, Executive summary
This report, in the form of the Marketing Communication plan, has been written with the
purpose of finding a solution to the problem of launching X, a new event management
company targeting individuals, into the Dutch market. It was essential to analyse the external
as well as internal environment of the company to answer the central question.
The findings of the research have shown that X, with its wide range of workshops,
arrangements and events, has the potential to become a successful events organiser since
there is a demand for this type of service among the target audience. Additionally, recent
trends are favourable as people want to gather to relax and have fun in a professionally
organised way. However, the events market is very competitive and to distinguish itself from
two main competitors, the company had to create a strong brand identity.
The target audience on which X will focus , consists of the middle to upper income
professionals (on average exceeding € 30 000 per capita on a yearly basis) with a Dutch as
well as an international background, in the 25-45 and above age range, living in The Hague
and leading busy , active family and social lives. They are divided into three segments.
Young and single professionals in their 20’s and 30’s, without any personal
commitments, very active socially, in their free time oriented towards fun, excitement
and pleasure. They are potential clients for bachelor and birthday parties.
Married couples and partners living together with children, leading successful career
lives, preferably with two incomes, paying attention to comfort and well-organized free
time spent in a family circle. This is the main segment the company will focus on,
suitable for most of the activities X offers such as birthday, communion and
christening parties, weddings, baby showers, anniversaries and theme parties.
Seniors still socially active with a relatively high pension to organize an event such as
a jubilee or birthday party.
,Among its target audience, X should position itself based on a client-oriented approach that
gives priority to the customers wishes and needs and enables them to take an active role in
the process of organising the event. Moreover, the company should be seen as a
professional specialist with a passion for events. All this is emphasised through the
company’s slogan, Events with passion. Just the way you wish. X’s unique selling proposition
would be ‘’Your wishes and needs are our priority. Make the most of it now’’. This message
will be sent out during the promotional campaign.
The company’s business objective is to become the preferred event management company
of the clients in a targeted region within 36 months. The marketing communication objective
has been formulated by combining the marketing and communication objectives and is as
follow; To create 30% brand preference among the X target groups within 24 months after
the promotional campaign has been launched.
To achieve its goals the three marketing communication strategies will be implemented , such
as;
Create a brand personality for the company
Generate some favourable word-of-mouth in the pre-launch phase
Launch of the X
These strategies need to be supported by the following marketing communication tools;
Pre-launch phase; website, brand identity, direct marketing, buzz marketing, Word-of-
Mouth
Launch; event, free publicity, direct marketing, search engine marketing, internet
advertising
Post-launch; evaluation form, direct e-mail with brochure and newsletter
,After a period of time the effectiveness of the campaign will be measured in order to find out
how effective the programme has been and if it can be improved. To evaluate the campaign
the use of the following means of measurement will be applied.
Survey
Booking sheets
Counting visits on the website
Panel discussion
, Table of contents
Introduction................................................................................................................................................................1
Chapter 1....................................................................................................................................................................6
1.1 The market environment and its growth.........................................................................................................6
1.2 Competition.....................................................................................................................................................7
1.3 Trends on the events market...........................................................................................................................9
1.4 Conclusion.....................................................................................................................................................11
Chapter 2..................................................................................................................................................................12
2.1 Five steps of the consumer decision-making process...................................................................................12
2.2 Traditional factors affecting consumer purchasing behavior........................................................................16
3.1 Mission and vision........................................................................................................................................18
3.2 Marketing Mix..............................................................................................................................................19
3.2.1 Product..................................................................................................................................................19
3.2.3 Promotion..............................................................................................................................................21
3.2.4 Distribution place..................................................................................................................................21
3.2.5 People....................................................................................................................................................21
3.3 Conclusion................................................................................................................................................21
Chapter 4..................................................................................................................................................................23
4.1 SWOT matrix...............................................................................................................................................23
4.2 Core problem.................................................................................................................................................24
4.3 Conclusion.....................................................................................................................................................24
Chapter 5..................................................................................................................................................................25
5.1 Division and characteristics of the target groups..........................................................................................25
5.2 Business aims and objective..........................................................................................................................28
5.3 Marketing objectives.....................................................................................................................................28
5.4 Communication objectives............................................................................................................................28
