Natalia Platonova, Alumnus Master Management
What is interesting about die Kurbel, it is not a chain, and not commercial organization, but a communal (Verein) type. At the same time, based on our personal observations, it did not have a lot of visitors despite a good selection of films in a program...Within this project we defined the values and target audience of the Kurbel; proposed practical easy steps for improving brand social-media strategy; and gave recommendations for holistic communication strategy. As a result, die Kurbel brand visibility improved significantly, as well as the recognition of the core brand value message (communal cinema). Social-media and home pages got more visitors and enjoy increased activity. Finally, the number of visitors increased +13 ppt in comparison to the year ago.
Elisabeth Vielhaber, Master Management
It has been an important and insightful process to learn how to develop a brand strategy that can be adapted to any brand objective. So the class was not only helpful to define a strategy to attract younger customers, but it can be applied to every other brand aim.