Mit ‘Marketingberatung’ getaggte Artikel

SOM wünscht Frohe Weihnachten!

Mittwoch, 23. Dezember 2015

Bungee Santa from Stefania Zampieri on Vimeo.

Merry Christmas! Happy New Year!

Allen Geschäftspartner und Freunden ein schönes Weihnachtsfest, besinnliche Tage mit der Familie und viel Gesundheit, Erfolg und Freude im neuen Jahr!

Sven Olev Müller
SOM Marketingberatung

Frohe Weihnachten und ein erfolgreiches neues Jahr!

Samstag, 24. Dezember 2011

Wir wünschen Ihnen ein besinnliches Weihnachtsfest im Kreise Ihrer Lieben, erholsame Feiertage und einen guten Start in ein erfolgreiches und gesundes Jahr 2012.

Sven Mueller
SOM Marketingberatung

SOM Marketingberatung is wishing you a Happy New Year 2010!

Donnerstag, 31. Dezember 2009

© iQoncept - Fotolia.com

© iQoncept - Fotolia.com


We wish you all the best for the new year.
May your wishes come true, your ventures be successful and above all, you and your family stay healthy.
Let’s look forward to the new year as one which not only brings new challenges but also new opportunities.
Let’s use them!

Yours Sincerely

SOM Marketingberatung

and for all you fireworks lovers, here is a special one:

Co-Branding: Bier und Traktoren

Mittwoch, 30. September 2009

Ja das gibts.

Die Allgäuer Aktienbrauerei Kaufbeuren AG führt neben mehreren Spezialbieren (und es gibt Einige!) auch ein Fendt-Bier! Was laut Website der Brauerei “aus einer “Laune” heraus zum Fendt-Feldtag in Wadenbrunn entwickelt wurde, hat sich in Form von 3 Bieren, dem Dieselross-Öl, dem Ernte-Gold und dem Vario-Weizen, fest etabliert. Für die Preußen und die nicht agraraffinen Leser, Fendt ist ein deutsches, oder noch besser allgäuerisches, Traditionsunternehmen aus Marktoberdorf, das seit 1930 Traktoren herstellt. Bereits sehr früh etablierte sich die Bezeichnung “Dieselross” für diese Maschinen, die Pferde als Zugtiere nach und nach ersetzen sollten.
Wie bereits angemerkt, sind beide Marken – Fendt und die Allgäuer Aktienbrauerei fest im Allgäu verankert und blicken auf eine lange Historie. Ein idealer Ansatzpunkt um beide Produkte, die wie Arbeit und Feierabend ineinander übergehen gemeinsam zu vermarkten. Interessant ist hierbei, dass der Aktion wohl kein streng geplanter, detaillierter Marketingplan zugrunde lag, sondern das Dieselross-Öl vielmehr auf einem PR-Gag beruht. Der aber von den Konsumenten sehr positiv aufgenommen wurde, so dass die große Nachfrage der Konsumenten letztlich den Ausschlag gab, dieses Biersegment auf nunmehr 3 Biere auszuweiten und bis heute erfolgreich zu vermarkten.

Dieselross-Öl

Dieselross-Öl

Und schmecken tut es obendrein!

Some IAA 2009 Impressions

Samstag, 19. September 2009

Today is Saturday and thus weekend. Me and some colleagues from Syzygy decided to visit the IAA in Fraknfurt today to get a hands-on impression of what’s new in the automotive industry. Working on automobile accounts, this visit was mandatory. On my way to the fair I wondered what the must-sees of this year were. And although firm in the automotive sector, there was no groundbreaking innovation I could think of. Maybe I might find out at site…

We got to the Messe Frankfurt quite early which made the visit of the Mercedes-Benz exhibition fairly pleasant. Not too many people. I will drop a few lines to the brands we visited:
-Mercedes: smaller than in previous years due to the fact that they did not use an entire level. The E-Class T-model and the B-Class F-Cell were among the major attractions. not to forget the SLS in red. As always, there was a good light show, a big screen but no ‘runwalk’ this time. Interactive surface table were rather boring. Except for the one by Smart which was really quick.

