Being Johnny Loco: Development of a launch strategy for the Johnny Loco E-scooter

This graduation thesis is carried out for the company Johnny Loco. They started the brand Johnny Loco 5 years ago. The inspiration to start this brand came from the brand management strategy developed by Rijkenberg (1998). The brand Johnny Loco can be seen as a lifestyle brand that communicates a philosophy. Rijkenberg (1998) assumes that this...

Adoption and diffusion of a marketing led organisation in syngenta seeds

Project context and scope The launch of the Marketing Led Organisation (MLO) in Syngenta Seeds in 2010 marked, in effect, the start of an adoption and diffusion process with the purpose to spread the MLO throughout the Vegetables EAME organisation. The way to diffuse the MLO was using a dedicated group of carefully selected employees, called...

Phase-driven launch strategy as an uncertain practice: An explorative study into strategic launch decision-making

Companies often struggle with complex decisions regarding their R&D output and how to market and distribute subsequent innovations. It is of increasing importance to expand the knowledge on how strategy behind product launch is developed. Preparing an appropriate strategy for the launch of a product requires decisions taken early on in the...

A market entry strategy for HyperWash's hand-powered washing machine targeting low-income households in Gujarat

This master thesis concerns the design of a market entry strategy for a hand-powered washing machine by startup HyperWash in the state of Gujarat, India. This product is to offer an affordable alternative to the backbreaking and lengthy current manual laundry practice of many low-income Gujarati housewives. By doing so it fills the gap that the...