Selected case studies 2006
Spezi: Erfolgreicher Turnaround mit kleinem Budget Dr. Sebastian Priller and Dr. Uwe Lebok, published in: markenartikel 1-2/2006
The brand Spezi gained highest profile, grew, stagnated and finally lost sales volume. Basic studies by Konzept & Analyse found out that the market for Cola-Mix softdrinks was comparatively unprofiled. In the course of a new positioning, the product promise had to be consistently made clear:
Within only two years and with small budget, Spezi achieved a turnaround with the differentiating Reason why ,Da ist Saft drin!‘ (‚It has juice in it!‘). Well targeted market research led to success against financially strong competitors like Mezzo Mix (Coca Cola) or Schwipp Schwapp (Pepsi).
Methods used: Psychodrama, K&A GAP-Analysis, MOT Advertising Pre-test
Selected case studies 2005
Solvis: mit der richtigen Positionierung zum Wachstumssprung, U. Viertel (Solvis): 10. Congress of Brand Success by Konzept & Analyse
Solvis initially saw itself as a provider of solar technology that also offered innovative central-heating boilers, „but those stood hidden on the shelf.“ Insights from Psychodramas concerning the solar central-heating boiler SolvisMax as the most promising product brought success. Solvis has been growing by over 50% per year since the repositioning – within a declining boiler-market and significantly faster than the solar technology market (15% per year).
Method used: Psychodrama
Marken-Turnaround Ustersbacher: ehrlich verdient! Stephanie Schmid, Uwe Lebok and Karsten Seibert, published in: Markenartikel 07/2005
Ustersbacher showed all the positive attributes of a german regional beer, but had deficits, too, that were selectively abolished: The hardly attractive user image was optimized via communication. Instead of the region „Bayrisch-Schwaben“, which was rather negatively charged, the ,Ustersbacher Land‘ was created. The success: After years of declining development, the campaign „Hard-earned“ caused a turnaround with double-digit growth of sales volume.
Methods used: Psychodrama, GAP-Analysis, MOT Advertising Pre-test
Warner Brothers: Wie man Cartoon Properties erfolgssteigernd einsetzt, Katrin Hundhausen and Dr. Uwe Lebok, published in: marketingjournal 04/2005
Warner Brothers demonstrates how entertainment properties can be used in different categories to increase success. Konzept & Analyse has developed an innovative market research approach especially for choosing the most suitable cartoon property or testimonial.
Methods used: MOT-Property-Fit-Test, Kids-Psychodrama
Selected case studies 2004
N-Ergie: Erfolg mit niedrigem Budget im schwierigen Energiemarkt, M. Schuler (N-Ergie) 9th Congress of Brand Success of Konzept & Analyse
Brand-positioning includes a problem of distinction: a realistic chance exists only if your brand precisely meets a need. Thus e.on and Yellow Strom have failed promoting price advantages and the hardly relevant idea of giving electricity a colour – despit of a large budget. N-Ergie on the other side was able to defend its sales area with exact knowledge of their clients‘ needs, offering what the clients really want: supply security through (regional and emotional) proximity.
Methods used: Psychodrama, MOT Advertising Pre-test, MOT Bill-test