Author name: Peter Ramsenthaler

Credit: Blue Planet Studio / stock.adobe.com The quality of marketing planning often determines the success or failure of a product; sometimes, even, the future of a company. To give your marketing plan a solid foundation, we recommend that you give due consideration to the following five building components: Analysis Goals Strategy Implementation Review 1. Strategic […]

Rimowa products are often referred to as “Porsche among suitcases”. And with good reason: their smallest hand luggage sized model now costs about 400 Euro. For an aluminium version, modeled after the historical original, you even need to fork out up to 800 Euro. Nevertheless, the suitcases with the famous groove design are conquering more

Credit: stockfour / Shutterstock.com Big data, hybrid consumers, digitization, multi-channel: markets have never been as fragmented as in recent years, navigating them never as complex. Move over, reach and market share. Especially when it comes to customer communication, the much-talked-about “Lot Size One” is a challenge that is becoming increasingly real. Rather than yearning for

In the competitive Austrian beer market, the independent Ottakringer brewery has been the number 3 for years, successfully defying the hegemony of international brewing groups. In addition to being the undisputed market leader around Vienna, Ottakringer has grown from a down-to-earth brewery to an innovative event brand and a “creative beer hub” over recent years,

Credit: BalkansCat / Shutterstock.com Sexy and provocative. Comfortable and high-quality. Innovative and modern. In its 105-year history, the Palmers brand has been reinvented several times. Since “Restenkönig“ (literally translating as Surplus King) was founded in Innsbruck in 1915, only the crown in the striking green logo has remained the same. Innovative marketing and a good

Photo credit: Photos by D / Shutterstock.com The Red Dot Award jury’s statement hails Deutsche Telekom for creating a simple, puristic brand that has been consistently reinvented and developed. It manages to remain relevant for all ages, always ready to meet the zeitgeist while remaining true to itself. The “Brand of the Year 2019” award

Credit: saiko3p / Shutterstock.com Anyone who has ever spent a winter holiday in the mountains has more than likely come across the name Doppelmayr. With a market share of 60%, the former cable car construction pioneers not only lead the industry in numbers, but the Doppelmayr/Garaventa Group is also considered a spearhead of innovation within

Sustainable Success: What we can learn from Germany’s top drugstore chain Here I can be myself, here I like to shop. An extremely successful slogan, inseparably linked to German drugstore chain dm. 45 years after its foundation, the company has a network of 3,500 stores in 13 countries with almost 60,000 employees. And despite stiff

Credit: 360b / Shutterstock.com The home improvement market in the German-speaking world is crowded and full of fierce competition. The regular winner of the raging marketing battles is Hornbach. While its competition focuses largely on efficiency and prices, Hornbach relies on the appeal of a brand with a distinctive profile and quirky commercials. Its success

Credit: monticellllo / stock.adobe.com Founded in 1943, IKEA has been the largest furniture retailer in the world since 2008. For years, the Swedish company has also been ranking among the most valuable brands. After all, IKEA stands not only for do-it-yourself furniture, but for a modern, yet homey lifestyle; the furniture stores have become a