evaluatie en selectie.......................................................................14
4.2.4 Aankoop..........................................................................................15
4.2.5 Post-aankoop..................................................................................16
4.3 DMU......................................................................................................17
4.4 Culturele invloeden...............................................................................18
5. Perceptiediagrammen................................................................................19
6. Multi-attribuutmodel..................................................................................21
7. Persona......................................................................................................23
7.1 Persoonlijkheid en Levensstijl...............................................................23
7.2 Aankoopproces.....................................................................................24
7.2.1 Probleemherkenning.......................................................................24
7.2.2 Informatieverkenning......................................................................24
, Consumer Marketing:
Disney+
7.2.3 Evaluatie en selectie.......................................................................25
7.2.4 Aankoop..........................................................................................26
7.2.5 Post-aankoop..................................................................................26
7.3 DMU......................................................................................................27
7.3.1 Culturele Invloeden.........................................................................29
8. Aanpassingen............................................................................................29
8.1 Product.................................................................................................29
8.1.1 Contentuitbreiding..........................................................................29
8.1.2 Personalisatie..................................................................................29
8.1.3 Interactie en innovatie....................................................................30
8.2 Price......................................................................................................30
8.2.1 Sportabonnenmenten.....................................................................30
8.2.2 Gratis proefperiodes......................................................................30
8.2.3 Betaalopties....................................................................................30
8.3 Place.....................................................................................................31
8.3.1 Toegankelijkheid............................................................................31
8.3.2 Global-to-local strategie..................................................................31
8.4 Promotion.............................................................................................31
8.4.1 Gerichte marketingcampagnes.......................................................31
8.4.2 Promoties tijdens sportevenementen.............................................31
8.5 People...................................................................................................32
8.5.1 Klantenservice................................................................................32
8.5.2 Partnerships....................................................................................32
8.5.3 Community-opbouwen....................................................................32
8.6 Process.................................................................................................33
8.6.1 Soepele onboarding........................................................................33
8.6.2 Realtime prestaties.........................................................................33
8.6.3 Feedback en optimalisatie..............................................................33
8.7 Physival evidence.................................................................................33
8.7.1 Interface en design.........................................................................33
, Consumer Marketing:
Disney+
8.7.2 Merkidentiteit..................................................................................33
8.7.3 Evenementen en betrokkenheid.....................................................33
9. Customer Journey......................................................................................34
9.1 Communicatiedoelen............................................................................36
9.2 Communicatiestrategie........................................................................36
9.2.1 Expectancy-value model.................................................................36
9.2.2 Affectieve attitudevorming.............................................................37
9.2.3 Simple beliefs..................................................................................37
9.2.4 Mere exposure effect......................................................................37
9.3 Touchpoint............................................................................................38
9.3.1 Awareness.......................................................................................38
9.3.2 Consideration..................................................................................39
9.3.3 Purchase.........................................................................................40
9.3.4 Retention........................................................................................41
9.3.5 Advocacy.........................................................................................41