Chapter 6..................................................................................................................................................................30
6.1 Brand positioning..........................................................................................................................................30
6.1.2 Target group...............................................................................................................................................31
6.1.3 Consumer insight...................................................................................................................................31
6.1.4 Benefits..................................................................................................................................................31
6.1.5 Values & personality.............................................................................................................................31
6.1.6 Reasons to believe.................................................................................................................................32
6.1.7 Discriminator.........................................................................................................................................32
6.1.8 Brand essence........................................................................................................................................32
6.2 Mission statement and brand promise......................................................................................................32
6.3 Brand elements.........................................................................................................................................33
Chapter 7..................................................................................................................................................................35
7.1 Marketing communication strategy...............................................................................................................36
7.1.1 Explanation of marketing communication strategies............................................................................36
7.2 Market segmentation....................................................................................................................................36
7.3 Positioning.....................................................................................................................................................37
7.4 Unique Selling Proposition...........................................................................................................................38
Chapter 8..................................................................................................................................................................39
8.1 Communication tools and actions.................................................................................................................39
8.2 Goals and characteristics of the communication tools..................................................................................40
References................................................................................................................................................................44
, Introduction
The reason for choosing this topic for my thesis is since I wish to become an events
organizer. I am planning to open a company providing diverse and high-quality entertainment
to mid and upper-class individuals with a Dutch and an international background, called the
X. After having done the preliminary research, I have concluded that most of the events
companies (about 70) (Gouden Gids, 2024), in the region of The Hague, targets mainly
businesses by organizing conferences, corporate and promotional events while ignoring the
personal events market. In order to stand out, I decided to, aim at individuals, offer a wide
range of high quality activities and entertainment, such as: birthday and wedding parties,
bachelor parties, graduations, jubilees and communions. I believe that with the right
marketing and communication approach it will contribute to the successful launch of the
company.
Problem Statement
Due to the strong and experienced competition on the events market it is a challenge for the
organization to come up with a successful launch strategy. To become recognizable on the
market, a strong and outstanding brand identity needs to be developed. I believe that the
right marketing and communication approach will contribute to the successful launch of the
company.
The Central Question
Formulating a central question with sub-questions is essential to determine the
communication objectives and strategies for the company. The central question is as follows:
''How to launch a new event management company into the Dutch market?''
This report, in the form of the Marketing Communication plan, has been written with the
purpose of finding a solution to the problem of launching X, a new event management
company targeting individuals, into the Dutch market. It was essential to analyse the external
as well as internal environment of the company to answer the central question.
The findings of the research have shown that X, with its wide range of workshops,
arrangements and events, has the potential to become a successful events organiser since
there is a demand for this type of service among the target audience. Additionally, recent
trends are favourable as people want to gather to relax and have fun in a professionally
organised way. However, the events market is very competitive and to distinguish itself from
two main competitors, the company had to create a strong brand identity.
The target audience on which X will focus , consists of the middle to upper income
professionals (on average exceeding € 30 000 per capita on a yearly basis) with a Dutch as
well as an international background, in the 25-45 and above age range, living in The Hague
and leading busy , active family and social lives. They are divided into three segments.
Young and single professionals in their 20’s and 30’s, without any personal
commitments, very active socially, in their free time oriented towards fun, excitement
and pleasure. They are potential clients for bachelor and birthday parties.
Married couples and partners living together with children, leading successful career
lives, preferably with two incomes, paying attention to comfort and well-organized free
time spent in a family circle. This is the main segment the company will focus on,
suitable for most of the activities X offers such as birthday, communion and
christening parties, weddings, baby showers, anniversaries and theme parties.
Seniors still socially active with a relatively high pension to organize an event such as
a jubilee or birthday party.
,Among its target audience, X should position itself based on a client-oriented approach that
gives priority to the customers wishes and needs and enables them to take an active role in
the process of organising the event. Moreover, the company should be seen as a
professional specialist with a passion for events. All this is emphasised through the
company’s slogan, Events with passion. Just the way you wish. X’s unique selling proposition
would be ‘’Your wishes and needs are our priority. Make the most of it now’’. This message
will be sent out during the promotional campaign.
The company’s business objective is to become the preferred event management company
of the clients in a targeted region within 36 months. The marketing communication objective
has been formulated by combining the marketing and communication objectives and is as
follow; To create 30% brand preference among the X target groups within 24 months after
the promotional campaign has been launched.
