"Performance is more important than promotion"

Brands For Erich Kienle, Head of Marketing
of Emmi, is not the innovation of Markom, but of the product
central to innovation marketing. WW: On
Eastern Switzerland Forum of the Swiss Marketing Confederation (SMC) you call
together with other experts to take advantage of the opportunities in marketing.
Innovation is one of Emmi's cornerstones of success. How would you
Erich Kienle: At Emmi, innovation is a position of success that
is lived by all departments. Lots of experience, sweat,
Enthusiasm, patience, perseverance and a lot of entrepreneurial spirit.
Risk provides the necessary portion of luck.  

WW: Success is often cited as the greatest enemy of innovation. What is Emmi doing to combat the lethargy of laurels?
Erich Kienle: A
After every victory, a good athlete wants the next one. After the
regional, the national, after the national the international ...
No, I don't know any laurel lethargy.  

WW: cyclical
trading-down brands and products have also gained ground in Switzerland.
and particularly strongly in the food sector. Is innovation
Your answer to this?
Erich Kienle: Absolutely.
Performance is more important than promotion. We always have to come up with new concepts
again arouse emotions and create added value. The flat
Market development can only be translated into new growth through genuine innovations.
be led. We tackle new opportunities dynamically and persevere
not in defense of what already exists.

WW: Straight
The daily consumer goods market is increasingly dominated by the
private labels, some of which you produce yourself. How Emmi succeeds
This balancing act between branded product brand and manufacturer for
Private labels?
Erich Kienle: By
we fully perceive the competence of a manufacturer and branded products
that justify a truly unique position. The markets
are becoming more and more international and the concepts today must
performance to achieve success throughout Europe, Caffè
Latte and Choco Latte are now available in 14 countries.

WW: You
hard discounters, which are now also spreading in Switzerland
for the economic stagnation in Germany.
because their price war stifles any innovation.
Is Emmi not also benefiting from this trend if the
Consumer selectively the
luxury dairy product from your brand?
Erich Kienle: The
Emmi brand stands for outstanding Swiss quality. This "plus in
Enjoyment" is what a broad section of the population wants, and we sense that
In Germany, too, Emmi is increasingly becoming a cult brand. Good
Quality dairy products are a luxury that you should treat yourself to every day.
should.

WW: Then Emmi will never have a
cheap line.
Erich Kienle: Not under the Emmi brand and not with its original recipe.

WW: Unlike with product innovations, however, Emmi seems to be more successful in marketing communication and in the
Especially in advertising, we rely on tried-and-tested and conventional
testimonials or sponsorship of DJ Bobo tours. See
no contradiction in that?
Erich Kienle: At
innovative approach lies in the concepts and does not come to life through
the gag in advertising. We have made very good progress so far and
very much live the "return on marketing", which means that we expect
efficiency of our communication, in other words: sales success before
Advertising prices.

WW: This means that the marketing of
innovations can be achieved in the conventional way.
Erich Kienle: Of course I am a friend of extra-
ideas, for products as well as for advertising. Take
our TV commercials for Aktifit or Creation yogurt; I think this is where
good advertising ideas behind it. But I must confess that I am
would love to be surprised more by really good
Advertising ideas. I am happy to admit that our
Caffè Latte campaign is an advertising idea of a conventional kind, but
She did an extremely good job. This is where I get my fun out of the
good sales figures and not from the funny commercials.  

WW: Since
In 2000, sales and personnel almost doubled - also thanks to
international expansion and acquisitions. For almost a year now, Emmi
on the stock market. Constant change, where others often lose sight of the big picture.
lose. How can the vision still be communicated?
Erich Kienle: Our
Corporate culture did not have to be changed as a result of the IPO,
We have always been very market- and customer-oriented with a high
entrepreneurial initiative. Complexity has increased, but
It is precisely in stagnating markets that companies like Emmi are needed that
develop new visions.    

Interview: Luca Aloisi