Philip Hitschler-Becker

//PODCAST ALERT - GODO RÖBEN, EX-CEO OF RÜGENWALDER  FROM A SAUSAGE SHACK TO THE VEGAN MARKET LEADER We're talking about how Godo managed to turn a traditional "slaughterhouse" into a state-of-the-art leader in the vegan market. Let's say - it wasn't all that easy ;-) In addition, there are exciting personal insights on healthy nutrition and what defines Godo Röben as a human being (we highly doubt that, of course). Have fun! P.S. Did I mention that I always laughed about vegans? Shit, with all the new insights given, I finally turned vegan, too. So be aware that by listening to this episode, you might never eat meat again... #innovation #podcast #vegan #meatlovers #meatindustry Spotify-Link: https://lnkd.in/esBxZTHf

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German Dr. Oetker Group has reported a 6.3% increase in sales to exceed €6.9 billion in its last financial year. Oetker witnessed growth across all business divisions during the year, with its food, beer, and non-alcoholic beverages segments accounting for the highest contribution to sales growth. The #food division, including Conditorei Coppenrath & Wiese KG, reported a 4.6% increase in sales to €4.1 billion. The beer and non-alcoholic #beverage segment - Radeberger Gruppe KG - achieved sales growth in line with expectations at 8.3% to exceed €2 billion. The 'other interests' division achieved a 9.8% increase in sales to €754 million, driven by the performance of #online supermarket flaschenpost SE and IT service provider OEDIV Oetker Daten- und Informationsverarbeitung KG. Dr. Oetker plans to increase its investment budget for the new fiscal year as it seeks to drive #innovation and the expansion of #digital expertise and sustainability initiatives. #fmcg #retail

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Hot discussion about personal branding in our Project A Leads Round with Rainer Berak , Simon Walter , Ole Bossdorf , Charlotte Niklahs , Moritz Trutschel and Andrea A. ! Takeaways (but also no-brainer): It's a must nowadays! Frequency paired with goodish quality should work! But it must fit your personality. More recommendations are welcome. #personalbrand #brand #management

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A tale of two strategies: Transparency vs. Cost Efficiency in Swiss Retail At the forefront of enhancing customer transparency, Valora Group sets a new benchmark by being the first retailer in Switzerland to label its own-brand products with both Nutri-Score and Eco-Score. Starting in June, customers at avec, Kkiosk and Press&Books will benefit from clear information on health and sustainability, enabling informed purchasing decisions. Valora's initiative reflects a strong commitment to customer education and sustainable practices, covering over 1,100 outlets across Switzerland. In stark contrast, Migros-Genossenschafts-Bund has decided to discontinue the Nutri-Score, despite previous endorsements from their own health experts. This decision is driven by a reassessment of its customer value and cost considerations. While previously hailed as a tool for transparent, health-conscious shopping, Migros now views the Nutri-Score as confusing and costly to implement. This move aligns with their new focus on price image over sustainability, as highlighted by recent statements from their new sustainability head and structural changes within the company. Future will tell who is right and until then, let the customer be the judge. #Transparency #Sustainability #Health #NutriScore

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Interesting fact: alcohol free beers is the fastest growing beer segment in German retail since the start of 2024. Growing double digit vs 2023, where it was also growing. Trends in German beer market are moving towards alcohol free beer-mixes with fruity flavors as well as beers with 0.0% alcohol. Carlsberg 0.0% is today again being filled here in Hamburg, and it is great to see that our colleagues here at the brewery are enabling the growth that also Carlsberg 0.0% is experiencing. Is it the best 0.0%? Probably. Carlsberg Group #togethertowardszero #hausbruchbrewery

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Do you actively support your clients' products? I recently had the pleasure of visiting Hans Verweij, the CEO of Maxx Wellness GmbH, at Beauty 2024 in Düsseldorf. As the official partner of Italwax (waxing products for hair removal) in Germany, Maxx Wellness stands for quality and innovation. The idea that my journey in online marketing would lead me to a beauty fair to personally test a client's waxing products would have sounded funny a few months ago. Yet, it's exactly this aspect of the field that excites me. You're always discovering new topics and facing new challenges. I'm particularly looking forward to collaborating with Sarah Bojahr, our direct contact at Maxx Wellness. Together, we plan to scale the online presence in the DACH market in 2024 through performance marketing campaigns and seo strategies. Just like influencers, one should be aware of the products they are endorsing for their clients, don't you think? P.S.: The result of my eyebrow treatment speaks for itself 😉 – quality that convinces when the products are applied correctly. #performancemarketing #agencystories #googleads #metaads #onlinemarketing #beauty24

