Word count : 10684
, 1
Preface:
Dear Reader,
Get ready to feast your eyes on our masterpiece. It is with great joy that we unveil to you our
marketing and value creation report, crafted with our essence poured into every line. Whilst this
was a challenging experience at times in which we have invested our blood, sweat & tears, we
also had fun and memorable moments as a fearless squad of five and gained a lot of knowledge
from the work & cooperation. This experience has led us to reflect and conclude that team-work
makes the dream work.
Our goal was not just to provide valuable data & advice for our wonderful client Inholland, but was
also to create a positive impact for future & current students such as ourselves.
We would like to express our sincere appreciation and thanks to Shant for providing us with the
opportunity to work on and develop this project. We want to extend our heartfelt gratitude to our
valuable coaches Jonathan & Maree for their guidance and for patiently addressing all our
questions. A big thank you also to all the lecturers and experts who took the time in sharing their
knowledge and insights with us. A special thank you to Ben and Riley for their helpful assistance
with the expert interview and for giving us a tour of the studios at the Inholland, The Hague
location. We also wanted to give thanks to all the interviewees, testing participants and ROC
Mondriaan students who were willing to help us gather data for our research & report. To all those
who assisted us in any way, shape, or form this would not have been possible without you.
Amanda,
Angelo,
Dulce,
Helcy,
Kristen.
, 2
Table of Contents
Management Summary: ........................................................................................................................5
Introduction:.............................................................................................................................................6
Chapter 1: Strategic Summary ............................................................................................................7
Strategic Choices ............................................................................................................................................... 7
Value Creation Star ........................................................................................................................................... 8
Segmenting, Targeting & Positioning ........................................................................................................ 8
The Design Criteria ........................................................................................................................................... 9
New Business Model Canvases ..................................................................................................................... 9
Multiple, Shared and Collective Value Creation Goals ......................................................................... 9
Chapter 2: Methodology & Key Findings ....................................................................................... 10
Chapter 3: Marketing Mix .................................................................................................................. 14
Marketing Goal:............................................................................................................................................... 14
Value Proposition: ......................................................................................................................................... 14
5C MODEL .......................................................................................................................................................... 16
4E’s Model ......................................................................................................................................................... 17
Chapter 4: Marketing Instruments ................................................................................................. 21
Experience ........................................................................................................................................................ 21
Chapter 5: Marketing Strategy Implementation ........................................................................ 27
Tools & Organization .................................................................................................................................... 27
Activity Plan ..................................................................................................................................................... 28
Media Plan ........................................................................................................................................................ 28
Ethical & legal Considerations................................................................................................................... 29
Chapter 6: Finance ............................................................................................................................... 32
Budget ................................................................................................................................................................ 32
Suggestions ....................................................................................................................................................... 35
Chapter 7: Control ................................................................................................................................ 38
Achieved Multiple, Shared and Collective Value Creation Goals................................................... 38
Conclusion ........................................................................................................................................................ 38
Bibliography .......................................................................................................................................... 39
, 3
Appendix A: Strategic Summary ...................................................................................................... 51
SWOT (Strengths, Weaknesses, Opportunities & Threats):............................................................ 51
Value Creation Star ........................................................................................................................................ 52
Segmenting, Targeting, Positioning......................................................................................................... 53
Design Criteria ................................................................................................................................................ 56
New Business Model Canvases .................................................................................................................. 57
Appendix B: Methodology & Key Findings .................................................................................... 59
Appendix C: Marketing Mix ............................................................................................................... 71
Value Proposition........................................................................................................................................... 71
5C Model ............................................................................................................................................................ 76
4E Model ............................................................................................................................................................ 77
Appendix D: Marketing Instruments .............................................................................................. 79
Appendix E: Marketing Strategy Implementation ..................................................................... 80
Tools & Organization .................................................................................................................................... 80
Media Plan ........................................................................................................................................................ 82
Ethical considerations .................................................................................................................................. 84
TRIPLE BOTTOM LINE .................................................................................................................................. 84
Appendix F: Finance ............................................................................................................................ 87
Appendix G: Control ............................................................................................................................. 93
Appendix H: Interview Questions .................................................................................................... 94
Target group Interview questions: .......................................................................................................... 94
Expert interview questions: ....................................................................................................................... 95
Storyboard questions (current & prospective students): ............................................................... 96
Appendix I: Transcription of target group interview with Anton Forsdik ......................... 98
Appendix J: Transcription of target group interview with Isabella ...................................106
Appendix K: Transcription of expert interview with Ben Wagenführer & Riley van der
Heijden ..................................................................................................................................................110
Appendix L: Transcription Storyboard interview with Isabella ..........................................120
Appendix M: Transcription Target Group Interview with Vaini..........................................127
Appendix N: Storyboard testing with Romy de Kuiper (alumni) .........................................135
, 1
Preface:
Dear Reader,
Get ready to feast your eyes on our masterpiece. It is with great joy that we unveil to you our
marketing and value creation report, crafted with our essence poured into every line. Whilst this
was a challenging experience at times in which we have invested our blood, sweat & tears, we
also had fun and memorable moments as a fearless squad of five and gained a lot of knowledge
from the work & cooperation. This experience has led us to reflect and conclude that team-work
makes the dream work.
