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ALL AREAS 1 FESTIVAL

Corso Zundert Flower Festival

Class 1G
Bláithín Meagher 681453
Anais Daal 686153
Andrea Szökeová 685411

Burney Engelhart 686287

Chishty Shai Nomani 686698

International Creative Business

Inholland Den Haag
October 4, 2021 [Cursustitel]
Contents
Introduction and Festival profile.................................................................................................................................. 3
Client ............................................................................................................................................................................. 3
History ........................................................................................................................................................................... 5
Festival sector analysis .................................................................................................................................................. 7
PESTEL Model ............................................................................................................................................................. 7
Political .................................................................................................................................................................... 7
Economic ................................................................................................................................................................. 8
Social ....................................................................................................................................................................... 8
Technological .......................................................................................................................................................... 8
Legal ........................................................................................................................................................................ 9
Environmental ......................................................................................................................................................... 9
Key Characteristics of a Festival................................................................................................................................... 9
Sector Market Analysis ............................................................................................................................................... 10
Internal Brand Analysis: Kapferer’s Model ................................................................................................................ 11
Current Trends and Developments of the Festival ...................................................................................................... 12
Competition analysis ..................................................................................................................................................... 13
Marketing Communication Platform & Strategy (Competitors) ................................................................................ 14
Differences and Similarities (Competitors) ................................................................................................................ 15
Target Group Segmentation........................................................................................................................................... 16
Operational Model ................................................................................................................................................. 17
SPSS Data Analysis ....................................................................................................................................................... 20
Univariate Analysis -................................................................................................................................................... 20
1) Dutch and Non-Dutch Passport Holders ....................................................................................................... 20
2) Age .................................................................................................................................................................... 20
3) People who previously attended Bloemencorso Zundert (with Descriptive Statistics) .............................. 21
4) Cost of Ticket Expected for Attending Bloemencorso Zundert .................................................................. 21
5) Factors are most important by attendees when attending Bloemencorso Zundert ................................... 22
Bivariate Analysis ....................................................................................................................................................... 23
1) ..................... Crosstabulation - Dutch and Non-Dutch Passport Holders * People who previously attended
Bloemencorso Zundert ........................................................................................................................................ 23
2) Crosstabulation and Correlation of Age * Cost of Ticket Expected for Attending BZ ............................. 24
3)Correlation between People who previously “never attended” and “attended” vs. Factors are most
important (about Price, Atmosphere, Location & Transport, Learning Dutch Culture) ............................. 24
4)Crosstabulation - Cost of Ticket Expected for Attending BZ * Group/Bulk, Child, Student, Senior Ticket
Discount ................................................................................................................................................................ 26
5) Crosstabulation - Accessibility by Public Transport, Car, Bike * People who previously “never
attended” and “attended” ................................................................................................................................... 27

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 7)Crosstabulation - Dutch and Non-Dutch Passport Holders and Important Factors for Attending BZ
(Price, Atmosphere, Location & Transport, Learning about Dutch Culture) ............................................... 29
8) Crosstabulation Dutch and Non-Dutch Passport Holders * Important Factors, like Music, Food, Type of
Sculptures ............................................................................................................................................................. 30
9) Chi-Square Test - Dutch and Non-Dutch Passport Holders * Important Factor “Atmosphere”............. 31
10) Chi-Square Test - People who previously “never attended” and “attended” * Cost of Ticket Expected
for Attending BZ .................................................................................................................................................. 32
11) Crosstabulation - Dutch and Non-Dutch Passport Holders * Accessibility by Public Transport, Car,
Bike ....................................................................................................................................................................... 32
12) Dutch and Non-Dutch Passport Holders * Communication by Poster of Bloemencorso Bollenstreek,
Eelde, and Zundert Crosstabulation .................................................................................................................. 33
Marketing Communication Objectives .......................................................................................................................... 35
Marketing Communication Strategy ........................................................................................................................... 35
Communication Concept ............................................................................................................................................. 35
Media Mix ................................................................................................................................................................... 35
Conclusion ..................................................................................................................................................................... 36
References ..................................................................................................................................................................... 37
Appendix ....................................................................................................................................................................... 41
Appendix 1: Survey (created using thesistoolspro) ............................................................................................... 41
....................................................................................................................................................................................... 42
Appendix 2: SPSS data .............................................................................................................................................. 44
Appendix 3: SPSS Data Analysis ............................................................................................................................... 44
Appendix 4: Reflections and Survey respondents ...................................................................................................... 63

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Introduction and Festival profile

Client
The Zundert parade is one of the largest flower parades in the world. It is organized and run purely through
volunteer work. Twenty hamlets (also known as neighborhoods) compete with each other to build the most
beautiful flower carriages to be judged by a professional jury. Bloemencorso Zundert is the name of the
organization which has been a traditional cultural festival for over 80 years. This parade is the pride and joy
of the people in Zundert and has been ever since the year 1936. Zundert is a small town located in the
province of North Brabant (Corso Zundert, 2021).
Once a year during autumn (in September), the volunteers and the people of Zundert come together to enjoy
this event with each other. Tickets cost 7.00 euros per person. On their website one can book their ticket to
attend with 3 options available to buy: Entrance Beekzicht (by car), Entrance Oranjeplein (by bike),
Entrance Molenstraat (on foot) or by train/bus (Corso Zundert, 2021).
The executive committee as of 2021 is made up of chairperson Jos Jochems, Secretary Rob van Gils,
Treasurer Gertjan de Kroes, and vice chairperson John Vriends (Corso Zundert, 2021).

The festival’s occurrence would not be possible without sponsors. Bloemencorso Zundert has loyal sponsors
that have been sponsoring the event for many years. There are 4 types of sponsors: super, main, regular, and
podium sponsors. As of 2021 the Super sponsors are the following: omroepbrabant, Rabobank and
BHVexpogroep; main sponsors are: Arriva, Ardo, Barry-Callebaut and BNDeStem; regular sponsors are:
Somnium Real Estate, Visser Chocolate, Witlox VCS, Boels Party & Events, Triledgy, Scorpions Security,
AB InBev, Noorland Koeltechniek, CM, Purple catering en Events, Meteor Systems, Inducon 21, Squeeze &
Freeze, Van Oers Accountancy & Advies, BKMS Interim Management & Consultancy BV, Van Tilburg-
Bastianen Groep and Maas-jacobs; and podium sponsors are: Rabobank, De Zuidelijke Baronie, DIRK
Supermarkten, Ardo op en top vriesvers-Zundert, NED-personeel-Zundert, Hotel Princeville-Breda, Sweere
verzekeringen-Oud Gastel, Van Gogh Notarissen, Arriva Personenvervoer-Nederland and Zundert Trappist
(Corso Zundert, 2021).
The following companies also fund Bloemencorso Zundert: Multiweld, Mertens Grondwerken, Loon en
grondwerken Wil Huijbregts, Huub Kustermans, CLTV Zundert, BAC Hoogwerkers, Blue Twinkle, P.
Gommers Grondwerken, Tyne Translations, Remie BV, Chalant administratie | accountancy | advies and
The Textory. Along with those there are a few other business partners of the event, such as legal partners
Asselbergs & klinkhamer advocaten (Corso Zundert, 2021).

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Bloemencorso Zundert’s logo represents the dahlia flower which is what is used by the participants to cover
their carriages. Orange is representative of the Netherlands and its monarchy, a nod to the reason the festival
was started in the first place (NL Netherlands, 2021).

Slogan:
Have you ever witnessed a nine-meter-tall float, covered in flowers, and gliding through the streets,
powered by nothing but manpower? Corso Zundert would love to introduce you to the magic of the biggest
flower parade in the world.
In 2021 the parade was scheduled to take place on the 5th and 6th of September (however only the exhibition
took place due to covid-19). Below can be seen the poster for the festival, uploaded on the Corso’s
Instagram page.
Poster:

Corso Zundert Poster 2021 (Corso Zundert, 2021).

As was mentioned before, Bloemencorso Zundert is a large-scale festival with many visitors every year. On
average (per edition) Bloemencorso Zundert has 50,000 visitors. They broke the record in year 2003 with
82,000 visitors (Corso Zundert, 2021). Unfortunately, because of coronavirus measures the festival was not
given the opportunity to draw in even more visitors this year.
The program of the festival is as follows: Specially designed flower floats each designed and created by a
different neighborhood (~20 neighborhoods total). The event takes place over two days, with a parade on the
first day (Sunday) and an exhibition of sculptures on the second. The parade begins at ~1:30 pm and travels
through the streets of Zundert, passing the grandstand twice. After the sculptures have been cruising the
streets and votes have been collected, the jury announces the winning team. That team is then given
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permission to stop moving and start celebrating. The award is a trophy made especially for the winners. The
winner of this year was ‘Murica, F*CK YEAH’ with 634 points. The second runner up was ‘VERF
(PAINT)’, with 619 points and third runner up was ‘MISSING’ with 617 points.

Winner. (Corso Zundert, 2021).

