Creative Marketing
COLOGNE BUSINESS SCHOOL (CBS)
“Umparken im Kopf” –
The fine line between self-irony and pity
Term Paper for Creative Marketing
Summer Semester 2014
Lecturer: Mr. Marcel Krenz M.A.
Denis Pierre Sickert
BA 12 in International Business / Marketing Management
Student-No.: 1.12 2214-082
Table of Content
1. Introduction 2-3
2. Analysis of the Marketing Campaign 4-22
2.1. Target Market 4-5
2.2. SWOT – Analysis 5-8
2.3. Creative Strategy 9-14
2.3.1. Statement 9
2.3.2. Brief 9-11
2.3.3. Execution 12-13
2.4. Mac Cann-Erickson World Group 6 Question Theory 13-17
2.5. “Umparken im Kopf” on Social Media 17-19
3. Conclusion 21-22
4. Bibliography 22-25
5. Appendix 26
1. Introduction
„A good reputation is more valuable than money.“ (Publilius Syrus) (Brainyquote, 2014)
Nowadays it is essential for companies to build up a good reputation and a good brand image for customers. But how can a company manage to convince people that their company offers the best products and has the biggest value? By simply delivering unique values though their products, by providing superior quality goods or market-leading prices and by implementing a good marketing-strategy which appeals rather to the customer than the product itself and is therefore considered as more interesting.
Apple for example delivers products that are rather seen as lifestyle products and status symbols than functional mobile phones. Therefore Apple changed their catchphrase from: “There’s an app for that“ to “If you don’t have an iPhone, well, you don’t have an iPhone” (9to5Mac, 2011) to lay emphasizes on how advantageous and valuable it is to own an Iphone. This led Apple, among other factors, to become the most valuable company in history (Forbes, 2012).
For marketers it is however important to create and to market brand strategies, marketing plans and innovation and to uncover potential new customer value and
“Umparken im Kopf” –
The fine line between self-irony and pity
Term Paper for Creative Marketing
Summer Semester 2014
Lecturer: Mr. Marcel Krenz M.A.
Denis Pierre Sickert
BA 12 in International Business / Marketing Management
Student-No.: 1.12 2214-082
Table of Content
1. Introduction 2-3
2. Analysis of the Marketing Campaign 4-22
2.1. Target Market 4-5
2.2. SWOT – Analysis 5-8
2.3. Creative Strategy 9-14
2.3.1. Statement 9
2.3.2. Brief 9-11
2.3.3. Execution 12-13
2.4. Mac Cann-Erickson World Group 6 Question Theory 13-17
2.5. “Umparken im Kopf” on Social Media 17-19
3. Conclusion 21-22
4. Bibliography 22-25
5. Appendix 26
1. Introduction
„A good reputation is more valuable than money.“ (Publilius Syrus) (Brainyquote, 2014)
Nowadays it is essential for companies to build up a good reputation and a good brand image for customers. But how can a company manage to convince people that their company offers the best products and has the biggest value? By simply delivering unique values though their products, by providing superior quality goods or market-leading prices and by implementing a good marketing-strategy which appeals rather to the customer than the product itself and is therefore considered as more interesting.
Apple for example delivers products that are rather seen as lifestyle products and status symbols than functional mobile phones. Therefore Apple changed their catchphrase from: “There’s an app for that“ to “If you don’t have an iPhone, well, you don’t have an iPhone” (9to5Mac, 2011) to lay emphasizes on how advantageous and valuable it is to own an Iphone. This led Apple, among other factors, to become the most valuable company in history (Forbes, 2012).
For marketers it is however important to create and to market brand strategies, marketing plans and innovation and to uncover potential new customer value and
Bibliography: 9to5Mac (2011), New Iphone adverts: “If you don’t have an Iphone, well, you don’t have an Iphone”. Retrieved 29.04.2014 from http://9to5mac.com/2011/03/17/new-iphone-adverts-if-you-dont-have-an-iphone-well-you-dont-have-an-iphone/ Abel, M (2014) Allacronyms (2012). OPEL - Old People Ending Lives. Retrieved 03.05.2014 from http://www.allacronyms.com/OPEL/Old_People_Ending_Lives/1260304 Autohaus (2014) Bay, L (2013). Die Schöne und das Auto. Retrieved 27.04.2014 from http://www.handelsblatt.com/unternehmen/industrie/claudia-schiffer-wirbt-fuer-opel-die-schoene-und-das-auto/9243306.html Brainyquote (2012), Reputation Quotes http://www.brainyquote.com/quotes/keywords/reputation.html Dunker, R (2014) Forbes (2012), Apple now most valuable company in history. Retrieved 30.04.2014 from http://www.forbes.com/sites/benzingainsights/2012/08/21/apple-now-most-valuable-company-in-history/ Koch, T (2014) Krause, P (2014). Digitale Markenführung im Social-Media-Zeitalter. Retrieved 26.04.2014 from http://www.adzine.de/de/site/artikel/9824/social-media-marketing/2014/02/digitale-markenfuehrung-im-social-media-zeitalter Krenz, M Lifehacker (2013). You can 't build a reputation on what you are going to do. Retrieved 28.04.2014 from http://lifehacker.com/5981880/you-cant-build-a-reputation-on-what-youre-going-to-do Lengen, A (2014) Mbaskool (2012). Opel. Retrieved 02.05.2014 from http://www.mbaskool.com/brandguide/automobiles/4974-opel.html Rehberg, J (2014) Shanahan, K (2012). Ikea – Integrated Marketing Communications Campaign. Retrieved 28.04.2014 from http://kshanahan.com/kShanahan_610_Final.pdf Socialbench (2014) Umparken im Kopf (2014). Retrieved 24.04.2014 from http://www.umparkenimkopf.de Vogl, M (2014) WA (2013). Europas Liebling: Das Ausland schwärmt von BVB-Coach Klopp. Retrieved 24.04.2014 from http://www.wa.de/sport/bvb/europas-liebling-ausland-schwaermt-borussia-dortmunds-coach-juergen-klopp-2920249.html 5