Marketing Trophy '16: The winners
MARKETING DAY Numerous visitors gathered as part of Swiss Marketing Day at the KKL Lucerne to see the most successful and innovative projects in the industry. The jury chose from twelve projects. Here are the 2016 winners of the Marketing Trophy:
CATEGORY LARGE ENTERPRISES
Launch of the «Mondovino» Wine Club»Wine customers are one of Coop’s most important target groups. The launch of the «Mondovino» wine club made it possible to serve this target group even better and more efficiently, virtually offsetting the lack of personalized advice compared to specialty retailers. In addition, the focus on wine expertise—which is central to «Mondovino»—was intended to appeal even more strongly to wine connoisseurs. This helped minimize the gap between specialty wine shops and Coop.Club Philosophy with a Cross-Channel FocusThe holistic concept—with its cross-channel focus and extensive wine content on mondovino.ch—is currently unique in the DACH region. Thanks to the club concept and the ability to analyze Supercard data, it is possible to engage Mondovino members efficiently and sustainably.Internal and external goals achievedThe goal of «Mondovino» was to expand and defend its market share and to increase net sales. In addition, the campaign aimed to further strengthen Coop’s brand awareness and image as a knowledgeable and versatile wine retailer. As a wine club, «Mondovino» also had internal goals: the focus here was on membership growth and member engagement. Since Mondovino’s launch in 2014, membership has grown to over 100,000 within a year and a half. Despite a declining market and an increasingly competitive environment, sales among members rose by 45 percent compared to the previous year.Conclusion: With «Mondovino,» Coop has demonstrably succeeded in proving itself and establishing a foothold in a highly competitive market. Furthermore, this concept—which is unique in the DACH region—shows just how innovative the idea behind this wine club is. nwww.mondovino.chwww.coop.ch
CATEGORY SMALL AND MEDIUM-SIZED ENTERPRISES
Organizer: Elkuch Josef AG Recycling Center Agency: Markenkern AG
The Supersack—a step in the right directionIn Switzerland and the Principality of Liechtenstein, only about 15 percent of household plastics are recycled; the rest ends up in regular household waste. The Supersack was launched as an affordable plastic collection bag for all household plastics. A dense network of sales and drop-off points in Eastern Switzerland, Liechtenstein, and Northern Graubünden made it easy for environmentally conscious people to dispose of household plastics in a sustainable manner.Comprehensive marketing initiatives for the launchThe marketing mix focused on well-thought-out, cross-channel communication. A package of measures—including launch events with product sampling, trade show appearances, mailings and direct mail campaigns, outdoor advertising, media relations, and online marketing—was planned. The goal was to implement well-thought-out communication measures to foster long-term customer loyalty. To create initial incentives, the disposal of household plastics had to be made more affordable than the disposal of municipal solid waste. Above all, however, customers had to be reached through the environmental aspect.Sustainable and SuccessfulThe Supersack’s ultimate goal was to protect the environment in a sustainable way. With a reduction of 122,000 kilograms of CO2 as of the end of 2015, this goal was achieved. Market leadership was achieved in the Liechtenstein/Canton of St. Gallen region. The sales target of 30,000 Supersacks sold was even far exceeded. Revenue expectations were also surpassed, reaching more than CHF 70,000.Conclusion: The Supersack has succeeded in raising public awareness of an important issue—the disposal of household plastics. Through the marketing mix, a broad target audience was reached, and a sustainable contribution was made to the environment. The collected plastics are processed into valuable secondary plastics, which are made available to local industrial companies at a low cost. This also benefits the economy.www.markenkern.chwww.supersack.chwww.recycling-center.li
CATEGORY: NONPROFIT ORGANIZATIONS
Bookbridge Makes Education More AccessibleIn many parts of the world, education is still not accessible to everyone. Educational initiatives often face limited reach and are frequently implemented as isolated, one-off efforts. Bookbridge addresses this challenge with an entrepreneurial approach and a new, inclusive educational concept. In Cambodia, Mongolia, and Sri Lanka, learning centers are being established that meet specific local educational needs.Cost-Effectiveness and Collaboration as Equal PartnersTo secure funding, each learning center also serves as a business case for a fee-based professional development program for European executives. Participants work as entrepreneurs on an equal footing with local partners to develop a sustainable business plan, implement it on the ground, and are evaluated based on the final results achieved. After the training program ends, Bookbridge continues to support the centers, which are then operated as local businesses. Through this «Capability Program,» Bookbridge provides sustainable, self-sustaining development aid and combines it with expertise from Western countries.A Vision of Global Educational EquityAs of September 2015, there were already sixteen learning centers in Mongolia and Cambodia. In Europe, 112 executives have completed the «Capability Program» and generated total revenue of over half a million euros. Establishing the learning centers as social enterprises ensures their long-term financial stability. Since the learning centers are financially self-sustaining but not-for-profit, tuition fees are low, making the program accessible to the general public.The Bookbridge Model Brings Two Worlds TogetherThe Bookbridge program serves as both a business and educational model—thus bridging two worlds. When establishing a learning center, «the North and the South» act as equal partners. This sustainable educational concept, drawing on resources and knowledge from «the North and the South,» is not only new and innovative but also holds great promise for success.www.bookbridge.orgwww.contexta.ch
AUDIENCE AWARD
Once again this year, the audience voted for their favorite—and this time, they agreed with the jury: Mondovino.
In Switzerland, the only shrimp currently available for purchase are frozen or pre-cooked imported varieties. Swiss Shrimps AG produces shrimp locally using a closed-loop saltwater recirculation system and sources the heat and salt for the seawater (28°C) from Schweizer Salinen AG in Rheinfelden. This idea won the special prize.http://swissshrimp.ch
