Samenvatting

This research analysed the extent of brand awareness between DIYS Soap, Lush and Holland & Barrett and advised how can DIYS Soap improve its brand awareness in the Dutch market. DIYS Soap is a social entrepreneurship start-up based in Amsterdam which sells personal care products at a relatively high
price to affluent customers. Two other brands were set as the competitors of DIYS Soap in this research.
Firstly, the brand elements were qualitatively researched, and then the measurability of brand awareness was researched through a survey and webtools. Additional observation and group interviews were conducted at DIYS Soap, and the interview with the expert was finally completed.
The brand elements suggest that Lush is excellent in achieving a high level of brand awareness despite its limited advertising budget. The long history of Holland & Barrett achieved a high level of brand awareness despite frequent name changes over hundreds of years.
The brand awareness survey result showed the significant difference of brand awareness between DIYS Soap and the two competitors. DIYS Soap was never recalled when the respondents were given aided recall, cues or product attributes. Lush was most recalled when it was given a product attribute as being ‘vegan’, ‘zero waste’ and ‘not animal tested’, followed by Dr. Organic and Weleda from Holland & Barrett.
This research thus advised DIYS Soap to publish more English articles and focus more on improving public relations [PR] such as lobbying activities, donations, fund-raising or partnerships.
Finally, the Dutch market will continuously be one of the most profitable and competitive markets in Europe, and it would become more difficult for start-ups to survive in the Dutch market. A small size company with low brand awareness level should urgently increase the sales channels through business to business relations with local suppliers to make products more available to potential customers. Simultaneously, DIYS Soap is also advised to work on obtaining credentials such as Vegan Society trademarks to differentiate themselves from other start-ups. Today, products which are ‘vegan, organic and zero waste’ are flooding the market and thus they are no longer a unique selling point. Finally, the workshop is the best unique strength of DIYS Soap. Therefore, this research advised DIYS Soap to increase frequency and provisions of available locations and training of employees to increase its brand awareness in the Dutch market.