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The age of connectivity has come with maximum convenience, variety and transparency for shoppers. In light of an increasingly informed consumer with a trained eye for inauthentic marketing, traditional brick-and-mortar retail has recognised the need for differentiation from online competitors. As a consequence, retailers are progressively moving away from transaction-focused retailing to the creation of multi-sensory and emotionally engaging customer experiences through experiential retailing.
As a means of showcasing the brand, experiential retailing is particularly gaining popularity among consumer electronics brands. However, considering the high cost and non-transactional focus of experiential retailing, the question arises whether this approach creates long-term benefits for the brand. Therefore, this bachelor thesis aims to identify whether experiential retailing constitutes a viable branding tool for consumer electronics. Upon establishing a relationship between the concepts of experiential retailing and branding based on literature review, this paper uses qualitative research to investigate the implications of this relationship as perceived by a brand representative and consumers. The analysis of the conducted expert and focus group interviews, identifies experiential retailing as a means of increasing brand awareness, whilst addressing other brand constructs such as brand experience and brand loyalty. With respect to this, this paper substantiates the applicability of experiential retailing as a branding tool for consumer electronics.
Die Textilbranche befindet sich im Umbruch: Der moderne Kunde sieht alles, weiß alles und konsumiert alles. Aufgrund der steigenden Übersättigung des Marktes bieten Unternehmen ihren Kunden heutzutage vermehrt ein emotionales Marken- und Einkaufserlebnis in Form einer ausgeklügelten Trademarketing Strategie.
Die vorliegende Bachelorarbeit beschreibt die Entwicklung und Implementierung einer Trademarketing Strategie für den russischen Markt. In Kooperation mit der Firma Marc Cain wird ein zur Initiierung der Strategie entworfenes Pilotprojekt geplant, entwickelt und organisiert. Die Bachelorarbeit basiert auf den konkreten Ausarbeitungen des Unternehmens zur Hinführung auf den strategischen Rollout. Es stellt sich heraus, dass eine termingerechte Implementierung der Strategie aufgrund personeller Umstrukturierungen in der russischen Tochtergesellschaft im Zuge dieser Arbeit nicht möglich ist. Dennoch werden alle Rahmenbedingungen für eine Strategieimplementierung im April 2019 geschaffen.
Digitalization is fundamentally changing business models, amongst others, the consumer purchase behavior. The changes in how people are gathering information and purchasing via the Internet nowadays is one of the major reasons why marketing is shifting to digital. Especially for B-to-B companies, whose purpose is to create customers and build long term relationships, it is crucial to set up digital touchpoints along the customer journey. Within this digital customer journey, the research focuses on the meaning of search engine marketing as an initial point for lead generation. The thesis aims to show how to take advantage of search engine marketing for lead generation from the example of the Grässlin company by examining theoretical framework and carrying out expert interviews such as a competitive analysis about search engine marketing in the industry. The findings of the research suggest recommendations for action regarding search engine optimization and search engine advertising in order to improve the digital presence of the company but also to enhance customer-centered communication according to Inbound Marketing.
Social media and social networks are terms which appear daily in all sort of different contexts. The importance of such online platforms is growing day by day. People spend an immense time of their everyday life in such networks. Therefore, it is not surprising that marketers have encountered the great opportunity coming along with this. This paper contributes to the little research on follower demographics and delivers an insight into the hotel industry in the Black Forest. It attempts to close the knowledge gap of comparing social media followers of hotels to actual hotel guests, shows how hotels can integrate social media in their marketing strategy and why it is relevant for different market participants. Moreover, a comparison of possible target groups was made.
For analysing social media followers of hotels, own primary data was collected in form of an email survey of hotels in the Black Forest. The findings were afterwards compared to actual tourist demographics derived from a former hotel guest survey in the Black Forest. According to responses of 85 hotels, the study found that hotel guests are usually from older generations (60+) and mainly male, whereas hotel social media follower tend to be younger (around 30) and female. This shows the possibility for hotels to target customers, different from their loyal customer base, via social media. Secondary data helped drawing further conclusions. Instagram clearly supports hotels to attract new customers. It has high relevance for hotels, as well as individuals, and can be integrated in each step of a marketing planning process. Target group analysis of current guests and potential new clients, who are present on social media, has made clear that both are coming with advantages and disadvantages. Hotels should enter new markets to enlarge their customer group, however, not at the dispense of loyal guests. Loyalty and customer relation management in the accommodation industry will always be an essential point.
This bachelor thesis is a comparative study between German and French consumers. Why do Germans spend less on food than French consumers? This question, which is the main one of this paper, leads to a subdivision in three other questions: How do the culture and some financial aspects of Germany and France impact their food buying decisions? German consumer vs. French consumer: how important are the characteristics of each consumer behaviour Profile? Are the other parameters being taken into account while buying food the reasons why French consumers spend more on food than Germans?
In order to answer the first two questions not only an analysis of both culture is required but also an examination of the consumption behaviours of each population. By means of qualitative and quantitative research methods the third question will be treated.
