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Allheilmittel Bio? Ideenhaus über Markenführung auf der Biofach 2014

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Bio ist in. Aber je selbstverständlicher Bio wird, umso schwieriger ist es für das einzelne Produkt, sein Profil zu schärfen. Da kam der Auftritt von Ideenhaus im Rahmen der Weltleitmesse BioFach in Nürnberg gerade recht: Die provokante These von Geschäftsführerin Sabine Kropf: „Eine gut geführte Marke braucht kein Bio.“

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Allheilmittel Bio? Ideenhaus über Markenführung auf der Biofach 2014

  1. 1. BIO ist auch nicht die Lösung ... IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  2. 2. ... wenn man keine Marke hat IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  3. 3. 400.000 Konsumartikel in Europa IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  4. 4. 80% aller Produkte müssen sich ohne werbung am POS durchsetzen IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  5. 5. 74% der Kaufentscheidungen werden am POS getroffen IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014 1,6 IN Sekunden
  6. 6. ? Wie schafft man LIEBE AUF DEN ERSTEN BLICK? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  7. 7. ! Der Deutsche setzt wieder auf Qualität 85% Qualität IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014 84% 70% 69% Preis-GenussVerhältnis Gesundheitl. Mehrwert Herkunft
  8. 8. Wie erkennt der Kunde diese? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  9. 9. Wie erkennt der Kunde diese? Sind Gütesiegel eine Lösung? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  10. 10. 92% 90% 92% 89% 87% 80% 92% 90% 71% 66% 80% 64% 68% 62% 64% 57% 46% 36% 43% 34% 39% 31% 41% 30% 32% 24% 26% 19% 23% 16% Bekanntheitsgrad bei Fair-Trade-Käufern Quelle: Trendstudie „Fair 2013“ zukunftsinstitut IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014 Bekanntheitsgrad gesamt
  11. 11. Wenn Bio keine Orientierung mehr bietet ... was bleibt dann noch? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  12. 12. Die eigene MARKE! 50% 74% der Deutschen achten eher auf die Marke als auf den Preis. der Deutschen bleiben bei einer Marke, wenn sie mit ihr zufrieden sind. IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  13. 13. Eine gut geführte Marke braucht kein Bio. IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  14. 14. Was ist eine MARKE? Positives Vorurteil IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014 Verdichtete Spitzenleistungen
  15. 15. Marken bewegen, wenn sie ... das Leben erleichtern IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014 ... Geschichten erzählen
  16. 16. Lebenserleichterung IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  17. 17. vs. Wer braucht hier wen? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  18. 18. Kennen Sie Ihre Spitzenleistungen? IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  19. 19. Kennen Sie Ihre Spitzenleistungen? Wir helfen Ihnen dabei. IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014
  20. 20. IDEENHAUS Frisch aus der Region IDEENHAUS MARKEN.WERT.STIL wenn bio logisch ist, Februar 2014

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