Griff ins Klo für Erich (Sixt)

Sixt will offensichtlich weiter die Preise anheben um seine Bilanzen zu schönen. Nach der Kilometerbegrenzung von 300km/Tag soll nun eine Reduzierung auf 200km erfolgen.
Zum Vergleich: Enterprise: 4000km/Wochenende
Meine persönliche Meinung: Sixt mag die attraktiveren Autos haben, aber die besseren Preise hat einduetig Enterprise. Und statt sich um 100km weniger bzw. für ein Wochenende nur 900km und nun 800km zu ärgern, punktet Enterprise mit dem tollen Abholservice. In Zeiten wie diesen dürfte Sixt eindeutig die falsche Strategie fahren und hoffentlich Marktanteile an seine Konkurrenten verlieren. Statt den Konsumenten in die Marketingstrategie einzubinden wird der Kunde zu einem verärgerten Gegenspieler.
Die letzte Preiserhöhung hat zugegeben ihren Zweck erfüllt: Sixt konnte seine Quartalszahlen aufbessern. Fraglich bleibt wie sich die aktuelle Erhöhung auf die Nachfrage auswirken wird. Folgende Umfrage unter Mietwagenexperten spricht eine eindeutige Sprache.

Mietwagen-talk.de

Zu dumm nur, dass genau diese (ehemaligen) Kunden in der Regel einflussreiche Meinungsführer (mavens) sind…

Some IAA 2009 Impressions

Today is Saturday and thus weekend. Me and some colleagues from Syzygy decided to visit the IAA in Fraknfurt today to get a hands-on impression of what’s new in the automotive industry. Working on automobile accounts, this visit was mandatory. On my way to the fair I wondered what the must-sees of this year were. And although firm in the automotive sector, there was no groundbreaking innovation I could think of. Maybe I might find out at site…

We got to the Messe Frankfurt quite early which made the visit of the Mercedes-Benz exhibition fairly pleasant. Not too many people. I will drop a few lines to the brands we visited:
-Mercedes: smaller than in previous years due to the fact that they did not use an entire level. The E-Class T-model and the B-Class F-Cell were among the major attractions. not to forget the SLS in red. As always, there was a good light show, a big screen but no ‚runwalk‘ this time. Interactive surface table were rather boring. Except for the one by Smart which was really quick.

Mercedes-Benz E-Klasse T-Modell 2009

Mercedes-Benz E-Klasse T-Modell 2009


Mercedes-Benz in der Festhalle

Mercedes-Benz in der Festhalle


Mercedes-Benz SLS AMG

Mercedes-Benz SLS AMG


-VW had all its cars displayed which barely leaves space for entertainment. All Cars were in white just as the Audis. Bmw did the same two years ago. As to the cars: the Multivan got a new more mean looking front. The Golf Variant was there with a minor facelift. The star may probably have been the new Polo which might cannibalize big brother Golf.
2009er VW Polo

2009er VW Polo


The Phaeton was praised as luxury car but no one really cared if you ask me.
-Seat: also present in the same hall as the rest of the VW family. Some sporty vehicles such as the Cupra versions and the new Exeo / former AF4. But in my eyes those Seats often look somewhat tiny when the tires are too small.
-Skoda: Nice Yetis running around.
Skoda Yeti auf der IAA 2009

Skoda Yeti auf der IAA 2009


The Yeti attracted young families as did the other affordable Skodas.
-Fiat: nice playful exhibition. Similar to sister Lancia which other than Fiat used more darker colors to support a touch of premium.
Fiat

Fiat


-Alfa-Romeo: a comparably large exhibition for this niche brand. All vehicles in alfa romeo red and the construction resembling children construction kits. Great job!
Alfa-Romeo Messestand

Alfa-Romeo Messestand


-Ferrari: much too crowded to get a peak at the new Ferrari
-Maserati: see above
-Hyundai: Hello ladies! I must admit, i have no clue whether the small Hyundai was a show car or regular model but the hostess presenting it surely received more looks than the car. In general, the exhibition was fairly big and loud. Sales in Europe are on the rise…
Hyundai mit deutlich größerem Auftritt 2009