Second runner up. (Corso Zundert, 2021).

Third runner up. (Corso Zundert, 2021).

After the parade ends, the sculptures are taken to the exhibition area where attendees can walk around and
view them. The parade and exhibition are the primary services of the event, along with live music, and a
party held afterward. Before the event, it is also possible to visit the worksites of each of the floats. You can
watch along the route of the parade, or reserve seats in the grandstand. The event is made accessible to
people using all kinds of transportation as well as those with disabilities (Corso Zundert, 2021).

History
To get a better understanding of what Bloemencorso Zundert is and what it means to the community, one
must dig into the history of the Bloemencorso.
The parade began in 1936, founded in honor of Queen Wilhelmina’s birthday. In the forties innovative
technology allowed the floats to move with pushers. The festival was at its height in the 1950’s when

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hundreds of thousands of people attended from across the world. Through the 60’s to the 80’s the floats got
bigger and more artistic. In the 2000’s more than 3 new neighborhoods (hamlets; each with their own flag)
joined in the parade. While its popularity has fluctuated overtime, the internet has given the festival renewed
interest internationally in recent years (Corso Zundert, 2021).

Zundert in the old days 1 (Corso Zundert, 2021). Zundert in the old days 2 (Corso Zundert, 2021).

Here pictured can be seen where everything began in 1936. Since then, the people of Zundert have
continued keeping the cultural festival alive, honoring the Queen’s birthday to this day. The parade which is
a celebration of community, art, culture, and tradition has a beautiful vision and mission to bring the magic
of the Bloemencorso to all. This is what attracts thousands of people every year. The people of Zundert have
cherished their parade and passed it on from generation to generation. With their mission and vision to keep
this tradition going till the end of time and bring the magic of flowers to people, it will likely continue on to
the far future (Corso Zundert, 2021).

Now that a better understanding of what Bloemencorso Zundert is and how it operates has been reached,
through describing its vision and mission, sponsors, and awards, etc., the goal of this research and how it
may be reached can be outlined.
To start off, it should be known that Zundert is a small town, with very few non-Dutch people living there.
Even though this festival has a lot of visitors and advertises itself as one of the largest in The Netherlands, it
currently doesn't attract very many non-Dutch visitors from other cities. The goal with this report is to
advise on how the festival may attract more attendees of a certain target group. For this reason, the research
presented here was done, analyzing the internal and external factors that affect the brand, the festival sector
as a whole, and the two main competitors of this festival.

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Festival sector analysis
PESTEL Model
A PESTEL model is one example of a tool used for analyzing the macro-environment or broad trends which
can impact a company (or as in this example) the organization of an event. The letters stand for political,
economic, social, technological, environmental, and legal. An outline can then be put together of how
relevant points under each of these umbrella terms may impact the sector and companies within it, being
analyzed from the outside in. These conclusions can then be applied to the opportunities and threats section
of another model, known as SWOT.

Model 1. (Knapik L., n.d.)

Political
- Environmental laws: The Environment and Planning Act is a new law that applies to the whole of the
Netherlands. This contains all laws and regulations for the physical living environment. One can
think of the environment, nature, water, soil, monuments, construction, demolition and the use of
land and buildings. Through the Environment and Planning Act the Cabinet of The Netherlands
wants to improve links between different projects and activities (in the fields of spatial planning, the
environment and nature), sustainable developments, and the various regions (Ministry of
infrastructure and kingdom relations, 2017) (Government of the Netherlands, n.d) (Gemeente
Zundert, n.d).
- Event Permit: For all festivals, one must obtain an event permit to organize an event for all of the
Netherlands. An event permit must be requested from the local municipality. The government of The
Netherlands requires a license at least 12 weeks before the start of the event. The municipality where
the event is held checks the application against their events policy, among other things. If the festival
do not apply for a permit in time, the municipality may decide not to process application (Gemeente
Zundert, n.d) (Netherlands Enterprise Agency, RVO, 2021).
- Due to the pandemic in 2020 and into 2021, many events had to be cancelled or reschueduled due to
Covid-19 and the restrictions put in place by the Dutch government. The government now has in
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 place a subsidy plan in place to reimburse events that had to or will be cancelled due to those
measures (Netherlands Enterprise Agency, n.d.).

Economic
- Investments and subsidies from the government for events: The government is increasing the subsidy
percentage to 100% of the costs incurred. At present, a subsidy can be granted for 100% of the
subsidisable costs incurred, with a repayment obligation of 200%. This repayment obligation expires
with the extension of the subsidy scheme and applies to events in the period from 10th of July to
19th of September 2021. This concerns, for example, payments to subcontractors and suppliers, the
construction of stands, and security and technical facilities (Rijksoverheid, 2021).
- Investments from sponsors: Sponsorship is a powerful marketing tool that can help to improve events
in aspects like financial support, bigger and more relevant reach of audience and an increased
awareness of a brand. Rabobank is a sponsor of many flower parades in the Netherlands and it has
been associated with many Dutch associations for decades. They do not only focus on financial
matters and volunteer efforts, but also on intensive guidance to associations, foundations and clubs to
fulfill association ambitions. (Rabobank, n.d)
- Greater attendence = more ticket sales, and growth in the market.

Social
- Education on Dutch culture: As Bloemencorsos are a tradition all over The Netherlands which have
existed for many years, they are influenced by, and a part of, dutch culture.
- Dutch Values: Individualism is a present value in Dutch culture, and while the tradition of the
Bloemencorso brings together community and family to work together, that individualistic nature
can still be seen as each of the hamlets (neighborhoods) compete with each other to create the best
flower sculpture. As in every culture there are importannt traditions passed down from generation to
generation, and the bloemencorso is one of these in many Dutch towns, bringing the community
together to celebrate every year (Dudkiewicz, M., & Pogroszewska, E., 2014).

Technological
- Social media and the internet (marketing and online tickets): The internet and social media have had
a large impact on event marketing since being introduced and growing in popularity up until today.
They have allowed companies to grow their base and target new groups and markets (Rathnakar, G.,
2018). Bloemencorsos now are able to expand their reach with using the internet and social media,
along with online ticket sales providing an easier method of purchase for attendees.
- Float materials and bulding tools: Back in the day Bloemencorsos used to use smaller wagons, less
flower and didn’t have moving parts on the wagon, however nowadays everything can move, at least
most of the time. Technology has played a big role in terms of the wagons, how much bigger and
bigger the wagons are able to get because of the higher quality of material used to build them, along
with how many people can actually fit to move certain parts of the wagon’s body. Fertilizer used to
grow the flowers, allowing them to flourish even brighter and last longer is also an example
(Bloemencorso Bollenstreek, 2013).

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Legal
- Laws that could affect the progression of the festival: Organizing an event requires a lot of
responsibilities and permissions that must be followed. An event permit must be requested from the
municipality in advance of the start of the event. Progression of the festival can also affect future
environmental permits. Permission is also required from the municipality to place tents, podiums,
scaffolding and stands. This is often combined with the event permit. The fire brigade will have to
inspect and confirm the location and construction. Two permits are required to offer alcoholic
beverages: a tap license and a license to serve spirits. Finally, the organization of the event must take
into account the Nature Conservation Act (Gemeente Zundert., n.d.) (van Weeren, M., 2020).
- Blocking off areas, crowds: If the destination applicable to a location does not make it possible to
hold an event, that event can only take place there if the organizer has obtained a so-called
"environmental permit for the activity of conflicting use" well before the event on the basis of the
General Provisions Environmental Law Act (Wabo) applied for at B&W. The event organizers must
then ask to be allowed to deviate from the zoning plan. The event can only take place if that
environmental permit has actually been granted prior to the event. An event can also be seen as a
facility within the meaning of the Wabo. The environmental permit required contains, among other
things, customized regulations with regard to noise and environmental aspects, for example a limited
maximum number of decibels (Netherlands Enterprise Agency, RVO., n.d.).
- Covid 19 restrictions: Restrictions concerning the event for COVID-19 are: if one does not have a
proof of vaccination or proof of the DCC QR code then they cannot attend the event. It is not
mandatory for them to have one however it is mandatory for the event to check before letting them in
(Ministerie van Algemene Zaken, n.d).

Environmental
- Unpredicatabiliy in weather: The unpredictability of the weather can surely have an impact on the
crowd, but most people from Holland are already used to the changes in weather, with some tending
to enjoy it and some not at all. If one was planning to go on the chosen dates of the event and that
day looks as if it will be a rainy or even a bit of a stormy day, this will definitely impact the amount
of visitor on that specific day (The Hague International Centre, n.d).
- Impact of environment on how sculptures are made: The environment can take a toll on the
production of the wagons, because if the flowers are grown in dry ground this will mean that the
flowers will either die quickly or not appear as bright as they are supposed to. It’s still a natural
product, and although they may try to grow some inside farmhouses for the flowers is it still difficult.
Most farmers who plant these flowers in the ground where they are exposed to the open air because
too little sun or too little moisture when it’s cold it will heavily impact the progression of the flower.
If the flowers do not flourish there are then less flowers to build wagons with (Harmens, J. J., 2019).

