Author name: Peter Ramsenthaler

Credit: Tobias Arhelger / stock.adobe.com Ingenious Marketing Success Stories Times are tough for sugar, with consumers becoming more and more health-conscious. However Haribo, the family-owned German sweets manufacturer, is still riding the wave of international growth. Haribo has subsidiaries in 22 countries across Europe and Asia, as well as in Australia and the US, with […]

Credit: JorgeEduardo / stock.adobe.com With currently around 125 million users (April 2018), Netflix is the undisputed market leader in video streaming. The company was originally founded in 1997 as DVD mail order business and found itself in the throes of a deep crisis in 2011, before it celebrated serial successes with “House of Cards”, “Narcos”

Credit: theartofpics / stock.adobe.com Ten years ago, the first batch of 250 pairs of TOMS shoes were manufactured – together with the promise to donate a pair of shoes for every pair of TOMS sold. Their mission: “One for one”. Since then, according to their website, the company has given away 60 million pairs of

Credit: chalermphon / stock.adobe.com Marketing Strategy In 2004, Nick Woodman offered his company’s first action camera for home use. Ten years later, the former niche product GoPro has become a hip accessory for the social media society; the company went public in 2014, with an evaluation of $2.95 B. We take a look at GoPro’s

Credit: Sundry Photography / stock.adobe.com With the European outdoor clothing market increasingly saturated, companies have to make sure to not only offer a product but a way of life that their diverse target group identifies with. In this fiercely competitive climate, Californian brand Patagonia has been thriving with a mix of sustainability and ‘anti-advertising’. After

Credit: ThamKC / stock.adobe.com After 70 years of doing business, H&M is hardly a newcomer to the fashion market. Nevertheless, they have managed to establish themselves as a spearhead of the industry. H&M is not only an anchor provider of new trends at a low price, so-called fast fashion; the fashion label from Sweden also

Credit: magdal3na / stock.adobe.com Marketing Success Pure Gym’s first low cost gym outlets opened in four big UK cities. Their concept just came at the right time to a country affected by the financial crisis: 24/7 access, modern machines, skeleton staff and, instead of a membership, flexible monthly fees. Seven years later, Pure Gym is

Credit: wavemovies / stock.adobe.com Stories of Failures & Triumph At the beginning of this decade, international discount plattform Groupon was the start-up of the hour, celebrated by investors and the media. In November 2011, while doubts had been expressed about Groupon’s business model, the company had its IPO. However, after only a year, Groupon fell

Credit: Proxima Studio / stock.adobe.com Next Generation Marketing Transportation network Uber is one of Silicon Valley’s most rapidly growing offspring and has been connecting drivers with passengers since 2009.When expanding to India, the world’s second biggest, market, Uber had to compete against Ola, a local competitor with huge marketing budget. Nevertheless, Uber managed to establish

Credit: nitikornfotolia / stock.adobe.com Start-up Success When, in 2003, students Mirco Wiegert and Lorenz Hampl came up with an idea for a new kind of cola, the German market was in the firm grip of multinationals such as Coca-Cola and Pepsi.  Armed with the minimalist slogan ‘vielviel koffein’ (muchmuch caffeine), the entrepreneurs went to take