Hyundai mit deutlich größerem Auftritt 2009


-Porsche: packed…
-Opel: new dynamics at Opel! Aside from the current turmoil about the future of Opel, the exhibition was well populated. The new Insignia Sports Tourer OPC was presented as well as the new Opel Astra. Big hopes lie on this car. From my point of view, it comes with modern design, efficient engines and decent quality. We’ll see how it performs vs. the Golf VI.
Opel Astra

Opel Astra


-BMW: Well well well! I did not believe when I read it, but BMW did in fact increase its budget for the 2009 IAA. No longer situated in the Agora, BMW Group’s brands BMW, Mini, and RR were now displayed in probably the newest building of the Frankfurt fair. Like a carrera round course, BMWs were driving on the first level while the vehicles were presented on the ground level.
BMW Messestand

BMW Messestand


The new Active Hybrid X6 and 7series were displayed as well as the new X1. In the center of attention was the new Efficient Dynamics show car.
BMW Efficient Dynamics Studie

BMW Efficient Dynamics Studie


BMW also presented BMW Performance, a new special equipment line which can be ordered aside from the M packages.
Mini, still the most fashionable of auto brands brought along its own DJs to celebrate its anniversary. Giant letters in black and white decorated the Mini area. The attraction here: the Mini Coupe show car! And simply the ambiente that also sets the Mini drivers apart from they rest: it is premium, it is stylish it is different.
Mini Messestand

Mini Messestand

Direct consumer approach by Opel

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Opel seems to have understand some essentials of how to address consumers.

In this video message of Carl-Peter Forster, Opel Chairman, Opel explains the where its new claim „We love cars“ comes from and what it stands for and how it should help to lead Opel into the future. He mentions the sympathy Opel has received from the public in the recent weeks. This is indeed something to build on and it is something American makes lack: trust in a brand. If the typical American still believed in American engineering he would not buy so many Japanes cars, and the best-selling car would be a Ford Taurus. But it isn’t….

Here is the wording of the statement by Carl-Peter Forster:

„Wir leben Autos.“ ist der lebendige Ausdruck der langjährigen Markenwerte von Opel.

„Wir leben Autos.“ bezieht sich nicht nur auf unsere deutschen Wurzeln und unsere Liebe zu deutscher Ingenieurkunst. Es ist darüber hinaus auch ein Ausdruck unserer Hingabe und Leidenschaft, die all unser Denken und Arbeiten prägt.

Das „Wir“ steht für die Begeisterung und bejahende, positive Einstellung, die unsere Mitarbeiter und Händler miteinander teilen – Grundvoraussetzung für die Entwicklung intelligenter, überraschender und innovativer Produkte für unsere Kunden.

Aber wir bauen nicht nur Autos, wir leben für Autos. Das Wort „leben“ steht für unser hohes Maß an Energie – eine Energie, die jeder spüren kann, der Opel erlebt; durch die Vielfalt sinnvoller Funktionen, begeisternder Innovationen und das faszinierende, dynamische Design unserer Fahrzeuge.

Nicht zuletzt glauben wir, dass „Autos“ auch in Zukunft sehr viel mehr sein werden als ein Fortbewegungsmittel. Bei unseren Fahrzeugen geht es nicht allein ums Fahren – sie sind ein wesentlicher Teil unseres Lebens.

Wir verbinden unsere persönlichen Erfahrungen mit denen unserer Kunden, um ihre tägliche Mobilität einfacher und angenehmer zu machen. Indem wir jeden Tag aufs Neue darüber nachdenken, wie wir das Leben von Menschen innovativ und nachhaltig bereichern können. Eine anspruchsvolle Herausforderung, die für uns niemals abgeschlossen sein wird.

„Wir leben Autos“ – das ist unsere Leidenschaft, unser Engagement, unsere Liebe zum Detail, unser Verantwortungsbewusstsein, unser Ziel und, ja, unsere Zuversicht.

Das ist es, was uns ausmacht.
Opel. Wir leben Autos.

Here is the link: video

See for yourself and let me know what you think about this approach. Like it? Think its cheap? Not very credible? Open? Transparent? Outgoing?