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🚀 Exploring Individualized Packaging Opportunities at UEFA Euro 2024 ⚽️ During a recent visit to both discount and premium supermarkets, I noticed very little football-themed packaging. With the UEFA Euro Cup 2024 in full swing here in Germany, this absence stood out to me as a unique opportunity for brands. 🛒 Observations: In the video I captured, the snack and gummy aisles showcased minimal football-related packaging. This was unexpected given the significant cultural and commercial impact of the tournament. 🏅 The Significance: Consumer Engagement: Event-specific packaging can enhance product visibility and create excitement. Memorability: Limited edition designs often become cherished collector's items, encouraging repeat purchases. Brand Loyalty: Aligning with major events can deepen the emotional connection between a brand and its consumers. 💡❗Insights: This is further proof that brands are losing themselves too much in short-termism and efficiency instead of underpinning their actual purpose by creating real added value for consumers. Not capturing emotional experiences through the packaging and thus accompanying the consumer home until the final consumption (the experience) is a lost opportunity that ultimately accelerates the erosion of the brand. Watch the video I recorded during my supermarket visits. Feel free to share your thoughts and your observations. Did you spot any football-themed packaging? Your insights and experiences are greatly valued! #UEFAEuro2024 #PackagingInnovation #Branding #ConsumerEngagement #MarketingStrategy #EventMarketing #Sustainability

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Suddenly there was a day with 30.000 € revenue as a solo entrepreneur. ... Hello to all new faces here 😊 It is time to go back in time and give you a little inside on the history of Foodpunk GmbH. It was January 2015 and I wanted to start a project, because I just finished my nutrition science studies and had to wait 9 months until my masters started. I wanted to tell the world about the power of nutrition and the interesting topic of biochemistry, showing how delicious it can be to nourish your body well. So I started a Facebook page, posted one recipe and shared it to every group I could find. After hitting 400 followers I quit my job. From one day to the other (I had a well paid job since I was 16 at television). I spent my last money on the international trademark Foodpunk, worked on my website day and night and in Mai 2015 I went to the notary to found a GmbH. Some months later I sold my first personalized meal plans. They were based on a 1.000 line excel file with mathematical calculations and they were able to personalize a whole month of a meal plan with 90 recipes in less than 1 minute. Every recipe is calculated to the individual macronutrient needs. The first ones were just plain text PDF files, later we created a design, images and email challenges. The hype got bigger and bigger and when I started my masters degree I already had a few thousand euro revenue per month. It was more than I was expected to earn after finishing my masters degree. But I also worked at night until 3am, got up at 6 for university, answered community questions on every red light and emails during lectures. Feeling sick in the lab due to the lack of sleep told me that I need to decide for one and I decided to continue full time with foodpunk. And then... there was a day with 30.000 € revenue. I had no costs other than my time, my laptop and some coffees at Starbucks and Mc Café to enjoy their free wifi. That was more than I ever have seen at one point at age 25 back then. When I started my company I estimated it to have 15.000 € revenue per year, just as a side project. But it escalated quickly. Out of lack of sleep I needed to hire my first employees and we soon hit 7-figures revenue per year. After a year I rented my first office, it had 12sqm. But when we were 5 people in there including an online shop warehouse, we needed to move to 200 sqm. Until that burst as well. This year we opened our PNT Center. Our team of 40 has become known all over Germany for personalized nutrition software solutions. We reach over 2 million people each month with our personalized meal plan app, our blog and social media at Foodpunk GmbH. We partner with Universities, clinics, doctors and build software for insurance companies. What a ride. I am very proud of this child of mine and the team we have built. Read more about Foodpunk GmbH most funny and intense moments here: https://lnkd.in/eEK3GBag

