Tim Buse Knihy

Der Fokus dieser Projektarbeit liegt auf der zunehmenden Relevanz des Markenbegriffs im modernen Marketing. Anhand von Offline- und Online-Marketingstrategien wird untersucht, wie Markenbildung und Markenführung in der heutigen Geschäftswelt effektiv umgesetzt werden können. Die Arbeit beleuchtet die verschiedenen Elemente des Marketing-Mix und deren Einfluss auf die Markenwahrnehmung. Mit einer Note von 1,3 reflektiert die Analyse die aktuellen Herausforderungen und Chancen im Bereich des Markenmanagements und bietet wertvolle Einblicke für Unternehmen.

Master's Thesis from 2011 in Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Webster Graduate School London, language: English, abstract: Fritz-Kola GmbH, founded in 2003 by students Lorenz Hampl and Mirco Wolf Wiegert in Hamburg, aimed to create a cola drink distinct from Coca-Cola and Pepsi, offering a less sweet taste and higher caffeine content. The brand gained popularity among young individualists and party-goers by focusing on distribution through restaurants, cafés, bars, and clubs. This popularity, coupled with a growing trend to support regional brands, led to a significant revenue increase, doubling over three consecutive years. In 2006, Fritz-Kola expanded its product line to include lemonades and a ‘morning-cola’ flavored with coffee and caramel. By 2010, revenues reached €2.7 million. The company is in the process of internationalizing its products, currently available in Germany, Poland, The Netherlands, Austria, Switzerland, Spain, and Belgium, with limited availability in the UK through a single German restaurant. Fritz-Kola GmbH aims not to dominate the soft drink market but to offer a substantial alternative to major competitors like Coca-Cola and PepsiCo, focusing on a diversified product portfolio under the Fritz-Kola brand, which includes cola lemonades.