Key Characteristics of a Festival

Uniqueness – The uniqueness of this type of event can’t be compared to any other. In the months of May
and June, the parade group meets several times to continue brainstorming and developing various ideas for a
possible theme for a car. There they come up with a unique idea, drawing it out so it can be shown to the
participants. They also consider how figuratively a topic is, which means that they can verify how issues

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may be mitigated with the methods available by them for the float. They even have a similar event but for
kids, where they can design their own wagons with flowers (Bloemencorso Bollenstreek, 2013).
Ambience and service – All Bloemencorsos focus a lot of their ambience, providing a comfortable place
for their participants. Since Bloemencorsos are usually non-profit organizations, they do their best to attract
other sponsors for themselves, as well as for providing food. They invite food-industry companies to
participate in providing food and drinks to the participants. They have a whole menu starting from the
morning till late night (Dutch Food Concepts, n.d.). As for the ambience as one example, the overall winner
in 2017 was “Carried on a Pedestal” by the Schijf neighborhood team. More than a hundred entertainers,
disguised as tribesmen, led the reclining great emperor through the streets of Zundert. The emperor's head
turns from side to side as his eyes open and close to glimpse the audience. During the great procession, the
members of the tribe beat the drums while singing (Herygers, 2017).
Location – The locations are also very reliable, most people can’t travel from where they live to every
festival, it’s either too far by car or too expensive by train. But the organization has made sure that in
different states all over The Netherlands there are Bloemencorso events that everybody can enjoy without
going too far. There are over a total of 30 flower parade that people can visit to enjoy the parade (Corsief,
n.d.).
History - It is not clear where exactly the idea of a flower parade comes from, nor why flower parades have
become so popular in the Netherlands. The first flower parades took place in Belgium and the Netherlands.
An annual flower parade took place in Haarlem in the late 19th century. In 1896 one of the first books on the
Flower Parade was published: "Memory of the Flower Parade." In 1897, a bicycle tour with a flower parade
was held in Winterswijk as part of the national festivals, making it the oldest flower parade still taking place
in the Netherlands. In 1898, the flower parade phenomenon really began to grow. That year, flower parades
were organized in honor of Queen Wilhelmina's eighteenth birthday and coronation. There were parades in
Amsterdam, Groningen, The Hague, but also in countless smaller venues like Winterswijk and Lichtenvoorde
(Corsief, n.d.).
Appearance - Although dahlias are the only type of flower utilized, some teams have also included
potatoes, coffee beans, onions, brussels sprouts, shellfish shells, and plant leaves. A Bloemencorso float
requires a wide range of talents, from creative painting to carpentry, welding, sculpting, and mechanics. The
Bloemencorso floats have become more active over the last 10 years, with mechanical engineering playing a
larger role in the creative design. Using a system of gears, pulleys, wheels, and levers, the majority of the
floats are driven and manipulated internally by human force. Projected noises, music, and on-board
animators may all contribute to the imaginative component of the huge mechanical flower creations
(Herygers, n.d.).

Sector Market Analysis

In the Netherlands the festival sector 74.28 million euros in 2014, 79.16 in 2015, and 80 in 2016 from
sponsors and subsidies (Statista Research Department, 2020). Corso Zundert has developed into a multi-
million-dollar company and in 2015 had a budget of 2 million euros (Omroep Brabant, 2015). In that same
year the culture and media sector of the Dutch economy totaled to 25.5 billion euros (3.7% of the total
GDP) ’In regards to attendance, on average Corso Zundert had an attendance of 55,000, Eelde had 20,000 to
40,000, and Bollenstrek around 900,000(Corso Zundert, 2021) (Bloemencorso Eelde, 2021)(Bloemencorso
Bollenstrek, 2021). This illustrates that the market share for Bloemencorsos within the festival sector and
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arts and culture sector are comparably quite small, however it is difficult to present an acutely demonstrated
conclusion due to the lack of information available about both attendance and budgets of various
bloemencorsos in The Netherlands. Along with a lack of cooperation from those that run them.

Internal Brand Analysis: Kapferer’s Model

The Kapferer model used here represents the various ways in which a company presents and brands itself. It
is made up of 6 parts, each denoting a way in which the company positions itself and its relationship to
consumers. Physique is the brand’s physical attributes, personality its associated character traits, culture the
values system which drives brand action, and relationship the how of a brand’s positive image to consumers.
Lastly, reflection denotes the target consumers and self-image the idealistic persona a consumer should
associate themselves with when they interact with the brand (Montgomery, S., 2021).

Model 2.
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The physique of the Kapferer model can be described as a logo with the typical color of the Netherlands.
The origin of the national color can be found in the history of the Corso in Zundert. Bloemencorso became a
part of the celebration dedicated to the Dutch royal family. The Dutch royal family bears the name ‘House
of Oranje’, which means the color orange and as a of the result of the name it has become Holland’s national
color (NL Netherlands, 2021) (Dutch Centre for Intangible Cultural Heritage, n.d).
The brand values identified for Corso Zundert are that of community, creativity, tradition, and competition.
The personality of the brand is quality-oriented, competitive, creative, and innovative. The Bloemencorso is
a competition for those who can build the most beautifully dahlia-decorated float. Bloemencorso must also
remain competitive in order to keep the title of the largest flower parade in the world (as claimed on their
website). Another personality value is creativity, as the visitors can see on the sculptures, the flower parade
also creates the opportunity for artists and students to express their creativity in concepts and design. The
flower parade also tries to stay with the latest trends in technology and developments. Flower sculptures
nowadays have some modern figuration, movement and music from which visitors can have the best
experience with the quality-oriented services (Corso Zundert, 2021).
The relationship between visitors and the brand can be described as an unforgettable experience that visitors
can have, unique art from the dahlias flowers and togetherness in a community. The flower exhibition also
allows people to expand their ideas of creativity with the sculptures.
Values of culture and tradition have a very important role in this incredible parade. In dutch society, four
core values serve as a compass for life in the Netherlands: freedom, equality, solidarity, and hard work
(Ministry of Social Affairs and Employment, 2014). Everyone volunteers to built and design the corso floats
together, which is a piece of work that costs hundreds of hours of work. The groups have to put in all the
work to make sure the floats are done at the correct time, which takes concentration, dedication, hard work,
and a good group of people, that combine their brains, to work.
Bloemencorsos self-image means the perception of visitors. At Bloemencorso, visitors can feel fulfilled with
the art and culture, non-dutch visitors can feel special about this experience and Dutch visitors proud of their
country and connected with others at this social event.

Current Trends and Developments of the Festival

Bloemencorso Zundert has been operating for a long time. They didn't have the best trends and
developments when they started, but since then things have improved. They have a lot of people in charge of
handling their socials. For example, the organization came up with an app that is available for use and with
it you have all visitor information at hand, the parade order, the program, a handy map and access to the live
results and news about the parade. You can download the app on Google Play or AppStore for free at
https://apps.apple.com/nl/app/corso-zundert/id657101251 (Stichting Bloemencorso Zundert, 2018).

It is possible to become a ‘Friend of the Corso’. As a friend you will benefit from various extras, including
priority in purchasing tickets for the stands, invitation for the presentation of the scale models, and a
membership badge illustrating the winner of last year’s Corso. Becoming a friend costs €55, - each year.
You can sign up at https://corsozundert.nl/en/our-corso/friends-the-corso/ (Corso Zundert, n.d).
Another development is the ‘Corsotour’. The Corsotour gives Corsolovers of all ages the opportunity to
experience this process in real live. Led by a guide, you can look behind the scenes to find out everything
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about the construction of the greatest flower parade. https://corsozundert.nl/en/praktisch/visit-the-tents/. It is
also possible to view how the Corso’s engagement has developed due to its social media accounts. Social
media. The internet and social media ensure that the parade acquires international fame (Corso Zundert,
n.d). You can stay informed of Corso Zundert: Via Twitter:https://twitter.com/corsozundert
Youtube:https://www.youtube.com/c/bloemencorsozundert/featured
Instagram: https://www.instagram.com/corsozundert/ Facebook: https://www.facebook.com/CorsoZundert/
Social media is a smart way for organizations to advertise their festivals. We are living in a social media
world. Bloemencorsso Zundert does a great job at using their platforms to inform their audience about the
preparations, information, communicate with their audience and advertise the festival.
The objective of acceptable development is to define workable projects and reconcile the economic, social,
and environmental aspects of human activities. It’s about making progress in these areas without having to
destroy the environment. However due to lack of information online it was difficult to find any conclusions
about developments the Corso has made regarding the environment.

