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Verpackungsinnovation als Herausforderung für Marketingentscheidungen: Das Beispiel der Mineralwasserbranche zur Entscheidung für das PET 1l-Mehrweggebinde

Verpackungsinnovation als Herausforderung für Marketingentscheidungen: Das Beispiel der Mineralwasserbranche zur Entscheidung für das PET 1l-Mehrweggebinde

          
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About the Book

Inhaltsangabe: Problemstellung: Nach flüchtiger Auseinandersetzung mit der deutschen Mineralbrunnenbranche könnte man leicht zu dem Ergebnis kommen, daß in diesem Industriezweig "paradiesische Zustände" herrschen. Zum einen ist es eines der grundlegenden menschlichen Bedürfnisse zu trinken, und zur großen Freude der Unternehmen haben die heißen Sommer die Nachfrage nach Mineralbrunnenprodukten reglmäßig stark ansteigen lassen. Nicht nur diese Beobachtungen vermitteln ein positives Bild. Während andere Branchen stagnierende (Bier) oder gar rückläufige Absatzzahlen (diverse Spirituosen) verzeichnen, zeigen die Statistiken, für Alkoholfreie Getränke (AfG), als auch speziell für Mineralwässer und Erfrischungsgetränke, über die vergangenen 20 Jahren einen Anstieg des pro-Kopf-Verbrauchs. Wo liegen in dieser scheinbar zufriedenstellenden Situation die Probleme und Herausforderungen der Mineralbrunnenbranche? - Zunehmender Wettbewerb. - Konzentrationsprozesse. - Flut von Produktinnovationen (ACE, Flavoured Waters etc.). Eine weitere Innovation ist eine Verpackung: die brancheneinheitliche 1l-PET-Mehrwegflasche. Sie steht im Mittelpunkt dieser Arbeit. Diese Verpackungsinnovation soll schrittweise die Brunneneinheitsgebinde aus Glas ersetzen und dem Markt für Erfrischungsgetränke und Mineralwässer entscheidende Wachstumsimpulse geben. Nach Jahren einer höchst kontroversen Diskussion haben Unternehmensvertreter der Branche auf einer Tagung der Genossenschaft Deutscher Brunnen (GDB) und dem Industrieverband Deutscher Mineralwässer (VDM) am 16. Oktober 1995 der Einführung des neuen gemeinschaftlichen Gebindes zugestimmt. Der Entschluß bezieht sich vorerst nur auf die sogenannten Erfrischungsgetränke (IDM, 1995:1). Nach Auskunft der Branche rechnen die Unternehmen mit einem Einsatz für Mineralwässer jedoch spätestens 1999-2000 (GÖBEL, 1996). Die Gerolsteiner-Gruppe, Branchenführer mit nahezu 9% Branchen-Marktanteil (KELCH, 7/1995:468), hat im Juli 1996 als erstes Untern


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Product Details
  • ISBN-13: 9783838610498
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 186 gr
  • ISBN-10: 3838610490
  • Publisher Date: 05 Aug 1998
  • Height: 210 mm
  • No of Pages: 134
  • Series Title: German
  • Sub Title: Das Beispiel der Mineralwasserbranche zur Entscheidung für das PET 1l-Mehrweggebinde
  • Width: 148 mm


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Verpackungsinnovation als Herausforderung für Marketingentscheidungen: Das Beispiel der Mineralwasserbranche zur Entscheidung für das PET 1l-Mehrweggebinde
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