De inhoud van de persfolder:

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1. Persfolder

De inhoud van de persfolder:

-Uitnodiging voor een beurs

-Oilily certificaat (krijgen kinderen als ze een kunstwerk opsturen naar Oilily) -Oilily magazine

-Oilily persoonlijke kaart

-Oilily perscd met foto’s van de nieuwe collectie -Persberichten uitgegeven door Oilily

-Oilily visitekaartje

-Richtlijnen voor het versturen van kleding

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3. Kernbegrippen

PR Activiteiten

• release van Merk & Collectie berichten inclusief beeldmateriaal in diverse talen (voor vak- en consumentenpers)

• productie van perscd's (2 per seizoen)

• diverse mailings (over het magazine, de nieuwe collectie, de beurs en de uitnodigingen etc)

• advertentie planning & invulling (jaarplanning & beeldkeuze)

• externe aanvragen PR materialen

• vrije publiciteitscoördinatie monsteruitleen

• coördinatie evenementen (nadruk op Italië)

• media archief (inclusief knipsels)

• verzorgen van corperate materialen (diverse dvd's)

• update "Oilily in the press" boek voor Stores

Agenten

In dit onderzoek worden onder agenten alle agenten van de wholesalegroep en de retailgroep gerekend.

Oilily wereldwijd

Dit zijn agenten uit alle landen waar Oilily verkocht wordt. Totaal zijn er 17 agenten.

Tussen haakjes staat het aantal agenten, die de PR in dat land uitvoeren:

-Nederland (2) -Zwitserland (1) -Denemarken (1) -België (1) -UK (1) -Zweden (1) -Griekenland (1) -Spanje (1) -USA (1) -Italië (1) -Japan (1) -Frankrijk (1) -Zuid-Korea (1) -Oostenrijk (1) -Australië (1) -Duitsland (1)

Beïnvloeding

Invloed hebben op (www.vandale.nl)

Public Relations

Het stelselmatig bevorderen van wederzijds begrip tussen een onderneming en haar publieksgroepen (doelgroepen) (Floor en Van Raaij, 2002). Daarnaast wordt er ook het onderhouden van contacten met de buitenlandse agenten en de pers, het verzorgen van alle publiciteit en het zorgdragen voor de corporate communicatie (alleen extern) onder Public Relations verstaan bij Oilily.

Imago

Onder imago wordt het merkimago verstaan. Het merkimago is het beeld dat een

(potentiële) consument van een merk heeft (Floor en Van Raaij, 2002).

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Verkopen

Onder deze verkopen worden de verkopen van de agenten aan de retailer verstaan.

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4. Begeleidende brief enquête

Alkmaar, june 2004 Dear Agent,

My name is Marije Hoff. I have been acting as an intern in Oilily's marketing department focusing on PR with Elke de Boer (I will be meeting you all during the agent meeting when we present the new Press Materials).

Part of my internship is focused on a graduation project for my study of Business Management on the University of Groningen. The main purpose of my research is to give an advice to Oilily how they could improve their PR performance.

To change the PR activities, your opinion and input are of great importance. This questionnaire contains questions about Sales, Oilily and the PR activities. All your personal information will be treated confidentially.

I would greatly appreciate it if you could take some time to complete this

questionnaire as completely as possible. I realize that your schedules are busy, but it will help me in both my study-project and making a contribution to Oilily's approach to PR if you could give this just 10 minutes of your time. I would also appreciate it if you could provide your answers in English.

Please try to fill-in your questionnaire during the next week so that you can hand it in to Elke or myself during the Agent's Meeting here in Alkmaar.

I also plan to contact you after the meeting to review your comments and ensure I have the clearest possible sense of how PR works in your region.

Please call or email me when you have any questions. I really appreciate your cooperation!

With kind regards, Marije Hoff

Oilily Alkmaar

072-566 22 97

mhf@oilily.nl

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5. Enquête

General Information

Name:………

Email address:………

Telephone work:………..

Land of agency:………

Man/Woman

¹

………..

Sales

01. For how many years do you sell Oilily clothes?

< than 1 year

between 1-5 years

between 5-10 years

between 10-15 years

> than 15 years

02. Which collections of Oilily do you sell?

Women

Kids

Both

03. Do you sell other brands besides Oilily?

yes, namely………

………..

no

04. With how many people in your company do you sell Oilily (including sub-agents)?

1

2

3 > than 3, namely……….

The PR

05. Who, in your firm, is responsible for the PR?

………

06. How do you generate the PR of Oilily in 2003?

………

……….