Competition analysis
Competitor 1; Competitor 2:
Stichting Bloemencorso Bollenstreek Stichting Bloemencorso Eelde
https://bloemencorso-bollenstreek.nl/ https://www.bloemencorsoeelde.nl/

When choosing which competitors were good to analyze, there were many factors to look at. First was the
type of festival, for which any events other than Bloemencorsos were discounted, as they are the closest
competitors. For better comparison it was decided to look at some of various sizes, along with those of
varying prices and different types of materials used. Another factor was the website of the competitors.
SWOT Zundert (Corso Zundert, 2021).
S: Clear website in Dutch and in English for visitors. Route is 5 km. Everything is very central.
W: Zundert has only 50,000 visitors. Bollenstreek has 850,000 more visitors than Zundert. Zundert’s tickets
are 7 euros per person per day. Which is 3 euros more expensive than Eelde.
O: Monetary gain from gov’t subsidies. Investments. growth in market and attendance. Spread/ inform
about Dutch culture. create community. improvements in materials and tools. People have more money to
spend.
T: The unpredictability of the weather. unpredictability of plant growth. inability to obtain permits. laws
broken. covid 19 restrictions. break down of technology. inaccessibility for foreigners. lack of funds. loss of
sponsors. low attendance. government rules and regulations.

SWOT Competitors: Bollenstreek (Bloemencorso Bollenstreek, 2021)

S: Has on average 900,000 visitors. That is 850,000 more than Bloemencorso Zundert. Has a website in both
Dutch and English.

13
W: they are very expensive. 25,95 euros for 4 days parade + 7,50 park ticket (per car, per day). Route is 42
km. It's a very long and draining route.
O: Monetary gain from gov’t subsidies. Investments. growth in market and attendance. Spread/ inform
about Dutch culture. create community. improvements in materials and tools. People have more money to
spend.
T: The unpredictability of weather. unpredictability of plant growth. inability to obtain permits. laws broken.
covid 19 restrictions. break down of technology. inaccessibility for foreigners. lack of funds. loss of
sponsors. low attendance. government rules and regulations.

SWOT Competitors: Eelde (Netherlands Board of Tourism & Conventions, 2020) (Bloemencorso Eelde,
2019)
S: Cheap tickets of 4 euros. For the 2 days, the tickets costs 7 euros.
W: Not as many visitors. Eelde has 20,000 to 40,000 visitors. Eelde’s website is only in Dutch. For their
non-Dutch visitors, it’s difficult to get information when they don’t speak Dutch. The route is 2.5 km. It's a
very short parade.
O: Monetary gain from gov’t subsidies. Investments. growth in market and attendance. Spread/ inform
about Dutch culture. create community. improvements in materials and tools. People have more money to
spend.
T: The unpredictability of weather. unpredictability of plant growth. inability to obtain permits. laws broken.
covid 19 restrictions. break down of technology. inaccessibility for foreigners. lack of funds. loss of
sponsors. low attendance. government rules and regulations.

Marketing Communication Platform & Strategy (Competitors)

Bloemencorso Eelde and Bollenstreek mainly use YouTube, Facebook, Instagram, Twitter and LinkedIn to
promote their festival and are the platforms they perform the marketing strategies upon. On YouTube can be
found mainly videos about the events of certain years one can use to catch up if they missed one. On
Facebook they share pictures of winners and additional pictures of the organization and how the preparation
is going. They also share additional information about the event. On Instagram they share pictures of
participants from the past and present. They talk about the events of the past and also participants that made
a massive impression with their Corso vehicles; this is the same story with Twitter but also Facebook in part.
On LinkedIn they share information about the company and also their connection with their sponsors, here
they focus on marketing themselves to the public but more on a professional matter to connect with more
potential sponsors (Bloemencorso Bollenstreek, 2021) (Bloemencorso Eelde, 2019).

Bloemencorso Bollenstreek
When it comes to marketing, Bloemencorso Bollenstreek makes sure they stay on top, with consistent posts
on their social media platforms for their target group and also organizing special events locally. On Sunday
21st of March 2021, Bloemencorso Bollenstreek decided to work together with their local marketing
organizations to distribute flowers to different areas in Holland. The participating municipalities were:
Noordwijk, Teylingen, Lisse, Hillegom and Haarlem. In each volunteers distributed 75 bunches of flowers.
This is how they sell their USP in the in their local market (Bloemencorso Bollenstreek, 2021).
14
They also focus on marketing themselves through emotional support for their volunteers. There was
disappointment due to rain but fortunately, the Bloemencorso family is made up of 1,500 volunteers, and
some of them came up with an alternative together. This was the ‘Portraits from the Parade’ campaign,
dedicated to personal memories. This was followed by a special volunteer night that aired online on March
15 on YouTube. The selection of prizes was followed by a challenging quiz in which volunteers had to
check the history of the Parade - all to keep the volunteers happy (Bloemencorso Bollenstreek, 2021).
The logo is another important strategy for marketing, as they decided to go with a heart symbol in which
means love and hope. The Bollenstreek Flower Parade has been moving through the towns and cities of the
region since 1947. An event that once again brought hope and joy after the dark period of World War II.
This idea from a single bulb grower became the largest spring event in the world (Bloemencorso
Bollenstreek, 2021).

Bloemencorso Eelde
Bloemencorso Eelde mainly market themselves through their own community and let the word of mouth do
the rest to reach more attention abroad. Bloemenencorso Eelde is mostly known for their lottery game,
where they have prizes from cars, tv, shopping spree and the big prize is 10.000, - euros, reoccurring every 6
months (Bloemencorso Eelde, 2021).
DK online, in which is an online newspaper famous in Eelde, also helps marketing Bloemencroso, posting
stories and news included with images of the current wagons and winners. (Dorpsklanken, 2021). Other tv
companies also support and help in promoting Bloemencorso Eelde, such as RTV Drenthe. They helped
promote the new book that Bloemencorso Eelde released for their 65 years of the flower festival (RTV
Drenthe, 2021). Besides everything, just like any other sponsor, all of them give support and help promote
the festival to locals and other cities inside the country.

Differences and Similarities (Competitors)

Bloemencorso Bollenstreek
The Bloemencorso of Bollenstreek is one of the largest spring festivals in The Netherlands. This colorful,
fragrant spectacle is celebrated annually during one week of the year more than one million visitors. The
main highlight of the event is the parade on Saturday when the colorful floats and the luxury vehicles
decorated in masses of flowers travel the 42 km route. The addition of cheerful music from marching bands
and amusement on and around the floats all contribute to the excitement of the event as experienced by a
stream of visitors from home and abroad. The festival will take place on 20th to 24th April 2022
(Bloemencorso Bollenstreek, 2021).
Differences: The Bollenstreek website has a lot of stories and videos from previous years. They also offer a
map of the route for the parade; the route is 42 km long. The flower parade takes four days in April. This
festival also organizes a night parade for people every Friday, at which they illuminate the floats with
thousands of lamps as they drive through the village of Noordwijkerhout (NL,Netherlands, n.d). Visitors can
also book a seat on the grandstand.

15
Similarities: When it comes to the visual side of the Bollenstreek website, the homepage looks colorful with
a big image of the flower sculptures as we can see on the Zundert page. For three days at this festival, people
can also visit behind the scenes to see the art of decorating floats.

Price: Tickets for a place on the grandstand cost 25,95 euros and a parking ticket can be purchased for 7.50
euros per car for a whole day (Bloemencorso Bollenstreek,2021).

Bloemencorso Eelde
The Bloemencorso of Eelde is a tradition for many years that a lot of Dutch people look forward to.
Thousands of visitors come to the Bloemencorso in Eelde and it is one of Europe’s greatest flower parades.
The Bloemencorso Eelde has a long history and evolved into the biggest cultural outdoor event of the North.
This year the parade was on the 4th and 5th of September 2021.
Differences: Floats are mainly decorated with dahlias flower but also with many various materials such as
berries, seeds, leaves, panicles, and various types of vegetables. Web design looks too simple with basic
colors. Often costumed, face-painted people are portraying the theme on top of the floats (Dutch centre for
intangible cultural heritage, n.d).
Bloemencorso Eelde does not offer their foreign visitors a website in English (Bloemencorso Eelde, 2019).
Similarities: Festival takes two days and in the same month. Bloemencorso Eelde also organizes a
Children’s Parade yearly.
Price: An entrance ticket to the Bloemencorso Eelde costs €4.00 on both Saturday and Sunday. An entrance
ticket for the whole weekend costs €7 (Bloemencorso Eelde,2021).