To achieve its goals the three marketing communication strategies will be implemented , such
as;
Create a brand personality for the company
Generate some favourable word-of-mouth in the pre-launch phase
Launch of the X
These strategies need to be supported by the following marketing communication tools;
Pre-launch phase; website, brand identity, direct marketing, buzz marketing, Word-of-
Mouth
Launch; event, free publicity, direct marketing, search engine marketing, internet
advertising
Post-launch; evaluation form, direct e-mail with brochure and newsletter
,After a period of time the effectiveness of the campaign will be measured in order to find out
how effective the programme has been and if it can be improved. To evaluate the campaign
the use of the following means of measurement will be applied.
Survey
Booking sheets
Counting visits on the website
Panel discussion
, Table of contents
Introduction................................................................................................................................................................1
Chapter 1....................................................................................................................................................................6
1.1 The market environment and its growth.........................................................................................................6
1.2 Competition.....................................................................................................................................................7
1.3 Trends on the events market...........................................................................................................................9
1.4 Conclusion.....................................................................................................................................................11
Chapter 2..................................................................................................................................................................12
2.1 Five steps of the consumer decision-making process...................................................................................12
2.2 Traditional factors affecting consumer purchasing behavior........................................................................16
3.1 Mission and vision........................................................................................................................................18
3.2 Marketing Mix..............................................................................................................................................19
3.2.1 Product..................................................................................................................................................19
3.2.3 Promotion..............................................................................................................................................21
3.2.4 Distribution place..................................................................................................................................21
3.2.5 People....................................................................................................................................................21
3.3 Conclusion................................................................................................................................................21
Chapter 4..................................................................................................................................................................23
4.1 SWOT matrix...............................................................................................................................................23
4.2 Core problem.................................................................................................................................................24
4.3 Conclusion.....................................................................................................................................................24
Chapter 5..................................................................................................................................................................25
5.1 Division and characteristics of the target groups..........................................................................................25
5.2 Business aims and objective..........................................................................................................................28
5.3 Marketing objectives.....................................................................................................................................28
5.4 Communication objectives............................................................................................................................28
Chapter 6..................................................................................................................................................................30
6.1 Brand positioning..........................................................................................................................................30
6.1.2 Target group...............................................................................................................................................31
6.1.3 Consumer insight...................................................................................................................................31
6.1.4 Benefits..................................................................................................................................................31
6.1.5 Values & personality.............................................................................................................................31
6.1.6 Reasons to believe.................................................................................................................................32
6.1.7 Discriminator.........................................................................................................................................32
6.1.8 Brand essence........................................................................................................................................32
6.2 Mission statement and brand promise......................................................................................................32
6.3 Brand elements.........................................................................................................................................33
Chapter 7..................................................................................................................................................................35
7.1 Marketing communication strategy...............................................................................................................36
7.1.1 Explanation of marketing communication strategies............................................................................36
7.2 Market segmentation....................................................................................................................................36
7.3 Positioning.....................................................................................................................................................37
7.4 Unique Selling Proposition...........................................................................................................................38
Chapter 8..................................................................................................................................................................39
8.1 Communication tools and actions.................................................................................................................39
8.2 Goals and characteristics of the communication tools..................................................................................40
References................................................................................................................................................................44
, Introduction
The reason for choosing this topic for my thesis is since I wish to become an events
organizer. I am planning to open a company providing diverse and high-quality entertainment
to mid and upper-class individuals with a Dutch and an international background, called the
X. After having done the preliminary research, I have concluded that most of the events
companies (about 70) (Gouden Gids, 2024), in the region of The Hague, targets mainly
businesses by organizing conferences, corporate and promotional events while ignoring the
personal events market. In order to stand out, I decided to, aim at individuals, offer a wide
range of high quality activities and entertainment, such as: birthday and wedding parties,
bachelor parties, graduations, jubilees and communions. I believe that with the right
marketing and communication approach it will contribute to the successful launch of the
company.
Problem Statement
Due to the strong and experienced competition on the events market it is a challenge for the
organization to come up with a successful launch strategy. To become recognizable on the
market, a strong and outstanding brand identity needs to be developed. I believe that the
right marketing and communication approach will contribute to the successful launch of the
company.
The Central Question
Formulating a central question with sub-questions is essential to determine the
communication objectives and strategies for the company. The central question is as follows:
''How to launch a new event management company into the Dutch market?''
