Atmosphere Marketing Strategy

Amsterdam-based startup Kollekt.FM has developed a B2B music streaming service called ‘Atmosphere’, which will be officially launched in the first quarter of 2017. The goal of this project is to formulate a marketing strategy for Atmosphere and design a deliverable that can be used for the launch. The Internal Analysis examines the capabilities...

A review of marketing research on product design and directions for future research

Marqt opportunities: Translating market research into new product/service ideas and concepts for Marqt

Recent media publications show that something is wrong in the food industry: financial win has become more important than ethics. Since 2008, Marqt has attempted to reconnect customers and suppliers, offering pure and high quality products. Marqt wants to expand by changing its image to gain a stronger market position and reach more customers....

Consumers’ perception of relatedness in mental representations of products

The work in this thesis investigates relatedness (as perceived by consumers) in mental representations of products. Just as other objects that are part of the physical world, products are represented in consumers’ minds in the form of concepts. Concepts hold consumers’ knowledge about a product. They consist of sets of features (concrete and...

How designers and marketers can work together to support consumers' happiness

A product’s value proposition rests on the notion that it brings value to its customers. Typically, such value is created by having novel product functionality, superior technology, or new customer benefits, but value can also be created by adhering to what is fundamentally important to customers in their lives. Focusing on customers’ happiness...

Novus Voltus et elit Consilium ( ‘New features and focus strategy’ )

This master thesis is the result of a graduation project for the MSc program of Strategic Product Design with the faculty of Industrial Design Engineering from Delft University of Technology, executed for Spyker Cars. The brands rich heritage has been passed over, with the acquisition of the brand name, to the new founded Spyker company and its...

Strategic advice for Gotcha’s design of new pantograph monitoring modules

This project was commissioned to investigate and assess the market potential of Gotcha’s new modules for pantograph monitoring and to deliver strategic advice on how to turn them into commercially successful products. The problem was tackled by carrying out an analysis of the internal and external environments and by conducting an in-depth...

Exploration of social customer relationship management in banking industry

The graduation project is under supervision of TU Delft and ABN AMRO N.V. with the objective to strengthen and further develop an exclusive online community for the Next Generation clients of ABN AMRO. The Next Generation clients are the children of ABN AMRO’s top segment clients whose investable assets are more than EUR 25 million. The key...

Design of a strategic framework for new business development in branded environments for UXUS

UXUS has established itself as a design agency with a portfolio of award winning projects for clients in different market sectors. UXUS intends to establish itself as a strong player in the branded environments domain, which includes conceptualizing and designing different touch points in the customer’s journey of experiencing a brand. As an...

Consumer education in a market activation strategy for Philips LED lamps in Asia Pacific

In this project a market activation strategy is developed for launch of Philips LED lamps in Asia Pacific. LED lamps are seen as the digital replacement of the incandescent lamp as invented by Edison 130 years ago. At the moment of writing LED lamps are ready for use in households. LED lamps can be considered as high technology products, dealing...

Taking chocolates out of the box: Developing the tools for cooperative creative thinking in Loders Croklaan's Creative Studio

Loders Croklaan is a producer of vegetable oils and fats for the food industry. They have built a Creative Studio in which they can work together with customers on the application of their fats; developing chocolate products. They want to stretch the boundaries of what is possible in supporting the customer's product development process. This...

Green Retail Strategy

The main goal of this project is to investigate the best ways a new sustainable focus can be introduced in Uma - an interior design company located in Hanoi, Vietnam. In near future sustainable interior products developed in the company are going to be introduced to the Vietnamese market through Uma’s shops with the help of the new green retail...

Proposal of Branding and Marketing Strategy of Virus Free Air

The purpose of this graduation project is to create the brand image of Virus Free Air and to integrate the brand image into Virus Free Air’s communication process while visualizing the brand image. The brief was to explore what Virus Free Air should could potentially offer the elderly home market in the future. The main aspects of this...

Marketing of a universal battery charging device to Europe: A European introduction of the Power Pebble

Over the last decade, mobile devices have become a part of everyday life. A vast majority of Europeans own a cell phone, camera, MP3 player or a combination of these. However, with these goods becoming so common, a new problem surfaces: these mobile devices all need power, and nearly all manufacturers use different standards for their power...

The experience of Redken customers: How to influence a brand image through in-salon marketing

This thesis handles strategic considerations for Redken, a L’Oréal brand which operates in the market of professional hair styling. It has a full portfolio for the practice of stylists. All products have a high quality, created through constant investment in research and development. Redken directly sells to stylists, by which it has a “business...