Target Group Segmentation

To choose the target group a STP segmentation model was used, and through this it was determined that
geographic and demographic and psychographic were the most relevant to this festival and possible target
group (Lumen Learning, n.d.). Geographically, the usual attendees of Corso Zundert those who live in and
around the area. As the Corso claims to be one of the biggest in the world, reaching to a group outside of
locals such as internationals, or those residing elsewhere in The Netherland would fit that branding.
Demographically, the event is open to everyone regardless of age and gender, passed down generation to
generation and is relatively inexpensive, making it possible for people from any background to attend. As
currently most attendees are Dutch, nationality is an important factor, allowing for expansion and growth. In
regards to psychographic factors those who would be interested in this event would need an open mind to
the Dutch culture. Internationals living in The Netherlands may look for opportunities to learn more about
and experience aspects of Dutch culture, and as one already must have an open attitude to move to a new
country, they would fit these attributes well. As Zundert can be a bit far from some cities and places in The
Netherlands it would be important for the target group to be willing to spend money and time on travel, and
to do so for the experience of art and culture. Some of those factors also tie into that of behavioral such as
how the consumer must be prepared to spend on the event. Due to the event being only once a year, there is
less of a commitment needed for attendees, which makes it more possible for those outside of Zundert to

16
attend. Lastly, decision making roles can have an impact as the event can cater to families, drawing them to
come visit.
Therefore, we end the segmentation having chosen the target group as non-Dutch individuals residing in The
Netherlands, people who appreciate a sense of community and should enjoy spending their time and money
visiting events and experiencing art and culture.
The ultimate goal is to attract more (people) to the festival. In particular we are focused on bringing in those
outside of the Zundert area, specifically non-Dutch residents of The Netherlands.
Research Question = What is the perception of Bloemencorso Zundert by non-Dutch residents of The
Netherlands?
Operational Model
Concept Variable Dimension Indicator Sub Questions Survey Question
Sociodemographic Nationality Place of -Do you have Dutch
factors Age birth nationality?
Year of -What year were you
birth born? (what age are you?
Under 18, 18-26, over
26)
-Have you attended
Bloemencorso Zundert
before?

General -What factors are the

most important to you
when choosing to attend
a cultural event
(Bloemencorso)? Price,
atmosphere, location,
learning about Dutch
Culture (ranking)
Existing Brand Perception
Image
Accessibility How accessible -It costs 7 euros to attend
(location/ to you is this the event. Do you think
transport & event this is: (very expensive,
price) (location/price)? expensive, moderate,
(1-10) cheap, very cheap)
-All tickets currently cost
the same price. Which
addition would make you
more likely to attend:
group/bulk tickets, child
discount, student

17
 discount, senior citizen
discount
-Bloemencorso Zundert
is in Southern Holland.
How accessible do you
think it by:? Public
transport (1-10), Car (1-
10), bike (1-10)
Atmosphere How much does -How important is each
atmosphere of these for the
influence your atmosphere? (1-10)
enjoyment of a music, food, type/style of
festival? sculpture, organization
etc.
Based on pictures of the
event, which would you
enjoy most? (rank 1-3)

Dutch How important is What ways would you

culture learning about prefer to learn about
Dutch Culture for Dutch culture?
you when going Screening, food,
to this festival? performances, music, etc.
(Ranking)
Desired Brand
Identity

18
Model 3.

19
SPSS Data Analysis

Univariate Analysis -
1) Dutch and Non-Dutch Passport Holders
Frequency Percent Valid Percent Cumulative
Percent
Valid Non-Dutch 132 75.9 76.3 76.3
Dutch 41 23.6 23.7 100.0
Passport
Holder
Total 173 99.4 100.0
Missing System 1 .6
Total 174 100.0
Out of all the responses collected, only 23.6 were those who have a Dutch passport, the other 75.9 percent
being non-Dutch respondents (with 0.6% missing). Since the target group is non-Dutch residents of the
Netherlands the Dutch respondents are negligible, and fortunately the majority of collected responses are
those of that group.

2) Age

20
As can be seen in the target group segmentation, age is a less important factor, however it could impactful
especially due to priorities of expats. The number of respondents in each age group was spread substantially
across the labels, as can be seen in the pie chart and histogram. One can see that the main group answers
were collected from ages 18-26 at 36.8%, followed closely by those under 18 and over 26. The results are
very centered and the standard deviation is low, so the results are more accurately spread.

3) People who previously attended Bloemencorso Zundert (with Descriptive Statistics)

As can be seen in the data only 5.2% of respondents had attended Corso Zundert before. Since 94.3% never
attended, most of the respondents likely have heard little to nothing about the festival or did not find the
advertising relevant enough to attend. The standard deviation is also especially low at 0.223, meaning apart
from the 0.6 percent missing, the results are accurate and centered.

4) Cost of Ticket Expected for Attending Bloemencorso Zundert

21
By looking at the histogram and pie chart it can be seen that the majority of respondents believe the festival
will cost 10-15 euros. The results are slightly skewed left and the mean is 1.74, indicating that the average is
in between the choice of 5-10 and 10-15 euros, but leaning on the more expensive side. The standard
deviation of 0.857, also indicates that the data is not very spread out. Since the festival is in the 5-10 euro
range, the perception of many about price is inaccurate.

5) Factors are most important by attendees when attending Bloemencorso Zundert

22
By looking through these graphs one can see that when attending a festival such as Corso Zundert, attendees
find the factors of price and atmosphere the most important and location/transport and learning about Dutch
culture less important.

Bivariate Analysis
1) Crosstabulation - Dutch and Non-Dutch Passport Holders * People who previously attended
Bloemencorso Zundert

23
From this model one can see that the vast majority of internationals have not attended bloemencorso Zundert
and likely have very little knowledge of the event. For this data, there was a fraction of missing respondents,
though the amount was very low (1.1%) so the effect on the data is most likely negligible.

2) Crosstabulation and Correlation of Age * Cost of Ticket Expected for Attending BZ

Cost of Ticket Expected for Attending BZ
0-05 euro 5-10 euro 10-15 euro 15-20 Total
Age Under 18 3 25 22 12 62
18-26 7 17 28 12 64
Over 26 2 17 19 10 48
Total 12 59 69 34 174

Age Cost of Ticket

Expected for
Attending BZ
Age Pearson Correlation 1 .034
Sig. (2-tailed) .652
N 174 174
Cost of Ticket Pearson Correlation .034 1
Expected for
Attending BZ
Sig. (2-tailed) .652
N 174 174
Based on the charts the conclusion can be drawn that can most of the target group believe that Corso
Zundert is more expensive than it is. While age is generally less important in regards to the target group, we
can see here that those who would most likely be making the decision to attend (over 18’s) believe that the
ticket prices are more expensive than they are. Through the correlation it can be seen that age and expected
cost are correlated, as the value 0.034 is less than the p-value of 0.05herefore, age has an impact on how
expensive people expect the festival to be.

3)Correlation between People who previously “never attended” and “attended” vs. Factors are most
important (about Price, Atmosphere, Location & Transport, Learning Dutch Culture)
Price
Most Moderatel Less Least Total
Important y Important Important
Important
People who Never 72 47 27 18 164
previously Attended
“never
attended”
24
and
“attended”
Attended 4 2 2 1 9
BZ
Total 76 49 29 19 173

Atmosphere
Most Moderatel Less Least Total
Important y Important Important
Important
People who Never 57 57 38 12 164
previously Attended
“never
attended”
and
“attended”
Attended 1 1 4 3 9
BZ
Total 58 58 42 15 173

Location & Transport

Most Moderatel Less Least Total
Important y Important Important
Important
People who Never 20 47 59 38 164
previously Attended
“never
attended”
and
“attended”
Attended 3 5 0 1 9
BZ
Total 23 52 59 39 173

Learning about Dutch culture

Most Moderately Less Least Total
Important Important Important Important

25
 People who Never 15 13 40 96 164
previously Attended
“never
attended”
and
“attended”
Attended 1 1 3 4 9
BZ
Total 16 14 43 100 173
Both those who had never attended and who had attended the festival deemed price the most important
followed by atmosphere. This means that those will be important factors when deciding to market the
festival.

4)Crosstabulation - Cost of Ticket Expected for Attending BZ * Group/Bulk, Child, Student, Senior
Ticket Discount

26
These charts show that all respondents deemed a senior discount the least important. Overall, the student
discount was most important for most all respondents followed by group/ bulk discounts, and senior
discounts being the least important for all price expectations.
5) Crosstabulation - Accessibility by Public Transport, Car, Bike * People who previously “never
attended” and “attended”

27
As demonstrated by the charts, most respondents perceive the festival location to be only somewhat
accessible by public transport and by bike, but very accessible by car. Since the data is quite spread out for
the charts on public transport and bike, most respondents are not educated on how accessible Zundert is by
these modes of transportation.

6) Crosstabulation - People who previously “never attended” and “attended” * Cost of Ticket
Expected for Attending BZ (with Descriptive Statistics
Cost of Ticket Expected for Attending BZ
0-05 euro 5-10 euro 10-15 euro 15-20 Total
People Never 11 56 65 32 164
who Attended
previously
“never
attended”

28
 and
“attended”
Attended 1 3 3 2 9
BZ
Total 12 59 68 34 173
For those who had not attended the event, most expected the event to cost between 10-15 euros, more
expensive than the festival is. This supports the price univariate analysis, showing that different groups
within the survey have the same inaccurate expectations.

7)Crosstabulation - Dutch and Non-Dutch Passport Holders and Important Factors for Attending BZ
(Price, Atmosphere, Location & Transport, Learning about Dutch Culture)

29
Standard deviation from the mean was below 1.0 for all factors except for price. This means that the skew
for price is farther from the average and the results are slightly less accurate. The crosstabulation shows that
for non-Dutch passport holders, price and atmosphere are the two most important factors to consider.