07. Are the Oilily PR activities changed during the last 3 years?

yes, namely and how………

………

1

Please circle the correct answer

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(go to question 8)

no (go to question 9)

I do not know (go to question 9)

08. What is, according to you, the reason for this?

………

09. Which of the PR materials listed do you receive and use from Oilily Alkmaar?

Press releases of the collection inclusive image material in various languages (for trade and consumer press)

Presscd’s

Various press mailings (about the magazine, the new collection, the fair and the invitations etc)

Pre-season ad planning

Fulfillment sample request

Coordination Events

Archives binder and updates “Oilily in the press” book for stores and showrooms

Media archives (including collection of (newspaper) cuttings)

Other materials (various dvd's)

Other, please describe………

10. Which of the above PR materials have you specifically requested and why?

………

……….

11. Do you receive all the Oilily PR materials from Alkmaar you ask for?

yes

no, why not……….

……….

12. Please rate the following:

very high-high -low- very low -Quality of the PR material -Speed of delivery after request PR material

-Number of choices in PR material -Utility of PR material -Amount of communication about the PR material

-Your level of influence on the PR material

13. Are there other PR materials you would like to see/receive and why?

………

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14. Would you like to improve your PR activities?

yes, which ones and why?………..

………

no, why not?………..

………

15. Please indicate your level of agreement with each of the following statements:

totally agree agree disagree totally disagree

-I like working

with Oilily Alkmaar

-I have regular contact

with Oilily Alkmaar

-The communication with

Oilily Alkmaar goes well

-The communication materials of Oilily are good

-I use the PR material

immediately

-Oilily promotes her

brandname well

-Oilily is a reputable firm

-I am personally confident promoting the Oilily brand

-I consider Oilily to be my style

-I wear Oilily

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Publications

16. How much do you invest in your total business, your regional PR and your regional ad?

………

……….

17. How much do you invest in your total business, your regional PR and your regional ad for Oilily?

………

………..

18. In what kind of magazines do you advertise Oilily?

trade magazines

consumer magazines

other, namely……….

………

19. Indicate in order of importance (starting with the most important one) the magazines, which you advertise in, and/send PR mailings to and identify it as a Consumer magazine [C] or Trade magazine [T]

………

20. How much free publicity you receive each year in your region for Oilily?

01-05 clippings

05-10 clippings

10-15 clippings

15-20 clippings

>-20 clippings

21. How many ads you place in a year?

01-05

05-10

10-15

15-20

>-20

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22. Of these, how many ads are for Oilily?

01-05

05-10

10-15

15-20

>-20

Oilily

23. What are your general feelings about Oilily at the moment?………

………

24a. Oilily hopes to represent the following brand value:

‘A full capacity for Joy’ (which stands for childhood, family, comfort, compassion, down to earth and relaxed humour)

Do you see this brand value in:

Very strong strong weak very weak

-Collections

-Marketing

-Press releases

-Service

-Reputation of the firm

to others

-Behaviour of the

employees of Oilily

-Your own behaviour

24b. Oilily hopes to represent the following brand value:

-Original colorprints and rich textile combinations (which stands for workmanship, quality, creativity, imaginative innovation, individual expression and culture blending)

Do you see this brand value in:

Very strong strong weak very weak

-Collections

-Marketing

-Press releases

-Service

-Reputation of the firm

to others

-Behaviour of the

employees of Oilily

-Your own behaviour

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25. Does Oilily satisfy your expectations concerning the specific brand values mentioned above and why?……….

………

26. Does Oilily satisfy the consumer’s expectations concerning the specific brand values mentioned above and why?………..

………

27. Are there aspects of Oilily you would like to see different in future?

yes, which ones and why?………..

………

……….

no, why not?………

………

……….

28. Give a grade to the overall performance of the PR of Oilily. (from 1-10 and 10 is the best)……….

Do you have other suggestions/ remarks/ tips for the PR of Oilily please write them down on the following lines……….

………

Thank you for your cooperation and filling in this questionnaire!

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6. Output SPSS hoofdstuk 6

The communication materials of Oilily are good

Frequency Percent Valid Percent Cumulative

Percent Valid totally

disagree

1 5,9 5,9 5,9

disagree 3 17,6 17,6 23,5

agree 11 64,7 64,7 88,2

totally

agree

2 11,8 11,8 100,0

Total 17 100,0 100,0

Fig. 10 Output ‘The communication materials of Oilily are good’

