Samenvatting

The following research project was designed to increase brand recognition and awareness for Lagerwal, a vibrant new beer garden and venue for cultural events located in Amsterdam North. Lagerwal wants to establish itself in Amsterdam's vibrant hospitality scene and aims to target millennials (23-35) with a focus on sustainability, authenticity and cultural involvement. The challenge lies in effectively attracting this target group to become a market leader.

Critical to this research is understanding the preferences of millennials and aligning Lagerwal's offerings and brand messages accordingly. Three sub-research questions guide this study, looking at the factors attracting millennials to Lagerwal, steps to align the brand with their values, and the top social media platforms for engagement:
SRQ1: How can understanding of the consumer behaviour have a positive impact for Lagerwal to better meet their customer needs?
SRQ2: What are the best marketing strategies for millennials?
SRQ3: What steps can Lagerwal take to align its brand messaging and positioning with the values and aspirations of millennials?
The goal of the study is to increase brand awareness by focusing on the factors that matter the most to millennials. Gaining a deeper understanding of these factors enables Lagerwal to interact with the target market in an efficient way.

The literature review highlights the importance of brand recognition in start-ups and emphasises millennials' value for authenticity, optimism and a focus on family. Social media is emerging as a critical engagement tool, suggesting that electronic word-of-mouth, virality and loyalty development through social campaigns can significantly increase brand recognition among millennials.
In order to collect data from field experts and the target market, a mixed research method is used. Semi-structured interviews and a survey both aim to delve into the preferences and behaviour of millennials. This strategy attempts to give insights and practical solutions for increasing Lagerwal’s connection with the target group. After gathering the data, the findings underscore millennials appreciation for authentic, sustainable experiences and the impact of social media in shaping their engagement with brands.

The discussion includes data from the literature analysis, surveys, and interviews, concluding that understanding customer behaviour, applying customised marketing strategies, and matching brand messages with millennials' values are all essential to increase Lagerwal's appeal.