Mercedes-Benz E-Klasse T-Modell 2009

Mercedes-Benz E-Klasse T-Modell 2009


Mercedes-Benz in der Festhalle

Mercedes-Benz in der Festhalle


Mercedes-Benz SLS AMG

Mercedes-Benz SLS AMG


-VW had all its cars displayed which barely leaves space for entertainment. All Cars were in white just as the Audis. Bmw did the same two years ago. As to the cars: the Multivan got a new more mean looking front. The Golf Variant was there with a minor facelift. The star may probably have been the new Polo which might cannibalize big brother Golf.
2009er VW Polo

2009er VW Polo


The Phaeton was praised as luxury car but no one really cared if you ask me.
-Seat: also present in the same hall as the rest of the VW family. Some sporty vehicles such as the Cupra versions and the new Exeo / former AF4. But in my eyes those Seats often look somewhat tiny when the tires are too small.
-Skoda: Nice Yetis running around.
Skoda Yeti auf der IAA 2009

Skoda Yeti auf der IAA 2009


The Yeti attracted young families as did the other affordable Skodas.
-Fiat: nice playful exhibition. Similar to sister Lancia which other than Fiat used more darker colors to support a touch of premium.
Fiat

Fiat


-Alfa-Romeo: a comparably large exhibition for this niche brand. All vehicles in alfa romeo red and the construction resembling children construction kits. Great job!
Alfa-Romeo Messestand

Alfa-Romeo Messestand


-Ferrari: much too crowded to get a peak at the new Ferrari
-Maserati: see above
-Hyundai: Hello ladies! I must admit, i have no clue whether the small Hyundai was a show car or regular model but the hostess presenting it surely received more looks than the car. In general, the exhibition was fairly big and loud. Sales in Europe are on the rise…
Hyundai mit deutlich größerem Auftritt 2009

Hyundai mit deutlich größerem Auftritt 2009


-Porsche: packed…
-Opel: new dynamics at Opel! Aside from the current turmoil about the future of Opel, the exhibition was well populated. The new Insignia Sports Tourer OPC was presented as well as the new Opel Astra. Big hopes lie on this car. From my point of view, it comes with modern design, efficient engines and decent quality. We’ll see how it performs vs. the Golf VI.
Opel Astra

Opel Astra


-BMW: Well well well! I did not believe when I read it, but BMW did in fact increase its budget for the 2009 IAA. No longer situated in the Agora, BMW Group’s brands BMW, Mini, and RR were now displayed in probably the newest building of the Frankfurt fair. Like a carrera round course, BMWs were driving on the first level while the vehicles were presented on the ground level.
BMW Messestand

BMW Messestand


The new Active Hybrid X6 and 7series were displayed as well as the new X1. In the center of attention was the new Efficient Dynamics show car.
BMW Efficient Dynamics Studie

BMW Efficient Dynamics Studie


BMW also presented BMW Performance, a new special equipment line which can be ordered aside from the M packages.
Mini, still the most fashionable of auto brands brought along its own DJs to celebrate its anniversary. Giant letters in black and white decorated the Mini area. The attraction here: the Mini Coupe show car! And simply the ambiente that also sets the Mini drivers apart from they rest: it is premium, it is stylish it is different.
Mini Messestand

Mini Messestand

Aldi senkt weiter Preise und DM installiert Lupen, allerdings weniger wegen der kleinen Preise

Freitag, 18. September 2009

Aldi dreht weiter an der Preisschraube. Wie bereits mehrfach in diesem Jahr, hat der Discountriese letzte Woche erneut seine Preise gesenkt. Betroffen waren diesmal Schokoriegel und “Champagner.” Damit trägt Aldi weiter zu dem bereits bestehenden Preisverfall in Deutschland bei. Die Wettbewerber werden sicherlich mit eigenen Aktionen nachziehen um in der Gunst der preisbewussten Discountshopper nicht zu sinken.
DM, auch ein großer Retailer, geht ganz andere Wege. Die ohnehin schon sehr beliebten und sympathisch gestalteten Verkaufsflächen werden weiter attraktiviert: DM installiert auf seinen Einkaufswägen Lupen, damit auch ältere Kunden eine Chance haben die oft sehr klein gehaltenen Produktdetails zu lesen. DM kann durchaus als Vorreiter gesehen werden. Nur wenige Einzelhändler konnten in ähnlich kurzer Zeit sich derart erfolgreich in einem umkämpften Marktsegment behaupten. Und ich kaufe einfach gerne bei DM. Interessant: Die Sympathie für das Einkauferlebnis “DM” übertrifft sogar meine Preissensitivität! Ich gehe mit derart viel Vertrauen und positiven Erfahrungen bei DM einkaufen, dass ich mich selbst dabei ertappe Preise nicht zu vergleichen und im Vertrauen auf die Marke und das Image DMs sicher keine “schlechten” Preise zahlen zu müssen! Respekt, DM!