Oilily promotes her brandname well

Percent

Valid disagree 4 23,5 23,5 23,5

agree 11 64,7 64,7 88,2

totally

agree

2 11,8 11,8 100,0

Total 17 100,0 100,0

Fig. 11 Output ‘Oilily promotes her brandname well’

geslacht pr agent

Percent

Valid man 3 17,6 17,6 17,6

vrouw 14 82,4 82,4 100,0

Total 17 100,0 100,0

Fig.12 Output geslacht pr agent

geslacht pr agent * I wear Oilily Crosstabulation Count

I wear Oilily Total

totally

disagree

disagree agree totally agree geslacht

pr agent

man 2 1 0 0 3

vrouw 0 0 8 6 14

Total 2 1 8 6 17

Fig.13 Output geslacht – dragen van Oilily

Are the pr activities changed during the last 3 years? * If yes, what changed? Crosstabulation

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Count

If yes, what changed? Total

missing yes, namely

better on time

yes, namely stopped with MA press

yes, namely Oilily A.

Helped

Are the pr activities changed during the last 3 years?

yes 0 1 3 4 8

no 9 0 0 0 9

Total 9 1 3 4 17

Fig. 14 Output verandering van de PR activiteiten

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7. Output SPSS hoofdstuk 7

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Do you see the brandvalue of "a full capacity for joy" in the collections?

17 2 4 3,00 ,500

in Marketing? 17 1 3 2,59 ,618

in Press Releases? 17 1 4 2,65 ,702

in Service? 17 2 4 2,59 ,618

in reputation of the firm? 17 2 4 2,94 ,556

Behaviour of the employees of Oilily?

17 2 4 2,94 ,556

in your own behaviour? 17 2 4 3,06 ,556

Valid N (listwise) 17

Fig. 15 Output gemiddelden van ‘a full capacity for joy’

Do you see the brandvalue of original colorprints and rich textile combinations in the collections?

17 2 4 3,29 ,588

in Marketing? 17 2 4 2,65 ,606

in press releases? 17 1 4 2,59 ,712

in service? 17 2 4 2,35 ,606

in reputation of the firm? 17 2 4 3,00 ,612

in your own behaviour? 17 2 4 2,88 ,485

in the behaviour of the employees of Oilily?

17 2 4 2,82 ,636

Fig. 16 Output gemiddelden van ‘original colorprints and rich textile combinations

give a grade to the overall performance of the PR of Oilily

17 1 5 3,53 1,375

Fig. 17 Output gemiddelden van de gegeven cijfers over de PR van Oilily

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are there aspects of Oilily you would like to see different in future?

Percent

Valid yes, namely

renewal

1 5,9 5,9 5,9

yes, namely

delivery quality

3 17,6 17,6 23,5

yes, namely

collections fit better

5 29,4 29,4 52,9

yes, namely

improve ladies collection

2 11,8 11,8 64,7

yes, namely

more help from Oilily Alkmaar

4 23,5 23,5 88,2

no, is going good

this way

1 5,9 5,9 94,1

no, not

neccessairy

1 5,9 5,9 100,0

Total 17 100,0 100,0

Fig. 18 Output van toekomstige veranderingen

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8. Output SPSS hoofdstuk 8

PR materiaal / Agent

NL NL UK België Duitsland Grieken- land

Pressreleases x x x x x x

Presscd x x x x x x

Mailings x

Ad Planning x x

Sample Request x

Coordination Events

Archives binder and updates x x x x

Media Archives x

Other materials x

Zwitserland Oostenrijk Zweden Spanje Italië Frankrijk

Pressreleases x x x x x

Presscd x x x x x x

Mailings x x x

Ad Planning x x

Sample Request x

Coordination Events x

Archives binder and updates x x x x x

Media Archives x x

Other materials x

Japan USA Zuid-Korea Australië Denemarken

Pressreleases x x x

Presscd x x x x x

Mailings x x x

Ad Planning x

Sample Request Coordination Events

Archives binder and updates x x x

Media Archives x x

Tabel 6. Verdeling ontvangen PR materialen per agent (x= welke materialen ontvangen worden)

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presscd's?

Percent

Valid ja 17 100,0 100,0 100,0

Fig. 19 Output ontvangen en te gebruiken perscd’s

Receive and use press releases and imagematerials?

Percent

Valid ja 13 76,5 76,5 76,5

nee 4 23,5 23,5 100,0

Total 17 100,0 100,0

Fig. 20 Output ontvangen en te gebruiken persberichten

Pre-season ad planning?

Percent

Valid ja 5 29,4 29,4 29,4

nee 12 70,6 70,6 100,0

Total 17 100,0 100,0

Fig. 21 Output ontvangen en te gebruiken advertentie planning

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various mailings?

Percent

Valid ja 10 58,8 58,8 58,8

nee 7 41,2 41,2 100,0

Total 17 100,0 100,0

Fig. 22 Output ontvangen en te gebruiken verschillende mailings

Fulfillment sample request?

