Summary required reading Marketing

Samenvatting Required Readings
1) Turning your spare change into investment money – KBC bank
MARKET SITUATION
- Behavior: Belgians = risk averse -> prefer security
- Problem: active investors = more profitable
- Perception of Belgians: investment = bad
OBJECTIVES
- Business: double amount + increased number overall investment
- Behavioral: new clients + new audience investors with long-term potential
- Perception: brand familiarity KBC = trust
STRATEGY
- First let them do, then think -> remove barriers (capital, risk, knowledge, …)
- ROUND TO EURO feature KBC mobile app  invest spare change every transaction


2) -60% culture – state of arts
MARKET SITUATION
- Cut project funding art/culture by 60%
- Block on their future
OBJECTIVES
- Artists participate solidarity starting artists
- Get Flemish public: protest
- Media coverage
- Minister-president reduce the cut
STRATEGY
- “Talking to the masses, be extremely friendly”
- Using a symbol = clear, easy to spread the message and understand
- Motivated group
- Use channels = high reach
- Visualize = cover image/art/artist 60% with yellow (online/offline)
RESULTS
- 5% instead of 60%


3) Reken af met je hoge energierekening – mega
MARKET SITUATION
- Differentation = little in energy
- Acquisition and changing brand names -> no loyalty impact
- Competitive market -> we don’t change a lot!
OBJECTIVES
- Get into the top 5
- Grow their DIRECT sales
- Business: narrow gap big 5
- Marketing: grow direct sales on top of organic sales by 23%
- Communication: increase awareness/consideration
STRATEGY
- No deep relationships -> people don’t want that