De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Ikganaarsevilla.nl - Integrated Marketing Communications Plan

Rechten: Alle rechten voorbehouden

Ikganaarsevilla.nl - Integrated Marketing Communications Plan

Rechten: Alle rechten voorbehouden

Samenvatting

IkganaarSevilla.nl (in short IKGS) is a Spanish - Dutch start-up company based in Seville. IKGS is an intermediary on sociocultural exchanges for Erasmus students coming to Seville. A unique service package with solutions for accommodation and language & culture, arranged before arriving in Seville is offered to the Dutch target market. The goal of this report is to find way for marketing the company without the use of a promotional budget.
When developing a promotional program, the first step is the situational analyses. Here, the competitors of IKGS are analyzed. When researching the company's competitors, it became apparent that the services offered by IKGS are unique in Spain. An analysis was therefore made about the competitors for each individual aspect of the service package. As a result, the conclusion of the competitors analysis is that there is only one real competitor for accommodation and five competitors for the language courses. With this analysis it was possible to create a SWOT for IKGS. Here the strength, weaknesses, opportunities and threats are evaluated. It became clear that IKGS has a unique idea which has great potential to succeed. The strengths and opportunities overcome the few weaknesses and threats. With these two assessments, it was possible to analyze the attractiveness of the industry with the use of Porter's Five Forces Framework. With the Five Forces, the threat of potential entrants, the threat of substitutes, the bargaining power of buyers, the bargaining power of suppliers, the competitive rivalry is analyzed.

The next step is to identify the positioning strategy of the company. When developing a positioning strategy for a company it is important to understand who the target market is. The identification of IKGS target market is done by segmenting the market by; geographical, demographical, socioeconomic and psychographic characteristics of the customer. The target market of IKGS is Dutch speaking Erasmus students going to Seville for an exchange, normally because they have a positive attitude towards Spain and the Spanish language & culture. This specific target market is reached by creative advertisements that have a positive communication effect with the creative "unique selling proposition" theme ( brand image with the company logo) and a rational message appeal stating the benefit for the customer.
With the identification of the target market and how IKGS needs to reach them, the positioning strategy can be determined. Before deciding on the competitive positioning strategy, the pricing strategy needs to be identified. Different pricing strategies need to be developed for each product group of IKGS. For the language courses it has been agreed on with Clic that IKGS receives a percentage of the course price for each student applying through IKGS. The accommodation is privately owned by IKGS. Therefore, a competitive pricing strategy should be determined. Cost-based pricing strategy has been used. All fixed and variable costs have been calculated together with the extra services provided by IKGS. These services are value-added services. Now, the competitive positioning strategy can be formed. IKGS marketing objective is to be the product-quality leader in their industry. When looking at IKGS position in the industry and their marketing objective, it can be said that IKGS positioning strategy is differentiation. IKGS differentiates itself by offering customers with high quality products and great customer service. Therefore, IKGS needs to position the IKGS brand by end benefit and by brand name.

The last step is developing the integrated marketing communications plan. However, IKGS has no budget for marketing the company and its services. Therefore a no budget plan needs to be made. No budget marketing is finding and maintaining clients using one's own unique experience and those of others instead of advertising. This could include; worth-of-mouth advertising, publicity, walk-ins, call-ins, networking, personal selling, on-line services, databases and testimonials from customers. In the case of IKGS, Social Media plays an active role in the no-budget marketing plan. IKGS should use several Social Networking sites as well as Social News sites and Social Bookmarking sites. These Social Media websites should be included on all promotional activities. Furthermore, the promotional activities on the Social Media websites should be in accordance with the other promotional efforts. This way customers can recognize the company more easily.
With all the previous information, the final communications plan can be determined. Here, the different promotional activities will be formed, namely advertising, sales promotion, public relations, direct marketing and Internet marketing. Internet marketing is most important for IKGS since there is no budget and most promotional activities will take place on the Internet.

The report will be finalized by a series of recommendations concerning the external communication and the no-budget marketing actions that should be applied to optimize market shares of IKGS.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersIkganaarsevilla.nl, Sevilla
Gepubliceerd in
Datum2011-08-26
TypeBachelorscriptie
TaalEngels

Op de HBO Kennisbank vind je publicaties van 25 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk