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A co-creative perspective on a marketing strategy. Implementing it on the riser-recliner chair LeChair of Sowecare

Lune, M.W.M. (2017) A co-creative perspective on a marketing strategy. Implementing it on the riser-recliner chair LeChair of Sowecare.

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Abstract:After changing the image of their riser-recliner chair LeChair, Sowecare was in need of a new marketing strategy for the product. This assignment created a marketing communication channel for this new marketing strategy by implementing value co-creation tools in the process. The concept of the co-creation of value describes collaboration between multiple stakeholders (Prahalad & Ramaswamy, 2000), both internal and external, and focuses on the idea of these stakeholders as a creator of value, interacting with each other (Mathis, Kim, Uysal, Sirgy, & Prebensen, 2016). This can be done in two ways. The first is co-production, where the company still holds all the power and external stakeholders can give suggestions and insights, but the final value creation is done through the company. The second is the contrary, where the external stakeholders creates the value almost on his own through using the product, without the help of the company, and is called value-in-use. Both value-in-use and co-production are used to create the marketing communication channel. Through value-in-use, opinions are created about wat LeChair and Sowecare. These opinions from value-in-use were then translated into something useful in two ways: co-production and comarketing. Co-production was used to translate these insights into recommendations. Through a post market surveillance, the insights were gathered and analysed, and afterwards recommendations were given on how to improve LeChair, as well as the communication and promotion of Sowecare. Co-marketing was used by creating a communication channel for social media. The insights from value-in-use, together with a full marketing communication analysis, were used to design and develop a promotional video in order to create that different image. By putting the promotional video on the website and social media like YouTube and Facebook, value-in-use will be created again. 6
Item Type:Essay (Bachelor)
Faculty:ET: Engineering Technology
Subject:20 art studies
Programme:Industrial Design BSc (56955)
Link to this item:http://purl.utwente.nl/essays/72364
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