8) Crosstabulation Dutch and Non-Dutch Passport Holders * Important Factors, like Music, Food,
Type of Sculptures
Music
Not Important Important Importan Importan Total
Import (Low) (Mid) t (High) t (Very
ant High)
Dutch and Non- 3 2 15 18 60 98
Non-Dutch Dutch
Passport
Holders

30
 Dutch 0 1 4 5 23 33
Passpor
t Holder
Total 3 3 19 23 83 131

Food
Not Importan Importan Importan Importan Total
Importan t (Low) t (Mid) t (High) t (Very
t High)
Dutch and Non- 4 8 27 18 41 98
Non-Dutch Dutch
Passport
Holders
Dutch 0 2 7 8 16 33
Passpo
rt
Holder
Total 4 10 34 26 57 131

Sculptures
Not Importan Importan Importan Importan Total
Importan t (Low) t (Mid) t (High) t (Very
t High)
Dutch and Non- 3 7 24 26 38 98
Non-Dutch Dutch
Passport
Holders
Dutch 1 2 6 8 16 33
Passport
Holder
Total 4 9 30 34 54 131
In regards to the factors that affect atmosphere, the most important for non-Dutch passport holders was
music, followed by food, and the type of sculptures. Therefore, music should be the main factor to consider
when marketing to that group.

9) Chi-Square Test - Dutch and Non-Dutch Passport Holders * Important Factor “Atmosphere”
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square .392a 3 .942

31
 Likelihood Ratio .401 3 .940
Linear-by-Linear .036 1 .849
Association
N of Valid Cases 173
a 1 cell (12.5%) have
expected count less
than 5. The
minimum expected
count is 3.79.
Since the value calculated is more than the p-value of 0.05, the factors of ‘atmosphere’ and ‘Dutch vs non-
Dutch passport holders’ have no correlation. This shows that nationality does not impact the importance of
atmosphere.

10) Chi-Square Test - People who previously “never attended” and “attended” * Cost of Ticket
Expected for Attending BZ
Value df Asymptotic
Significance (2-sided)
Pearson Chi-Square .358a 3 .949
Likelihood Ratio .326 3 .955
Linear-by-Linear Association .032 1 .858
N of Valid Cases 173
a 4 cells (50.0%) have expected
count less than 5. The minimum
expected count is .62.
As the calculated value is 0.949 and larger than the p-value of 0.05 the two variables have no significant
correlation. Therefore, having attended or not-attended the festival does not change the expectation of the
ticket price.

11) Crosstabulation - Dutch and Non-Dutch Passport Holders * Accessibility by Public Transport,
Car, Bike

32
The majority of non-Dutch respondents believed the festival location to be generally inaccessible by bike
and public transport. Travel by car is considered the most accessible form of transport. However, overall, the
responses about transport are very spread out, indicating a lack of knowledge on how accessible the location
may be, and creating a need to educate on that factor.

12) Dutch and Non-Dutch Passport Holders * Communication by Poster of Bloemencorso

Bollenstreek, Eelde, and Zundert Crosstabulation
Communication by Poster of Bloemencorso Total
Bollenstreek
Less Preferred Average Highly
Preferred Preferred
Dutch and Non-Dutch 27 38 66 131
Non-Dutch Dutch 9 16 16 41
Passport Passport
Holders Holder
Total 36 54 82 172

33
 Communication by Poster of Bloemencorso Total
Zundert
Less Preferred Average Highly
Preferred Preferred
Dutch and Non-Dutch 29 47 56 132
Non-Dutch
Passport
Holders
Dutch 6 10 25 41
Passport
Holder
Total 35 57 81 173

Communication by Poster of Bloemencorso Total

Eelde
Less Preferred Average Highly
Preferred Preferred
Dutch and Non-Dutch 47 28 56 131
Non-Dutch Dutch 15 11 15 41
Passport Passport
Holders Holder
Total 62 39 71 172
These tables show that for non-Dutch respondents the atmosphere of Bollenstreek’s festival is preferred
over that of Zundert and Eelde. Therefore, Zundert must improve the communication of their atmosphere in
order to be attractive to the target group.

34
Marketing Communication Objectives
Objective

Knowledge Behavior Attitude

In 10 months’, time, 10,000 In 10 months 6,000 of the target In 11 months, 3,500 people from
people from target group is going group will recognize that Zundert target group will surely buy a
to be aware about Zundert’s is one of the most affordable ticket. If not they upcoming years
festival and prices. Bloemencorso festivals. they will consider it.

Marketing Communication Strategy

As the results show, the price is the most important thing for future visitors when it comes to attending the
festival. The festival should create a better advertisement about their price because people are expecting to
pay more than a price is.
Organizers of the festival should be more focused on the visual side of communication. Many of our
respondents does not know much about the festival, it would be better to create a poster of the flower parade
with concrete information, location, price and present it to the big cities of the Netherlands. This can be a
good way on how to communicate with the expats and internationals. This poster would need to display not
only the key information of the festival but also allow the viewer to get a feel for the atmosphere of the
festival, as that was found to be the second most important factor by non-Dutch passport holders when
attending this type of event.
As the topic of ecology becomes more and more important today, flower parade could focus on the
environmental impact of the event, use recyclable materials, and show the world that they also care.
Tickets for the flower parade costs the same for everyone, and since all ages of visitors are interested in this
event, it would be great to consider some discounts for students, children and seniors that could help them.

Communication Concept
Zundert’s festival centers around the amazing sculptures that are built for the parade, it also claims proudly
on its website to be ‘the biggest Corso (flower parade) in the world’. The creative concept should use that
branding the festival already has and build upon it to make the target group more aware of the event and
interested in attending. As the target group is internationals, the emphasis should be put on the fact that it is
the largest in ‘the world’, but by residing in The Netherlands they are already one step closer to attending.
This should be modified to also acknowledge the key factors of price and atmosphere to claim that ‘Corso
Zundert has the best experience for affordable price of any flower parade in the world’.

Media Mix
To market the festival and reach the communication objectives, a mix of different types of media must be
used. The first would be social media. Instagram and Facebook would likely be the most the most used
social media by ex-pats and internationals here in The Netherlands, and on these platforms ads and targeted
posts in the form of can be placed in order to reach as many people from our target group as possible. These
platforms can be incredibly effective, showing the ads/posts to thousands of people and those connected by

35
similar backgrounds and interests. When targeting internationals specifically, informational and community-
based websites are also a useful platform, for example expatica.com/nl/ or iamexpat.nl. Banners and ads can
also be used there, but along with that a sponsored article that can be shared on other platforms would be
able to have a large reach. Another way to reach the target group would be to market in expat meeting
places, such as bars or cafes. There the festival can put up posters or even conduct a type of contest
marketing, giving away free tickets or even simply a flower with a with a Zundert flyer attached. All of the
text used in the campaign across platforms would be in English and emphasize the affordability and
atmosphere of the festival by using the phrase from the creative concept along with pictures or video from
the event.

Conclusion
In conclusion, while Corso Zundert attempt to position itself in a way that invites people of all backgrounds
to attend their festival, the marketing communication they use could be more strategic to attract those
outside of their community, specifically to internationals residing in The Netherlands.

36
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40
Appendix

Appendix 1: Survey (created using thesistoolspro)

41
42
43
Appendix 2: SPSS data

Appendix 3: SPSS Data Analysis

1) Dutch and Non-Dutch Passport Holders

2) Age
Frequency Percent Valid Percent Cumulative
Percent
Valid Under 18 62 35.6 35.6 35.6
18-26 64 36.8 36.8 72.4
Over 26 48 27.6 27.6 100.0
Total 174 100.0 100.0

44
3) People who previously “never attended” and “attended”
Frequency Percent Valid Percent Cumulative
Percent
Valid Never 164 94.3 94.8 94.8
Attended
Attended BZ 9 5.2 5.2 100.0
Total 173 99.4 100.0
Missing System 1 .6
Total 174 100.0

Descriptive Statistics about People who previously “never attended” and “attended” Bloemencorso Zundert
N Minimum Maximum Mean Std.
Deviation
People who 173 0 1 .05 .223
previously
attended
Bloemencors
o Zundert
Valid N 173
(listwise)

4) Cost of Ticket Expected for Attending BZ

Frequency Percent Valid Percent Cumulative

Percent
Valid 0-05 euro 12 6.9 6.9 6.9
5-10 euro 59 33.9 33.9 40.8
10-15 euro 69 39.7 39.7 80.5
15-20 34 19.5 19.5 100.0
Total 174 100.0 100.0

4)Descriptive Statistics about Cost of Ticket Expected for Attending BZ

N Minimum Maximum Mean Std.
Deviation
Cost of 174 0 3 1.72 .857
Ticket
Expected for
Attending BZ
Valid N 174
(listwise)