Our goal was not just to provide valuable data & advice for our wonderful client Inholland, but was
also to create a positive impact for future & current students such as ourselves.
We would like to express our sincere appreciation and thanks to Shant for providing us with the
opportunity to work on and develop this project. We want to extend our heartfelt gratitude to our
valuable coaches Jonathan & Maree for their guidance and for patiently addressing all our
questions. A big thank you also to all the lecturers and experts who took the time in sharing their
knowledge and insights with us. A special thank you to Ben and Riley for their helpful assistance
with the expert interview and for giving us a tour of the studios at the Inholland, The Hague
location. We also wanted to give thanks to all the interviewees, testing participants and ROC
Mondriaan students who were willing to help us gather data for our research & report. To all those
who assisted us in any way, shape, or form this would not have been possible without you.
Amanda,
Angelo,
Dulce,
Helcy,
Kristen.
, 2
Table of Contents
Management Summary: ........................................................................................................................5
Introduction:.............................................................................................................................................6
Chapter 1: Strategic Summary ............................................................................................................7
Strategic Choices ............................................................................................................................................... 7
Value Creation Star ........................................................................................................................................... 8
Segmenting, Targeting & Positioning ........................................................................................................ 8
The Design Criteria ........................................................................................................................................... 9
New Business Model Canvases ..................................................................................................................... 9
Multiple, Shared and Collective Value Creation Goals ......................................................................... 9
Chapter 2: Methodology & Key Findings ....................................................................................... 10
Chapter 3: Marketing Mix .................................................................................................................. 14
Marketing Goal:............................................................................................................................................... 14
Value Proposition: ......................................................................................................................................... 14
5C MODEL .......................................................................................................................................................... 16
4E’s Model ......................................................................................................................................................... 17
Chapter 4: Marketing Instruments ................................................................................................. 21
Experience ........................................................................................................................................................ 21
Chapter 5: Marketing Strategy Implementation ........................................................................ 27
Tools & Organization .................................................................................................................................... 27
Activity Plan ..................................................................................................................................................... 28
Media Plan ........................................................................................................................................................ 28
Ethical & legal Considerations................................................................................................................... 29
Chapter 6: Finance ............................................................................................................................... 32
Budget ................................................................................................................................................................ 32
Suggestions ....................................................................................................................................................... 35
Chapter 7: Control ................................................................................................................................ 38
Achieved Multiple, Shared and Collective Value Creation Goals................................................... 38
Conclusion ........................................................................................................................................................ 38
Bibliography .......................................................................................................................................... 39
, 3
Appendix A: Strategic Summary ...................................................................................................... 51
SWOT (Strengths, Weaknesses, Opportunities & Threats):............................................................ 51
Value Creation Star ........................................................................................................................................ 52
Segmenting, Targeting, Positioning......................................................................................................... 53
Design Criteria ................................................................................................................................................ 56
New Business Model Canvases .................................................................................................................. 57
Appendix B: Methodology & Key Findings .................................................................................... 59
Appendix C: Marketing Mix ............................................................................................................... 71
Value Proposition........................................................................................................................................... 71
5C Model ............................................................................................................................................................ 76
4E Model ............................................................................................................................................................ 77
Appendix D: Marketing Instruments .............................................................................................. 79
Appendix E: Marketing Strategy Implementation ..................................................................... 80
Tools & Organization .................................................................................................................................... 80
Media Plan ........................................................................................................................................................ 82
Ethical considerations .................................................................................................................................. 84
TRIPLE BOTTOM LINE .................................................................................................................................. 84
Appendix F: Finance ............................................................................................................................ 87
Appendix G: Control ............................................................................................................................. 93
Appendix H: Interview Questions .................................................................................................... 94
Target group Interview questions: .......................................................................................................... 94
Expert interview questions: ....................................................................................................................... 95
Storyboard questions (current & prospective students): ............................................................... 96
Appendix I: Transcription of target group interview with Anton Forsdik ......................... 98
Appendix J: Transcription of target group interview with Isabella ...................................106
Appendix K: Transcription of expert interview with Ben Wagenführer & Riley van der
Heijden ..................................................................................................................................................110
Appendix L: Transcription Storyboard interview with Isabella ..........................................120
Appendix M: Transcription Target Group Interview with Vaini..........................................127
Appendix N: Storyboard testing with Romy de Kuiper (alumni) .........................................135
