Swissness stands for innovative spirit
Awards In its 29th edition, over 450 companies and non-profit organizations entered the race for the eighth Marketing Trophy.pioneering spirit shows the way into the future and was awarded a prize.
Awards In its 29th edition, over 450 companies and non-profit organizations entered the race for the eighth Marketing Trophy.
Pioneering spirit points the way to the future and was awarded a prize.
There was plenty of excitement. The eight-member MarketingTrophy jury nominated 14 companies from the categories of small (up to 49 employees), medium-sized and large companies (over 300 employees) as well as non-profit organizations. The winners come from a wide range of industries, but are all well-established. Like the Zurich-based company Blacksocks, which has been solving sock problems with a subscription for calf and knee-high socks since 1999.
Internet flop survivedThe business concept has since attracted several imitators who also offer his and hers underwear on a subscription basis. Nevertheless, the two founding fathers Marcel Roth and Samy Liechti have managed to escape the bursting of the internet bubble with their clear vision and marketing focused on decision-makers. A loyal but now slowly growing international customer base, participation in bonus programs and the outsourcing of core processes and infrastructure were unable to lead the company from stagnation to growth.
The company tackled this problem with the "Growth Burst 04" project, customer acquisition on a tight budget. The strategy included radio sponsorship of the road condition report on DRS 3, the launch of test tokens and the revision of the newly animated website and CI. Liechti does not want to disclose the sales development, but prefers to refer to the other key figures: 17,000 customers in around 35 countries.
When it came to medium-sized companies, Vifor literally turned iron into gold, as Etienne Jornod, Chairman of the Board of Directors of Galenica, once said. Thanks to the Venofer iron therapy for the formation of red blood cells, the international industrial sector of the Bern-based pharmaceutical group became an important sales driver for the holding company. Thanks to targeted "life cycle management", Vifor was able to position the product as a leader on the global market. This specialty is one of the drugs with which the Swiss pharmaceutical wholesaler generates more than half of its operating profit.
With its flagship case, the brilliant launch of the chilled lifestyle drink "Caffè Latte", Switzerland's largest milk processor, Emmi Frischprodukte AG, picked up the coveted gold trophy in the large company category. Less than a year ago, the Lucerne-based food group launched the fresh drink in three flavors in six European countries. In addition to the celebrity endorsement with DJ Bobo and Roger Federer in the integrated marketing activities above and below the line, those responsible attribute the rapid breakthrough not least to "the outstanding product quality". Emmi also broke new ground with its unmistakable packaging.
As a result, Caffè Latte has established itself among traditional coffee lovers and newcomers alike, and now in 13 European countries. The Lucerne-based company is convinced that this is by no means the end of the story: the development potential is rated as "considerable". With this award-winning success story, Emmi has probably come one step closer to becoming Europe's trendsetter dairy. However, it is not resting on its laurels, as it intends to set innovative trends again in a few weeks' time with the market launch of a gourmet product.
Victorious: Emmi Frischprodukte AG won the coveted gold trophy with Caffè Latte.
Luca Aloisi
Pioneering spirit points the way to the future and was awarded a prize.
There was plenty of excitement. The eight-member MarketingTrophy jury nominated 14 companies from the categories of small (up to 49 employees), medium-sized and large companies (over 300 employees) as well as non-profit organizations. The winners come from a wide range of industries, but are all well-established. Like the Zurich-based company Blacksocks, which has been solving sock problems with a subscription for calf and knee-high socks since 1999.
Internet flop survivedThe business concept has since attracted several imitators who also offer his and hers underwear on a subscription basis. Nevertheless, the two founding fathers Marcel Roth and Samy Liechti have managed to escape the bursting of the internet bubble with their clear vision and marketing focused on decision-makers. A loyal but now slowly growing international customer base, participation in bonus programs and the outsourcing of core processes and infrastructure were unable to lead the company from stagnation to growth.
The company tackled this problem with the "Growth Burst 04" project, customer acquisition on a tight budget. The strategy included radio sponsorship of the road condition report on DRS 3, the launch of test tokens and the revision of the newly animated website and CI. Liechti does not want to disclose the sales development, but prefers to refer to the other key figures: 17,000 customers in around 35 countries.
When it came to medium-sized companies, Vifor literally turned iron into gold, as Etienne Jornod, Chairman of the Board of Directors of Galenica, once said. Thanks to the Venofer iron therapy for the formation of red blood cells, the international industrial sector of the Bern-based pharmaceutical group became an important sales driver for the holding company. Thanks to targeted "life cycle management", Vifor was able to position the product as a leader on the global market. This specialty is one of the drugs with which the Swiss pharmaceutical wholesaler generates more than half of its operating profit.
With its flagship case, the brilliant launch of the chilled lifestyle drink "Caffè Latte", Switzerland's largest milk processor, Emmi Frischprodukte AG, picked up the coveted gold trophy in the large company category. Less than a year ago, the Lucerne-based food group launched the fresh drink in three flavors in six European countries. In addition to the celebrity endorsement with DJ Bobo and Roger Federer in the integrated marketing activities above and below the line, those responsible attribute the rapid breakthrough not least to "the outstanding product quality". Emmi also broke new ground with its unmistakable packaging.
As a result, Caffè Latte has established itself among traditional coffee lovers and newcomers alike, and now in 13 European countries. The Lucerne-based company is convinced that this is by no means the end of the story: the development potential is rated as "considerable". With this award-winning success story, Emmi has probably come one step closer to becoming Europe's trendsetter dairy. However, it is not resting on its laurels, as it intends to set innovative trends again in a few weeks' time with the market launch of a gourmet product.
Victorious: Emmi Frischprodukte AG won the coveted gold trophy with Caffè Latte.
Luca Aloisi