According to this comparative study, the results show that buying decision related to food is strongly influenced by some cultural aspects of each population. An answer of the main question of this study can also be derived after analysing the German consumer Profile.
With today’s trends of higher flexibility in production processes and Industry 4.0, there is a heightened demand for flexible sensor solutions. SICK IVP is catering to this demand by providing highly customizable vision sensor systems. However, in the past, customization was mainly done by experts in the vision market and so, vision sensors were primarily sold in a B2B market. Recent development
towards easier to use micro-software solutions, so called apps, enable the end user to develop his own solutions. This allows SICK to market their vision products more directly to the end user, or in other words
in a B2C market.
These trends necessitate new marketing strategies and User Experience Design. Accordingly, this thesis evaluates the current marketing approach for the SICK vision apps, namely, the SICK AppPool and sick.com by mapping customer experience for a specific given task. In-depth empirical research on
customer experience was conducted. Finally, recommendations on a marketing approach for the SICK vision apps, including training, a pricing model and a UX Design concept are given.
The growing desire of firms to engage in international business, is the continuous need for growth. This paper is focus on designing an international market entry strategy for KARL OTTO BRAUN GmbH Co. & KG an OEM company, a producer of medical textile products. A prerequisite is market selection and entry, should only be possible with own branded products. As an OEM, KOB produces and packages medical textile products for other companies, who market and distribute the products under their own brand names. In this paper, qualitative and quantitative research methods are used. Expert interviews, desk research and questionnaires are employed, to gather evident data that will assisst in identifying a suitable market for KOB and determine an adequate market entry mode. Since KOB produces for other companies, caution is exercise not to enter markets, where existing key customers are present. This paper also studies market development strategies and in addition to questionnaire feedbacks, will support in elaborating a suitable market development strategy for KOB own branded products in a chosen market. The goal of the paper is to use the results of the empirical study to recommend KOB an international market entry strategy.
The purpose of the thesis is to recognize the huge potential of the mobile sales channel through mobile websites and/or apps for the mobile shops in the sporting goods industries. Many retailers and fashion brands have already recognized the huge market of the M-Commerce. Surprisingly, sport brands till now have largely missed out on the M-commerce market. Only few of them have a mobile store and none of them provides a satisfying user experience. Therefore, those sport brands that already have a mobile shop need to rework their concept, and those that have no m-channel so far need to establish one. Given the exponential market growth, waiting is no longer an option. Sports brands that delay or fail to strengthen their mobile presence will fall behind competitors and miss a major opportunity to maximize their sales.
This thesis Increasing Business Success through emotionalisation? Chances and limitations of Neuromerchandising® in the food retailing industry based on the example of HIT Markt deals with the changed customer behaviour of the modern customer and the resulting challenges for the dealers in the food retailing industry. Solely providing the merchandise is nowadays not sufficient anymore to hold its own in a further developing market of the food retailing industry.
Nowadays’ consumers want to be entertained and to be addressed with all their senses. Therefore, the dealers, may it be discounters like Aldi or Edeka or high-quality dealers like HIT or Rewe are searching for ways to satisfy the changed customer needs. This requires, besides an appealing design of the store a lot more: a rethinking of the dealers by which means one can bind the customers to the own store in a very active business environment.
One thing dealers have learned by now is that you can only be sustainably successful if you address the customers on an emotional level. During this thesis it will be analysed if and how an emotionalisation of the store leads to more business success. With the help of latest findings in neuroscience the changed consumer and buying behaviour will be explained.
On this basis, the possibilities and limitations of neuromarketing® in the food retailing industry will be discussed. With regard to current developments in the food retailing industry concrete proposals for solutions will be developed, how dealers can satisfy modern customer needs better. This will be realized with a concrete practical example: the HIT Markt in Engelskirchen, on which the practical part of this thesis focusses. Finally it will be analysed how current developments will influence the future of the dealers and the food retailing industry.
Diese Bachelorarbeit hat das Ziel, die Existenz von Geschlechtsunterschieden im Kon-sumentenverhalten aufzuzeigen. Hierfür wurden Ergebnisse aus verschiedenen Wissens-gebieten interdisziplinär zusammengefasst. Gemeinsam mit der Geschlechterforschung werden Aussagen darüber gegeben, ob sich Frauen und Männer von Natur aus unterschei-den oder ob vorgegebene Geschlechterrollen der Grund dafür sind. Durch eine empirische Studie wurden die theoretischen Feststellungen explanativ überprüft und explorative er-weitert. Untersucht wurde dabei das Kaufverhalten einer Stichprobe aus weiblichen und männlichen Probanden. Die Ergebnisse bestätigen zum großen Teil die theoretischen Feststellungen. Gender Marketing im Konsumgüterbereich ist sinnvoll und befriedigt an-geborene sowie anerzogene Unterschiede. Gleichzeitig führt dies zur Manifestierung von Geschlechterrollen. Ebenfalls konnten Erkenntnisse gewonnen werden, welche über die theoretischen Annahmen hinausgehen. Folglich können Handlungsempfehlungen fürs Marketing abgegeben werden und Anstöße für weitere Untersuchungen gegeben werden.