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What an interesting company! Have you ever heard of Kisag? 56% of Swiss households have. 🤔 But why is it interesting and different? Behind the foundation of Kisag AG was a creative mind with a strong pioneering spirit. When Walter Kissling founded Kisag AG in Bellach, Switzerland in the year 1945, he had no idea that his innovative ideas would have a lasting impact on life in many Swiss households over several generations. Walter Kissling started out recycling aluminium waste. He used this, in turn, for product developments. In the adjoining foundry, the entrepreneur manufactured cutters for French fries, fruit presses, potato peelers and thin-walled cast aluminium pans. At that time, this was a real high-tech product. 🤔 OK. Very innovative: 🔥 Pressure cookers with patented pressure relief valves (early 50s). 🔥 This was followed by frying pans with built-in thermometers. 🔥 The Kisag whipper, which was patented in 1958 for the production of whipped cream with a charger system. 🔥 A patented gas burner for rechauds (think Fondue!). Kisag is now a leading Swiss brand and OEM supplier into more than 20 countries. 🤔 But why is it interesting? Because Kisag was sold to VEBO in 2017. VEBO is an occupational and social inclusion co-operative for people with health impairments. To my knowledge Kisag is the first commercial company that was taken over by such a co-operative in Switzerland with many jobs created in its sheltered workshops. While Kisag remains a profit oriented commercial company, the social responsibility of its mother is deeply embedded. Kisag creates jobs at VEBO. VEBO gives Kisag the stability to prosper. Symbiosis. Since 2020, I’m a proud member of the advisory board of Kisag. We’ve come a long way and there is still a lot to do. Where innovation meets social responsibility, success is guaranteed! Go Kisag! Thanks Marc Eggimann Johann Hirschi Adrian Von Kaenel Christina Balz and the whole team around Kaspar Kellerhals for a great collaboration. #socialresponsibility #kisag #vebo #rahmbläser 

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What explains the success of ALDI and LIDL in the USA? A recent article in the German daily newspaper DIE WELT analyzes the success of the Germany-based ALDI and LIDL retailers in the USA. ALDI, based in Batavia, Illinois, currently has more than 2,300 stores in 38 states, and plans to open 800 new stores by the end of 2028. LIDL, based in Arlington, VA (near Washington, DC), already has more than 170 stores in nine states on the East Coast. A large part of the success is explained by the low prices, private labels, unique merchandising strategies and loyal customer bases. But the success despite (or perhaps because of) the limited product range appears to be unusual. One would expect that American customers, accustomed to extensive product offerings, would prefer a wide assortment of goods. Anybody who has witnessed an entire aisle dedicated to “cereals” alone can attest to the wide assortment the American consumer is accustomed to. According to customer profile data, ALDI tends to attract more “blue collar” customers, while LIDL is frequented by a wealthier suburban segment. But both demographics appear to be attracted primarily by the lower prices compared to established domestic grocery chains. This is due in part to the limited assortment of goods and, from the American customer's perspective, reduced service. Tilman Bender, managing director of the recruitment company TH Bender & Partners, comments: “The success of ALDI and LIDL is definitely not a coincidence. This requires careful planning and market studies, especially when it comes to adapting to local conditions in the USA. Also regional differences within the USA must be considered. This takes time and requires a lot of patience - and the willingness to modify the strategies which made the parent company successful in the home country. It is very important to select the right managers for the US subsidiary. These must be managers who are familiar with the specific market segment in the US market and the competitive landscape overall, but at the same time they must be willing to learn the products and business philosophy of the European parent company. Further, they must have the competence to communicate the required adjustments to the top executives and shareholders at the overseas based parent company. This goes often against the DNA of the parent company and requires that the shareholders and top executives backup the US leadership team. Without such support, market-entries can fail. https://lnkd.in/ejTnHWWp

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🌿✨ Unveiling Food Supplement Trends in Germany: A Journey into Holistic Wellness 🇩🇪 Guten Tag, LinkedIn community! Join me on a journey through the verdant landscapes of Germany, where tradition meets modernity and the pursuit of wellness intertwines seamlessly with everyday life. 🌱 At the heart of Europe, Germany isn’t just a land of precision engineering and rich beer culture—it's a nation embracing a conscious approach to health and wellness. Today, let's delve into the fascinating findings of a recent study at DCMN, unraveling the secrets behind Germany's love affair with supplements and functional foods. 📊 Here is a sneak peek of our recent insights: 🔍 Trend Insight: Vitamins lead the pack, with 46% favoring comprehensive support. Nutritional supplements (32%) and protein shakes (28%) also have their place. 👫 Demographic Divide: Women go for vitamins; men opt for fortified meals. The young, particularly ages 25-29, are embracing supplements for vitality. 🔄 Daily Routine: 75% of consumers in Germany integrate food supplements into their routines, driven by various goals like fitness and weight management. 📱 Online Influence: 47% turn to the internet for guidance, but personal recommendations still hold sway. 🌟 Effectiveness: 76% believe in the power of food supplements to deliver results. More about food supplements trends: https://bit.ly/3JkrNaC #FoodSupplements #HolisticWellness #HealthTrends