Aldi senkt weiter Preise und DM installiert Lupen, allerdings weniger wegen der kleinen Preise

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Aldi dreht weiter an der Preisschraube. Wie bereits mehrfach in diesem Jahr, hat der Discountriese letzte Woche erneut seine Preise gesenkt. Betroffen waren diesmal Schokoriegel und „Champagner.“ Damit trägt Aldi weiter zu dem bereits bestehenden Preisverfall in Deutschland bei. Die Wettbewerber werden sicherlich mit eigenen Aktionen nachziehen um in der Gunst der preisbewussten Discountshopper nicht zu sinken.
DM, auch ein großer Retailer, geht ganz andere Wege. Die ohnehin schon sehr beliebten und sympathisch gestalteten Verkaufsflächen werden weiter attraktiviert: DM installiert auf seinen Einkaufswägen Lupen, damit auch ältere Kunden eine Chance haben die oft sehr klein gehaltenen Produktdetails zu lesen. DM kann durchaus als Vorreiter gesehen werden. Nur wenige Einzelhändler konnten in ähnlich kurzer Zeit sich derart erfolgreich in einem umkämpften Marktsegment behaupten. Und ich kaufe einfach gerne bei DM. Interessant: Die Sympathie für das Einkauferlebnis „DM“ übertrifft sogar meine Preissensitivität! Ich gehe mit derart viel Vertrauen und positiven Erfahrungen bei DM einkaufen, dass ich mich selbst dabei ertappe Preise nicht zu vergleichen und im Vertrauen auf die Marke und das Image DMs sicher keine „schlechten“ Preise zahlen zu müssen! Respekt, DM!

Ford not recognized as a German brand

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The drama about German automaker and GM subsidiary Opel is not only an advantage for rivaling automakers. Although profiting from consumer uncertainties by winning former Opel drivers, the worries and the public discourse about the future of the Opel brand also did harm Opel rivals. According to a current FAZ article, a central insight for Ford was that Opel not Ford is generally being perceived as the more German of the two brands. Thus it can be said that the Opel crisis also helped Opel to strengthen consumer loyalty and to interest patriotic Germans for their affordable vehicles. To Ford this poses a completely new marketing challenge. Still suffering from the image of producing conservative, emotionless cars, sympathy for Ford may have further decreased. But it should also be mentioned that in the US as well as in Germany, Ford’s management had taken early and wise measures to prepare for the current auto crisis. Thus a scenario similar to that of Opel would not seem credible (begging for givernmental aid,…). So Ford’s marketing challenge for the future will be to produce more emotional cars, such as the Insignia or new Astra and to improve its perceived ‚German-ness‘.
One consequence of the current auto crisis might be that that markets which formerly were a taboo are now considered attractive segments. Ford and even Fiat (together with Chrysler) are considering entering the US automobile market. The cause? Perhaps this will improve competition and contribute to the overall quality of US makes. Still today, these millions of cars American automakers are producing each year simply won’t sell anywhere but the US. Europe is simply much more advancaed and competitive. If this is the scale for US makes, then and only then, there is a chance that they will survive in the long run.

Timberland UK website

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Timberland shoes are timeless.
But also freakin expensive in Germany.
While in the US they charge you $100 for the classic 3 Eye, UK charges GBP 105.00 and Germany crowns it all with an average store price of EUR 150,00.
When checking for the right spelling of the classic 3 Eye, I found out that the UK and US website are quite similar with the tiny difference that the UK offers not only the possibility to send an email to a friend, but also to rate a product, recommend it and even share the link to it on facebook, digg and delicious. Pretty Web 2.0 for a classic brand such as Timberland. The consumer is openly asked for his opinions and level of recommendation.
However, what I did not understand that these features are not offered on the US website. Or did I miss it?

Anyways, check out the UK website of Timberland for yourself to see how it works.

Opel goes to Magna and Sberbank

The uncertainty is over.
Although many feared that after endless meetings and discussion GM would not give away Opel but instead keep it to rebuild GM, it will finally go to Magna and its investors. Although this put an end to endless speculations, many workers at Opel now fear for their jobs. German Minister of Economics Affairs, zu Guttenberg, confirmed rumors that Magna will lay off more workers than initially expected. Latest news are speaking of up to 4,500 jobs that will be cut in Germany. Most of these will be in the area of production but also administrative job will fall away.
But Opel also has demands against former owner GM. Until recently GM decided in which countires Opel models are to be sold. It took long until Opel models could be sold in the US under its American brand Saturn. But still today, many Europeans are wondering why many of those attractive and efficient German Opel models never made their way into the American market. The reason seems obvious: cannibalisation. Why buy a Chevrolet when you can have the technologically superior European Opel models? Let’s hope Opel under Magna will have the possibility to enter more international markets that bear opportunities.