5) Factors are most important by attendees when attending Bloemencorso Zundert

45
 Price

Frequency Percent Valid Percent Cumulative

Percent
Most 77 44.3 44.3 44.3
Important
Moderately 49 28.2 28.2 72.4
Important
Less 29 16.7 16.7 89.1
Important
Least 19 10.9 10.9 100.0
Important
Total 174 100.0 100.0

Atmosphere

Frequency Percent Valid Percent Cumulative

Percent
Most 58 33.3 33.3 33.3
Important
Moderately 58 33.3 33.3 66.7
Important
Less 42 24.1 24.1 90.8
Important
Least 16 9.2 9.2 100.0
Important
Total 174 100.0 100.0

Location & Transport

Frequency Percent Valid Percent Cumulative

Percent
Most 23 13.2 13.2 13.2
Important
Moderately 53 30.5 30.5 43.7
Important
Less 59 33.9 33.9 77.6
Important
Least 39 22.4 22.4 100.0
Important
Total 174 100.0 100.0

Learning about Dutch culture

Frequency Percent Valid Percent Cumulative

Percent

46
 Most 16 9.2 9.2 9.2
Important
Moderately 14 8.0 8.0 17.2
Important
Less 44 25.3 25.3 42.5
Important
Least 100 57.5 57.5 100.0
Important
Total 174 100.0 100.0

1) Crosstabulation of Dutch and Non-Dutch Passport Holders * People who previously “never attended” and
“attended”

Valid Missing Total

N Percent N Percent N Percent
Dutch and Non- 172 98.9% 2 1.1% 174 100.0%
Dutch Passport
Holders * People
who previously
“never attended”
and “attended”

Dutch and Non-Dutch Passport Holders * People who previously “never attended” and
“attended”
Never Attended Attended BZ Total
Dutch and Non- Non-Dutch 126 5 131
Dutch Passport Dutch Passport 37 4 41
Holders Holder

Total 163 9 172

2) Crosstabulation of Age * Cost of Ticket Expected for Attending BZ

47
4) Correlation between People who previously attended Bloemencorso Zundert vs. Factors are most
important (about Price)

People who Price

previously “never
attended” and
“attended”
People who Pearson Correlation 1 .012
previously “never
attended” and
“attended”
Sig. (2-tailed) .876
N 173 173
Price Pearson Correlation .012 1
Sig. (2-tailed) .876
N 173 174
8) Crosstabulation of People who previously “never attended” and “attended” * Price

48
5) Correlation between People who previously “never attended” and “attended” vs. Factors are most
important (about Atmosphere)

P People who Atmosphere

previously “never
attended” and
“attended”
People who Pearson Correlation 1 .225**
previously “never
attended” and
“attended”
Sig. (2-tailed) .003
N 173 173
Atmosphere Pearson Correlation .225** 1
Sig. (2-tailed) .003
N 173 174
** Correlation is
significant at the
0.01 level (2-tailed).
9. Crosstabulation - People who previously “never attended” and “attended” * Atmosphere

6) Correlation between People who previously attended Bloemencorso Zundert. vs. Factors are most
important (about Location & Transport)

People who Location & Transport

previously “never
attended” and
“attended”
49
 People who Pearson Correlation 1 -.186*
previously “never
attended” and
“attended”
Sig. (2-tailed) .014
N 173 173
Location & Transport Pearson Correlation -.186* 1
Sig. (2-tailed) .014
N 173 174
* Correlation is significant at the 0.05 level (2-tailed).
10) Crosstabulation of People who previously “never attended” and “attended” * Location & Transport

7) Correlation between People who previously “never attended” and “attended” vs. Factors are most
important (about Learning about Dutch culture)

People who Learning about Dutch

previously “never culture
attended” and
“attended”
People who Pearson Correlation 1 -.049
previously “never
attended” and
“attended”
Sig. (2-tailed) .524
N 173 173
Learning about Pearson Correlation -.049 1
Dutch culture
Sig. (2-tailed) .524
N 173 174
11) Crosstabulation of People who previously “never attended” and “attended” * Learning about Dutch
culture
50
12.Crosstabulation - Dutch and Non-Dutch Passport Holders * Important Factors, like Music

13) Crosstabulation Dutch and Non-Dutch Passport Holders * Important Factors, like Food

51
14) Crosstabulation Dutch and Non-Dutch Passport Holders * Important Factors, like Sculptures

16) Crosstabulation Cost of Ticket Expected for Attending BZ * Discount on Group Bulk Ticket

Discount on Group Bulk Ticket

Most Moderatel Less Least Total
Important y Important Important
Important
Cost of 0-05 euro 5 3 3 1 12
Ticket 5-10 euro 25 28 3 3 59
Expected 10-15 euro 23 36 5 5 69
for 15-20 18 11 2 3 34
Attending
BZ

Total 71 78 13 12 174
17) Crosstabulation Cost of Ticket Expected for Attending BZ * Discount on Child

Discount on Child
Most Moderatel Less Least Total
Important y Important Important
Important
Cost of 0-05 euro 1 7 3 1 12
Ticket 5-10 euro 7 20 21 11 59
Expected 10-15 euro 10 12 32 15 69
for 15-20 2 17 7 8 34
Attending
BZ

52
 Total 20 56 63 35 174
18) Crosstabulation Cost of Ticket Expected for Attending BZ * Discount on Student

Discount on Student
Most Moderatel Less Least Total
Important y Important Important
Important
Cost of 0-05 euro 6 1 4 1 12
Ticket
Expected
for
Attending
BZ

5-10 euro 27 9 21 2 59
10-15 euro 33 17 17 2 69
15-20 13 4 16 1 34
Total 79 31 58 6 174
19) Crosstabulation Cost of Ticket Expected for Attending BZ * Discount on Senior Citizen

Discount on Senior Citizen

Most Moderatel Less Least Total
Important y Important Important
Important
Cost of 0-05 euro 0 1 2 9 12
Ticket 5-10 euro 0 2 14 43 59
Expected 10-15 euro 3 4 15 47 69
for 15-20 1 2 9 22 34
Attending
BZ

Total 4 9 40 121 174

20) Accessibility by Public Transport * People who previously “never attended” and “attended”
Crosstabulation

People who previously “never

attended” and “attended”
Never Attended Attended BZ Total
Accessibility by Inaccessible 4 0 4
Public Transport (High)
Inaccessible 2 0 2
(Mid)

53
 Inaccessible 8 0 8
(Mid)
Inaccessible 18 4 22
(Low)
Moderately 24 3 27
Accessible
Accessible (Low) 6 1 7
Accessible (Mid) 14 0 14
Accessible (Mid) 20 0 20
Accessible (High) 12 0 12
Accessible (Very 14 0 14
High)
Total 122 8 130

24) Descriptive Statistics: Between Dutch and Non-Dutch Passport Holders and Important Factors for
Attending BZ (Price, Atmosphere, Location & Transport, Learning about Dutch Culture)
N Minimum Maximum Mean Std.
Deviation
Important 174 1 4 1.94 1.024
Factor Price
Important 174 1 4 2.09 .969
Factor
Atmosphere
Important 174 1 4 2.66 .972
Factor
Location &
Transport
Important 174 1 4 3.31 .965
Factor
Learning
about Dutch
culture
Dutch and 173 0 1 .24 .426
Non-Dutch
Passport
Holders
Valid N 173
(listwise)

25) Crosstabulation - Important Factor Price * Dutch and Non-Dutch Passport Holders
Dutch and Non-Dutch Passport
Holders

54
 Non-Dutch Dutch Passport Total
Holder
Important Most Important 55 22 77
Factor Price

Moderately 39 10 49
Important
Less Important 22 7 29
Least Important 16 2 18
Total 132 41 173
21) Accessibility by Car * People who previously “never attended” and “attended” Crosstabulation

People who previously “never

attended” and “attended”
Never Attended Attended BZ Total
Accessibility by Inaccessible 6 0 6
Car (High)
Inaccessible 3 0 3
(Mid)
Inaccessible 6 3 9
(Mid)
Inaccessible 12 2 14
(Low)
Moderately 14 2 16
Accessible
Accessible (Low) 10 0 10
Accessible (Mid) 9 0 9
Accessible (Mid) 15 0 15
Accessible (High) 19 0 19
Accessible (Very 28 1 29
High)
Total 122 8 130

22) Accessibility by Bike * People who previously “never attended” and “attended” Crosstabulation

People who previously “never

attended” and “attended”
Never Attended Attended BZ Total
Accessibility by Inaccessible 11 0 11
Bike (High)
Inaccessible 8 0 8
(Mid)
Inaccessible 11 2 13
(Mid)

55
 Inaccessible 17 2 19
(Low)
Moderately 25 4 29
Accessible
Accessible (Low) 5 0 5
Accessible (Mid) 11 0 11
Accessible (Mid) 9 0 9
Accessible (High) 5 0 5
Accessible (Very 19 0 19
High)
Total 121 8 129

23) Crosstabulation - People who previously “never attended” and “attended” * Cost of Ticket Expected
for Attending BZ (with Descriptive Statistics)
Descriptive Statistics

N Minimum Maximum Mean Std.