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🚀Marketplace Portrait: Kaufland Global Marketplace🌐 Today we introduce you to the Kaufland Global Marketplace. (sponsored) Strictly speaking, the Kaufland Global Marketplace has been around since 2007, albeit under a different name: Originally launched as Hitmeister in Germany, the platform became Real.de in 2016 and finally Kaufland.de in 2021. Today, the marketplace is established in Germany, Slovakia and the Czech Republic. In fall 2024, Kaufland will also launch in Poland and Austria - accompanied by a special Early Bird offer for retailers. Kaufland Global Marketplace offers retailers a high level of brand awareness, a wide reach and a strong brand image thanks to the 1,550 stationary Kaufland stores in eight countries. A single registration provides access to all Kaufland marketplaces & currently 56, soon 81 million potential online customers. ➡ Services for retailers Kaufland Global Marketplace supports its marketplace retailers with these services: - Fulfillment service: Fulfillment by Kaufland - Onsite marketing: Sponsored product ads, vouchers, coupons - Multi-channel marketing: SEO, SEA, price comparators, social media - Product data translation: free of charge & automated - Personal retailer support: by phone & email - Payment processing: in local currency with relevant payment methods - 1st level customer support: available through Kaufland - Performance coach: targeted identification of potential - Self-services: Know-how in the Seller University & webinars - Cooperations: Advantages with external partners for additional services Kaufland.de currently comprises over 6,400 product categories and 45 million products. Up to 32 million monthly visitors use Kaufland.de, in Slovakia and the Czech Republic the combined figure is around 7.7 million. In Germany, 11,500 retailers are connected, an increase of 20% in the past year alone. ➡ Special offers & programs - Early Bird offer: No basic fee for 3 months and other benefits for the new marketplaces in Poland & Austria. - Performance Coach: Support with increasing sales, product data optimization and listing visibility. - Start offer: No basic fee for the first 30 days after registration. - e-Commerce Day by Kaufland: Trade fair for e-commerce enthusiasts with presentations, master classes & networking opportunities. Since the successful launch in the Czech Republic and Slovakia last year, Kaufland Global Marketplace has placed a clear focus on internationalization and wants to position itself as a strong expansion partner for its retailers, which is reflected in the constant stream of new services to ensure a smooth launch on the new marketplaces outside Germany. In addition, the existing marketplaces are to be expanded and the retailer tools extended. The retail media offering is also being continuously improved: Kaufland Global Marketplace recently announced the introduction of Sponsored Brand Ads. You can find more information here:  https://lnkd.in/dJHu9vix

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Forget people without a mobile device? No! Exactly not. I met Dr. Christian Winkler on a business trip to Berlin. He is 84 years old and now probably the smartest person I know. During ride to Berlin, we talked about philosophy, business, politics and the current world situation. His deep knowledge taught me a lot. When I wanted to introduce him to AI, he revealed he didn't own a mobile phone. 😳📵 This moment reminded me: not everything can/ want to be digital ! For example at Coca-Cola Europacific Partners , we have approximately over 2/3 employees in our supply chain. -> Most without mobile device 📱 How do we include them in our AI strategy? And can AI assistants bridge the skills gap in blue-collar sectors? This is exactly what I want to find out in my current research. #AIstrategy #learning #mobiledevice #newmentor

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Today I’ve started the 11-days Body Reset challenge together with our business partners in Germany. A proven formula with nutritional cleansing, adaptogens and superfood shakes. Text me if you want to join the challenge and get in shape ✅ #bodyreset #cleansing #superfoods #intermittentfasting #adaptogens #weightloss #burnfat #getinshape #healthylifestyle

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Dear all, In addition to the strategic consulting of brands and retailers, one of the important topics of Brand X Society is STRATEGIC BRAND EXTENSION. Successful brand expansion requires careful planning and approach: 1. Analyse your current target group and, if necessary, define a new group of ideal customers. Don't think about what you want to sell, but rather what your current and new customers want to buy. 2. Stay close to your core product and its philosophy with new products. The customer will not understand anything else and therefore will not buy it. 3. Think big in your strategy, think outside the box and be creative. This is the only way you can be successful with your brand extension program. 4. Get only the best partners on board who share your enthusiasm. Make sure that he also focuses on your brand and that you are not just one of many partners in his portfolio. 5. Define new sales channels. It is very important that online and offline activities are seamlessly connected. 6. Be different from your competitors and you will increase awareness and desirability. This can be done, for example, through an exciting story behind the brand or through a clever collaboration (co-branding) with another brand or celebrity. Always remain authentic when creating and executing your strategy. Your new customers and growing sales will be the exciting result. Don't forget to invest part of your budget in marketing. Brand X Society is pleased to assist you in exploiting your brand to its full potential. Don't hesitate to reach out to me. All the best and have a successful week, Toni

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