Samenvatting

The main purpose of the report was to find a solution to the problem of launching Fun Factory, a new event management company targeting individuals, into the Dutch market.

The findings of the internal as well as external research has shown that Fun Factory, with its wide range of workshops, arrangements and events, has the potential to become a successful events organiser since there is a demand for this type of service among the target audience. Additionally, recent trends are favourable as people want to gather together to relax and have fun in a professionally organised way. However, the events market is very competitive and in order to distinguish itself from two main competitors, the company had to create a strong brand identity.
The main objective of the company is to create 30% brand preference among the Fun Factory target groups within 24 months after the promotional campaign has been launched. The target audience on which Fun Factory will focus is divided into three segments; -Young and single professionals in their 20's and 30's, without any personal commitments, very active socially, in their free time oriented towards fun, excitement and pleasure. They are potential clients for bachelor and birthday parties.
-Married couples and partners living together with children, leading
successful career lives, preferably with two incomes, paying attention to comfort and well organized free time spent in a family circle. This is the main segment the company will focus on, suitable for most of the activities Fun Factory offers such as; birthday, communion and christening parties, weddings, baby showers, anniversaries and theme parties.
-Seniors still socially active with a relatively high pension in order to organize an event such as a jubilee or birthday party.
The way Fun Factory should position itself among its target groups is on the basis of a client-oriented approach that gives priority to the customers wishes and needs and enables them to take an active role in the process of organising the event. Moreover, the company should be seen as a professional specialist with a passion for events.
To achieve its goals the three marketing communication strategies, supported by proper communication tools,will be implemented, such as;
-Create a brand personality for the company
-Generate some favourable word-of-mouth in the pre-launch phase
-Launch of the Fun Factory