Deviation
People who previously 17 0 1 .05 .223
“never attended” and 3
“attended”
Cost of Ticket Expected for 17 0 3 1.72 .857
Attending BZ 4
Valid N (listwise) 17
3

56
26) Crosstabulation - Important Factor Atmosphere * Dutch and Non-Dutch Passport Holders
Dutch and Non-Dutch Passport
Holders
Non-Dutch Dutch Passport Total
Holder
Important Most Important 44 13 57
Factor Moderately 43 15 58
Atmosphere Important
Less Important 32 10 42
Least Important 13 3 16

Total 132 41 173

27) Crosstabulation - Important Factor Location & Transport * Dutch and Non-Dutch Passport Holders
Dutch and Non-Dutch Passport
Holders
Non-Dutch Dutch Passport Total
Holder
Important Most Important 17 6 23
Factor Location
& Transport
Moderately 38 14 52
Important
Less Important 50 9 59
Least Important 27 12 39
Total 132 41 173

28) Crosstabulation - Important Factor Learning about Dutch culture * Dutch and Non-Dutch Passport
Holders
57
 Dutch and Non-Dutch Passport
Holders
Non-Dutch Dutch Passport Total
Holder
Important Most Important 16 0 16
Factor Learning Moderately 12 2 14
about Dutch Important
culture Less Important 28 15 43
Least Important 76 24 100

Total 132 41 173

Crosstabulation - People who previously “never attended” and “attended” * Cost of Ticket Expected for
Attending BZ

Cost of Ticket Expected for Attending BZ

0-05 euro 5-10 10-15 15-20 Total
euro euro
People Never Count 11 56 65 32 164
who Attended
previously
“never
attended”
and
“attended
”
Expected 11.4 55.9 64.5 32.2 164.0
Count
Attended Count 1 3 3 2 9
BZ
Expected .6 3.1 3.5 1.8 9.0
Count
Total Count 12 59 68 34 173
Expected 12.0 59.0 68.0 34.0 173.0
Count
Symmetric Measures

Value Asymptotic Approximate Approximate

Standard Tb Significance
Errora
Nominal by Phi .046 .949
Nominal
Cramer's V .046 .949
Interval by Pearson's R -.014 .083 -.179 .858c
Interval

58
 Ordinal by Spearman -.012 .082 -.152 .880c
Ordinal Correlation
N of Valid 173
Cases

Crosstabulation of Dutch and non-Dutch * Accessibility by public transport

Accessibility by Public Transport

Inaccessi Inaccessi Inaccessi Inaccessi Moderat Accessi Accessi Accessi Accessi Accessi Tot
ble ble ble ble ely ble ble ble ble ble al
(High) (Mid) (Mid) (Low) Accessib (Low) (Mid) (Mid) (High) (Very
le High)
Dutch Non- 2 2 8 20 15 4 11 13 9 13 97
and Dutch
Non- Dutch 2 0 0 3 11 3 3 7 3 1 33
Dutch Passp
Passp ort
ort Holde
Holde r
rs
Total 4 2 8 23 26 7 14 20 12 14 130

32) Crosstabulation - Dutch and Non-Dutch Passport Holders * Accessibility by Car

Accessibility by Car
Inaccessi Inaccessi Inaccessi Inaccessi Moderat Accessi Accessi Accessi Accessi Accessi Tot
ble ble ble ble ely ble ble ble ble ble al
(High) (Mid) (Mid) (Low) Accessib (Low) (Mid) (Mid) (High) (Very
le High)
Dutch Non- 5 3 8 12 11 9 6 9 12 22 97
and Dutch
Non- Dutch 1 0 2 2 5 1 3 6 6 7 33
Dutch Passp
Passp ort
ort Holde
Holde r
rs
Total 6 3 10 14 16 10 9 15 18 29 130

33) Crosstabulation - Dutch and Non-Dutch Passport Holders * Accessibility by Bike

Accessibility by Bike
Inaccessi Inaccessi Inaccessi Inaccessi Moderat Accessi Accessi Accessi Accessi Accessi Tot
ble ble ble ble ely ble ble ble ble ble al
(High) (Mid) (Mid) (Low) Accessib (Low) (Mid) (Mid) (High) (Very
le High)
Dutch Non- 9 7 11 14 18 4 9 7 3 15 97
and Dutch
Non- Dutch 2 1 3 5 11 1 2 2 2 3 32
Dutch Passp
Passp ort
ort Holde
Holde r
rs
Total 11 8 14 19 29 5 11 9 5 18 129

Crosstabulation - Dutch and Non-Dutch Passport Holders * Communication by Poster of Bloemencorso

Bollenstreek
59
 35) Dutch and Non-Dutch Passport Holders * Communication by Poster of Bloemencorso Zundert
Crosstabulation

36) Dutch and Non-Dutch Passport Holders * Communication by Poster of Bloemencorso Eelde
Crosstabulation

60
61
 Appendix 4: Reflections and Survey respondents
Bláithín Meagher 681453

Team member names Name 1 Name 2 Name 3 Name 4

Anais Daal Andrea Szökeová Chishty Shai Normani Burney Engelhart

Contribution 8 8 6 7

Initiative 8 8 7 7

Punctuality 7 9 8 7

Motivation 7 8 8 6

Planning 8 7 6 6

Final score (1-10) 7.8 8 7 6.6

Any comments Had some communication Had some other

difficulties, but always got commitments which made in
his work done. person meetings difficult.
Your own reflection here:

Contribution 9 – I kept both my and everyone else’s workload organized.

Initiative 8 – It is always easier have initiative at the beginning of a project, and while I’ve kept it up, it could be better.

Punctuality 7 – I am good at getting things completed on time, however arriving places I have a tendency to be a little late.

Motivation 8- While at times I found it difficult to be motivated, overall I feel I have pushed through to the end.

Planning 8 – As I was the one doing most of the planning for my group I had to be good at this, however since not all goals were reached,
I believe there is room for improvement.

Your own learning outcomes: There were many things I learned throughout the progression of this assignment. However I believe the most important to be: 1. I
cannot control others actions, and while I wish for everyone’s success, sometimes you will have to fend for yourself. 2. It is okay to not master every single part of
an assignment, there is space to learn and grow going forward. 3. Every step in a sequence is important to the next, sometimes jumping ahead is okay, but you will
end up having to go back and connect the information. 4. I found that hindsight was key when having made the survey, and making the next one, I can try and
mitigate the mistakes made this time.
Your personal conclusions: In conclusion I believe that while I am good at managing others work, I need to take a deeper look at how I view my own workload
and responsibility, whether that be doing less or more. I know I have a lot to learn and many more new situations to experience, but I believe this project was a
good way to get insight into how much more I need to grow into my work ethic, and to find a balance that fits me.

Anais Daal 686153

1
Andrea Szökeová 685411

Team member names Name 1 Name 2 Name 3 Name 4

Anais Daal Bláithín Meagher Chishty Shai Normani Burney Engelhart

Contribution 8 9 7 7

Initiative 8 9 7 7

Punctuality 7 8 6 7

Motivation 8 8 8 6

Planning 7 9 6 6

Final score (1-10) 8 9 7 7

Any comments No No No No

Your own reflection here:

Contribution 7

Initiative 7

Punctuality 9

Motivation 8

Planning 8

Your own learning outcomes:

I learned how important it is to have a good teamwork, motivation, and good marketing strategy. I learned how to make a survey,
but with analytics and spss I still need to work on. Making a good citation, referencing, and having all the information reliable,
were also things that taught me a lot.
Your personal conclusion:

I really enjoyed making visual side of our report with the marketing models of our brand. I like the part of researching, finding
reliable sources and trying to find a good way of advertisement in this festival. I really enjoyed making visual side of our report
with the marketing models of our brand and working in a group.

2
Burney Engelhart 686287

Chishty Shai Nomani 686698

3
All Areas | Reflection Form

Team members evaluation here:

Fill out this table for each member of your team. Give an overall grade between 1-10.
Team member Bláithín Meagher Anais Daal Andrea Szökeová Burney Engelhart
names 681453 686153 685411 686287
Contribution 10 9 10 6

Initiative 10 8 9 5

Punctuality 10 7 9 3

Motivation 9 6 7 5

Planning 10 6 8 5

Final score (1-10) 49 37 43 24

Any comments no no no no

Your own reflection here:

Contribution 10 - I tried my level best to contribute to the tasks I was given

Initiative 9 - Because this is my first journey with international students, I tried filling the gaps where
needed
Punctuality 9 - I was good, but need to be more punctuality

Motivation 8 - I am always motivated and tried to motivate others during ongoing tasks

4
 Planning 10 - I was good at planning

Your own learning outcomes:

I have learned very interesting and new while doing this report. The research journey was very adventurous. Thanks
to our course instructors and group members for their maximum efforts.

Your personal conclusions:

My learning journey starts here. Thanks for patience reading.