Samenvatting

Until a decade ago, Dutch beachwear brand Beachlife had a strong position in the Dutch marketplace, however, in the past years their market share decreased. Beachlife became less visible and less known to the target group. Brand awareness has been acknowledged to be an essential aspect of marketing and communication, therefore, awareness needs to be raised and maintained according to the characteristics of the target group of the brand. This is a theoretical and practical study which leads to an advice that contributes to growth and success for Beachlife. Four goals have been set in order to measure the effectiveness of the implementation of the advised marketing strategies. When these goals have been met, the strategies have proven to be effective. An analysis of the brand and its internal and external environment provides an overview of the current situation of Beachlife. The theories studied provide a framework which can be used in order to build and maintain a strong brand. Moreover, several theories suggest how brand awareness can be raised. In terms of quantitative research, the results of an online survey provide insight into the expectations of the target group. The sample of the online survey consists of Beachlife’s female target group: women between 18 and 35 years old. A total of 158 respondents filled in the survey. Results from the online survey substantiate that raising brand awareness is needed, as only half of the participants was aware of the brand. Moreover, it is desired by the target group that Beachlife is more active on a variety of social media channels. Also, the set-up of an online shop is needed. In terms of event marketing & sponsorship it is advisable that Beachlife stages an event which is closely linked to the target group’s interests. Beachlife is doing well regarding their sponsorship activity, therefore it is advisable to continue this. Based on the theories studied and quantitative research, it can be concluded that event marketing & sponsorship and viral marketing are essential strategies that should be applied (more) by Beachlife. In addition, a later developed recommendation implies that the concept of having a brand ambassador is valuable to Beachlife. In short, by investigating other brands, this strategy has proven to be profitable.