Who said big corporations are slow to adapt to trends

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Please take the time to compare these two videos.

The first here, „Bathtub IV“ is by Keith Loutit and a perfect example of time-lapse and tilt-shift which results in a perfect stop-motion effect.

Bathtub IV from Keith Loutit on Vimeo.

Then look at this current Telekom commercial which nicely makes use of this technique. Surprisingly modern for a telecommunications giant such as Deutsche Telekom:

It is not by accident that these two are so similar. Both have been created by Keith Loutit, a master of his craft!

Blogging about harddisk shopping…

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Where to buy an external harddrive when you know you need one?
Usually my purchase decision-making processes are fairly complex. Often more complex than necessary. That’s the fate of many marketing people. Anyways, having bypassed the procedure of realizing a true need, I at once jumped into the phase of searching for the ideal shop. The next big issue. A big electronics chain such as Conrad, Media Markt or Saturn? Or rather an online store? The first offer the opportunity of really being able to hold the product in your hands. That is, if it is unpacked. The „price you pay“? Usually unexperienced personnel with no time always in search for the next shelf to hide behind. I must say I barely shop there because of a constant fear of being fooled by the advertised special offers (which often are attractive, I must admit) while other products cost more than elsewhere. But even if the price seems right, does the product really hold up to the promises of the store clerk? Or is he just trying to sell what the management told him to, for example to get rid of overstock. Decision-making can be a pain in the ass in our culture of affluence. Buy a TV and choose between a hundred different models. Buy an mp3 player and you’ll be overwhelmed by at least 25 models, many many more when shopping online. This is the golden hour of strong brands serving as lighthouses, visible from afar although perhaps equipped just like the others. Take a basic iPod for example. Comparing such a magnitude of products is almost impossible. At least in the store. But there is one feature, one critical advantage of online stores that no clerk can outmatch. The objective and critical opinion of the crowd, of the masses of consumers out there, all searching to maximize their utility given a certain budget they are willing to pay. Recommendations put light into the darkness. They offer personal impressions that are so much closer to everybody’s daily life. They praise good products and positive experiences hoping that when you do good something good might come back to you. And although this system could theoretically be corrupted by companies, in the overall run it can be trusted.
This leads me back to my initial purchase process. I need a new external harddrive.
As time is usually limited, I too, am glad about every simplification and short cut. So it was a reasonable thing to first check Amazon.de for harddrives. The benefits? Good overview of what harddrives currently offer, a good impression of the price level, and user insights on most of the products offered. This eased my choice alot. I barely felt a risk buying a product that with more than 80 recensions received an average of 4,7 stars. Plus free shipping on top. This post is not intended to glorify amazon but it just shows why amazon is so popular and the perfect place to shop for me. At least when it comes to electronics. Amazon is also an example of the democratizizing effect of the internet. It may be easy for a store clerk to fool a pensionist but given the transparency of prices and product evaluations on the internet, the internet gave the consumer one thing: power. Power to quickly access expert knowledge, to easily compare and to look behind the product specifications on the package. May the best platform win!

Vitamin Water activates consumers for new flavor search

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The well-known premium brand Vitamin Water is now using crowdsourcing / social media techniques to identify new flavors. The idea behind this and numerous similar actions to reduce the risk of a failing product innovation. Marketers love to point out the only a small percentage of new products is there to last – most do not survive the test phase.
As it traffic to a corporate website is often only generated by banner ads other forms of buzz, Vitamin Water went straight to where consumers dwell – facebook.
Here Vitamin Water created an implant idea platform in the shape of a facebook application. It allows users to mix given flavors and develop an appropriate design in order to find the next big seller. Fame will not be the only reward here. The winner also receives $5.000 in cash.

Here is more info: link