Ford not recognized as a German brand

Donnerstag, 17. September 2009

The drama about German automaker and GM subsidiary Opel is not only an advantage for rivaling automakers. Although profiting from consumer uncertainties by winning former Opel drivers, the worries and the public discourse about the future of the Opel brand also did harm Opel rivals. According to a current FAZ article, a central insight for Ford was that Opel not Ford is generally being perceived as the more German of the two brands. Thus it can be said that the Opel crisis also helped Opel to strengthen consumer loyalty and to interest patriotic Germans for their affordable vehicles. To Ford this poses a completely new marketing challenge. Still suffering from the image of producing conservative, emotionless cars, sympathy for Ford may have further decreased. But it should also be mentioned that in the US as well as in Germany, Ford’s management had taken early and wise measures to prepare for the current auto crisis. Thus a scenario similar to that of Opel would not seem credible (begging for givernmental aid,…). So Ford’s marketing challenge for the future will be to produce more emotional cars, such as the Insignia or new Astra and to improve its perceived ‘German-ness’.
One consequence of the current auto crisis might be that that markets which formerly were a taboo are now considered attractive segments. Ford and even Fiat (together with Chrysler) are considering entering the US automobile market. The cause? Perhaps this will improve competition and contribute to the overall quality of US makes. Still today, these millions of cars American automakers are producing each year simply won’t sell anywhere but the US. Europe is simply much more advancaed and competitive. If this is the scale for US makes, then and only then, there is a chance that they will survive in the long run.

Who said big corporations are slow to adapt to trends

Donnerstag, 10. September 2009

Please take the time to compare these two videos.

The first here, “Bathtub IV” is by Keith Loutit and a perfect example of time-lapse and tilt-shift which results in a perfect stop-motion effect.

Bathtub IV from Keith Loutit on Vimeo.

Then look at this current Telekom commercial which nicely makes use of this technique. Surprisingly modern for a telecommunications giant such as Deutsche Telekom:

It is not by accident that these two are so similar. Both have been created by Keith Loutit, a master of his craft!

Opel to change its claim – once again…

Dienstag, 08. September 2009

Amidst all the confusion about the future of Opel, the marketing experts of Interbrand have been asked to develop a new claim for the shaken automaker Opel. According to today’s article on www.ftd.de, the new claim was inspired by the shirts Opel workers used to wear while protesting for a soon and satisfying concept for Opel. “We live cars” may see its official debut at the IAA in Frankfurt which will open its gates on September, 17. The new claim is expected to be accompanied by a remake of the Opel Blitz brand mark.

I argue that claims should show the same consistency as the brand as a whole. Too many quick and not well thought of changes weaken a brand’s perception in the eyes of the consumer. In the ideal long-run marketing strategy all is in line: The logo, the claim and the values a product represents. BMW for example has only slightly changed its logo over the years, and for centuries, driving pleasure has remained the central element of any BMW communication. The same consistency can be found in their cars: Whether a 635 CSI, a 2002, or the latest X1, sportiness and pleasure are still central facets of the BMW brand.

To me personally, Opel represents German automobile history. Not in the negative sense. There is still a lot of sympathy for this brand. And in recent times, this has been paired with fair value and decent quality. With the Opel Insignia and the new Astra, asthetic design also returned, and paved the way for a new generation of Opels. Given, there will we one.

As it looks now, GM has discovered that within its corporation Opel is a diamond in the rough that might also lay the foundation for a GM future. But I am convinced many people at Opel are tired of the ignorant and self-aggrandizing GM managers…

The dream: Let Opel take over GM and clean up this American mess of a carmaker.

Link to the cited ftd article:
http://www.ftd.de/unternehmen/industrie/:markenauftritt-opel-mit-neuem-spruch-und-neuem-blitz/50006452.html