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Primaflora goes social

an online marketing communications plan

Rechten: Alle rechten voorbehouden

Primaflora goes social

an online marketing communications plan

Rechten: Alle rechten voorbehouden

Samenvatting

This marketing communications report was commissioned to examine how Primaflora can start internet marketing in order to establish valuable customer relationships and increase customer numbers for its German flower shops.
The company’s main goal for creating an online presence is to increase brand awareness, establish valuable customer relationships and eventually create fans.
The central research question for this report is: ‘’What is the best online strategy for Primaflora to create valuable customer relationships in Germany?’’.
Answers regarding the internal and external environment are found by conducting desk research and interviews. These results are analysed and a Swot-matrix is created. Based upon the Swot, a strategy with action plan is determined. Subsequently, a conclusion with recommendations are given.
Primaflora’s most important strengths are an externally administered website, a good basis for SEO marketing, the availability of a designer for content creation, and the willingness of Primaflora employees to participate in promotional activities. The company’s weaknesses are the lack of resources, the lack of brand awareness, poor use of website keywords, and a small marketing department.
Important opportunities are a steady stream of visitors from the nearby supermarket, many special German occasions and holidays in which flowers play a big role, and almost no social media usage and outdated websites from the direct competition. Also increasing activity from the target group on social media is an opportunity. The main target group is women between the ages of 25 and 70. Great threats for Primaflora to consider are the excellent websites and content rich social media pages from the indirect competition, their outstanding SEO marketing, and their cooperation with local florists.
Primaflora needs to consider that its online strategy can only be successfully executed when offline situations are taken into account. The only way to increase brand awareness and to establish valuable customer relationships, is a mix between online and offline marketing activities.
The Primaflora website needs to be updated, social media accounts will be created, and promotional campaigns, to create online followers and new customers, will be launched. It is essential to harmonize online and offline activities. In conclusion, Primaflora will establish valuable customer relationships by a combination of online and offline activities in order to inspire people and attract the customer to the flourishing world of Primaflora’s flower shops.

Toon meer
OrganisatieDe Haagse Hogeschool
OpleidingESC Europese Studies / European Studies
AfdelingAcademie voor European Studies & Communication
PartnersVerdel Bloemenexport
Jaar2014
TypeBachelor
TaalEngels

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