,Inhoudsopgave
Berekening van het marktpotentieel.............................................................................................................. 3
Earlyvangelist.......................................................................................................................................................3
Serviceable Obtainable Market............................................................................................................................3
Serviceable Available Market...............................................................................................................................3
Total Addressable Market....................................................................................................................................3
...................................................................................................................................................................... 3
Beachhead markt........................................................................................................................................... 4
3 jaar stappenplan...............................................................................................................................................4
Positionering................................................................................................................................................. 5
Hoe positioneren wij ons in de markt?.................................................................................................................5
Brand key model...................................................................................................................................................5
Customer journey.......................................................................................................................................... 6
Marketingcommunicatie-uiting...................................................................................................................... 7
Consistentie................................................................................................................................................... 8
Costumer Solution................................................................................................................................................8
Cost.......................................................................................................................................................................8
Convenience.........................................................................................................................................................8
Communication....................................................................................................................................................8
Bronnenlijst................................................................................................................................................... 9
Bijlagen....................................................................................................................................................... 11
Bijlage 1: interview 1 Raquel..............................................................................................................................11
Bijlage 2: interview 2 Raquel..............................................................................................................................11
Bijlage 3: interview 1 Claudia.............................................................................................................................12
Bijlage 4: interview 2 Claudia.............................................................................................................................13
Bijlage 5: interview 1 Sam..................................................................................................................................13
Bijlage 6: interview 2 Sam..................................................................................................................................14
Bijlage 7: interview 1 Lotte.................................................................................................................................14
Bijlage 8: interview 2 Lotte.................................................................................................................................15
Bijlage 9: grafiek bevolking en huishoudens......................................................................................................15
Bijlage 10: tabel huishoudens met thuiswonende kinderen..............................................................................16
Bijlage 11: interview 3 customer journey claudia..............................................................................................16
Bijlage 12: interview 4 customer journey Claudia..............................................................................................17
Bijlage 13: interview 3 customer journey Sam...................................................................................................18
, Bijlage 14: interview 4 customer journey Sam...................................................................................................18
Bijlage 15: interview 3 customer journey Raquel...............................................................................................19
Bijlage 16: interview 4 customer journey Raquel...............................................................................................20
Bijlage 17: interview 3 customer journey Lotte..................................................................................................21
Bijlage 18: interview 4 customer journey Lotte..................................................................................................21
Bijlage 19: Samsung wasmachine......................................................................................................................22
Bijlage 20: Whirlpool wasmachine.....................................................................................................................23
Bijlage 21: wasopvouwrek.................................................................................................................................23
Bijlage 22: TurboWash wasmachine..................................................................................................................24
Bijlage 23: position matrix.................................................................................................................................24
Bijlage 28: marktsegmentatie............................................................................................................................25
Bijlage 29: waarde propositie............................................................................................................................25
Bijlage 30: ABC waardepropositie......................................................................................................................25
Bijlage 31: 4 gekozen concurrenten...................................................................................................................26
Bijlage 32: top 5 wasmachines...........................................................................................................................27
Bijlage 34: Consistentie................................................................................................................................ 28
Berekening van het marktpotentieel.............................................................................................................. 3
Earlyvangelist.......................................................................................................................................................3
Serviceable Obtainable Market............................................................................................................................3
Serviceable Available Market...............................................................................................................................3
Total Addressable Market....................................................................................................................................3
...................................................................................................................................................................... 3
Beachhead markt........................................................................................................................................... 4
3 jaar stappenplan...............................................................................................................................................4
Positionering................................................................................................................................................. 5
Hoe positioneren wij ons in de markt?.................................................................................................................5
Brand key model...................................................................................................................................................5
Customer journey.......................................................................................................................................... 6
Marketingcommunicatie-uiting...................................................................................................................... 7
Consistentie................................................................................................................................................... 8
Costumer Solution................................................................................................................................................8
Cost.......................................................................................................................................................................8
Convenience.........................................................................................................................................................8
Communication....................................................................................................................................................8
Bronnenlijst................................................................................................................................................... 9
Bijlagen....................................................................................................................................................... 11
Bijlage 1: interview 1 Raquel..............................................................................................................................11
Bijlage 2: interview 2 Raquel..............................................................................................................................11
Bijlage 3: interview 1 Claudia.............................................................................................................................12
Bijlage 4: interview 2 Claudia.............................................................................................................................13
Bijlage 5: interview 1 Sam..................................................................................................................................13
Bijlage 6: interview 2 Sam..................................................................................................................................14
Bijlage 7: interview 1 Lotte.................................................................................................................................14
Bijlage 8: interview 2 Lotte.................................................................................................................................15
Bijlage 9: grafiek bevolking en huishoudens......................................................................................................15
Bijlage 10: tabel huishoudens met thuiswonende kinderen..............................................................................16
Bijlage 11: interview 3 customer journey claudia..............................................................................................16
Bijlage 12: interview 4 customer journey Claudia..............................................................................................17
Bijlage 13: interview 3 customer journey Sam...................................................................................................18
, Bijlage 14: interview 4 customer journey Sam...................................................................................................18
Bijlage 15: interview 3 customer journey Raquel...............................................................................................19
Bijlage 16: interview 4 customer journey Raquel...............................................................................................20
Bijlage 17: interview 3 customer journey Lotte..................................................................................................21
Bijlage 18: interview 4 customer journey Lotte..................................................................................................21
Bijlage 19: Samsung wasmachine......................................................................................................................22
Bijlage 20: Whirlpool wasmachine.....................................................................................................................23
Bijlage 21: wasopvouwrek.................................................................................................................................23
Bijlage 22: TurboWash wasmachine..................................................................................................................24
Bijlage 23: position matrix.................................................................................................................................24
Bijlage 28: marktsegmentatie............................................................................................................................25
Bijlage 29: waarde propositie............................................................................................................................25
Bijlage 30: ABC waardepropositie......................................................................................................................25
Bijlage 31: 4 gekozen concurrenten...................................................................................................................26
Bijlage 32: top 5 wasmachines...........................................................................................................................27
Bijlage 34: Consistentie................................................................................................................................ 28