Percent

Valid ja 2 11,8 11,8 11,8

nee 15 88,2 88,2 100,0

Total 17 100,0 100,0

Fig. 23 Output vervullen van monsteraanvraag

Coordination Events?

Percent

Valid ja 1 5,9 5,9 5,9

nee 16 94,1 94,1 100,0

Total 17 100,0 100,0

Fig. 24 Output coördinatie van evenementen

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Archives binder and updates in book for stores and showrooms?

Percent

Valid ja 12 70,6 70,6 70,6

nee 5 29,4 29,4 100,0

Total 17 100,0 100,0

Fig. 25 Output ontvangen en te gebruiken boeken

Media archives?

Percent

Valid ja 5 29,4 29,4 29,4

nee 12 70,6 70,6 100,0

Total 17 100,0 100,0

Fig. 26 Output ontvangen en te gebruiken media archieven

Various dvd's?

Percent

Valid ja 2 11,8 11,8 11,8

nee 15 88,2 88,2 100,0

Total 17 100,0 100,0

Fig. 28 Output ontvangen en te gebruiken van DVD’s

other?

Percent

Valid ja, namely

magazines

1 5,9 5,9 5,9

nee 16 94,1 94,1 100,0

Total 17 100,0 100,0

Fig. 29 Output van iets anders dan bovenstaande materialen

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9. Output SPSS hoofdstuk 9

Do you receive all the Oilily pr materials from Alkmaar you ask for?

Percent

Valid ja 16 94,1 94,1 94,1

nee 1 5,9 5,9 100,0

Total 17 100,0 100,0

Fig. 30 Output ontvangst PR materiaal

How much free publicity do you receive each year in your region for Oilily?

Percent

Valid 1-5 clippings 3 17,6 17,6 17,6

5-10 clippings 2 11,8 11,8 29,4

10-15

clippings

4 23,5 23,5 52,9

15-20

clippings

2 11,8 11,8 64,7

> 20 4 23,5 23,5 88,2

niet van

toepassing

2 11,8 11,8 100,0

Total 17 100,0 100,0

Fig. 32 Output van gratis publiciteit

Do you sell other brands besides Oilily?

Percent

Valid Yes 14 82,4 82,4 82,4

No 3 17,6 17,6 100,0

Total 17 100,0 100,0

Fig. 33 Verkoop van andere merken naast Oilily

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How many ads you place in a year? * Of these, how many ads are for Oilily? Crosstabulation Count

Of these, how many ads are for Oilily? Total

1-5 5-10 10-15 15-20 niet van

toepassing

How many ads

you place in a year?

1-5 8 0 0 0 1 9

5-10 0 2 0 0 0 2

10-15 0 1 1 0 0 2

15-20 0 0 0 1 0 1

niet van

toepassing

0 0 0 0 3 3

Total 8 3 1 1 4 17

Fig. 34 Output advertenties

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10. Output SPSS hoofdstuk 10

For how many years do you sell Oilily clothes?

Percent

Valid < than 1 year 1 5,9 5,9 5,9

between 1-5

years

3 17,6 17,6 23,5

between 5-10

years

6 35,3 35,3 58,8

between 10-15

years

3 17,6 17,6 76,5

> than 15

years

4 23,5 23,5 100,0

Total 17 100,0 100,0

Fig. 35 Output hoeveel jaren de agenten het merk Oilily verkopen

Which collections of Oilily do you sell?

Percent

Valid women 2 11,8 11,8 11,8

Kids 3 17,6 17,6 29,4

both 12 70,6 70,6 100,0

Total 17 100,0 100,0

Fig. 36 Output welke collecties de agenten verkopen

Do you sell other brands besides Oilily?

Percent

Valid yes 14 82,4 82,4 82,4

no 3 17,6 17,6 100,0

Total 17 100,0 100,0

Fig. 37 Output van de vraag of de agenten andere merken verkopen

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With how many people in your company do you sell Oilily?

Percent

Valid 1 2 11,8 11,8 11,8

2 5 29,4 29,4 41,2

3 4 23,5 23,5 64,7

between 6-

10

3 17,6 17,6 82,4

between

10-15

2 11,8 11,8 94,1

between

15-20

1 5,9 5,9 100,0

Total 17 100,0 100,0

Fig. 38 Output met hoeveel mensen het merk Oilily verkocht wordt

For how many years do you sell Oilily clothes?

17 1 5 3,35 1,222

Which collections of Oilily do you sell?

17 1 3 2,59 ,712

With how many people in your company do you sell Oilily?

17 1 7 3,41 1,873

De inhoud van de persfolder:

1. Persfolder