Samenvatting

This final project assignment was provided by Stana.nl and Dosha Praktijk. Stana.nl is responsible for all marketing activities of Dosha Praktijk, an Ayurveda practice located in Amersfoort and The Hague. The aim of the research is to increase product awareness on Ayurveda health travels. In order to do so, the right marketing communication strategy has to be formulated. Therefore the main research question is: “What is the best marketing communication strategy for Stana.nl to create more product awareness for Ayurveda health travels abroad?”

Essential for a good marketing communication strategy is the definition of the target group. Research via a literature study, an analysis of the customer list, a postal code analysis, two online surveys, and an interview have been used to define the target group. In conclusion, the target group is a young to middle-aged woman – between the age of 30 and 45, without children with a higher than average income. They live mostly in single household neighbourhoods and the average income in the neighbourhoods is higher than average.
Ayurveda health travels are (relatively) new on the Dutch market, therefore the communication strategy for a new product or service is best. A new market has to be created and the customers’ needs need to be formulated and shaped. This strategy includes the highlighting of all benefits. The main benefits are the improvement of health and wellbeing during and after an Ayurveda health travel, the price of the travels compared to other Ayurveda health travels in Europe, but also the expertise and knowledge of Dosha Praktijk and their recommendation which causes credibility. Essential for a new product or service are introductory price reductions, and evaluations. Word-of-mouth communication is important to gain product awareness and to increase consumer confidence.

In conclusion, a product strategy with influence of a promotion and advertising strategy is recommended to increase product awareness for Ayurveda health travels abroad.