Home > References & Encyclopedias > Interdisciplinary studies > Communication studies > BIO! Auf dem Weg vom Nischen- zum Massenmarkt: Positionierung und Kommunikation von Bioprodukten im Lebensmittelmarkt
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BIO! Auf dem Weg vom Nischen- zum Massenmarkt: Positionierung und Kommunikation von Bioprodukten im Lebensmittelmarkt

BIO! Auf dem Weg vom Nischen- zum Massenmarkt: Positionierung und Kommunikation von Bioprodukten im Lebensmittelmarkt

          
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About the Book

Diplomarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Sprache: Deutsch, Abstract: Bio. Diese drei Buchstaben sind heute kaum mehr aus den Supermarktregalen wegzudenken. Für die einen ist Bio ein wichtiger Schritt in eine grüne Zukunft, für die anderen nur ein "vorübergehender Trend" oder gar eine "Verkaufsmasche". Jeder von uns hat mindestens schon einmal zum Bioprodukt gegriffen - trotzdem macht der Biomarkt derzeit nur knappe 4% des gesamten Lebensmittelmarktes aus. Doch er wächst seit Jahren stetig. Sogar der konventionelle Einzelhandel kann es sich nicht mehr leisten, keine Bioprodukte in seinem Sortiment zu listen. Kann die Bio-Branche in Zukunft also im Wettkampf mit dem knallharten Lebensmitteleinzelhandel bestehen? In der vorliegenden Diplomarbeit möchte ich den Lesern das Thema "Bio" näherbringen und zeige auf, wie aus einem kleinen Trend ein millionenschwerer Markt entstand. Die Grundlagen des Themas werden im ersten Kapitel erklärt. Im zweiten Kapitel analysiere ich die Marktteilnehmer der Branche. Zu aller erst betrachte ich die unterschiedlichen Zielgruppen im Biomarkt: Was sind deren Wünsche, Verhaltensweisen und eventuelle Kaufbarrieren? Des Weiteren stelle ich verschiedene Bio-Hersteller und deren Marken vor. Ich untersuche ihre aktuelle Positionierung im Markt und schaue mir an, wie die Marken mit den Zielgruppen kommunizieren. Um den Biomarkt noch besser verstehen zu können, wird in Kapitel 3 näher auf die Unterschiede der verschiedenen Absatzkanäle eingegangen, die Biounternehmen nutzen. Das Ziel dieser Arbeit ist es, zu klären, ob der Biomarkt auf dem Weg vom Nischen- zu einem Massenmarkt ist - und was das für die Positionierung und Kommunikation der Biomarken heißen würde. In Kapitel 4 gebe ich Empfehlungen ab und stelle denkbare Lösungsansätze vor, wie die Unternehmen ihre Kommunikation verändern müssten, um auf einem Bio-Massenmarkt neben den konventionellen LE


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Product Details
  • ISBN-13: 9783946458104
  • Publisher: Studylab
  • Publisher Imprint: Studylab
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Positionierung und Kommunikation von Bioprodukten im Lebensmittelmarkt
  • Width: 148 mm
  • ISBN-10: 3946458106
  • Publisher Date: 22 Mar 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 177 gr


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